Pengaruh Kualitas Pelayanan, Customer Relationship Management dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Hotel Bangka City Pangkalpinang

Abstrak

This research is titled "The Influence of Service Quality, Customer Relationship Management (CRM), and Customer Satisfaction on Customer Loyalty at Hotel Bangka City Pangkalpinang." The purpose of this research is to determine the effect of service quality, customer relationship management, and customer satisfaction on customer loyalty. The research was conducted from January 2022 to June 2022. The theories used in this research include Management Theory, Marketing Management, Service Quality, Customer Relationship Management, Customer Satisfaction, and Customer Loyalty. The method used in this research is descriptive with a quantitative approach aimed at discovering the relationship between research variables using statistical formulas. The statistical formula used to test the hypotheses is Multiple Linear Regression Analysis. The sample size in this study was 100 people. The results of the study demonstrate that: (1) Service Quality influences Customer Loyalty, (2) Customer Relationship Management influences Customer Loyalty, (3) Customer Satisfaction influences Customer Loyalty, and (4) Service Quality, Customer Relationship Management, and Customer Satisfaction collectively influence Customer Loyalty.