PENGARUH ORIENTASI PASAR, CUSTOMER RELATIONSHIP MANAGEMENT DAN KEUNGGULAN BERSAING TERHADAP KINERJA HOTEL DI MODERASI KEBIJAKAN PEMERINTAH (STUDI PADA HOTEL BINTANG 3 DI SURABAYA)

PANJAITAN, THYOPHOIDA W. S. (2020) PENGARUH ORIENTASI PASAR, CUSTOMER RELATIONSHIP MANAGEMENT DAN KEUNGGULAN BERSAING TERHADAP KINERJA HOTEL DI MODERASI KEBIJAKAN PEMERINTAH (STUDI PADA HOTEL BINTANG 3 DI SURABAYA). Doctoral thesis, STIESIA SURABAYA.

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Abstract

Surabaya has been acknowledged as the central business. Instead, it precedes optimising its location as a tourism destination. The Minister of Tourism recognizes Surabaya having a potency to develop its best tourism performance. To support the potency, hospitality industry has been increasing. Therefore, there has been strong competitions among hotels which affect their performances. In running the business, the hotel management should greatly oriented on market. The customers' relationship and competitive advantages should also be maintained positively. In particular, the hospitality industry cannot be separated from government's role through its policy. This research aimed to investigate and analyse the effect of market orientation and customer relationship management on hotels' competitive advantages. It also examined and analysed the government's roles that intervened the effect of market orientation, customer relationship management and its competitiveness on hotels' performance. Furthermore, the samples were 150 respondents including management of three-star-hotel in Surabaya. As the result of WarpPLS, this research concluded that both market orientation and customer relationship management had positive and significant effect on hotels' competitiveness. Likewise, the market orientation, customer relationship management and competiveness had positive and significant effect on hotels' performance. Meanwhile, the government's policy moderated the effect of market orientation and customer relationship management on hotels' competitiveness. On the other hand, the policy could not moderate the effect of hotel's competitiveness on hotels' performance. Keywords: Market Orientation, Customer Relationship Management, Competiveness, Government's Policy, Performance

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