The Effect of Relational Marketing and Service Quality on Customer Loyalty of Hotel Garuda Plaza Medan

Oct 13, 2025 by wbrum.org 77 views

The Effect of Relational Marketing and Service Quality on Customer Loyalty of Hotel Garuda Plaza Medan

Introduction

In the world of hospitality, customer loyalty is one of the key factors that determines business success. A loyal customer base is essential for any hotel to thrive in a competitive market. The Garuda Plaza Medan Hotel, like many other hotels, faces the challenge of retaining its customers and increasing their loyalty. This study aims to analyze the effect of relational marketing and service quality on the customer loyalty of the Garuda Plaza Medan Hotel. By understanding the impact of these two variables, the hotel can develop effective strategies to increase customer loyalty and ultimately improve its performance and profitability.

The Importance of Customer Loyalty

Customer loyalty is a crucial aspect of any business, and hotels are no exception. A loyal customer base can lead to increased revenue, positive word-of-mouth, and a strong reputation. On the other hand, a lack of customer loyalty can result in decreased revenue, negative reviews, and a damaged reputation. In the hospitality industry, customer loyalty is often measured by the number of repeat customers, customer retention rates, and customer satisfaction levels.

Relational Marketing and Service Quality

Relational marketing is an approach that focuses on building long-term relationships between companies and customers. In the context of the Garuda Plaza Medan Hotel, relational marketing can include strategies such as personal services, effective communication, and interesting loyalty programs. Service quality, on the other hand, refers to the level of satisfaction customers experience when interacting with the hotel. Service quality can be influenced by factors such as staff training, cleanliness, and amenities.

Methodology

This study used a descriptive analysis and statistical analysis to collect data from the Garuda Plaza Medan Hotel. The data was collected through interviews, questionnaires, and documentation studies. The problem formulated in this study is to find out whether there is a significant influence between relational marketing and service quality on customer loyalty.

Results

The results of this study showed that the F test produced a value of 32.833, which indicated that the relational marketing variable and service quality were able to estimate customer loyalty at the Garuda Plaza Hotel Medan. Through the T test, it is proven that relational marketing (X1) has a positive and significant influence on customer loyalty with a value of 7.631 which is greater than 1,99045 and a significance level of 0.000 smaller than 0.05. Conversely, the service quality variable (X2) shows an insignificant correlation, with a value of 0.706 which is smaller than 1,99045 and a significant level of 0.482 greater than 0.05.

Determinant Coefficient (R²)

The determinant coefficient (R²) of 0.674 shows that there is a close relationship between relational marketing and service quality and customer loyalty (Y) at the Garuda Plaza Hotel Medan. In this case, the Adjusted R Square of 0.440 indicates that 44% of the increase in customer loyalty can be explained by the relational marketing variables and service quality. The rest, which is 66%, is influenced by other variables that are not examined in this study.

Additional Analysis and Explanation

Relational marketing is an approach that focuses on building long-term relationships between companies and customers. In the context of the Garuda Plaza Medan Hotel, relational marketing can include strategies such as personal services, effective communication, and interesting loyalty programs. This study shows that a strong relational marketing strategy can have a positive impact on customer loyalty. This not only increases customer retention but also creates a positive recommendation from word of mouth that is valuable to the hotel reputation.

On the other hand, service quality also plays an important role in increasing customer loyalty. However, the results of this study indicate that service quality does not have a significant effect on the Garuda Plaza Medan Hotel. This may be caused by several factors, such as customer expectations that are already high in service, so that if not met, can cause rapid disappointment. This confirms the importance of consistency in presenting good service quality.

Conclusion

Both of these variables, although different in their influence, still have an important role in forming customer loyalty. According to this analysis, hotels should focus more on efforts on relational marketing to increase loyalty. Meanwhile, improvement and innovation in service quality must remain a concern, so as not to cause disappointment for customers.

Recommendations

The Garuda Plaza Medan Hotel can consider strengthening their relational marketing strategies while continuing to strive to improve service quality. In this way, it is expected that customer loyalty will increase, which will ultimately have a positive impact on hotel performance and profitability.

Limitations

This study has several limitations. Firstly, the sample size is limited to the Garuda Plaza Medan Hotel, which may not be representative of other hotels in the industry. Secondly, the study only examines the effect of relational marketing and service quality on customer loyalty, and does not consider other factors that may influence customer loyalty.

Future Research Directions

Future research can build on this study by examining the effect of relational marketing and service quality on customer loyalty in other hotels or industries. Additionally, future research can explore other factors that may influence customer loyalty, such as customer demographics, customer behavior, and customer preferences.

References

[List of references cited in the study]

Appendix

[Appendix materials, such as raw data, questionnaires, and interview protocols]

Note: The above article is a rewritten version of the original content, with additional analysis and explanation. The article is divided into sections, with headings and subheadings to make it easier to read and understand. The article also includes a conclusion, recommendations, limitations, and future research directions.
Q&A: The Effect of Relational Marketing and Service Quality on Customer Loyalty of Hotel Garuda Plaza Medan

Q: What is relational marketing, and how does it affect customer loyalty?

A: Relational marketing is an approach that focuses on building long-term relationships between companies and customers. In the context of the Garuda Plaza Medan Hotel, relational marketing can include strategies such as personal services, effective communication, and interesting loyalty programs. This study shows that a strong relational marketing strategy can have a positive impact on customer loyalty, increasing customer retention and creating a positive recommendation from word of mouth.

Q: What is service quality, and how does it affect customer loyalty?

A: Service quality refers to the level of satisfaction customers experience when interacting with the hotel. Service quality can be influenced by factors such as staff training, cleanliness, and amenities. While service quality is important, the results of this study indicate that it does not have a significant effect on the Garuda Plaza Medan Hotel. This may be caused by several factors, such as customer expectations that are already high in service, so that if not met, can cause rapid disappointment.

Q: What is the determinant coefficient (R²), and what does it indicate?

A: The determinant coefficient (R²) is a statistical measure that indicates the proportion of variance in the dependent variable (customer loyalty) that is explained by the independent variables (relational marketing and service quality). In this study, the R² value of 0.674 indicates that there is a close relationship between relational marketing and service quality and customer loyalty at the Garuda Plaza Hotel Medan. This means that 67.4% of the variation in customer loyalty can be explained by the relational marketing and service quality variables.

Q: What are the implications of this study for hotel managers?

A: The results of this study suggest that hotel managers should focus on strengthening their relational marketing strategies to increase customer loyalty. This can include strategies such as personal services, effective communication, and interesting loyalty programs. Additionally, hotel managers should continue to strive to improve service quality, as it is an important factor in customer satisfaction.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the sample size is limited to the Garuda Plaza Medan Hotel, which may not be representative of other hotels in the industry. Secondly, the study only examines the effect of relational marketing and service quality on customer loyalty, and does not consider other factors that may influence customer loyalty.

Q: What are the future research directions for this study?

A: Future research can build on this study by examining the effect of relational marketing and service quality on customer loyalty in other hotels or industries. Additionally, future research can explore other factors that may influence customer loyalty, such as customer demographics, customer behavior, and customer preferences.

Q: What are the practical implications of this study for hotel managers?

A: The practical implications of this study are that hotel managers should focus on building strong relationships with their customers through relational marketing strategies. This can include strategies such as personal services, effective communication, and interesting loyalty programs. Additionally, hotel managers should continue to strive to improve service quality, as it is an important factor in customer satisfaction.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are that relational marketing and service quality are important factors in customer loyalty. This study contributes to the existing literature on customer loyalty by providing evidence of the impact of relational marketing and service quality on customer loyalty in the hotel industry.

Q: What are the managerial implications of this study?

A: The managerial implications of this study are that hotel managers should focus on building strong relationships with their customers through relational marketing strategies. This can include strategies such as personal services, effective communication, and interesting loyalty programs. Additionally, hotel managers should continue to strive to improve service quality, as it is an important factor in customer satisfaction.

Q: What are the future research directions for this study?