Analisis kepuasan dan loyalitas konsumen korporat untuk acara m.i.c.e terhadap kualitas pelayanan hotel hsth

Prihanto, Agus (2013) Analisis kepuasan dan loyalitas konsumen korporat untuk acara m.i.c.e terhadap kualitas pelayanan hotel hsth. Masters thesis, Institut Pertanian Bogor.

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Abstract

The tourism industry is growing rapidly. It’s one of the country’s best incomes. Hospitality industry is one of the industries which supports the growth of tourism industry. Hotel as a hospitality industry gives such a contribution to it. Therefore, hotels must be ready to meet the demand and contribute to this growing sector of the economy. Many hotels focus on the needs of Meetings, Incentives, Conferences, and Exhibitions (M.I.C.E). This is an important niche of the hospitality industry to be involved in because it generates the most revenue for a hotel. Many companies hold meetings and events in Bogor. So, Hotel HSTH is in a strategic and opportune place to focus on M.I.C.E. As the number of the competitors is increasing in the area, Hotel HSTH is presented with a number of challenges. This includes setting a competitive rate, which causes not optimal hotel revenue. To be a viable company in the midst of these challenges, Hotel HSTH needs to constantly evaluate the hotel and look lot ways to improve services and facilities. It should never stop striving to be better. This research is done to analyze customer’s satisfaction and loyalty. The purposes of this research are : (1). to analyze and compare the level of customer satisfaction and loyalty between Government and Private Companies which hold M.I.C.E at the HSTH. (2). to analyze the factors of customer satisfaction and loyalty towards the HSTH service quality. (3). to formulate make a business strategies to improve the quality of HSTH services and facilities. This research was done in Bogor, West Java, from August to December 2012. This research uses descriptive methods approach. Using a case study of the Government and Private Companies which hold M.I.C.E at the HSTH as a sample. The data which has been collected is primary data and secondary data. In determining the sample, it uses Confenience Probability Sampling where we can analyze the competitive advantage by selecting the sample with Purposive Sampling. This research started by analyzing the HSTH importance and performance of the atribute, and identification the factors involved in it. Then analyzing the effect of attributes included in dimension of Parasuraman using SEM analysis to find a significant influence on customer satisfaction and loyalty. It also uses IPA analysis, in the form of Cartesius diagram to know which attribute still needs to be improved. Then to analyze the level of customer satisfaction and customer loyalty by CSI and CLI analysis. The overall results become a strategy to improve the service quality of the hotel. The result of the initial analysis is the majority of performance level of Government company where it’s over the importance of attributes, and for the private company there are some attributes in which the performance level is below the importance of attribute, especially the attributes in the tangible dimension. After SEM analysis at the Government, the result from the five Parasuraman dimensions is the tangible and realibility dimension which show no significant effect on customer satisfaction, and the result for Private Company is only empathy dimension which show no significant effect as well to the customer satisfaction. From the IPA analysis, on the Cartesian diagram of Government there’s one attribute which has high priority to be developed, but for Private Company there are six attributes, where most of the attributes are tangible attribute. This mapping can be used as a reference in improving the performance of hotel management. The result of CSI and CLI analysis is satisfaction and loyalty. All the result from the analyses that have been done can be used as a management strategy to improve the service quality and performance of the hotel, where some attributes become priority to be developed, and to keep the performance which is considered to have the right performance and important level. Reduce the concentration of management performance, without reducing the quality of services, which still gives significant influence on satisfaction. Improved tangible facilities and better services will bring more revenue and benefit to the hotel. Improve the quality of human resources by giving better supervisory and closer attention to employees and an innovative and progressive training and evaluation program will be needed as well. From this research and all analyses, HSTH can also learn what they've been doing well, so that they can continue their best practices. The hotel management will also learn about areas in which they haven't met the standard yet. In conclusion, better research, a developed business strategy, and focused training of employees are needed to help the hotel in meeting the challenges of tomorrow. Then it will help contribute to the growing tourism industry, especially in Bogor.

Item Type: Thesis (Masters)
Uncontrolled Keywords: SEM Analysis, Hotel, M.I.C.E, Parasuraman, CSI & CLI, dan IPA
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 23 Jun 2014 06:22
Last Modified: 26 Dec 2019 04:17
URI: http://repository.sb.ipb.ac.id/id/eprint/1950

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