SERVICE QUALITY AND CUSTOMER SATISFACTION MEASURMENT AT SAUNG HOTEL RESTO :LEMBANG, WEST JAVA.

• Main Author: Ditya Saputra (nim: 190 04 066), Ivan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6320
• Institution: Institut Teknologi Bandung

Abstract: <br /> <br /> <br /> <br /> Tougher competitions in the hospitality industry, especially hotel business, push each service provider to deliver the best service and emphasize the importance of meeting the guest expectation and needs. The establishment of excellent service performance also contributes to the achievement of customer satisfaction that is very important for the hotel sustainability. The management of Saung Hotel Resto is fully aware with this issue, but did no significant strategy intended to improve its service performance and customer satisfaction. It is emphasized also by many complaints that still received by the management concerning the hotels service. Moreover, the management itself admitted that Saung Hotel Resto was still act as a company-oriented hotel, not as a customer-oriented one. In the end, it gave bad effects to entire business process within the Saung Hotel Resto. <br /> <br /> <br /> <br /> This research is conducted using a modified SERVQUAL model that was developed by Parasuraman et.al. from 1985 to measure service level and customer satisfaction within the hotel. Survey and direct interview included both of Saung Hotel Resto customers and employees. The 150 questionnaires distributed to customers used to asses the customer expectation level of hotel business and their evaluation concerning Saung Hotel Restos service performance. The survey done to hotels management and customer contact employees provides a holistic view of Saung Hotel Resto service performance. It measured their assessment of current service and how the intern organization prepares itself to deliver its service. <br /> <br /> <br /> <br /> The result of this research shows that the current service performance of Saung Hotel Resto had not able to meet its customer expectation and suffered bad internal conditions. These conditions prevent them to deliver excellent service performance. Based on gap 5 in the SERVQUAL model, the widest gap occurred in service items related with tangible dimension with a -0.623 gap score. For gap 1 until 4, the widest gap occurred in Gap 4 (5.197 gap score) that assesses the capability of the hotel to fulfill its promise to the customer. However, nearly 50% of the respondents had feel satisfied enough with the service they get from the hotel and 30% of it decided to make another stay at Saung Hotel Resto in the future. <br /> <br /> <br /> <br /> In the end, this research also provides some suggestions that may be applied by the hotel management in order to increase its service performance. Yet, the most important thing to support the improvement of the hotel service was the existence of full commitment and willingness to put the customer best interest in each of Saung Hotel Resto employees, whether it is the top management, supervisors, or first-line employee. <br />