PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, REPUTASI DAN KAPABILITAS INOVASI TERHADAP KEUNGGULAN BERSAING DAN BERDAMPAK TERHADAP KEPUASAN KONSUMEN

Abstract

The research objectives: (1) to analyze the influence of customer relationship behavior (CRM), reputation and innovation capability partially on competitive advantage, (2) to analyze the influence of customer relationship behavior (CRM), reputation and innovation capability partially to customer satisfaction, ( 3) to analyze the effect of competitive advantage on consumer satisfaction, (4) to analyze the effect of customer relationship behavior (CRM), reputation and innovation capability partially on customer satisfaction through competitive advantage. The quantitative research approach and research locations are Swiss-Belhotel Makassar, Makassar golden hotel, Horison ultima Hotel, and Gammara Hotel. The population is 128,330 consumers and the sample is 389 consumers. Methods of data collection using a questionnaire. The method of collecting samples by means of purposive sampling. The method of analysis using Structural Equation Model (SEM)-Partial Least Square. The results showed that: (1) CRM, reputation and innovation capability partially positive and significant effect on competitive advantage, (2) CRM, reputation and innovation capability partially positive and significant effect on customer satisfaction, (3) Competitive advantage has a positive effect and significant to customer satisfaction, (4) CRM reputation and innovation capability partially positive and significant effect on customer satisfaction through competitive advantage.