10
USA)
As a mature industry, the
hospitality business must
pursue market share
gains, rather than
market growth gains.
Acquiring new customers
is expensive becauseof
advertising, promotion,
and start up operating
expenses. Besides, it is
cheaper to serve current
customers. This paper
brings together the
factors that contribute to
brand loyalty in
marketing literature and
provides strategies to
hospitality managers for
increasing brand loyal
customers.
5. Rully Arlan
Brand trust dalam konteks
loyalitas merek : peran
karakteristik merek,
karakteristik perusahaan
dan karakteristik
hubungan.
Loyalitas merek
difokuskan
kepada
kepuasan
pelanggan.
Hasil dari penelitian ini
adalah Literatur yang
ada loyalitas merek telah
difokuskan pada peran
kepuasan pelanggan
membimbing tindakan
mereka selanjutnya .
Dalam konteks ini ,
penekanan beralih ke
pemasaran relasional
telah mengabdikan
banyak usaha untuk
menganalisis bagaimana
Tjahyadi
(Jurnal Manajemen, Vol.
6, No. 1, Nov 2006).
 |