The Role of Competitive Advantage and Customer Relationship Management in Increasing Interest in Staying Back at Non-Star Hotels in Covid 19 Era

Wentri Merdiani, Umi Narimawati, Dewi Indriani Jusuf

Abstract


Indonesian nonstar hotel offers guest satisfaction, especially in terms of rooms and food. The hotel level competition is also getting higher. Guests will be more likely to choose the cheaper promotional price offered by the new hotel. However, hotels can improve the quality of their services, so prices will no longer affect guests. Hotel competitors will not always be able to provide cheap prices, because they also have to be able to cover increasingly expensive operational costs. As well as establishing business relationships with travel agents. It is recommended that employees always build a good information system and be able to solve any problems based on existing information systems. The speed of processing data in providing information and the level of ability to store data must be increased. In establishing familiarity with tourists (customer intimacy), Indonesian nonstar hotels are asked to improve the quality of service to match the expectations of tourists. In this study, we examine how CRM and competitive advantage will later increase tourist confidence in the post-Indonesian tourism destinations and industry Covid-19. Non-star hotels in the city of Bandung need reliable communication actors, both from industry the tourism sector as well as the local government that can convince and guarantee that the tourism can be relied on to improve people's welfare and increase national economy.


Keywords


Covid-19; interest to stay; CRM; Indonesian non star hotel; competitive advantages

Full Text:

PDF

References


Amin, M et al. (2019). Marketing Communication Strategy To Improve Tourism Potential. Budapest International Research and Critics Institute-Journal (BIRCI-Journal). P. 160- 166.

Bowen, Shiang-Lih Chen, (2001),"The relationship between customer loyalty and customer satisfaction", International Journal of Contemporary Hospitality Management, Vol. 13 Iss: 5 pp. 213 – 217.

Brown, D. H. (2000). Principles of language learning & teaching. (4th ed.). New York: Longman.

Dick dan Basu, 2014 Customer Loyalty : Toward an Integrated Conceptual. Framework”, Journal of The Academy Marketing Science, Vol.22, p.99.

Farazad, Kemal, ‎Birdir, Sevda, ‎Dalgic, Ali • 2020 • ‎Business & Economics. mpact of ICTs on Event Management and Marketing.

Frank, Knight. 2020.The Wealth Report. Flagship annual publication, offering a unique perspective on global wealth, prime property and investment. https://www.knightfrank.co.id/research/the-wealth-report-2020-7019.aspx

Grönroos. C.2011. A Service Quality Model and its Marketing Implications Eur. J. Mark. 18 36–44

Kotler, Philip and Kevin Lane Keller, 2016. Marketing Managemen, 15th Edition, Pearson Education,Inc.

Nurlina, (2020). Tourism Development in Langsa, Indonesia: An Overview of Tourist Attractions and Accommodation. Budapest International Research and Critics Institute- Journal (BIRCI-Journal). P.923-931

Parasuraman A, Zeithaml V and Berry L 1994 Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria J.Retail. 70 201–30.

Rosanti, et all. 2020. Tantangan dan Strategi Customer Relationship Marketing dengan Prinsip Cleanliness, Health, and Safety (CHS) dalam Upaya Pemulihan Ekonomi di Kawasan Wisata Samosir. Prosiding Konferensi Nasional Ekonomi Manajemen dan Akuntansi (KNEMA) Journal Homepage: https://jurnal.umj.ac.id/index.php/KNEMA/ ISSN: 2776-1177.

Tjiptono, Fandy. 2003. Strategi Pemasaran. Edisi Kedua. Yogyakarta: Andi Offset.




DOI: https://doi.org/10.33258/birci.v4i3.2295

Article Metrics

Abstract view : 49 times
PDF - 24 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.