THE EFFECT OF SERVICE QUALITY, CONSUMER RELATIONS MANAGEMENT ON CUSTOMER SATISFACTION AND IMPLICATIONS FOR CUSTOMER LOYALTY: A STUDY OF IBIS PASTEUR BANDUNG HOTEL

Abstract

The tourism industry is now growing, especially areas that have natural potential as a source of
tourism, one of which is the city of Bandung in the Province of North Sumatra. With the
development of tourism that occurred in the parapet area, hotel industry players are also
encouraging to participate in providing facilities complementary for a tourist. Hospitality as a
means of accommodation that is a vital need for travelers as a facility that provides lodging
services, food and drink services and other facilities as a complementary tour. The large number
of hotels that stand in the city of Bandung encourages each hotel to compete with each other in
attracting tourists to stay at hotels that are already available. One effort to attract tourists is to
always prioritize guest satisfaction by maintaining the quality of services found at the hotel.
Because the quality of service is very important and is a key to success of each product and
service. This quality is given to consumers / guests to meet the expectations of consumers guests
by providing products and services at a price level. Hotel Ibis Pateur Bandung is a hotel with a
magnificent building and is located at a strategic point and always every guest / customer who
stays at the hotel. both in terms of tangibles, reliability, responsiveness, assurance, or in terms of
empathy, as well as establishing good relationships with consumers and consumers to create
customer satisfaction during a stay at the Ibis Pasteur Bandung hotel to create high Consumer
Loyalty. Based on the above phenomenon, the author is interested in researching about, service
quality, CRM, Consumer satisfaction, and Consumer loyalty at the Ibis Pasteur Hotel Bandung,
this study uses descriptive and ferrictive methods, with phat hypothesis test analysis and multiple
linear regression, sample 100. The results of this study shows that Service Quality, CRM and
Customer Satisfaction have a positive and significant effect on Customer Loyalty at Ibis Pasteur
Bandung