THE INFLUENCE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON CUSTOMER LOYALTY IN JW MARRIOTT HOTEL SURABAYA

Abstract: Customer Relationship Management (CRM) is one of strategies to retain customers. By maintaining the relationship with customers, hopefully they will be loyal to companies. The objective of this study is to determine the influence of CRM on customer loyalty in JW Marriott Hotel, Surabaya using multiple linear regression analysis. The results of this study show that CRM, including financial benefits, social benefits and structural  ties  have  positive  effects  significantly  on  customer  loyalty  in  JW  Marriott  Hotel  Surabaya.  The most dominant factor influencing customer loyalty in JW Marriott Hotel, Surabaya is the structural ties.  

Keywords: Customer Relationship Management (CRM), Customer Loyalty JW Marriott Hotel

Author: Fransisca Andreani, Yesslyn Sumargo, dan Chen Lie

Journal Code: jpmanajemengg120036

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