DOI: https://doi.org/10.9744/jmk.14.2.156-163

THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON CUSTOMER LOYALTY IN JW MARRIOTT HOTEL SURABAYA

Fransisca Andreani, Yesslyn Sumargo, Chen Lie

Abstract


Customer Relationship Management (CRM) is one of strategies to retain customers. By maintaining the relationship with customers, hopefully they will be loyal to companies. The objective of this study is to determine the influence of CRM on customer loyalty in JW Marriott Hotel, Surabaya using multiple linear regression analysis. The results of this study show that CRM, including financial benefits, social benefits and structural ties have positive effects significantly on customer loyalty in JW Marriott Hotel Surabaya. The most dominant factor influencing customer loyalty in JW Marriott Hotel, Surabaya is the structural ties.

Keywords


CRM, Customer Loyalty JW Marriott Hotel

Full Text:

PDF


DOI: https://doi.org/10.9744/jmk.14.2.156-163



The Journal is published by Management Study Program, Faculty of Business and Economics, Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of Research, Technology and Higher Education of the Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen dan Kewirausahaan, ISSN: 1411-1438, e-ISSN: 2338-8234

web stats
View My Stats