Fitriani, Atiqi and Hidayat, Nila K. (2018) The Impact Of Customer Loyalty Programs Towards Customer Retention - A Case Study Of Front Office Department In Intercontinental Bali Resort. Bachelor thesis, Swiss German University.

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Abstract

This research aim to evaluates the current loyalty program in a 5 star Hotel in Bali and identifies the impact of customer loyalty program to customer retention. Loyalty program seen as an important tool in various industries, especially in hotel in facing the tight competition, to attract customers and build long-term relationship with customers. Therefore, an effective loyalty program is important to be applied. Sample sizes of 170 hotel’s members were randomly taken to fill questionnaires through interview with guest relation officer in the hotel. Simple regression analysis used to analyze the impact of customer loyalty programs to customer retention. This research found loyalty program has significant impact to customer retention. furthermore, this research strengthen the psychological value has a greater impact than financial value to customer retention. Focusing on a specific loyalty program in a five star international chain hotel in Bali, make the result of this research provides understanding for under researched area of customer loyalty program and customer retention in hotel industry. Moreover it also contributes advice for hotel management regarding their loyalty program development.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Hotel; Customer Loyalty Programs; Customer Retention
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5415.5 Customer relations--Management T Technology > TX Home economics > TX911 Hotel management
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Astuti Kusumaningrum
Date Deposited:	20 May 2020 09:01
Last Modified:	20 May 2020 09:01
URI:	http://repository.sgu.ac.id/id/eprint/669

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