STRATEGI CUSTOMER RELATIONS DALAM MENINGKATKAN KEPUASAN PELANGGAN PADA HOTEL DYAN GRAHA PEKANBARU
ABSTRACT: Hotel is
an industry engaged
in the field
of specialty services,
where the services
are crucial to giving
satisfaction to customers.
The growth of
new hotels makes
these hotels and more aggressively to improve service
quality in order to satisfy customer expectations. Creation of customer
satisfaction and will
deliver benefits to
both the hotel
's reputation in
the eyes of customers and also the profits from the
hotel will increase. Based on the explanation above, the problem in
this research is how customer
relations strategy to
improve customer satisfaction Hotel Dyan Graha Pekanbaru. This study
used qualitative research
methods and data
collection techniques are participating observation, interviews and
documentation. Once data is collected, the authors use an interactive model of
data analysis proposed by Miles and Huberman. According to this model ,there are
three types of
analysis, namely data
reduction, data display
and conclusion drawing or verification and data collection
activities it is a cyclical and interactive. The final stage of this analysis
is the examination of the validity of the data entered .
From the research that has been
done, there is a series of processes
in determining the strategy situation
analysis, program planning, action and communication and evaluation. While the strategies
used to improve
customer satisfaction is
the family gathering,
social programs responsibility and
promotion programs. Furthermore,
the authors found
several factors according to
customer relations strategy
strengths SWOT analysis
such as hotel
competition, competitive prices, complete
lack of facilities
and services that
are less satisfactory.
While the weakness factor
are the promo
offer, promotion through
the media ,
means of communication, co-operation with other
companies, and locations .
Penulis: RISMA DIAN ATIKA
Kode Jurnal: jpkomunikasidd140293
