Customer Satisfaction Affecting Customer Loyalty.

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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 faktor-faktor 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. Data-data 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.

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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

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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

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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.

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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

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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,

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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

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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.

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BIBLIOGRAPHY

Bezos, Jeff. “Motivational and Inspirational Business Quotes” about.com 2008. 6 June 2008.

<http://quotations.about.com/cs/inspirationquotes/a/Business25.htm> Davidow, William, H. “Business Training Works”

Businesstrainingworks.com 2000 – 2006. 4 June 2008

<http://www.businesstrainingworks.com/Onsite%20Training%20Web/Free %20Articles/02%20Customer%20Service%20Quotes.html>

Fields, Debbie. “Motivational and Inspirational Business Quotes” about.com 2008. 9 June 2008.

<http://quotations.about.com/cs/inspirationquotes/a/Business25.htm> Hubbard, Elbert. “Motivational and Inspirational Business Quotes”

about.com 2008. 9 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”

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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.

<http://www.businesstrainingworks.com/Onsite%20Training%20Web/Free %20Articles/02%20Customer%20Service%20Quotes.html>

Sens, Josh. “How Clean is Your Hotel Room?” Viamagazine.com 1996 – 2008. 3 June 2008

Customer Satisfaction Affecting Customer Loyalty.

ABSTRACT

TABLE OF CONTENTS

CHAPTER 1

INTRODUCTION

CHAPTER 4

CONCLUSION

BIBLIOGRAPHY