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.
Author: Fransisca Andreani,
Yesslyn Sumargo, dan Chen Lie
Journal Code: jpmanajemengg120036
