tailieunhanh - Communication and customer relations strategy in improving hotel guests' satisfaction in Samosir tourism area, North Sumatra, Indonesia

The present study examines and analyzes the strengths and weaknesses of the communications and customer relationship strategies that have been developed by public relations and individually simultaneously, influencing guests to visit at Hotels in Samosir. | Communication and customer relations strategy in improving hotel guests satisfaction in Samosir tourism area North Sumatra Indonesia International Journal of Management IJM Volume 10 Issue 6 November-December 2019 pp. 88 98 Article ID IJM_10_06_009 Available online at http ijm JType IJM amp VType 10 amp IType 6 Journal Impact Factor 2019 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication COMMUNICATION AND CUSTOMER RELATIONS STRATEGY IN IMPROVING HOTEL GUESTS SATISFACTION IN SAMOSIR TOURISM AREA NORTH SUMATRA INDONESIA Yossie Rossanty Nasution I. Irawan Universitas Pembangunan Pancabudi Department of Management Faculty of Social Science Medan North Sumatra Indonesia ABSTRACT The present study examines and analyzes the strengths and weaknesses of the communications and customer relationship strategies that have been developed by public relations and individually simultaneously influencing guests to visit at Hotels in Samosir. The research population is Hotel managers located on Samosir Island with saturated sample techniques where population units are sampled as a whole. Then the data obtained were analyzed using regression analysis based on the Structural Equation Modeling SEM Partial Least Square PLS . The empirical results of this study have shown that customer relationship marketing has an effect on the satisfaction of hotel guests. The success of the Hotel strategy in the Samosir area has given the guests satisfaction that has been a parameter for their future hotel success. Hotels that have failed in general have suffered a loss of trust and dissatisfaction with guests and communities. The communication strategies that have been established by the customer relationship hotel in Samosir area have shown good strategy. The customer relationship strategy that hotels in Samosir have created to increase guest satisfaction among them Hotel provides Family Gathering activities.

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