Service quality analysis as sustainable marketing strategy at Hotel X in Surabaya

Abstract

Introduction: Hotel X in Surabaya is one of the hotels located in the city center. Over time, many competitors have star equivalent to hotel x. The services provided by hotel x are felt to be decreasing as evidenced by the many negative reviews obtained by Hotel X. This study analyzes the quality of service on customer satisfaction at Hotel X Surabaya. Methods: The method used to identify and prioritize customer satisfaction is the SERVQUAL (Service Quality) method using five dimensions, namely tangible, reliability, responsiveness, assurance, and empathy. The analytical method used is descriptive analysis and Importance Performance Analysis (IPA) which uses a Cartesian diagram to determine the ranking of importance and performance. The number of samples is 100 people using the Slovin formula, sampling by simple random sampling method. Results: The results showed that most of the hotel customers were satisfied with the service performance provided by Hotel X Surabaya. With the IPA method, there are no attributes that must be improved by Hotel X Surabaya. Then there are 8 attributes whose service quality is following what consumers expect, there are 9 attributes that do not have any influence on consumers, and there are 3 service quality attributes that exist or not. Conclusion: Consumers are satisfied with the services provided by Hotel X Surabaya.