MARKETING STRATEGY FOR SHARIA HOTEL THROUGH CUSTOMER SATISFACTION SURVEY STUDY CASE: SHAFIRA HOTEL

• Main Author: Evandina, Dinda
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45968
• Institution: Institut Teknologi Bandung

People more attractives to do travel with halal product, halal food and also halal tourism. Halal tourism including halal hotel has very bright business opportunity. Competitiveness among Sharia Hotel requiring good customer service. In addition, it would be an important factor for the survival of a company, satisfying the needs of consumers can increase Shafira Hotel competitive.On the other hand, Shafira hotel does not have a marketing program, because of that it cause to customer retention to visit the hotel. The trend of visitor is decreasing month by month. The research aims to explore each factor that affect to customer satisfaction, to to increase customer satisfaction throughmarketing program to boost Shafira Hotel revenue, to conduct business implementation plan based on customer satisfaction survey to gain better customer survey rating in the following occassion. The research is based on customer satisfaction monitoring framework, with consideration about internal analysis using business model canvas and STP analysis. External analysis using competitive analysis in Sharia Hotel Industry.The methods of research is using mixed research methods which combining quantitative and qualitative methods. Data in this researchcollected through survey, company archive and other academic source. Based on research, customer satisfaction were represented by overall hotel visit has several factors i.e receptionist department, food and beverage department, house keeping service and price. The factors were affected to overall hotel visit by 74.4% while the rest 25.6% is influenced by other outside research variables.The recommedation program is to add several facilities such as a separation of single and female single bedroom, and guests who bring families, quran in every bedroom. While other customer satisfaction program are create new menu food and beverages, give referal discount, family package promo, social media as custoomer service and customer merchandise.