IMPLEMENTASI CUSTOMER RELATIONSHIP MANAGEMENT DALAM MEMBERIKAN PELAYANAN PADA RAYZ HOTEL UMM MALANG

This study aims to examine the implementation of Customer Relationship Management (CRM) in providing services to consumers of Rayz Hotel UMM Malang. In this study, communication and close relationships with consumers are carried out to meet their needs. The main goal is to provide the best service to consumers of the hotel by providing more attention than other hotels. The method used in this research is a qualitative method with a descriptive approach. The data in this study were collected through participant observation and interviews. To ensure data validity, this research uses data triangulation.
The results of this research show that Rayz Hotel UMM Malang has successfully implemented CRM strategies. The application of CRM is expected to meet the needs of consumers according to what they want and make them loyal to Rayz Hotel UMM Malang. However, there are several obstacles in the application of CRM, both internal and external. Internal barriers are obstacles that arise from the hotel itself, while external barriers are obstacles that arise from consumers.