THE PROPOSED SERVICE QUALITY IMPROVEMENT STRATEGY THROUGH CUSTOMER RELATIONSHIP MANAGEMENT IMPLEMENTATION AT HOTEL PANGHEGAR

• Main Author: ANSYAH (NIM : 29107102); Pembimbing: Dr. Ir. Mustika Sufiati Purwanegara, M. Sc., WEINTRI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19656
• Institution: Institut Teknologi Bandung

Currently there are 10 four-star hotels competing in the city of Bandung. To be able to win the competition, Hotel Panghegar must be able to give the best service to its customers. A good service will provide many benefits to companies, among others, can increase the profesional image, encourage the customer to make a relationship with the companies, increase customer loyality, increase sales, at last increase company profit. To be able to provide the best service, one of the efforts that can be done is to improve service quality through the implementation of CRM system (Customer Relationship <br /> <br /> <br /> Management) at the Hotel Panghegar which can lead to increased room sales of Hotel Panghegar. From research conducted internally and externally indicates that the quality of services provided by Hotel Panghegar still low and tends to decline during the last few years. From the analysis of the problem's root is known that the main cause of the problem is a lack of oversight function of the services quality provided by the frontliners employees of Hotel Panghegar and the absence of management functionality to keep the sustainable relationships with customers of Hotels Panghegar, and it's impact on sales figures of Hotels Panghegar which tends to decrease from time to time. In an effort to <br /> <br /> <br /> solve the existing problems will be used Service Quality Improvement through the implementation of Customer Relationship Management (CRM) as a Service Quality <br /> <br /> <br /> strategy that may help Hotel Panghegar to increase customer loyalty, so they can boost sales figures. <br /> <br /> <br /> Problem solving solutions that will be applied are including strategy formulation, strategy implementation, evaluation and control, budget planning solution, priority scale formulation and determining the schedule strategy. Based on the analysist results of the internal and external factors, programs to be implemented are Outstanding Performance Award (OPA), Cross Evaluation, Open Management System, Morning Duty Officer, Roleplay and Pre-Course work, advice cards, Certification Test, Forum Group Discussion (FGD ), and Customer Relationship Management (CRM). Service Quality Improvement <br /> <br /> <br /> program through the implementation of Customer Relationship Management (CRM) will be continuously taking by considering the effectiveness of the evaluation, that will be done periodically.