Abstract
Service marketing by taking advantage of marketing communication can form a good relation with the consumer. This research aims to find out the program, process, communication media of Customer Relationship Management (CRM) implementation in promoting a room at Sheo Resort Hotel Bandung. The method used in this research is qualitative method with a case study approach based on symbolic interaction theory, and constructivist paradigm with key informants of hotel managers, marketing division and three customer informants of Sheo Resort Hotel Bandung. The result showed that the CRM program in promoting the room was by using continuity marketing, individual marketing (one to one marketing) and partner relation (partnering program) by providing and giving discount, voucher, special facility and membership card which include room discount. The CRM implementation needed a customer service and employee support at maximum, as well as program development to maintain customer’s loyality.
Highlights
Promoting either goods or services requires a proper marketing communication, because it is a process of sending the message to the consumer or public about the goods and services being promoted. Kotler and Keller (2016) stated that marketing communication is a company’s effort to inform, persuade and warn the consumer both directly and indirectly about the product or brand they sell
This research is approached by case study, which is a method referred to a research related to how and way on its main questions
It focuses more on the comtemporary issues and the lack of opportunities for researchers to control the cases under study
Summary
Promoting either goods or services requires a proper marketing communication, because it is a process of sending the message to the consumer or public about the goods and services being promoted. Kotler and Keller (2016) stated that marketing communication is a company’s effort to inform, persuade and warn the consumer both directly and indirectly about the product or brand they sell. Kotler and Keller (2016) stated that marketing communication is a company’s effort to inform, persuade and warn the consumer both directly and indirectly about the product or brand they sell. It means that marketing communication can form a dialog and build a relation with the consumer. Turban (2014) stated that CRM is a service approach to customer in creating a long-term plan and maintaining the relation in order to add more value for both sides of customer and company. Hospitality industry is divided into lodging operations, food/ beverage service, as well as travel and touris. Maintaining the relation with customer by using CRM is a strategy carried out by a company to keep the hotel customer, in particular
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