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

Patricia Ariesta Hilman and Nila Krisnawati Hidayat ()
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Patricia Ariesta Hilman: Swiss German University
Nila Krisnawati Hidayat: Swiss German University

A chapter in Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), 2024, pp 520-539 from Springer

Abstract: 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.

Keywords: Visual Communication Design; Customer Experience; Customer Retention; Hotel Industry (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-585-0_35

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DOI: 10.2991/978-94-6463-585-0_35

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