Pengukuran kinerja customer relationship management menggunakan Metode CRM Scorecard pada hotel Amaris Grogol
Info Katalog
File Repositori
Penerbit : FTI - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2021
Pembimbing 1 : Tiena Gustina Amran
Subyek : Customer relations - Management;Organizational effectiveness - Measurement.;Balanced scorecard (Management)
Kata Kunci : CRM scorecard, strategic objectives, strategy map, and performance measurement
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2021_TA_STI_063001300086_Halaman-Judul.pdf | 16 | |
| 2. | 2021_TA_STI_063001300086_Lembar-Pengesahan.pdf | ||
| 3. | 2021_TA_STI_063001300086_Bab-1_Pendahuluan.pdf | 16 | |
| 4. | 2021_TA_STI_063001300086_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2021_TA_STI_063001300086_Bab-3_Metodologi-Penelitian.pdf |
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| 6. | 2021_TA_STI_063001300086_Bab-4_Analisis-dan-Pembahasan.pdf |
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| 7. | 2021_TA_STI_063001300086_Bab-5_Kesimpulan.pdf |
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| 8. | 2021_TA_STI_063001300086_Daftar-Pustaka.pdf | 1 | |
| 9. | 2021_TA_STI_063001300086_Lampiran.pdf |
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P engukuran Kinerja Customer Relationship Management MenggunakanMetode CRM Scorecard Pada Hotel Amaris GrogolPermasalahan yang dihadapi oleh Hotel Amaris Grogol adalah hotel mengalamitidak tercapai nya target dan occupancy rate yang disebabkan oleh banyaknya pesaingpesaing yang ada dengan konsep hotel yang sama. Tujuan penelitian ini adalah merancangsistem pengukuran kinerja CRM menggunakan metode CRM Scorecard. Metodologidalam perancangan CRM Scorecard adalah penerjemahan visi, misi, tujuan, strategiperusahaan ke dalam 8 tujuan strategis dalam 4 perspektif CRM Scorecard; perancanganfaktor pendukung kinerja dan hubungan sebab akibat; pembangunan strategy map;penetapan tolok ukur, target, dan inisiatif strategis; pembobotan setiap tujuan strategis;normalisasi pembobotan; penetapan skala pengukuran; pengukuran skor kinerja;perhitungan nilai kerja CRM; pengukuran nilai kerja CRM; dimensi servqual yangdidapat kan sebesar 67,91 (kepuasan) dan 68,14 (kepentingan) dengan total persentase99,33%; Kinerja CRM perusahaan mendapatkan skor 3,30 (cukup baik). Customer valuememiliki skor terendah karena perusahaan mengalami penurunan jumlah pelanggan; carahotel untuk survive pada saat pandemi COVID-19 dengan menerapkan target sebesar63,6% dengan melakukan work from hotel, staysolation, dan staycation.
P erformance Measurement of Customer Relationship Management UsingCRM Scorecard Method on Amaris Grogol HotelThe problem faced by Hotel Amaris Grogol is that the hotel has not reached itstarget and occupancy rate due to the many existing competitors with the same hotelconcept. The purpose of this research is to design a CRM performance measurementsystem using the CRM Scorecard method. The methodology in designing a CRMScorecard is the translation of the company's vision, mission, objectives, strategy into 8strategic objectives in 4 perspectives of CRM Scorecard; design of performance supportfactors and causal relationships; development of a strategy map; setting benchmarks,targets and strategic initiatives; weighting of each strategic objective; normalization ofweighting; determination of measurement scale; performance score measurement; CRMwork value calculation; CRM work value measurement; the servqual dimensions obtainedwere 67.91 (satisfaction) and 68.14 (interest) with a total percentage of 99.33%; Thecompany's CRM performance got a score of 3.30 (good enough). Customer value has thelowest score because the company has decreased the number of customers; the way forhotels to survive during the COVID-19 pandemic by implementing a target of 63.6% bydoing work from hotels, staysolation, and staycation.
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