EVALUATING CUSTOMER RELATIONSHIP MARKETING ON INCREASING WEDDING REVENUE A STUDY CASE OF HOTEL X JAKARTA

Angel, Priscilla Luciana (2024) EVALUATING CUSTOMER RELATIONSHIP MARKETING ON INCREASING WEDDING REVENUE A STUDY CASE OF HOTEL X JAKARTA. D4 thesis, POLTEKPAR NHI BANDUNG.

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Abstract

The title of this research is “Evaluating Customer Relationship Marketing on Increasing Wedding Revenue: A Study Case of Hotel X Jakarta”. The purpose of this research is to explore how the wedding sales team at Hotel X Jakarta uses customer relationship marketing (CRM) to build strong client relationships. It aims to examine the team's methods for enhancing client engagement and loyalty through CRM strategies. Furthermore, the study evaluates how effective CRM is in increasing wedding revenue at Hotel X Jakarta. This study uses quantitative method with the Spearman Rank Correlation, backed up with the help of qualitative measures such as interviews and data review. The study finds that Hotel X Jakarta effectively uses Customer Relationship Marketing (CRM) to boost wedding revenue through personalized client interactions and strong vendor relationships and suggests that Hotel X Jakarta should implement a referral program to capitalize on positive word-of-mouth, establish a Vendor Contract Program to formalize vendor partnerships and increase referrals, and optimize sales team performance by leveraging individual strengths in client and vendor relationship management. These steps can enhance CRM effectiveness and drive sustained wedding revenue growth.

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