STRATEGIC SERVICE ANALYSIS PUSAKO HOTEL TO INCREASE OCCUPANCY RATE

• Main Author: FITRINING TYAS (NIM : 29110400) Pembimbing: Satya A. Wibowo, Ir. MBA, ANGGI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17979
• Institution: Institut Teknologi Bandung

Bukittinggi is one of the favorite tourist destinations in Indonesian has increased the number of tourists visiting every year, both domestic and foreign tourists. This condition requires the availability of adequate infrastructure in Bukittinggi. The hospitality industry is seen as one of the tourism services that should be able to constantly provide a reliable service quality. Therefore, with the development of the tourism industry, the needs of the hotel as lodging facilities are also on the rise. Pusako Hotel is a 4 star resort in Bukittinggi and a hotel with 23 years of experience in the hotel industry. This company is a pioneer 4-star hotel in West Sumatra. In the last two years, Pusako Hotel occupancy never reaches the target established by the management. In fact, in 2011 Pusako Hotel income decreased by 10% of the total revenue in 2010. This is the impact of increasing competition in the hotel service industry, and also the customer satisfaction of services provided Pusako Hotel.Root cause need to be determined to know why Pusako Hotel unable to achieve the occupancy target. Internal analysis, business situation analysis, and service quality analysis need to be conducted. Internal analysis is conducted by analyze the corporate strategy, business strategy, Segmenting Targeting and Positioning (STP), marketing mix (7P), and Product Life Cycle of Pusako Hotel. Business situation analysis is conducted by analyze Porter’s Six Forces and 5C of Pusako Hotel business environment. Service quality analysis is conducted by Importance-Performance Analysis (IPA) method by measuring five dimensions of service quality (SERVQUAL). Based on above analyses, the root cause is the GAP between perception management and customer satisfaction towards the services provided. Objective of this research are to gave service quality improvement recommendation to Pusako Hotel, that is Pusako Hotel repositioning program and implementation plan contained in the draft Marketing Mix.