ANALISIS CUSTOMER RETENTION PADA INDUSTRI PERHOTELAN DALAM RUANG LINGKUP GLOBAL (SYSTEMATIC LITERATURE REVIEW)
DOI:
https://doi.org/10.17509/sabajotr.v1i1.59906Keywords:
Customer retention, hotel, systematic literature reviewAbstract
Customer retention sangat penting untuk kelangsungan hidup hotel. Dalam industri perhotelan, customer retention merupakan salah satu kunci kesuksesan jangka panjang karena memberikan manfaat yang besar seperti keuntungan, pengurangan biaya pemasaran, dan meningkatkan word of mouth. Customer retention didefinisikan sebagai cara perusahaan mempertahankan pelanggannya dan merubah pelanggan baru menjadi pelanggan tetap dan menjaga hubungan baik dengan mereka. Tujuan dari penelitian ini adalah untuk mengetahui konteks penelitian industri perhotelan yang banyak diteliti terkait customer retention dan faktor yang mempengaruhi customer retention di industri perhotelan. Penelitian ini merupakan penelitian kualitatif yang menggunakan metode systematic literature review melalui identifikasi 16 artikel. Data yang digunakan dalam penelitian ini peneliti mencari dari lima database (Science Direct, Sage, Scopus, Taylor and Francis, dan Springer). Penelitian ini mengungkapkan konteks penelitian di industri perhotelan yang dikaitkan dengan customer retention dan faktor-faktor yang mempengaruhi customer retention di industri perhotelan.References
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