Developing New Marketing Strategy to Enhance Customer Loyalty at the Boarding House in Palembang City, South Sumatra

Authors

  • Muhammad Rifky Alfandi Institut Teknologi Bandung (Jakarta Campus), Indonesia
  • Manahan Parlindungan Saragih Siallagan Bandung Institute of Technology, Indonesia
  • Wulan Asti Rahayu Bandung Institute of Technology, Indonesia

DOI:

https://doi.org/10.31098/ijeass.v3i2.1821

Keywords:

Brand Image, Service Quality, Customer Relationship Management (CRM), Customer Satisfaction, Customer Loyalty

Abstract

The hospitality business is one of the world’s largest and fastest-growing industries, with many sub-sectors, such
as hotels, restaurants, and resorts. However, some boarding houses in Palembang City, South Sumatra, are
experiencing a shortage of monthly room occupants, particularly between August and December 2022. The
objective of this study is to investigate whether it is brand image, customer satisfaction, or customer relationship
management (CRM) that influences customer satisfaction and customer loyalty towards boarding house
residents in Palembang City, South Sumatra, to control and increase the monthly room occupants, especially from
August until December 2022. Hopefully, this issue will never happen again. The study uses quantitative
methodology research to utilize a structural equation modeling approach using Partial Least Square. The study
included 128 respondents undertaking activities in Palembang, South Sumatra, and staying in a boarding house.
According to the findings of this study, brand image has a negative association with customer satisfaction, but
service quality and customer relationship management (CRM) have a positive association with customer
satisfaction. Furthermore, it was shown that customer satisfaction has a favorable association with customer
loyalty. Consequently, if they wish to encourage customer satisfaction and customer loyalty to the boarding
house, they must improve service quality and customer relationship management (CRM).

Downloads

Article Metrics

  • 0 times
  • 0 times

Published

December 28, 2023

Citation Check

How to Cite

Alfandi, M. R. ., Siallagan, M. P. S., & Rahayu, W. A. (2023). Developing New Marketing Strategy to Enhance Customer Loyalty at the Boarding House in Palembang City, South Sumatra. International Journal of Entrepreneurship and Sustainability Studies, 3(2), 80–94. https://doi.org/10.31098/ijeass.v3i2.1821

Issue

Vol. 3 No. 2 (2023): December 2023

Section

Articles

License

Copyright (c) 2023 Muhammad Rifky Alfandi, Manahan Parlindungan Saragih Siallagan, Wulan Asti Rahayu

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

 

Content Licensing, Copyright, and Permissions

1. License
International Journal of Entrpreneurship and Sustainability Studies  (IJEASS) has CC-BY NC or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work for non-commercial purposes. The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial 4.0 International License


Creative Commons License
Creative Commons License

2. Author’s Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).

3. User Rights
International Journal of Entrpreneurship and Sustainability Studies (IJEASS) objective is to disseminate articles published are as free as possible. Under the Creative Commons license, this journal permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and this journal on distributing works in the journal.

4. Rights of Authors
Authors retain the following rights:

Copyright, and proprietary rights relating to the article, such as patent rights,
The right to use the substance of the article in future own works, including lectures and books, The right to reproduce the article for own purposes, The right to self-archive the article, the right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal (International Journal of Entrpreneurship and Sustainability Studies (IJEASS) ).
The author has a non-exclusive publishing contract with a publisher and the work is published with a more restrictive license, the author retains all the rights to publish the work elsewhere, including commercially, because she/he is not subject to the conditions of her / his own license, regardless of the type of CC license chosen.

5. Co-Authorship
If the article was jointly prepared by other authors, the signatory of this form warrants that he/she has been authorized by all co-authors to sign this agreement on their behalf, and agrees to inform his/her co-authors of the terms of this agreement.

6. Termination
This agreement can be terminated by the author or International Journal of Entrpreneurship and Sustainability Studies (IJEASS) two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of International Journal of Entrpreneurship and Sustainability Studies (IJEASS). 

7. Royalties
This agreement entitles the author to no royalties or other fees. To such extent as legally permissible, the author waives his or her right to collect royalties relative to the article in respect of any use of the article by This agreement can be terminated by the author or International Journal of Entrpreneurship and Sustainability Studies (IJEASS) upon two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of the International Journal of Entrpreneurship and Sustainability Studies (IJEASS) or its sublicensee.

8. Miscellaneous
International Journal of Entrpreneurship and Sustainability Studies (IJEASS) will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed and the International Journal of Entrpreneurship and Sustainability Studies (IJEASS) or its sublicensee has become obligated to have the article published. International Journal of Entrpreneurship and Sustainability Studies (IJEASS) may conform the article to a style of punctuation, spelling, capitalization, referencing, and usage that it deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers

Article Index