THE INFLUENCE OF LOYALTY PROGRAM MEMBERSHIP CARD AND CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY AT THE URBAN GYM ASTON HOTEL MANADO

Abstract

Customer loyalty plays an important role in gaining the company’s profit. In order to maintain the customer loyalty, company need to find out some strategies for increase their sales. The strategy to maintain the customer loyalty that set by The Urban Gym Aston Hotel is Loyalty Program Membership Card and provide the best service to their members so the members will get a great experience in there. The objective of this research is  to analyze the influence of loyalty program membership card and customer experience on customer loyalty in The Urban Gym Aston Hotel.This research is a quantitative research associated with multiple regression analysis  technique. The respondents of this research are the members of The Urban Gym Aston Hotel. This research found that there is a significant influence of loyalty program membership card and customer loyalty on custmer experience simultaeously and partially. It concluded that the loyalty program that set by The Urban gym give a benefits to the customer and they also build a good services to the customer, so it create a good customer experience. This study suggest to The Urban Gym that the loyalty program membership card and customer experience are very important to maintain the good loyalty program and improve the services to make the customer still do the exercise in there

Keywords : loyalty program, customer experience, customer loyalty