The impact of service quality on customer satisfaction at 5-star hotel Central Jakarta

Soegandi, Kezhia Elizabeth and Shannonlie, Shannonlie (2024) The impact of service quality on customer satisfaction at 5-star hotel Central Jakarta. Diploma thesis, Universitas Pelita Harapan.

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Abstract

The challenges faced by the hospitality industry differ from those encountered by organizations producing tangible products, primarily due to the distinct nature of services compared to products. In the service industry, the risk of failure is higher than in product sales, and service quality has emerged as a critical factor in the pursuit of sustainable competitive advantage. Ensuring customer satisfaction and retention is recognized as pivotal within the hospitality sector, where meeting evolving consumer demands is an ongoing challenge. In the hospitality industry, consumers not only participate in the consumption process but often come with predetermined service and quality expectations. Today's hospitality industry customers are more discerning, and exhibit higher expectations. The primary objective of this study is to elucidate the impact of service quality on customer satisfaction, specifically within the context of hotels, we conduct a comprehensive analysis of the data to identify which service quality dimensions have the greatest and least impact, as well as to understand the nature of their influence. This research uses a quantitative method for analysis, with a non-probability sampling approach to collect and gather data from 190 participants. This research findings reveal a positive correlation between five service quality dimensions (empathy, reliability, responsiveness, assurance, and tangibility) and customer satisfaction. The analysis of respondent feedback reveals that the service quality dimension in 5-Star Hotels in Central Jakarta exerting the most significant impact on customer satisfaction is empathy. Data collection in this research utilized a Likert scale questionnaire, and analysis was conducted using SmartPLS 4.0. Tantangan yang dihadapi oleh industri perhotelan berbeda dengan tantangan yang dihadapi oleh organisasi yang memproduksi produk berwujud, terutama karena sifat layanan yang berbeda dibandingkan dengan produk. Dalam industri pelayanan, risiko kegagalan lebih tinggi dibandingkan penjualan produk. Kualitas layanan telah menjadi faktor penting dalam mencapai keunggulan kompetitif yang berkelanjutan. Memastikan kepuasan dan retensi pelanggan diakui sebagai hal yang sangat penting dalam sektor perhotelan, di mana memenuhi permintaan konsumen yang terus berkembang merupakan tantangan yang berkelanjutan. Dalam industri perhotelan, konsumen tidak hanya berpartisipasi dalam proses konsumsi namun sering kali datang dengan ekspektasi layanan dan kualitas yang telah ditentukan sebelumnya. Pelanggan dalam industri perhotelan saat ini lebih cerdas dan menunjukkan ekspektasi yang lebih tinggi. Tujuan utama dari penelitian ini adalah untuk menjelaskan dampak kualitas layanan terhadap kepuasan pelanggan, terutama dalam konteks hotel. Kami melakukan analisis data yang komprehensif untuk mengidentifikasi dimensi kualitas layanan mana yang memiliki dampak terbesar dan terkecil, serta untuk memahami sifat pengaruhnya. Penelitian ini menggunakan metode kuantitatif untuk, dengan analisis pendekatan pengambilan sampel non-probabilitas untuk mengumpulkan data dari 190 peserta. Hasil penelitian ini mengungkapkan adanya korelasi positif antara lima dimensi kualitas layanan (empati, kehandalan, responsivitas, jaminan, dan ketanggapan) dengan kepuasan pelanggan. Analisis tanggapan responden menunjukkan bahwa dimensi kualitas layanan di hotel intang 5 pada Jakarta Pusat yang memiliki pengaruh paling signifikan terhadap kepuasan pelanggan adalah empati. Pengumpulan data dalam penelitian ini menggunakan kuesioner skala Likert, dan analisis dilakukan dengan menggunakan SmartPLS 4.0.

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