THE EXPERIENCE–PROFIT CHAIN CUSTOMER EXPERIENCE ROLE IN MARKETING STRATEGY

ANALISA CUSTOMER VALUE DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Pada Waroeng Spesial Sambal Cabang Purwokerto)

Media Ekonomi ◽

10.30595/medek.v15i2.1289 ◽

2015 ◽

Vol 15 (2) ◽

pp. 57

Author(s):

Kuswanti Ariningsih ◽

Tri Septin Muji Rahayu

Keyword(s):

Customer Satisfaction ◽

Marketing Strategy ◽

Key Words ◽

Customer Loyalty ◽

Customer Value ◽

Customer Experience ◽

Purposive Sampling ◽

Business Condition ◽

Questionnaire Method

This research was based on the comptitive business condition in restaurant business that was getting more competitive, therefore the corporates had to make a new marketing strategy to stay and achieve he higher market. This research aimed to test the effect of customer value and customer experience toward customer loyalty with customer satisfaction as intervening variable. The data were gained by questionnaire method to the 110 respondent of waroeng spesial sambal cabang purwokerto with purposive sampling. The result of the research showed that not all of the hypotheses could not be accapted. Out of the 5 (five) hypotheses accepted hypotheses. The result of H1, H2, H3 showed that customer value and customer experience partialy and simultane affected significantly of the customer experience to customer loyalty. Sobel test showed that from both variables customer value and customer experience proved that customer vaue and customer experience had mediated effect. Key words: customer value, customer experiece, customer satisfaction, customer loyalty

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A Study on the Marketing Strategy of Farmers Markets from the Perspective of Customer Experience

JOURNAL OF RURAL SOCIETY AND ECONOMICS ◽

10.11617/jrse.35.2_64 ◽

2018 ◽

Vol 35 (2) ◽

pp. 64-75

Author(s):

Tomoki YOSHIDA ◽

Asato MIZUKI

Keyword(s):

Marketing Strategy ◽

Customer Experience ◽

Farmers Markets

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Umrah Service Strategy Based on Experiential Marketing (Case Study of Amana Tour and Travel, Yogyakarta)

Islamic Studies Journal for Social Transformation ◽

10.28918/isjoust.v3i1.1950 ◽

2019 ◽

pp. 69

Author(s):

M. Zikrullah Fifnanda ◽

Aris Risdiana ◽

Reza Bakhtiar Ramadhan

Keyword(s):

Marketing Strategy ◽

Service Providers ◽

Customer Experience ◽

Travel Agency ◽

Experiential Marketing ◽

Service Strategy ◽

The Public ◽

Kinship System ◽

Flowing System

The purpose of this research is to know the experiential marketing strategy for the development of experience and to maintain the customer experience in Amana Tour & Travel Yogyakarta. Marketing a product essentially needs to know the sustainability and resilience of products on the market. Considering the mushrooming service providers that mushroomed umrah, needed a strategy to win the competition in a healthy manner. In addition, this strategy is used to provide a good experience in the minds of customers and certainly able to maintain and enhance the experience. After doing research, it can be seen that the strategy of experiential marketing in Amana Tour & Travel Yogyakarta in general is to change the negative stigma of Umrah travel agency that currently exists. This is done by Amana Tour & Travel through 3 ways of building a good and solid brand architecture, presenting and maintaining good customer experience, and bridging the presence of customer experience using experience providers. For the development of customer experience and strategies to maintain it, Amana Tour & Travel applies the principle with a flowing system. This principle emphasizes the convenience and convenience of customers in a variety of services both when registering, when on board, and upon arrival in Indonesia. Amana Tour & Travel also applies kinship system with the pilgrims by doing the best possible communication, one of them is by conducting holy worship which also involves the public

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Social Media Marketing Strategy for a Leisure Hotel Using Digital Customer Experience Journey Approach: A Study on Innside by Melia Yogyakarta

Journal of Economics, Finance and Management Studies ◽

10.47191/jefms/v4-i8-20 ◽

2021 ◽

Vol 04 (08) ◽

Author(s):

Arief Fathoni Argadian ◽

Keyword(s):

Social Media ◽

Marketing Strategy ◽

Customer Experience ◽

Target Market ◽

Digital Customer Experience ◽

Hotel Performance ◽

The Social ◽

Survey Results ◽

Media Platform ◽

Leisure Travelers

Innside by Melia Yogyakarta is a 4-star business and leisure hotel owned by PT. Saraswanti Indoland Development. In 2018-2019, Innside by Melia Yogyakarta experienced a relatively rapid increase in revenue. However, the Directors of PT Saraswanti Indoland Development are still not satisfied with the hotel's current performance. To improve hotel performance, the target market will be focused on leisure travelers. However, the social media platform owned by Innside by Melia Yogyakarta, which will attract leisure travelers, also does not have a good performance. To overcome this issue, several analyzes and findings are conducted. External analysis is determined by PESTEL and Competitor Analysis. Internal analysis is determined by VRIO and Segmentation, Targeting, and Positioning (STP). Then, a survey was carried out to find out the preferences of leisure travelers. The survey was made based on the customer experience's digital journey while staying at Innside by Melia Yogyakarta and hotels in the Yogyakarta. There are six stages of the customer experience journey: the awareness/inspiration stage; research/consideration stage; decision-making stage; preparation stage; in-hotel experience stage; and loyalty advocacy stage. The survey results were processed quantitatively and analyzed descriptively. Based on the survey results, the root of the problem lies in customers' low awareness/inspiration towards Innside by Melia Yogyakarta's social media. The solution to this problem is sought by using the Repositioning and New Wave Marketing strategy to create a horizontal marketing system on Innside by Melia Yogyakarta's social media. Each alternative solution is systematically compiled on the customer journey map. then recommendations for social media content were made to implement the formulated strategy.

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