Mandala Self-Healing: The Blue Ocean Strategy at The Vasini Smart Boutique Hotel
Abstract
Abstract:
Purpose: The Vasini Smart Boutique Hotel is a hotel that is trapped in the saturation of the hotel business in Denpasar City. This saturation is known as the red ocean condition, so a blue ocean strategy is needed as a solution. The purpose of this research is to develop a marketing strategy for Mandala Self-healing as the implementation of the blue ocean strategy. The test method used is Structural Equational Model Partial Least Square (SEM PLS).
Research methods: This method is used to determine the effect of blue ocean strategy and customer satisfaction on customer loyalty. Qualitative analysis method is used to produce a marketing strategy model.
Findings: The research results show that the hotel offers Mandala Self Healing service products. The marketing strategy of Mandala Self Healing can be implemented by creating customer satisfaction. Customer satisfaction is needed to encourage customer loyalty so that there will be repeat purchases of Mandala Self Healing service products.
Implication: The marketing model design shows that Mandala Self Healing deserves to be a superior product by taking into account several factors that can hinder the success of the product.
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