The Impact of Customer Satisfaction on Corporate Purchasing Decision of Hotel Service. Case Study of Sari Kuring Indah Hotel.

NADIA DEANDRA, Peter Forte

2014 | Skripsi | MANAJEMEN

The complexities of organizational purchasing decision process involve different stakeholders and different goals to achieve. As customer of business hotel service, companies conduct organizational purchasing in corporate travel activities. Different interests in the organizational purchasing might create unsatisfied travelers as the consumer of the service. The present study observes the impact of customer satisfaction on corporate purchasing decision process of hotel service. Using a particular hotel as case study, the customers of the hotel were interviewed to collect information. Managerial implications provided to the hotel management of the case study to implement more effective marketing strategies

As the increasing of global business travel activities, the purchasing process of corporate travel service such as hotel service become interesting to discuss. With its complexities, the company purchasing decision process needs to satisfy every stakeholders involved, including the company who makes the payment and the travelers who consume the service. Only considering one satisfaction of one stakeholder would cause dissatisfactions of other stakeholders. The present research identifies the impact of customer satisfaction on the corporate purchasing decision process of hotel service. Findings from interviews conducted in this research show that companies consider service quality, which influences customer satisfaction as the main factors in selecting hotel.

Kata Kunci : service marketing, business purchasing decision, hotel industry, case study