KUALITAS PELAYANAN DI FRONT OFFICE DEPARTMENT UNTUK MENINGKATKAN KEPUASAN TAMU DI INTERCONTINENTAL BALI RESORT
DOI:
https://doi.org/10.51878/cendekia.v6i4.10399Keywords:
Kualitas Pelayanan, Front Office Department, Kepuasan Tamu, SERVQUALAbstract
ABSTRACT
Increasingly intense competition in the hospitality industry compels hotels to provide high-quality service to meet guest expectations and enhance guest satisfaction. As the department that interacts first with guests, the Front Office plays a crucial role in shaping the guest experience and their perception of the hotel's service quality. Therefore, evaluating the Front Office's service quality is essential to determine the extent to which the service provided meets guest expectations. This study aims to analyze the service quality of the Front Office Department in enhancing guest satisfaction at the InterContinental Bali Resort. Service quality was analyzed based on five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Data were collected through observation and questionnaires administered to 88 respondents selected using accidental sampling. The collected data underwent validity and reliability testing and were subsequently analyzed using the SERVQUAL (Service Quality) method and Importance-Performance Analysis (IPA). The results indicate an overall positive SERVQUAL gap score, demonstrating that the Front Office's service quality met or even exceeded guest expectations and was rated favorably in terms of supporting guest satisfaction. However, the IPA results identified several indicators requiring improvement: lobby neatness and accessibility (Q4), the alignment of information with guest needs (Q7), staff speed and accuracy in handling telephone calls (Q8), staff knowledge of hotel facilities (Q10), language proficiency in guest communication (Q15), and staff initiative in offering assistance to guests. Improving these indicators is expected to optimize the Front Office's service quality and sustainably enhance guest satisfaction.
ABSTRAK
Persaingan dalam industri perhotelan yang semakin ketat menuntut hotel untuk memberikan pelayanan yang berkualitas guna memenuhi harapan dan meningkatkan kepuasan tamu. Front Office Department sebagai bagian yang pertama kali berinteraksi dengan tamu memiliki peran penting dalam membentuk pengalaman dan persepsi tamu terhadap kualitas pelayanan hotel. Oleh karena itu, diperlukan evaluasi terhadap kualitas pelayanan Front Office Department untuk mengetahui sejauh mana pelayanan yang diberikan telah memenuhi harapan tamu. Penelitian ini bertujuan untuk menganalisis kualitas pelayanan Front Office Department dalam meningkatkan kepuasan tamu di InterContinental Bali Resort. Kualitas pelayanan dianalisis berdasarkan lima dimensi, yaitu bukti langsung (tangible), keandalan (reliability), daya tanggap (responsiveness), jaminan (assurance), dan empati (empathy). Data dikumpulkan melalui observasi dan kuesioner terhadap 88 responden yang dipilih menggunakan teknik accidental sampling. Data yang diperoleh diuji validitas dan reliabilitasnya, kemudian dianalisis menggunakan metode SERVQUAL (Service Quality) dan Importance Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa nilai gap SERVQUAL secara keseluruhan bernilai positif, yang menunjukkan bahwa kualitas pelayanan Front Office Department telah memenuhi bahkan melebihi harapan tamu dan dinilai baik dalam mendukung kepuasan tamu. Namun, berdasarkan hasil analisis IPA, terdapat beberapa indikator yang masih perlu ditingkatkan, yaitu kerapian dan aksesibilitas lobi (Q4), kesesuaian informasi dengan kebutuhan tamu (Q7), kecepatan dan ketepatan staf dalam menangani panggilan telepon (Q8), pengetahuan staf mengenai fasilitas hotel (Q10), penguasaan bahasa dalam berkomunikasi dengan tamu (Q15), serta inisiatif staf dalam menawarkan bantuan kepada tamu. Peningkatan pada indikator-indikator tersebut diharapkan dapat mengoptimalkan kualitas pelayanan Front Office Department dan meningkatkan kepuasan tamu secara berkelanjutan.
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