Customer Satisfaction Affecting Customer Loyalty.
ABSTRACT
Peranan hotel sebagai sarana dalam memenuhi kebutuhan
pelanggannya baik dari sisi wisata maupun sisi penunjang bisnis menjadi
semakin penting. Saya menganalisa tingkat kepuasan pelanggan
terhadap kualitas pelayanan pada Hotel Rosani dan mengetahui faktorfaktor yang mempengaruhi tingkat kepuasan pelanggan atas pelayanan
jasa agar menarik dan dapat mempertahankan pelanggannya sehingga
tetap menggunakan jasa hotel tersebut dengan pemenuhan harapan
pelanggan yang dilakukan.
Tujuan penelitian adalah untuk menemukan pemecahan masalah yang
terbaik pada masalah kualitas pelayanan yang terjadi di Hotel Rosani.
Pemecahan masalah yang terbaik diharapkan dapat membantu Hotel
Rosani untuk meningkatkan kualitas pelayanannya sehingga citra Hotel
Rosani menjadi lebih baik dan dapat mempertahankan kesetiaan
pelanggannya.
Penelitian yang saya lakukan berfokus pada topik yang saya pilih, yaitu
apakah kepuasan pelanggan mempengaruhi kesetiaan pelanggan. Datadata yang terdapat di dalam penelitian ini saya peroleh dari jurnal magang
yang saya tulis selama masa magang di Hotel Rosani dan teori–teori yang
saya gunakan diperoleh dari perpustakaan.
Masalah yang terjadi di Hotel Rosani adalah kualitas pelayanan yang
diberikan masih belum dapat memuaskan pelanggannya. Masalah ini
dapat menyebabkan ketidaksetiaan pelanggan sehingga menyebabkan
penurunan jumlah pelanggan di Hotel Rosani.
Untuk mengatasi masalah kualitas pelayanan di Hotel Rosani terdapat
beberapa solusi yang diuraikan dengan potensi pemecahan masalah yang
mempunyai efek negatif dan positif.
Dari beberapa solusi yang bertujuan untuk mengatasi masalah kualitas
pelayanan di Hotel rosani, terdapat satu solusi yang terbaik dan solusi
tersebut akan dipilih untuk dapat membantu Hotel Rosani agar dapat
mengatasi masalah kualitas pelayanan yang menyebabkan ketidakpuasan
pelanngannya.
i
Maranatha Christian University
TABLE OF CONTENTS
Abstract...................................................................................................... i
Declaration of Originality............................................................................ ii
Acknowledgements.................................................................................... iii
Table of Contents....................................................................................... iv
Chapter I INTRODUCTION
A. Background of the Study................................................................. 1
B. Identification of the Problem............................................................ 3
C. Objectives and Benefits of the Study............................................... 3
D. Description of the Institution............................................................ 4
E. Limitation of the Study..................................................................... 5
F. Organization of the Term Paper...................................................... 5
Chapter II PROBLEM ANALYSIS.............................................................. 6
Chapter III POTENTIAL SOLUTIONS...................................................... 10
Chapter IV CONCLUSION....................................................................... 13
Bibliography
iv
Maranatha Christian University
CHAPTER 1
INTRODUCTION
A. Background of the Study
Hotel service is a worldwide business that grows pretty fast nowadays.
One of the reasons is that the demand of hotels from travelers is quite big.
A hotel is a place to stay for people who are traveling for the purpose of
holiday or vacation and business. It can also be a place to hold meetings,
seminars, and many other business purposes. People always choose
which hotel they want to stay in based on the information regarding the
service of the hotel, the image of the hotel, the facilities, the location, or
even their previous experience with the hotel.
There are many hotels everywhere around the world with varieties of
facilities, services, and with their own uniqueness. There are many
facilities that a hotel provides for customers such as a lounge, a fitness
center, a restaurant, etc. All of those facilities that a hotel provides are
fundamental parts of the travelers’ lifestyle.
Bali, which is one of the tourist destinations in Indonesia, feels the rapid
growth of hotel business. Many new hotels are built in Bali so the
competition become tighter. Hotel business owners do various ways to
keep surviving, such as giving price discount and promotion, making
1
Maranatha Christian University
cooperation with travel agencies and transportation, organizing tourist
spots. The most important thing for the hotels is to increase their sales.
One of the ways is by giving the best services to the customers. According
to Dough McDouglas (28), a customer is “a person, company, or other
entity which buys goods and services produced by another person,
company, or other entity”. Meanwhile, the best quality service is a service
which can give the customers satisfaction that will fulfill their needs.
Customer satisfaction is a customer’s perception that his/her
expectation is fulfilled. Customer satisfaction is decided by the quality of
goods and services that is needed by the customers, so quality guarantee
is the first priority for the hotel to compete with the other competitors in
order to get the heart of the customer candidate in Bali. To satisfy the
customers, Rosani Hotel has a commitment to satisfy the customers by
doing a continuous improvement of their service quality so the customers
will have their expectation met. I will analyze the level of customer
satisfaction of services quality in Rosani Hotel and its effect to costumer
satisfaction.
2
Maranatha Christian University
B. Identification of the Problem
To keep developing to become a famous hotel in Bali, Rosani Hotel
wants to evaluate the satisfaction of their customers to improve their
service quality. The research questions that will be analyzed further are :
1. Do the given services at Rosani Hotel meet the expectations of the
customers?
2. What are the expectations of the customers?
3. How does the customer satisfaction affect customers loyalty?
4. What does Rosani Hotel need to improve?
C. Objectives and Benefits of the Study
The objective of the research is to find the best solution of the service
quality problems that occur in Rosani Hotel. The best solution is expected
to help Rosani Hotel to improve their customer service quality so that the
image of the hotel will be better and the customers will be loyal to them.
The benefits for me as the writer is to gain more knowledge about the
hotel business and the services of a hotel. Also I can compare the theory
and the implementation in the working world so I will know more deeply
about hotel business so that I will achieve a successful goal in the future if
I am working in hotel business.
The benefits for the reader are to make the reader know about the
hotel business and help them to understand how important customer
satisfaction is for surviving in the hotel business. This is especially
3
Maranatha Christian University
beneficial if the reader is interested in hotel business. It will help them to
achieve a successful goal about hotel business in the future.
D. Description of the Institution
Hotel Rosani is an international hotel and located at the most
strategic place in the middle of the best shopping area in Bali, Legian and
Kuta, only fivteen minutes drive from Ngurah Rai International Airport and
only takes five minutes walk to the famous Kuta Beach.
Facilities of the hotel are 36 rooms of different types
(standard, superior, and suite), a swimming pool, a money changer, a
restaurant, a spa, and a shuttle bus. Rosani Hotel is targeting people from
all classes, from low class, middle class, to high class. The room rates of
Rosani Hotel are affordable for people from all classes. Rosani Hotel also
gives a special discount for companies that have some kind of cooperation
with Rosani Hotel.
The mission of Rosani Hotel is to improve the profesionalism and
the service quality that are supported by good facilities to make their
customers satisfied. Rosani Hotel also wants to create harmony between
all of the staff and also to have good coordination in and between
departments so the result of the work will be more effective and efficient to
get the maximum result.
4
Maranatha Christian University
E. Limitation of the Study
The research conducted in Rosani Hotel is limited to the related factors,
direct or indirect, concerning customer satisfaction. The data used for the
research is from the journal that I have written during my internship. The
research is focused on the topic that has been chosen, which is customer
satisfaction affecting customer loyalty. The theories that I use to support
my analysis are taken from library research.
F. Organization of the Term Paper
This term paper is structured into these following chapters. Chapter
I, the Introduction, gives the details regarding background of the study,
identification of the problem, objectives and benefits of the study,
description of the institution, limitations of the study, and organization of
the term paper. Chapter II explains the causes and effects of the problem
that occur in the institution. Chapter III discusses the potential solutions of
the problem that occur in the institution. Chapter IV explains the best
solutions for the problem based on the analysis. Bibliography gives the list
of the sources of the theories used in the paper.
5
Maranatha Christian University
CHAPTER 4
CONCLUSION
This chapter will give the conclusion of my research and the chosen
solution for the problem that occurs at Rosani Hotel. I have chosen the
third potential solution, which is giving all of the hotel staff extra training in
customer service quality.
I choose the third potential solution as the best solution because giving
the staff extra training in customer service quality can make the staffs
improve their skills. About training, Elbert Hubbard says, "One machine
can do the work of fifty ordinary men. No machine can do the work of one
extraordinary man”. What Elbert Hubbard says can be implemented in
extra training that will be given to the staffs. Extra training can make the
staffs have special talent and do excellent jobs. By improving their skills,
they will become more professional and will not make mistakes that can
cause customer disatisfaction. The third potential solution is better
compared to the others because the third solution cover all positive effects
of the other solutions combined. The third potential solution is more
complete and efficient because the hotel will not need to do quality control
13
Maranatha Christian University
and the staff will not need to fix the mistakes as the third potential solution
is giving the staff extra training which will make the staff improve their skills
and attitude. By improving their skills and attitude they will be able to
lessen making a mistakes.
This solution can solve the service quality problem in Rosani Hotel and
can be applied to Rosani Hotel, but there is a potential negative effect of
this solution, which is the hotel will need extra time to train the staff and
also extra money to do the training. This potential negative effect can be
solved by dividing the staffs into groups, each group will have training on
different days without bothering their jobs and corrupting their time of jobs,
as the staff in Rosani Hotel are limited. For the extra money that has to be
spent, I suggest Rosani Hotel to use the money from retained profits for
next year, which mean this year’s profits which will not be paid out to the
owner or the investors, as an investment in service quality for a larger
future profit.
14
Maranatha Christian University
BIBLIOGRAPHY
Bezos, Jeff. “Motivational and Inspirational Business Quotes”
about.com 2008. 6 June 2008.
Davidow, William, H. “Business Training Works”
Businesstrainingworks.com 2000 – 2006. 4 June 2008
Fields, Debbie. “Motivational and Inspirational Business Quotes”
about.com 2008. 9 June 2008.
Hubbard, Elbert. “Motivational and Inspirational Business Quotes”
about.com 2008. 9 June 2008.
Keith, Adam. “Hotel Business”
magazinelane.com 2008. 3 June 2008.
Kessler, Sheila. “Motivational and Inspirational Business Quotes”
about.com 2008. 6 June 2008.
< http://quotations.about.com/cs/inspirationquotes/a/Effort9.htm>
Laufente, Laurice. “Expert Business Quotation”
russianamericanbusiness.org 2008. 7 June 2008.
< http://russianamericanbusiness.org/web_CURRENT/>
Maranatha Christian University
McDouglas, Dough. “Customer Satisfaction”
about.com 2008. 2 June 2008.
< http://quotations.about.com/cs/inspirationquotes/a/Effort2.htm>
Porter, Donald. “Business Training Works”
businesstrainingworks.com 2000 – 2006. 8 June 2008.
Sens, Josh. “How Clean is Your Hotel Room?”
Viamagazine.com 1996 – 2008. 3 June 2008
Maranatha Christian University
Peranan hotel sebagai sarana dalam memenuhi kebutuhan
pelanggannya baik dari sisi wisata maupun sisi penunjang bisnis menjadi
semakin penting. Saya menganalisa tingkat kepuasan pelanggan
terhadap kualitas pelayanan pada Hotel Rosani dan mengetahui faktorfaktor yang mempengaruhi tingkat kepuasan pelanggan atas pelayanan
jasa agar menarik dan dapat mempertahankan pelanggannya sehingga
tetap menggunakan jasa hotel tersebut dengan pemenuhan harapan
pelanggan yang dilakukan.
Tujuan penelitian adalah untuk menemukan pemecahan masalah yang
terbaik pada masalah kualitas pelayanan yang terjadi di Hotel Rosani.
Pemecahan masalah yang terbaik diharapkan dapat membantu Hotel
Rosani untuk meningkatkan kualitas pelayanannya sehingga citra Hotel
Rosani menjadi lebih baik dan dapat mempertahankan kesetiaan
pelanggannya.
Penelitian yang saya lakukan berfokus pada topik yang saya pilih, yaitu
apakah kepuasan pelanggan mempengaruhi kesetiaan pelanggan. Datadata yang terdapat di dalam penelitian ini saya peroleh dari jurnal magang
yang saya tulis selama masa magang di Hotel Rosani dan teori–teori yang
saya gunakan diperoleh dari perpustakaan.
Masalah yang terjadi di Hotel Rosani adalah kualitas pelayanan yang
diberikan masih belum dapat memuaskan pelanggannya. Masalah ini
dapat menyebabkan ketidaksetiaan pelanggan sehingga menyebabkan
penurunan jumlah pelanggan di Hotel Rosani.
Untuk mengatasi masalah kualitas pelayanan di Hotel Rosani terdapat
beberapa solusi yang diuraikan dengan potensi pemecahan masalah yang
mempunyai efek negatif dan positif.
Dari beberapa solusi yang bertujuan untuk mengatasi masalah kualitas
pelayanan di Hotel rosani, terdapat satu solusi yang terbaik dan solusi
tersebut akan dipilih untuk dapat membantu Hotel Rosani agar dapat
mengatasi masalah kualitas pelayanan yang menyebabkan ketidakpuasan
pelanngannya.
i
Maranatha Christian University
TABLE OF CONTENTS
Abstract...................................................................................................... i
Declaration of Originality............................................................................ ii
Acknowledgements.................................................................................... iii
Table of Contents....................................................................................... iv
Chapter I INTRODUCTION
A. Background of the Study................................................................. 1
B. Identification of the Problem............................................................ 3
C. Objectives and Benefits of the Study............................................... 3
D. Description of the Institution............................................................ 4
E. Limitation of the Study..................................................................... 5
F. Organization of the Term Paper...................................................... 5
Chapter II PROBLEM ANALYSIS.............................................................. 6
Chapter III POTENTIAL SOLUTIONS...................................................... 10
Chapter IV CONCLUSION....................................................................... 13
Bibliography
iv
Maranatha Christian University
CHAPTER 1
INTRODUCTION
A. Background of the Study
Hotel service is a worldwide business that grows pretty fast nowadays.
One of the reasons is that the demand of hotels from travelers is quite big.
A hotel is a place to stay for people who are traveling for the purpose of
holiday or vacation and business. It can also be a place to hold meetings,
seminars, and many other business purposes. People always choose
which hotel they want to stay in based on the information regarding the
service of the hotel, the image of the hotel, the facilities, the location, or
even their previous experience with the hotel.
There are many hotels everywhere around the world with varieties of
facilities, services, and with their own uniqueness. There are many
facilities that a hotel provides for customers such as a lounge, a fitness
center, a restaurant, etc. All of those facilities that a hotel provides are
fundamental parts of the travelers’ lifestyle.
Bali, which is one of the tourist destinations in Indonesia, feels the rapid
growth of hotel business. Many new hotels are built in Bali so the
competition become tighter. Hotel business owners do various ways to
keep surviving, such as giving price discount and promotion, making
1
Maranatha Christian University
cooperation with travel agencies and transportation, organizing tourist
spots. The most important thing for the hotels is to increase their sales.
One of the ways is by giving the best services to the customers. According
to Dough McDouglas (28), a customer is “a person, company, or other
entity which buys goods and services produced by another person,
company, or other entity”. Meanwhile, the best quality service is a service
which can give the customers satisfaction that will fulfill their needs.
Customer satisfaction is a customer’s perception that his/her
expectation is fulfilled. Customer satisfaction is decided by the quality of
goods and services that is needed by the customers, so quality guarantee
is the first priority for the hotel to compete with the other competitors in
order to get the heart of the customer candidate in Bali. To satisfy the
customers, Rosani Hotel has a commitment to satisfy the customers by
doing a continuous improvement of their service quality so the customers
will have their expectation met. I will analyze the level of customer
satisfaction of services quality in Rosani Hotel and its effect to costumer
satisfaction.
2
Maranatha Christian University
B. Identification of the Problem
To keep developing to become a famous hotel in Bali, Rosani Hotel
wants to evaluate the satisfaction of their customers to improve their
service quality. The research questions that will be analyzed further are :
1. Do the given services at Rosani Hotel meet the expectations of the
customers?
2. What are the expectations of the customers?
3. How does the customer satisfaction affect customers loyalty?
4. What does Rosani Hotel need to improve?
C. Objectives and Benefits of the Study
The objective of the research is to find the best solution of the service
quality problems that occur in Rosani Hotel. The best solution is expected
to help Rosani Hotel to improve their customer service quality so that the
image of the hotel will be better and the customers will be loyal to them.
The benefits for me as the writer is to gain more knowledge about the
hotel business and the services of a hotel. Also I can compare the theory
and the implementation in the working world so I will know more deeply
about hotel business so that I will achieve a successful goal in the future if
I am working in hotel business.
The benefits for the reader are to make the reader know about the
hotel business and help them to understand how important customer
satisfaction is for surviving in the hotel business. This is especially
3
Maranatha Christian University
beneficial if the reader is interested in hotel business. It will help them to
achieve a successful goal about hotel business in the future.
D. Description of the Institution
Hotel Rosani is an international hotel and located at the most
strategic place in the middle of the best shopping area in Bali, Legian and
Kuta, only fivteen minutes drive from Ngurah Rai International Airport and
only takes five minutes walk to the famous Kuta Beach.
Facilities of the hotel are 36 rooms of different types
(standard, superior, and suite), a swimming pool, a money changer, a
restaurant, a spa, and a shuttle bus. Rosani Hotel is targeting people from
all classes, from low class, middle class, to high class. The room rates of
Rosani Hotel are affordable for people from all classes. Rosani Hotel also
gives a special discount for companies that have some kind of cooperation
with Rosani Hotel.
The mission of Rosani Hotel is to improve the profesionalism and
the service quality that are supported by good facilities to make their
customers satisfied. Rosani Hotel also wants to create harmony between
all of the staff and also to have good coordination in and between
departments so the result of the work will be more effective and efficient to
get the maximum result.
4
Maranatha Christian University
E. Limitation of the Study
The research conducted in Rosani Hotel is limited to the related factors,
direct or indirect, concerning customer satisfaction. The data used for the
research is from the journal that I have written during my internship. The
research is focused on the topic that has been chosen, which is customer
satisfaction affecting customer loyalty. The theories that I use to support
my analysis are taken from library research.
F. Organization of the Term Paper
This term paper is structured into these following chapters. Chapter
I, the Introduction, gives the details regarding background of the study,
identification of the problem, objectives and benefits of the study,
description of the institution, limitations of the study, and organization of
the term paper. Chapter II explains the causes and effects of the problem
that occur in the institution. Chapter III discusses the potential solutions of
the problem that occur in the institution. Chapter IV explains the best
solutions for the problem based on the analysis. Bibliography gives the list
of the sources of the theories used in the paper.
5
Maranatha Christian University
CHAPTER 4
CONCLUSION
This chapter will give the conclusion of my research and the chosen
solution for the problem that occurs at Rosani Hotel. I have chosen the
third potential solution, which is giving all of the hotel staff extra training in
customer service quality.
I choose the third potential solution as the best solution because giving
the staff extra training in customer service quality can make the staffs
improve their skills. About training, Elbert Hubbard says, "One machine
can do the work of fifty ordinary men. No machine can do the work of one
extraordinary man”. What Elbert Hubbard says can be implemented in
extra training that will be given to the staffs. Extra training can make the
staffs have special talent and do excellent jobs. By improving their skills,
they will become more professional and will not make mistakes that can
cause customer disatisfaction. The third potential solution is better
compared to the others because the third solution cover all positive effects
of the other solutions combined. The third potential solution is more
complete and efficient because the hotel will not need to do quality control
13
Maranatha Christian University
and the staff will not need to fix the mistakes as the third potential solution
is giving the staff extra training which will make the staff improve their skills
and attitude. By improving their skills and attitude they will be able to
lessen making a mistakes.
This solution can solve the service quality problem in Rosani Hotel and
can be applied to Rosani Hotel, but there is a potential negative effect of
this solution, which is the hotel will need extra time to train the staff and
also extra money to do the training. This potential negative effect can be
solved by dividing the staffs into groups, each group will have training on
different days without bothering their jobs and corrupting their time of jobs,
as the staff in Rosani Hotel are limited. For the extra money that has to be
spent, I suggest Rosani Hotel to use the money from retained profits for
next year, which mean this year’s profits which will not be paid out to the
owner or the investors, as an investment in service quality for a larger
future profit.
14
Maranatha Christian University
BIBLIOGRAPHY
Bezos, Jeff. “Motivational and Inspirational Business Quotes”
about.com 2008. 6 June 2008.
Davidow, William, H. “Business Training Works”
Businesstrainingworks.com 2000 – 2006. 4 June 2008
Fields, Debbie. “Motivational and Inspirational Business Quotes”
about.com 2008. 9 June 2008.
Hubbard, Elbert. “Motivational and Inspirational Business Quotes”
about.com 2008. 9 June 2008.
Keith, Adam. “Hotel Business”
magazinelane.com 2008. 3 June 2008.
Kessler, Sheila. “Motivational and Inspirational Business Quotes”
about.com 2008. 6 June 2008.
< http://quotations.about.com/cs/inspirationquotes/a/Effort9.htm>
Laufente, Laurice. “Expert Business Quotation”
russianamericanbusiness.org 2008. 7 June 2008.
< http://russianamericanbusiness.org/web_CURRENT/>
Maranatha Christian University
McDouglas, Dough. “Customer Satisfaction”
about.com 2008. 2 June 2008.
< http://quotations.about.com/cs/inspirationquotes/a/Effort2.htm>
Porter, Donald. “Business Training Works”
businesstrainingworks.com 2000 – 2006. 8 June 2008.
Sens, Josh. “How Clean is Your Hotel Room?”
Viamagazine.com 1996 – 2008. 3 June 2008
Maranatha Christian University