•Tareq Rasul -2019

Current Market Halal Tourism Realities

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Wisnu Rahtomo. 2019

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3

8 4

Customer 7 5

Engagement
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 Enganged Customer (Bruce fern-2018)

Engaged Customers – Captured their minds and hearts

Rationally Committed Customers – limited loyalty

Contented Customers - Satisfied but no commitment

Hostages - Doing business with you but feel trapped

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 Defining Customer Engagement
(Bruce fern-2018)
 The emotional connection that a customer
has with its provider
 An emotional commitment and attachment to
the brand and it’s products and services
 Customer engagement is personal

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 The Engagement Impact

Loyalty Based on a Loyalty Based on a

Rational Commitment Rational and
Emotional Commitment

 Repurchase  Repurchases more and more

often
 Retention  Stays longer than those with
only rational commitment
 Recommend  Recommends to more
people, more often, with
more conviction. Assists with
the buying process

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 The Roots of Customer Engagement
Retention

Repurchase Recommend

Passion
Integration Pride
Respect Value
Trust

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 Theoretical Framework

Critical elements of engagement strategy Halal Torurism

1. Halal Akomodasi
2. Halal Restaurants
3. Halal Transpportation
4. Halal Place Customer Experience
5. Halal Souvenir Engaged Customer
1. Integration
2. Respect 1. Retention
3. Trust 2. Repurchase
Individual Pre condition 4. Value 3. Recommend
5. Pride
1. Experience-seeking 6. Passion
2. Meaningfulness
3. pyschological halal
4. motivation

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 Narasi Framework
 Penelitian ini menggunakan 3 variable
Independen dan 1 variable Dependen
 Variabel independent terdiri dari Critical
elements of engagement strategy Halal
Torurism, Individual Pre condition dan
Customer Experience
 Sedangkan variable dependen Engaged
Customer

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 Hipotesis
 Critical elements of engagement strategy Halal
Torurism berpengaruh terhadap Customer
Experience
 Individual Pre condition/Personal situation
berpengaruh terhadap Customer Experience
 Critical elements of engagement strategy Halal
dan Individual Pre condition berpengaruh
terhadap Customer Experience
 Customer Experience berpengaruh terhadap
Engaged Customer

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 The Quantum Mechanics of
Customer Engagement

Cu
Senior
Management

sto
m
Data Infrastructure

er
Metrics
Accountabilities

Ex
pe
Products Systems, Policies

r
Services Processes

ie
nc
e
People Interactions

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 Passion
Integration Pride
Respect Trust Value

The Customer Experience

People Interactions

Products System, Policies

Services Processes

Data Infrastructure
Metrics
Accountabilities

Senior Management

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 Engagement Behaviors
 Act as a trusted advisor integrated into the
customers’ business/life
 Create excitement about your products and services
 Build passion about your brand
 Talk about the value of doing business with your
company (without trying to sell something)
 Transcend customer expectations by providing value-
added service
 Cultivate pride of affiliation with your business

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