Word of Mouth effect of Customer Relationship Marketing in Perspective of Brand Equity Budget Hotel: Conceptual Paper

Abstract

Word of Mouth is a trustworthy source a form of customer loyalty. Word of mouth has a concept ofinflu encing and persuasive power. Concept Word of Mouth can be related to service-oriented like a mouth on customer relationship marketing and brand equity in a budget hotel. This study finds word of mouth positively impacts customer relationship marketing in the service process to build brand equity in a budget hotel. The concept of brand equity in the hotel sector has been discussed by researchers and practitioners in the marketing field over the last decade and is still an important issue that must be developed. Many previous studies have examined brand equity in the luxury hotel sector, but the budget hotel sector is still limited especially in Indonesian budget hotels. The factors that affect customer relationship marketing's ability to increase brand equity are discussed in this study. based on specific references in peer-reviewed publications, such that well-managed customer connections with or without a favorable word of mouth can help establish budget hotel brands in Indonesia. Another goal is to serve as a reference for theoretical frameworks and future research discussions to examine brand equity in the setting of budget hotels in greater detail.