ANALISIS CUSTOMER RELATIONSHIP DAN SATISFACTION TERHADAP CUSTOMER LOYALTY PADA HOTEL MUTIARA MERDEKA PEKANBARU

Abstract

The research was conducted at Hotel Mutiara Merdeka on Yos Sudarso street No. 12 Pekanbaru. The research objective was to determine the effect of customer relationship and customer satisfaction both partially and simultaneously on customer loyalty and also to determine which variable has stronger influence on customer loyalty at Hotel Mutiara Merdeka Pekanbaru. The population in this study was the customers who have member card. Data analysis multiple linier regression using SPSS version 15.00. The method of sampling is done by accidental random sampling technique with 98 selected respondents. Hypothesis testing is done by t Test and F Test. The result in this research show that partially Customer Relationship has significant influance on Customer Loyalty but Satisfaction has not significant influence on Customer Loyalty. Simultaneously both Customer Relationship and Satisfaction have significant influence on Customer Loyalty. Therefore, companies need to create a good relationship with the consumer. To establish the Customer Relationship. The company suggested make to held customer gathering program in order to accomodate expectations and criticism in the future. Customer Loyalty can also be delivered through customer satisfaction. We recommend the company provide information that can be accessed easy for the customer by using website.