<![CDATA[Every year the number of guests staying at the HARRIS Hotel Malang is increasing, it needs a proper marketing strategy in order to impact the increasing number of guests staying. The results of this study by CRM (Customer Relationship Management) is expected to impact on the creation of customer satisfaction and can retain the loyal guests. In this study shows that the marketing strategy through CRM (Customer Relationship Management) has been implemented by the management of HARRIS Hotel, so that the results of research conducted by the authors, show a positive impact on customer satisfaction. However, to maintain the existence future of HARRIS Hotel, in the business competition of hotel service providers in Malang City, activities of CRM (Customer Relationship Management) should be done consistently and regularly after conducting continuous evaluation to gain customer satisfaction to obtain and maintain customer loyalty. Keywords : Relationship Management, Customer Relationship Management, Customer Satisfaction, Customer Loyalty ABSTRAK Setiap tahun jumlah tamu yang menginap di Hotel HARRIS Malang semakin meningkat, diperlukan adanya suatu strategi pemasaran yang benar agar berdampak pada meningkatnya jumlah tamu yang menginap. Hasil dari pelaksanaan penelitianCustomer Relationship Management ini diharapkan akan berdampak pada tumbuhnya kepuasan pelanggan yangdapat mempertahankan tamu potensial yang loyal. Temuan dalam penelitian ini, menunjukkan bahwa salah satu strategi bidang pemasaran yakni lewat CRM (Customer Relationship Management) telah dijalankan oleh pihak manjemen Hotel HARRIS, sehingga dari hasil yang terlihat di lapangan yang telah dilakukan menampakkan adanya pengaruh positif terhadap Kepuasan Pelanggan. Namun untuk mempertahankan eksistensi Hotel HARRIS dalam persaingan bisnis penyedia jasa perhotelan di Kota Malang, disarankan untuk mengimplementasikan CRM (Customer Relationship Management) dengan tetap konsisten dan selalu melakukan evaluasi secara berkala dan terus-menerus guna menciptakan kepuasan pada diri pelanggan itu sendiri sekaligus dapat memperoleh dan mempertahankan pelanggan yang loyal. Kata Kunci : Relationship Management, Customer Relationship Management, Kepuasan Pelanggan, Loyalitas Pelanggan]]>
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