Hubungan Experiental Marketing dengan Customer Satisfaction Hotel Sheraton dan Towers Bandung

Abstract

This study, entitled Relationship Marketing Experiental Sheraton Bandung with Customer satisfaction. Hotels now become a choice place for travelers to rest in order to vacation and spend time with the family, in this case there are many hotels, cottage,, and places to stay scattered throughout Indonesia , especially in Bandung as the city with the largest number of tourists every week . Therefore Sheraton Hotel & Towers Bandung as one of the places to stay largest and most trusted in Bandung, must perform a variety of innovations and build a good marketing strategy in order to maintain Experiental Marketing Hotel Sheraton itself and maintain customer satisfaction resulting in customer loyalty continues to be formed over the years.This study aims to know the how much the relationship experiential marketing to customer satisfaction Hotel Sheraton Bandung. This study used the theory of experiential marketing of Bernd H. Schmitt (1999 ) The method used is koreasional , to conduct field data collection through questionnaires were supported by observation and interviews . The sample in this study is the Consumer or a Sheraton Hotel & towers Bandung Jl. Ir. H. Juanda No. 390, amounting to as many as 100 people, with sampling by accidental sampling technique. Data processing techniques using Spearman rank analysis method through software SPSS 17 for Windows. The results showed that there was a significant relationship between aspects of Marketing Experiental consisting of sense (five sense), Feel (feeling) , Think (Mind) , act (action) and relate (relations) have a strong relationship with Customer Satisfaction . Practical advice in this research is act in experiental marketing still needs to be improved among others by increasing the value and quality of Hotel Sheraton Hotel Sheraton Bandung in order to become stronger.