Relationship Analysis Between Customer Relationship Management, Relationship Quality, and Customer Lifetime Value to Provide Recommendation Using Structural Equation Modeling

Konteks: Pengembangan industri pariwisata di Palembang menghasilkan hasil yang positif. Banyak penghargaan yang diberikan kepada kota Palembang dan peningkatan jumlah wisatawan adalah bukti dari hal ini. Hotel-hotel menjadi basis utama bagi pariwisata (pelanggan). Sebagian besar keuntungan hotel, yang merupakan bagian dari kinerja bisnisnya, dihasilkan oleh pelanggan yang menggunakan layanan hotel. Persaingan di industri hotel cukup ketat, sehingga hotel harus meningkatkan kualitas dan layanan untuk mendatkan pelanggan baru dan mempertahankan loyalitas pelanggan lama. Oleh karena itu CRM secara bertahap telah diterapkan oleh industri hotel, karena hotel berkeyakinan bahwa hubungan dengan pelanggan yang langsung secara signifikan meningkatkan Relationship Quality (RQ) dan Customer lifetime Value (CLV). Masalah: Masalah yang melatarbelakangi tugas akhir ini adalah selama pandemi Covid-19, Palembang mengalami kekurangan wisatawan yang signifikan. Wisatawan yang merupakan pelanggan hotel menjadi penting dalam hal CRM, RQ, dan CLV karena akan selalu ada proses transaksi, perputaran uang, dan pengembangan layanan. Berdasarkan latar belakang tersebut, perlu dilakukan analisis untuk mengetahui korelasi hubungan antara hotel dan pelanggannya. Tujuan: Tugas akhir ini mengambil sudut pandang pelanggan untuk mengetahui korelasi hubungan CRM pada RQ. Serta untuk mengetahui korelasi hubungan RQ terhadap faktor faktor CLV seperti Usage Quantity, Loyalty, Word of Mouth, dan Purchase Intention. Data dan Metode: Data untuk penelitian ini akan dikumpulkan dari pelanggan hotel dengan bertemu secara langsung dan memberikan kuesioner (offline). Analisis hasil dan uji hipotesis dilakukan dengan menggunakan Partial Least Squares Structural Equation Modeling (PLSSEM). Hasil yang Diharapkan: Tugas akhir ini dapat memberikan gambaran mengenai bagaimana CRM berpengaruh kepada RQ. Serta bagaiamana RQ berpengaruh kepada CLV (Usage Quantity, Loyalty, Word of Mouth, Purchase Intention) di salah satu hotel bintang empat Palembang. Nilai Tambahan: Diharapkan hasil tugas akhir ini akan memberikan rekomendasi kepada pihak salah satu hotel bintang empat di Palembang mengenai faktor-faktor yang mempengaruhi hubungan hotel dan pelanggan. ====================================================================================================================================== Context: The development of Palembang's tourism industry continues to produce positive results. Numerous awards given to Palembang and the increased number of tourists are evidence of this. Hotels serve as the primary point of contact for tourists (customers). Customers who use the hotel's services generate the majority of the hotel's profits, which are part of its business performance. Because competition in the hotel industry is intense, hotels must improve their quality and service to attract new customers and retain existing ones. As a result, the hotel industry has gradually implemented CRM because hotels believe that direct relationships with customer significantly increase Relationship Quality (RQ) and Customer Lifetime Value (CLV). Problem: The issue underlying this final project is that during the Covid-19 pandemic, Palembang experienced a significant shortage of tourists. Tourists who are hotel customers are important in terms of CRM, RQ, and CLV because there will always be transaction processes, money circulation, and service development. Based on this background, an analysis needs to be conducted to understand the relationship correlation between hotels and their customers. Aims: This final project takes a customer perspective to understand the relationship correlation between CRM and RQ. It also aims to investigate the relationship correlation between RQ and CLV factors such as Usage Quantity, Loyalty, Word of Mouth, and Purchase Intention. Data and Methodology: Data for this research will be collected from hotel customers by meeting in person and giving a questionnaire (offline). Result analysis and hypothesis testing were carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM). Expected Result: This final project will provide an overview of how CRM affects RQ. As well as how RQ affects CLV (Usage Quantity, Loyalty, Word of Mouth, Purchase Intention) in one of Palembang's four-star hotels. Added Value: It is expected that this final project will provide recommendations for one of Palembang’s four-star hotel regarding hotel and their relationship with customers