Experiantial Marketing and Customers Relationship Marketing in Creating Customer Value (Customer Survey of 3, 4 and 5 star Hotels in the West Java, Indonesia)

DOI

10.2991/atf-16.2016.84How to use a DOI?

Keywords

Experiential Marketing, Customers Relationship Marketing, customer value

Abstract

The research objective is to get empirical evidences as well as to elucidate the phenomenon so that conclusion can be drawn concerning the implementation of Experiential Marketing and Customers Relationship Marketing in Creating Customer Value at stars hotel of 3, 4 and 5 in the West Java Province. The research results is expected to be beneficial to the practice of business and hopefully it will also contribute to the to the development of management science, especially marketing management. This study uses quantitative approach while the method is descriptive inductive involving data collecting, presenting, analyzing, followed by hypothesis testing, and drawing conclusions and suggestions. Followings are research conclusions: 1. Application of experiential marketing at 3, 4 and 5 star hotel in West Java province according to new customers perception belongs to 'quite good' category. 2. Application of customer relationship marketing at 3, 4 and 5 star hotel in the West Java province according to new customers perception belongs to 'quite good' category. 3. Application of customer value at 3, 4 and 5 star hotel in the West Java province in overall clasified into 'quite good' category as perceived by new customers. 4. Implementation of experiential marketing and customer relationship marketing significantly affect customer value of 3, 4 and 5 star hotel in the West Java province. The research results confirmed the importance of experiential marketing and customers relationship marketing implementation since it can increase customer value, and it also has implications for customer loyalty of of 3, 4 and 5 star hotel in the West Java Province

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ananta Danurdara
PY  - 2016/05
DA  - 2016/05
TI  - Experiantial Marketing and Customers Relationship Marketing in Creating Customer Value (Customer Survey of 3, 4 and 5 star Hotels in the West Java, Indonesia)
BT  - Proceedings of the Asia Tourism Forum 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia
PB  - Atlantis Press
SP  - 541
EP  - 550
SN  - 2352-5428
UR  - https://doi.org/10.2991/atf-16.2016.84
DO  - 10.2991/atf-16.2016.84
ID  - Danurdara2016/05
ER  -