CUSTOMER ATTITUDE TOWARDS LOYALTY CARD OF BUDGET HOTEL IN BANDUNG

• Main Author: Adelia Hefimaputri, Revi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78804
• Institution: Institut Teknologi Bandung

The number of budget hotel in Bandung has increased steadily which lead to a tight competition. Therefore, hotel business needs to develop strategy in engaging the customer to win the competition. One of the most popular strategies in hotel sectors is through loyalty program in order to increase customer loyalty. According to that, this research focuses on the topic of “Customer Attitude towards Loyalty Card of Budget Hotel in Bandung”. The literature review about loyalty card and loyalty program in hotel sector is gathered as the theoretical framework in determining loyalty card features to be tested in the research. Also, Fishbein model is used as the method. The Fishbein Multi-attribute Attitude model is used as main instrument to measure customer attitude whether it is positive or negative. Judgment sampling method is used to determine the samples and 173 respondents have been selected for this research. The result of Fishbein Multi-attribute Attitude measurement is +529.07 or can be translated to positive attitude. It means that customer of budget hotel found that the features offered in this research is interesting and attractive. Above all tested features, Discount Room Rates has the highest evaluation score which is considered as the most desirable and important to the customer. It can be concluded that the customer attitude towards loyalty card of budget hotel in Bandung is positive with the Discount Room Rates feature associated to be the most important and desirable compared to other features.