Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

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The Impact of Visual Communication Design on Customer Retention Through Customer Experience in the Hotel Industry

Authors
Patricia Ariesta Hilman1, Nila Krisnawati Hidayat1, *
1Swiss German University, Tangerang, Banten, 15143, Indonesia
*Corresponding author. Email: nila.hidayat@sgu.ac.id
Corresponding Author
Nila Krisnawati Hidayat
Available Online 11 December 2024.
DOI
10.2991/978-94-6463-585-0_35How to use a DOI?
Keywords
Visual Communication Design; Customer Experience; Customer Retention; Hotel Industry
Abstract

Many hotels still struggle to keep their Free and Independent Traveler (FIT) or individual public guests in the competitive hotel industry. During the COVID-19 outbreak, the number of FIT guests seemed low for a business hotel. Responding to the situation is crucial for a hotel to retain their existing customers. The ways of communication play an important role in conveying hotel information or promotion to their guests through visual messages. This research analyzed how Visual Communication Design (VCD) can impact Customer Retention (CR) through Customer Experience (CE) in the hotel industry. In total, 265 respondents including both men and women from the Millennial generation (Millennials) were involved in this quantitative study. They are FIT guests that came from three hotel brands of an international chain in Tangerang, Banten, Indonesia. The finding showed that CR is significantly impacted by VCD through CE. The study also found that both VCD and CE have significant impact on CR directly.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
11 December 2024
ISBN
978-94-6463-585-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-585-0_35How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Patricia Ariesta Hilman
AU  - Nila Krisnawati Hidayat
PY  - 2024
DA  - 2024/12/11
TI  - The Impact of Visual Communication Design on Customer Retention Through Customer Experience in the Hotel Industry
BT  - Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
PB  - Atlantis Press
SP  - 520
EP  - 539
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-585-0_35
DO  - 10.2991/978-94-6463-585-0_35
ID  - Hilman2024
ER  -