IMPLEMENTASI RELATIONSHIP MARKETING DALAM INDUSTRI PARIWISATA DAN PERHOTELAN

2021 ◽  
Vol 2 (1) ◽  
pp. 21-28
Author(s):  
Rini Martiwi
Keyword(s):  
Relationship Marketing ◽  
Customer Relationship

Relationship Marketing merupakan suatu cara untuk mencipatakan suatu hubungan  jangka panjang dengan pelanggan. Disektor pariwisata dan perhotelan, relationshop marketing sangat dibutuhkan sebagi bentuk keunggulan kompetitif bagi para pengusaha dan perhotelan sehingga membuat consumen akan belanja atau datang kembali secara berulang-ulang. Penelitian ini menggunakan pendekatan kualtatif dengan metode deskriptif dalam menguraikan data-data secara mendalam dan menyeluruh. Hasil penelitian menunjukkan bahwa relationship marketingtdan Customer Relationship Mnanagement merupakan dua poin utama yang penting dalam manajemen pemasaran yang harus dipunyai pada industri pariwisata dan perhotelan sebagai keunggulan kompetitif dan yang membedakan dari competitor lain sehingga dapat membuat pelanggan akan membeli kembali produk yang ditawarkan secara berulang.

Developing Service Marketing Through Successful Involvement of Customer

2015 ◽  
Vol 2 (1) ◽  
pp. 6
Author(s):  
_______ Naveen
Keyword(s):  
Relationship Marketing ◽  
Service Marketing ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Successful Implementation ◽  
Process Automation ◽  
Customer Contact ◽  
Use Of Technology ◽  
Marketing Systems ◽  
Technological Means

Customer Relationship Management has its roots in service marketing which is based in turn on the formative work of Berry (1983) and the IMP. Its purpose is to integrate marketing, sales and service functions through business process automation, technological solutions and information resources to maximize each customer contact. In this way service marketing systems facilitate relationships among enterprises, their customers, suppliers and employees and so provide the technological means to put relationship marketing philosophy into practice. Organizations that fail to keep up with competitor’s service marketing capabilities risk being seriously disadvantaged. However, the use of technology on its own is not sufficient and firms must combine developments in IT with a philosophy that calls for the re-organisation of the entire firm around its customers. This shift will not be easily achieved. Our purpose, based on collaborative Canfield/CSC Computer Sciences Corporation studies, is to identify the pitfalls, and offer advice on the successful implementation of service marketing systems in support of relationship marketing strategies, including an audit of the organization’s readiness to proceed. 

PENGARUH KARAKTERISTIK WIRAUSAHA TERHADAP KEBERHASILAN USAHA PERABOT RUMAH TANGGA DI KECAMATAN JAMBI TIMUR KOTA JAMBI

2017 ◽  
Vol 1 (1) ◽  
pp. 38-56
Author(s):  
Novita Ekasari ◽  
Nurhasanah Nurhasanah
Keyword(s):  
Relationship Marketing ◽  
Customer Loyalty ◽  
Customer Relationship ◽  
Customer Relationship Marketing

Dewasa ini perkembangan jasa dirasakan mengalami peningkatan, hal tersebut di iringi oleh berkembangnya berbagai sektor jasa seperti jasa pembiayaan kendaraan (finance) baik untuk kendaraan roda dua maupun roda empat.. Kebutuhan akan jasa pembiayaan ini semankin dibutuhkan masyarakat, pentingnya konsumsi akan jasa pembiayaan kendaraan tersebut makin dirasakan memiliki potensi yang besar dalam diri individu maupun dalam  kegiatan usaha, dikarenakan  jasa pembiayaan (finance)  saat ini merupakan  suatu  pilihan  yang baik dalam menghadapi berbagai resiko terutama dari sisi proses yang relatif lebih cepat dan mudah dibandingkan perbankan. Dalam penelitian ini perusahaan jasa pembiayaan yang akan diangkat untuk diteliti yaitu PT. BFI Finance Jambi. Penelitian ini bertujuan untuk mengetahui dampak dari Customer Relationship Marketing terhadap Loyalitas Nasabah Pada PT.BFI Finance Jambi. Sumber data dalam penelitian  ini adalah data primer dan data sekunder. Data primer diperoleh melalui observasi, wawancara dan kuisioner yang di susun penulis menegenai customer relationship marketing terhadap customer loyalty. Sedangkan Data sekunder adalah data yang di peroleh dari PT. BFI Finance dan diperoleh pula melalui literatur buku dan internet. Penelitian ini menganalisis pengaruh relationship marketing ((People  (X1), Knowledge and Insight (X2), Process (X3), Technology (X4)) terhadap Customer Loyalty. Penelitian ini dilakukan di PT. BFI Finance Jambi. Jumlah sampel yang diambil dalam penelitian ini berjumlah 100 orang.

Salesperson profitability in relationship marketing

2014 ◽  
Vol 9 (3) ◽  
pp. 306-323 ◽  
Author(s):  
Said Echchakoui
Keyword(s):  
Relationship Marketing ◽  
Transaction Cost Economics ◽  
Retention Rate ◽  
Sales Force ◽  
Customer Relationship ◽  
Critical Duration ◽  
Sales Managers ◽  
Content Type ◽  
Dynamic Exchange ◽  
The Relationship

Purpose – This paper aims to answer a prominent question that arises for the manager who wishes to recruit a salesperson to maintain and develop a portfolio–customer relationship: Under which condition is this decision profitable for the firm? Though several authors have underscored the importance of the salesperson's role in the creation of purchaser–salesperson relationships, in the author's knowledge, no study has focused on the salesperson's profitability in the relationship approach. This issue is significant for sales managers because the investment in sales force is greater, and the relationship profitability with customers is not guaranteed. Design/methodology/approach – Econometric model based on transaction cost economics theory and dynamic exchange between firm, salesperson and a customer. Specifically, this model links between customer life value, firm financial value, salesperson cost and relationship time. Findings – Three zones are identified that can characterize the dynamic salesperson profitability. It was shown that only one zone can be profitable to the firm. Research limitations/implications – This result is important because it can solve the equivocal posit between scholars with regard to the success or the failure of relationship marketing. This study also specifies the critical retention rate, the critical duration time in which a salesperson begins to be profitable. Originality/value – In the author's knowledge, this study is the first to use an exchange model to show in which conditions the salesperson will be profitable in relationship marketing.

scholarly journals Pengaruh Kualitas Layanan Terhadap Komitmen Afektif, Komitmen Normatif, Komitmen Kontinuan Serta Loyalitas Nasabah Debitur Pada Pt. Bank Kalbar Di Kalimantan Barat

2012 ◽  
Vol 5 (2) ◽  
Author(s):  
Nur Afifah
Keyword(s):  
Structural Equation Modeling ◽  
Relationship Marketing ◽  
Structural Equation ◽  
Customer Relationship ◽  
Equation Modeling ◽  
Cluster Sampling ◽  
Outcome Quality ◽  
Interaction Quality ◽  
Environment Quality

Perusahaan perbankan saat ini harus berupaya semaksimal mungkin untuk menciptakan pengalaman pelanggan terhadap kualitas layanan, dikarenakan memiliki dampak terhadap hasil hubungan pelanggan (Customer Relationship). Salah satu kunci sukses dalam industri perbankan adalah dibutuhkannya interaksi personal dalam bentuk implementasi strategi relationship marketing (pemasaran relasi), hal ini dikarenakan sifat layanan yang tidak berwujud dan tidak bisa dipisahkan dari penyedia layanan dengan demikian lembaga perbankan harus peduli dengan pengembangan dan pengelolaan hubungan dengan pelanggan.Tujuan studi ini mengkaji pengaruh kualitas layanan terhadap komitmen afektif, komitmen normatif, komitmen kontinuan serta loyalitas nasabah debitur pada PT. Bank Kalbar di Kalimantan Barat. Hal ini di karenakan, kualitas layanan selain memiliki efek pada komitmen hubungan, kualitas layanan yang disampaikan dapat menjadi motivasi dalam diri nasabah debitur untuk melanjutkan hubungan dengan perusahaan perbankan. Komitmen pelanggan dipandang sebagai faktor kunci dalam retensi pelanggan dan loyalitas, sedangkan kualitas layanan umumnya dipandang sebagai struktur utama yang mendorong loyalitas pelanggan. Dalam studi ini, ukuran kualitas layanan diantaranya, adalah; kualitas interaksi (interaction quality), kualitas lingkungan (environment quality) dan kualitas hasil akhir (outcome quality). Adapun komitmen pelanggan, dalam hal ini dibedakan menjadi tiga yaitu, komitmen afektif, komitmen normatif dan komitmen kontinuan.Sampel dalam studi ini adalah 126 nasabah debitur PT. Bank Kalbar di Kalimantan Barat yang menggunakan kredit untuk kegiatan usaha dan minimal satu kali transaksi peminjaman, dengan menggunakan teknik cluster sampling untuk menentukan kantor cabang dikarenakan lokasi PT. Bank Kalbar menyebar secara geografis serta proporsional sampel dalam menetapkan jumlah responden pada masing-masing cabang. Teknik analisi data dengan Structural Equation Modeling (SEM). Hasil study mengatakan bahwa kualitas layanan berpengaruh signifikan terhadap komitmen afektif, komitmen normatif, dan komitmen kontinuan, dan kualitas layanan berpengaruh signifikan terhadap loyalitas, serta komitmen afektif, komitmen normatif dan komitmen kontinuan berpengaruh signifikan terhadap loyalitas nasabah debitur PT. Bank Kalbar di Kalimantan Barat.

scholarly journals DETERMINING FACTORS FOR MARKETING SUCCESS IN ENDEK AND EMBROIDERED TEXTILE INDUSTRY THROUGH THE INTEGRATION OF ENTREPRENEURSHIP ORIENTATION AND CUSTOMER RELATIONSHIP MARKETING IN MARKETING CAPABILITIES

2019 ◽  
Vol 2 (1) ◽  
pp. 31-48
Author(s):  
I Gede Rihayana ◽  
Putu Pradiva Putra Salain ◽  
Nyoman Resa Adhika
Keyword(s):  
Relationship Marketing ◽  
Entrepreneurial Orientation ◽  
Structural Equation ◽  
Customer Relationship ◽  
Woven Fabric ◽  
Equation Modeling ◽  
Marketing Capabilities ◽  
Main Research ◽  
Marketing Performance ◽  
Customer Relationship Marketing

The research on the integration of entrepreneurial orientation and customer relationship marketing in building and strengthening marketing capabilities to achieve marketing success in the endek and embroidered woven fabric handicraft industry in Denpasar City was carried out in all businesses that produce and sell woven and embroidery fabrics, and are listed in the Directory of Service Denpasar City Industry and Trade in 2016. Woven and embroidery businesses are spread in four districts with a total of 55 business units. The sample of this study is all members of the population, and placed the owners / managers of woven and embroidery fabrics as the target of the respondents. This research is a research survey using a questionnaire as the main research instrument. In addition, this study also uses independent interviews with key informants to support or explore findings from the results of the quantitative analysis. The research data were analyzed using Structural Equation Modeling (Smart-PLS), where the results showed that entrepreneurial orientation had an effect on marketing performance, but entrepreneurial orientation had no influence on marketing capabilities. Also, customer relationship marketing had an influence on marketing performance and marketing capabilities, while marketing capabilities have an influence on marketing performance.

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