Service Recovery Strategy for Non-Star Accommodation in the Seminyak Area, Kuta, Bali

Abstract

The COVID-19 pandemic has swept the world, causing service failure and requiring the right strategy. This study aims to examine tourist perceptions regarding service recovery strategies for non-star accommodation in Seminyak, in this case villa-type accommodations, and to formulate appropriate service recovery strategies as well as adapt them to the operational setting in the presence of a pandemic. This research was conducted in 10 villas in Seminyak Village, using observation, interview, and distributed 10 questionnaires for guests who have stayed at non-star accommodation in Seminyak Villa classification; 250 questionnaires were distributed both through external and internal methods. The data was processed using a Likert scale and SWOT analysis comparing external and internal factors. The variables in this study are the recovery variable for customer satisfaction and system recovery performance. Service recovery of non-star accommodation in Seminyak has opportunities and strengths so that it can take advantage of existing opportunities and be on the right track by continuing to develop (aggressive) strategies that can improve the service received by guests so that it is more efficient than before. The strategy that must be applied in this condition is to support an aggressive growth policy (growth oriented strategy), which continues to strive to overcome service failures to guests so that in the future guests will be more comfortable to stay at the inn/accommodation.