COMMUNICATION AND CUSTOMER RELATIONS STRATEGY IN IMPROVING HOTEL GUESTS' SATISFACTION IN SAMOSIR TOURISM AREA, NORTH SUMATRA, INDONESIA

The present study examines and analyzes the strengths and weaknesses of the communications and customer relationship strategies that have been developed by public relations and individually simultaneously, influencing guests to visit at Hotels in Samosir. The research population is Hotel managers located on Samosir Island with saturated sample techniques where population units are sampled as a whole. Then, the data obtained were analyzed using regression analysis based on the Structural Equation Modeling (SEM) Partial Least Square (PLS). The empirical results of this study have shown that customer relationship marketing has an effect on the satisfaction of hotel guests. The success of the Hotel strategy in the Samosir area has given the guests satisfaction that has been a parameter for their future hotel success. Hotels that have failed in general have suffered a loss of trust and dissatisfaction with guests and communities. The communication strategies that have been established by the customer relationship hotel in Samosir area have shown good strategy. The customer relationship strategy that hotels in Samosir have created to increase guest satisfaction among them; Hotel provides Family Gathering activities. Family gatherings are of two types - employee gatherings are a regular event for all employees to develop intimacy between employees. Customers gathering is a special event for guests to foster relationships. Customers relationship Hotel in Samosir area also has strategies in handling guest complaints. The strategy of the Hotel in the Samosir area in dealing with guest complaints is through a cooperative approach to guests. Customers relations Hotel in Samosir area is divided into two parts; guest service and customer information section. The existing customer relations of the Samosir Hotel has become a mediator that connects the agency with its guests. The needs of any guest they want should go through the customer relations section. Here the role of customer relations is also the communicator of the agency. The service department has the task of welcoming guests; providing services for all guests' needs and providing information on procedures. Customer relations have been able to increase hotel guests' satisfaction in Samosir area