Hardjono, Budiono
Department of Management, Faculty of Economics, Universitas Negeri Semarang

Published : 2 Documents
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Customer Relationship Management Implementation and its Implication to Customer Loyalty in Hospitality Industry Hardjono, Budiono; San, Lai Pooi
Jurnal Dinamika Manajemen Vol 8, No 1 (2017): March 2017 (DOAJ Indexed)
Publisher : Department of Management, Faculty of Economics, Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/jdm.v8i1.10414

Abstract

Building up customer loyalty have become more important to survive in the high competition of hospitality industry. One approach to developing this is by implementing customer relation-ship management (CRM). This study investigates the implication of CRM implementation to-wards customer loyalty in the hospitality industry. The results should assist marketers to recog-nize what determinant factors and dimension of CRM that contribute to building up customer loyalty in the hospitality industry. A purposive survey of 150 respondents of all rated hotels in Malacca, Malaysia was conducted. It is found that there is a significant correlation between customer orientation, CRM organization, and knowledge management towards customer loy-alty while the another dimension of technology-based CRM has no significant effect on this research. The marketer in the hospitality industry should, however, carefully evaluate the nature of customer loyalty regarding any other variables that are not included such as brand image and brand association and some special or unique features in this hospitality industry that should be addressed in the future research.
Brand Extension of Fast Moving Consumer Goods to Customers’ Perception Hardjono, Budiono; Ying, Tan Bee
TRIKONOMIKA Vol 16 No 2 (2017): December Edition
Publisher : Faculty of Economics and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/trikonomika.v16i2.714

Abstract

The cost of launching a totally new product or brand is usually very high accompanied by the risk of failure in an overcrowded market. Therefore, brand extension strategy is used due to its built in advantages. This research examined in depth, the factors in a brand extension which influence to customer perception about the existing brand in fast moving consumer goods (FMCG) sector. Four variables such as brand fit, perceived quality, brand familiarity and customer innovativeness, were used to establish the relationship with the customers’ perception. A questionnaire was developed and distributed to 200 respondents from hypermarket FMCG products’ consumers in Melaka city. It was found that in the context of personal hygiene products, only brand fit and perceived quality have a strong influence on the customer perception. Marketer should, however, carefully to evaluate their extension especially for local brand since not all factors in this extension significantly influence the customer perception.