Strategies to Improve Service Quality With House of Quality at Hotel X Surabaya

Abstract

Service that can satisfy consumers is the main key for service companies to be able to survive and develop their business. Because service is an intangible product, it requires maximum effort for service providers to be able to obtain satisfactory value from consumers. Understanding consumer needs and trying to meet consumer expectations as best as possible is one way to improve service quality. Hotel is one of the service providers in the tourism and business sector, where at this time hotel service is a critical service in its contribution to the tourism business. This research was conducted at a hotel in Surabaya. Surabaya is one of the metropolitan cities in Indonesia, where service providers have been competing fiercely and continue to innovate in providing services. This is also supported by the characteristics of the city of Surabaya as a trading city, so that it always requires complex services to meet consumer expectations. Therefore, it is very important to improve service quality through the formulation of the right strategy. In this research, it will be known what are the priorities of customers in choosing hotels, hotel service conditions, and hotel internal responses. The research method used in this study is divided into several stages, namely: problem identification, questionnaire creation and distribution, data processing, and the preparation of the House of Quality (HoQ). The data collection method used was a survey method with a questionnaire instrument, while the data analysis technique used was the House of Quality Matrix (HoQ) method as a representation of the Quality Function Deployment (QFD) method where the QFD function was to show how the quality attribute efforts would be derived. as an effort to meet customer needs in other words serves to determine what will satisfy customers and translate their customer desires into designed target.