Program Membership dan Loyalitas Pelanggan pada Industri Perhotelan: Studi Kasus IZE Hotel Seminyak
##plugins.themes.academic_pro.article.sidebar##
##plugins.themes.academic_pro.article.main##
Abstract
Persaingan di industri perhotelan saat ini menuntut hotel tidak hanya focus pada peningkatan jumlah tamu tapi juga loyalitas. Penelitian ini bertujuan menganalisis implementasi program membership Passion for Life (PFL) dalam meningkatkan loyalitas tamu dan mendukung kinerja pendapatan di IZE Hotel Seminyak. Program membership merupakan salah satu strategi Customer Relationship Management (CRM) yang digunakan hotel untuk membangun hubungan jangka panjang dengan pelanggan melalui pemberian manfaat dan layanan yang bernilai tambah. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Informan penelitian terdiri atas karyawan yang terlibat langsung dalam pelaksanaan program membership. Analisis data dilakukan menggunakan model Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa program membership PFL telah diimplementasikan secara efektif melalui pemberian manfaat finansial, sosial, dan ikatan struktural kepada anggota. Program ini berkontribusi terhadap peningkatan loyalitas tamu yang ditunjukkan oleh meningkatnya kunjungan ulang (repeat guest), rekomendasi positif, dan terbentuknya hubungan emosional antara tamu dan hotel. Dari perspektif pendapatan, program membership berperan dalam menjaga stabilitas tingkat hunian melalui peningkatan pemesanan kamar oleh tamu loyal, meskipun kontribusinya terhadap peningkatan Average Daily Rate (ADR) dan ancillary revenue masih terbatas. Temuan penelitian ini memperkaya kajian CRM dan loyalitas pelanggan dalam industri perhotelan serta memberikan implikasi praktis bagi pengelolaan program membership untuk meningkatkan daya saing hotel.
##plugins.themes.academic_pro.article.details##
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
[2] P. Kotler and K. Lane. Keller, Marketing Management, 17th ed. London. UK:Pearson Education, 2021.
[3] A. Molina, D. Martín-Consuegra, and Á. Esteban, “Relational benefits and customer satisfaction in retail banking,” International Journal of Bank Marketing, vol. 25, no. 4, pp. 253–271, 2007, doi: 10.1108/02652320710754033.
[4] R. McMullan and A. Gilmore, “Customer Loyalty: Empirical study,” European Journal of Marketing, vol. 42, no. 9/10, pp. 1084–1141, 2008, doi: 10.1108/03090560810891154.
[5] S. Tanford, C. Raab, and Y. S. Kim, “The Influence of Reward Program Membership and Commitment on Hotel Loyalty,” Journal of Hospitality & Tourism Research, vol. 36, no. 4, pp. 427–449, 2012, doi: 10.1177/1096348011413594.
[6] L. Huang, J. Zan, K. Lv, and X. Zhao, “A systematic review of mixed methods research in tourism and hospitality,” Journal of Destination Marketing & Managementournal of Hospitality and Tourism Management, vol. 63, no. December 2023, pp. 163–176, 2025, doi: 10.1016/j.jhtm.2025.01.002.
[7] J. Kandampully and T. C. Zhang, “Customer loyalty: a review and future directions with a special focus on the hospitality industry,” International Journal of Contemporary Hospitality Management, vol. 27, no. 3, pp. 379–414, 2015, doi: 10.1108/IJCHM-03-2014-0151.
[8] K. Kam, F. So, C. King, B. A. Sparks, and Y. Wang, “The influence of customer brand identification on hotel brand evaluation and loyalty development,” International Journal of Hospitality Management, vol. 34, pp. 31-34, 2013, doi: 10.1016/j.ijhm.2013.02.002.
[9] B. Koo, J. Yu, and H. Han, “The role of loyalty programs in boosting hotel guest loyalty: Impact of switching barriers,” International Journal of Hospitality Management, vol. 84, p. 102328, 2020, doi: 10.1016/j.ijhm.2019.102328.
[10] R. A. Rather and J. Sharma, “Customer engagement for evaluating customer relationships in hotel industry,” European Journal of Tourism, Hospitality and Recreation vol. 8, no. 1, pp. 1–13, 2017, doi: 10.1515/ejthr-2017-0001.
[11] J. W. Creswell and J. D. Creswell, Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 5th ed. Thousand Oaks, CA, USA: SAGE Publications, 2018.
[12] R. K. Yin, Case Study Research and Applications: Design and Methods, 6th ed. Thousand Oaks, CA, USA: SAGE Publications, 2018.
[13] M. Q. Patton, Qualitative research & evaluation methods: Integrating theory and practice (, 4th ed. Thousand Oaks, CA, USA: SAGE Publications, 2015.
[14] M. B. Miles, A. M. Huberman, and J. Saldana, “Qualitative data analysis: A methods sourcebook,” 2014.
[15] E. Kim, J. L. Nicolau, and L. Tang, “The Impact of Restaurant Innovativeness on Consumer Loyalty: The Mediating Role of Perceived Quality,” Journal of Hospitality & Tourism Research, vol. 45, no. 4, pp. 605–630, 2021, doi: 10.1177/1096348020963701.
[16] X. Chen, Y. Wang, X. Lyu, and J. Zhang, “The Impact of Hotel Customer Engagement and Service Evaluation on Customer Behavior Intention: The Mediating Effect of Brand Trust,” Frontiers in Psychology, vol. 13, no. April, 2022, doi: 10.3389/fpsyg.2022.852336.
[17] M. Veloso and M. Gómez-Suárez, “Customer Experience in the Hotel Industry: A Systematic Literature Review and Research Agenda,” International Journal of Contemporary Hospitality Management, vol. 35, no. 8, pp. 2970–2993, 2023, doi: 10.1108/IJCHM-04-2022-0517.
[18] R. Ahmad and L. D. Hollebeek, “Journal of Retailing and Consumer Services Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age,” Journal of Retailing and Consumer Services, vol. 60, p. 102453, 2021, doi: 10.1016/j.jretconser.2021.102453.
[19] F. Andreani, L. Jap, and I. K. Hosea, “Can Relationship Benefits Make Customers Committed and Loyal?, ” Jurnal Manajemen dan Kewirausahaan, vol. 21, no. 2, pp. 145–153, 2019, doi: 10.9744/jmk.21.2.145.
[20] D. Paulose and A. Shakeel, “Perceived Experience, Perceived Value and Customer Satisfaction as Antecedents to Loyalty among Hotel Guests,” Journal of Quality Assurance in Hospitality & Tourism, vol. 00, no. 00, pp. 1–35, 2021, doi: 10.1080/1528008X.2021.184930.