Studi Naratif tentang Costumer Relationship Management di Favehotel Malioboro

Afi, Maria Dwi (2019) Studi Naratif tentang Costumer Relationship Management di Favehotel Malioboro. S1 thesis, UAJY.

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Abstract

This study aims to find out how customer relationship management is carried out to achieve company goals. The results of the study show that the customer relationship management pattern used is ego-centric, which is centered on marketing actors at this institution, namely the sales marketing manager and assistant sales manager. Customers of this institution are categorized into 4 types: corporate, government, travel agents, educational institutions. In managing the customer, the two actors are supported by "sales" under the Management of Archipelago. Marketing actors collaborate with each other in conducting CRM starting from planning, creation, coordination and maintenance to achieve hotel revenue targets. Referring to the concept studied, the theory used in this study is customer relationship management, which refers to the thought of Sin et al (2005). This research was conducted using qualitative methods, especially with a narrative approach. Primary data is collected using interview and observation techniques, which are supported by documentation techniques to collect secondary data.

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