BUILDING COMPETITIVE POSITIONAL ADVANTAGES IN THE HOTEL INDUSTRY IN TASIKMALAYA
Depy Muhamad Pauzy.(a), H. Agus Rahayu.(b), Vanessa Gaffar.(c)

(a). Postgraduate Management Science Doctoral Program, Universitas Pendidikan Indonesia., Jl. Dr. Setiabudhi No.229, Kec. Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia.
(b),(c). Universitas Pendidikan Indonesia., Jl. Dr. Setiabudhi No.229, Kec. Sukasari, Kota Bandung, Jawa Barat 40154, Indonesia.

Abstract

The impact of globalization has caused the service industry, which consists of various industries, such as the telecommunications, transportation, banking and hotel industries to develop rapidly. One of them that is growing rapidly is the hotel industry, where this industry is engaged in the service sector that combines products and services. The purpose of this study is about Relationship Marketing which is oriented to the creation of long-term harmonious relationships with all stakeholders. This study will integrate the variables of relational exchange behavior, outcomes from relationship marketing (relationship outcomes) with strategic marketing outcomes resulting from relationship marketing activities, namely: trust, cooperation, relationship closeness, cooperation synergy, and competitive positional advantage. The effect of this synergy of cooperation is the most dominant influence on competitive positional advantage, because of its direct effect compared to other independent variables. Thus the variable synergy of cooperation is the main priority in increasing competitive positional advantage, in the sense that in the synergy of cooperation between hotel business partners by paying attention to market access, efficiency related to cost savings, then related to increased turnover and profitability.

Keywords: competitive positional advantage, hotel industries, path analysis model

Topic: Marketing Management