Peran Membership Accor dalam Meningkatkan Kepuasan dan Loyalitas Pelanggan di Hotel Grand Mercure Malang Mirama

The research conducted examines the Role of Accor Membership in Increasing Customer Satisfaction and Loyalty at Grand Mercure Malang Mirama Hotel. This research aims to build consumer interest with the Accor membership program at Grand Mercure Malang Mirama hotel. This research uses qualitative methods with a descriptive approach. The techniques used in data collection are interviews, observation, and documentation. The interview was conducted using a semi-structured form of interview.
The results of research taken in September 2023 – January 2024 show first, Accor membership at the Grand Mercure Malang hotel has a role in customer satisfaction through the provision of benefits, exclusive facilities, and services that suit guest preferences. Secondly, the role of Accor membership also has a positive impact in increasing customer loyalty. Third, the implementation of Accor membership has obstacles, especially during high season and must follow the rules based on availability and supporting factors in the form of innovative benefits and facilities.