Model Pemasaran Strategik Perhotelan: Sebuah Makalah Konseptual

Published: Feb 7, 2023

Abstract:

Purpose: The purpose of this study is to develop a hospitality marketing strategy framework starting from pre-encounter marketing, encounter marketing, and post-encounter marketing.

Methodology: This paper based on an analysis and synthesis of the literature relating to pre-encounter marketing, encounter marketing, and post-encounter marketing in hospitality. Gaps in previous research have been identified and a conceptual framework proposed as a consequence.

Results: A hypothetical model that describes the salient constructs and relationships between key variables which is a complete package of formal propositions which are logical statements derived from a conceptual framework.

Limitations: This paper provides a method for future researchers to implement strategic marketing planning in the hospitality industry through the application of structured dimensions.

Contribution: This paper identifies the previously unexplored connection of service quality with service experience and hospitality service encounters between constructions, so that this connection is a new construct to improve hospitality customer satisfaction.

Keywords:
1. Service Quality
2. Service Experience
3. Service Encounters
4. Customer Satisfaction
5. Hospitality
Authors:
Kelik Hastjarjo
How to Cite
Hastjarjo, K. (2023). Model Pemasaran Strategik Perhotelan: Sebuah Makalah Konseptual . Jurnal Studi Perhotelan Dan Pariwisata, 1(1), 11–20. https://doi.org/10.35912/jspp.v1i1.1844

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References

    Berry, L. L., Wall, E. A., & Carbone, L. P. (2006). Managing service experience clues. Academy of Management Perspectives, 20(2), 1-13.

    Castro-Gonzáles, S., & Ríos Pérez, E. (2021). Management Strategy to Achieve Competitive Advantages in Commercial Companies and Improve Productivity, Employee Loyalty and Customer Service Quality: Spirituality in the Work Environment. Journal of Applied Business & Economics, 23(8).

    Chen, K.-H., Chang, F.-H., & Liu, F.-Y. (2015). Wellness tourism among seniors in Taiwan: Previous experience, service encounter expectations, organizational characteristics, employee characteristics, and customer satisfaction. Sustainability, 7(8), 10576-10601.

    Cheraghalizadeh, R., & D?dková, J. (2022). Do service quality and social media marketing improve customer retention in hotels? Testing the mediation effect.

    Cruz-Milán, O. (2022). Hotels' marketing mix responses at insecurity-stricken destinations: a study in the US–Mexico border. International Hospitality Review, 36(1), 131-155.

    Ekawati, N. W., & Yasa, N. N. K. (2018). Service marketing mix strategy and service loyalty towards hotel's success. Global Business & Finance Review (GBFR), 23(1), 63-74.

    Eskiler, E., & Safak, F. (2022). Effect of customer experience quality on loyalty in fitness services. Physical Culture and Sport. Studies and Research, 94(1), 21-34.

    Fernandes, A. A. R. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76-87.

    Guan, J., Wang, W., Guo, Z., Chan, J. H., & Qi, X. (2021). Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect. International Journal of Contemporary Hospitality Management, 33(5), 1620-1645.

    Jaakkola, E. (2020). Designing conceptual articles: four approaches. AMS review, 10(1-2), 18-26.

    Kachwala, T., Panchal, D., Rego, S., & Pai, P. (2020). Relationships between Service Quality, Customer Satisfaction and Customer Loyalty in Hotel Services. JOHAR, 15(2), 47.

    King, C. A. (1995). What is hospitality? International journal of hospitality management, 14(3-4), 219-234.

    Kurniasih, D., & Elizabeth, E. (2021). Pengaruh Kualitas Pelayanan, Citra Merek dan Getok Tular terhadap Keputusan Pembelian Jasa. Reviu Akuntansi, Manajemen, dan Bisnis, 1(1), 1-8.

    Mahmud, M. S., Lima, R. P., Rahman, M. M., & Rahman, S. (2021). Does healthcare service quality affect outbound medical tourists’ satisfaction and loyalty? Experience from a developing country. International Journal of Pharmaceutical and Healthcare Marketing, 15(3), 429-450.

    Mihardjo, L. W. W. (2019). Impact of Green IS, service innovation and customer experience in influencing customer satisfaction and environmental performance.

    Mulyana, A., & Prayetno, S. (2018). Determinants of customer satisfaction and it’s implication on customer loyalty of budget hotel in DKI Jakarta. International Review of Management and Marketing, 8(6), 1.

    Noone, B. M., Kimes, S. E., Mattila, A. S., & Wirtz, J. (2009). Perceived service encounter pace and customer satisfaction: An empirical study of restaurant experiences. Journal of Service Management.

    Nyagadza, B., Mazuruse, G., Muposhi, A., & Chigora, F. (2022). Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe. Tourism Critiques: Practice and Theory, 3(1), 42-71.

    Palazzo, M., Foroudi, P., & Ferri, M. A. (2021). Examining antecedents and consequences of perceived service quality in the hotel industry: a comparison between London and New York. The TQM Journal, 33(7), 193-221.

    Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. Journal of marketing, 58(1), 111-124.

    Paujiah, S., & Sutadipraja, E. (2022). Peningkatan Kualitas Pelayanan Dua Restoran Besar di Bandar Lampung melalui Pendekatan Dimensi Dineserve. Studi Ilmu Manajemen dan Organisasi, 1(2), 85-100. doi:https://doi.org/10.35912/simo.v1i2.811

    Philip, & Kotler, B. (2022). Marketing for Hospitality and Tourism: Eight Edition: Pearson Education Limited.

    Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy (Vol. 76): Harvard Business Review Press.

    Schmitt, B. (1999). Experiential marketing: A new framework for design and communications. Design Management Journal (Former Series), 10(2), 10-16.

    Si, Y., Liu, C., & Zhang, M. (2022). Feelings and Scenes of Rural Homestay Inns in China: A Perspective of Service Encounter. Security and Communication Networks, 2022.

    Sofi, M. R., Bashir, I., Parry, M. A., & Dar, A. (2020). The effect of customer relationship management (CRM) dimensions on hotel customer’s satisfaction in Kashmir. International Journal of Tourism Cities, 6(3), 601-620.

    Srivastava, M. (2018). To Study the Relationship between Service Encounter and Retail Experience on Customer Satisfaction and Customer Loyalty with Impact of Loyalty Program Membership. Indian journal of commerce and management studies, 9(3), 66-77.

    Sukendia, J., & Harianto, N. (2021). The Impact of E-Service Quality On Customer Engagement, Customer Experience and Customer Loyalty in B2c E-Commerce. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 3170-3184.

    Syapsan, S. (2019). The effect of service quality, innovation towards competitive advantages and sustainable economic growth: Marketing mix strategy as mediating variable. Benchmarking: An International Journal, 26(4), 1336-1356.

    Tanner, S. (1994). Service quality as a competitive strategy. The Journal for Quality and Participation, 17(7), 58.

    Teng, Y.-M., Wu, K.-S., & Chou, C.-Y. (2020). Price or convenience: What is more important for online and offline bookings? A study of a five-star resort hotel in Taiwan. Sustainability, 12(10), 3972.

    Voorhees, C. M., Fombelle, P. W., Gregoire, Y., Bone, S., Gustafsson, A., Sousa, R., & Walkowiak, T. (2017). Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 79, 269-280.

    Widyawati, S., & Faeni, R. P. (2021). Pengaruh marketing online, kualitas pelayanan dan harga terhadap kepuasan konsumen Hotel Borobudur. Reviu Akuntansi, Manajemen, dan Bisnis, 1(1), 15-19.

    Zamzami. (2019). The Model Of The Influence Of Service Quality And Marketing Experience On Customer Satisfaction With Brand Equity As An Intervening Variable In Bank Jambi Indonesia.

  1. Berry, L. L., Wall, E. A., & Carbone, L. P. (2006). Managing service experience clues. Academy of Management Perspectives, 20(2), 1-13.
  2. Castro-Gonzáles, S., & Ríos Pérez, E. (2021). Management Strategy to Achieve Competitive Advantages in Commercial Companies and Improve Productivity, Employee Loyalty and Customer Service Quality: Spirituality in the Work Environment. Journal of Applied Business & Economics, 23(8).
  3. Chen, K.-H., Chang, F.-H., & Liu, F.-Y. (2015). Wellness tourism among seniors in Taiwan: Previous experience, service encounter expectations, organizational characteristics, employee characteristics, and customer satisfaction. Sustainability, 7(8), 10576-10601.
  4. Cheraghalizadeh, R., & D?dková, J. (2022). Do service quality and social media marketing improve customer retention in hotels? Testing the mediation effect.
  5. Cruz-Milán, O. (2022). Hotels' marketing mix responses at insecurity-stricken destinations: a study in the US–Mexico border. International Hospitality Review, 36(1), 131-155.
  6. Ekawati, N. W., & Yasa, N. N. K. (2018). Service marketing mix strategy and service loyalty towards hotel's success. Global Business & Finance Review (GBFR), 23(1), 63-74.
  7. Eskiler, E., & Safak, F. (2022). Effect of customer experience quality on loyalty in fitness services. Physical Culture and Sport. Studies and Research, 94(1), 21-34.
  8. Fernandes, A. A. R. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76-87.
  9. Guan, J., Wang, W., Guo, Z., Chan, J. H., & Qi, X. (2021). Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect. International Journal of Contemporary Hospitality Management, 33(5), 1620-1645.
  10. Jaakkola, E. (2020). Designing conceptual articles: four approaches. AMS review, 10(1-2), 18-26.
  11. Kachwala, T., Panchal, D., Rego, S., & Pai, P. (2020). Relationships between Service Quality, Customer Satisfaction and Customer Loyalty in Hotel Services. JOHAR, 15(2), 47.
  12. King, C. A. (1995). What is hospitality? International journal of hospitality management, 14(3-4), 219-234.
  13. Kurniasih, D., & Elizabeth, E. (2021). Pengaruh Kualitas Pelayanan, Citra Merek dan Getok Tular terhadap Keputusan Pembelian Jasa. Reviu Akuntansi, Manajemen, dan Bisnis, 1(1), 1-8.
  14. Mahmud, M. S., Lima, R. P., Rahman, M. M., & Rahman, S. (2021). Does healthcare service quality affect outbound medical tourists’ satisfaction and loyalty? Experience from a developing country. International Journal of Pharmaceutical and Healthcare Marketing, 15(3), 429-450.
  15. Mihardjo, L. W. W. (2019). Impact of Green IS, service innovation and customer experience in influencing customer satisfaction and environmental performance.
  16. Mulyana, A., & Prayetno, S. (2018). Determinants of customer satisfaction and it’s implication on customer loyalty of budget hotel in DKI Jakarta. International Review of Management and Marketing, 8(6), 1.
  17. Noone, B. M., Kimes, S. E., Mattila, A. S., & Wirtz, J. (2009). Perceived service encounter pace and customer satisfaction: An empirical study of restaurant experiences. Journal of Service Management.
  18. Nyagadza, B., Mazuruse, G., Muposhi, A., & Chigora, F. (2022). Effect of hotel overall service quality on customers’ attitudinal and behavioural loyalty: perspectives from Zimbabwe. Tourism Critiques: Practice and Theory, 3(1), 42-71.
  19. Palazzo, M., Foroudi, P., & Ferri, M. A. (2021). Examining antecedents and consequences of perceived service quality in the hotel industry: a comparison between London and New York. The TQM Journal, 33(7), 193-221.
  20. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. Journal of marketing, 58(1), 111-124.
  21. Paujiah, S., & Sutadipraja, E. (2022). Peningkatan Kualitas Pelayanan Dua Restoran Besar di Bandar Lampung melalui Pendekatan Dimensi Dineserve. Studi Ilmu Manajemen dan Organisasi, 1(2), 85-100. doi:https://doi.org/10.35912/simo.v1i2.811
  22. Philip, & Kotler, B. (2022). Marketing for Hospitality and Tourism: Eight Edition: Pearson Education Limited.
  23. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy (Vol. 76): Harvard Business Review Press.
  24. Schmitt, B. (1999). Experiential marketing: A new framework for design and communications. Design Management Journal (Former Series), 10(2), 10-16.
  25. Si, Y., Liu, C., & Zhang, M. (2022). Feelings and Scenes of Rural Homestay Inns in China: A Perspective of Service Encounter. Security and Communication Networks, 2022.
  26. Sofi, M. R., Bashir, I., Parry, M. A., & Dar, A. (2020). The effect of customer relationship management (CRM) dimensions on hotel customer’s satisfaction in Kashmir. International Journal of Tourism Cities, 6(3), 601-620.
  27. Srivastava, M. (2018). To Study the Relationship between Service Encounter and Retail Experience on Customer Satisfaction and Customer Loyalty with Impact of Loyalty Program Membership. Indian journal of commerce and management studies, 9(3), 66-77.
  28. Sukendia, J., & Harianto, N. (2021). The Impact of E-Service Quality On Customer Engagement, Customer Experience and Customer Loyalty in B2c E-Commerce. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 3170-3184.
  29. Syapsan, S. (2019). The effect of service quality, innovation towards competitive advantages and sustainable economic growth: Marketing mix strategy as mediating variable. Benchmarking: An International Journal, 26(4), 1336-1356.
  30. Tanner, S. (1994). Service quality as a competitive strategy. The Journal for Quality and Participation, 17(7), 58.
  31. Teng, Y.-M., Wu, K.-S., & Chou, C.-Y. (2020). Price or convenience: What is more important for online and offline bookings? A study of a five-star resort hotel in Taiwan. Sustainability, 12(10), 3972.
  32. Voorhees, C. M., Fombelle, P. W., Gregoire, Y., Bone, S., Gustafsson, A., Sousa, R., & Walkowiak, T. (2017). Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 79, 269-280.
  33. Widyawati, S., & Faeni, R. P. (2021). Pengaruh marketing online, kualitas pelayanan dan harga terhadap kepuasan konsumen Hotel Borobudur. Reviu Akuntansi, Manajemen, dan Bisnis, 1(1), 15-19.
  34. Zamzami. (2019). The Model Of The Influence Of Service Quality And Marketing Experience On Customer Satisfaction With Brand Equity As An Intervening Variable In Bank Jambi Indonesia.