DEVELOPING A BUSINESS STRATEGY TO ENHANCE CUSTOMER LOYALTY OF MONTHLY RESIDENTS IN BARI KOST SYARIAH PALEMBANG

• Main Author: Rifky Alfandi, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78722
• Institution: Institut Teknologi Bandung

The hospitality business is one of the world’s largest and fastest-growing industries, with many sub-sectors such as hotels, restaurants, and resorts. However, BARI Kost Syariah Palembang is experiencing a shortage of monthly room occupants, particularly between July and December 2022. This research aims to develop a new marketing strategy for sustaining and improving the occupancy rate of BARI Kost Syariah Palembang. To evaluate and quantify the association between variables, the study used mixed methodologies, namely qualitative methodology research using observation and quantitative methodology research utilising structural equation modelling approach using Partial Least Square. The study included 128 respondents undertaking activities in Palembang, South Sumatra, and staying in a boarding house. The results of the qualitative and quantitative analytical methodologies will be combined by utilising SWOT analysis. According to the findings of this study, brand image has not supported customer satisfaction, but service quality and customer relationship management (CRM) have a positive link with customer satisfaction. Furthermore, it was shown that customer satisfaction has a favourable association with customer loyalty.