Service Quality of Hotel Performance

Service Quality of Hotel Performance

by: Dirgantara Wicaksono,CH,S.Pd,M.Pd,MM

Abstrac

As a one of service industry, Hotel has to keep plays “the excellent service quality” of Hotel performance.  They are 5 dimensions in service quality named (SERQUAL) are Tangibles (Appearance of physical facilities, modern equipment, Employees who have a neat, professional appearance Visually appealing materials associated with the service Convenient business hours.) , Reliability (Ability to perform the promised service dependably and accurately. Providing services as promised Dependability in handling customer’s service problems performing services right the first time keeping customers informed about when services will be performed.

Responsiveness, Willingness to help customers and provide prompt service and Readiness to respond to customer’s request,  Assurance (Knowledge and courtesy of employees and their ability to inspire trust and confidence. Employees who instill confidence in customers making customers feel safe in their transactions Employees who have the knowledge to answer customer’s questions.  

Empathy (Caring, individualized attention the firm provides is customers individual attentions Employees who deal with customers in a caring fashion Having the customers best interest at heart Employees who understand the needs of their customers)

The service Quality is one of priority in Hotel business, for those, Hotel business is truly a service business industry. Most of the time excellent service quality is influenced by the Hotel guest / clients to keep coming to the Hotel. Furthermore, if the Hotel guest /client satisfied, they will give a good recommend to others.

In this research purposed to increase room revenue contribution coming from Airlines segment in Grand Sahid Jaya, to support this research attached monthly room cost vs. estimate monthly room revenue contribution coming from Airlines segment (refer to Chapter IV), and summary Questionnaire on Airliners expectation of Hotel Services in Grand Sahid Jaya, others, Airlines guest room & Airlines lounge looks in Garden Wing Sultan Hotel. (Appendix)

As Airliners placed “Excellent Service Quality of Hotel performance is a one priority concerned, this research decided use “SERVQUAL” to find further detail in what kind of Service Quality required by Airliners. From Hypothesis result conclude first Excellent Service Quality of Hotel performance influenced additional room revenue coming from Airlines segment and secondly additional room revenue influence Hotel income revenue.  

I.       INTRODUCTION

1.1. Definition Tourism is one of Industry support Economic Environment

The types of Tourism Business distribution channel are divided into Hotel, Food & beverage such as restaurant, catering, warung, others travel agent, tour operator, PCO (professional convention organization), also tourist destination.  In line with the point of view (John M Bryden, Cambridge University, 1973, in Tourism and Development book stated) that Tourism sector also take part contribution in development Economic in one country for instance they able to produces good exchange foreign rate, less number of un-employments, also able to linkage with other sector industry such as transportation sector (e.g. if the tourist willing to go from one city to other city or one country to another country).(See the below Circle Chain of Tourist support economic environment

Tourism is a tool of social and economic development that is clearly a significant sector of the global economy. Few other forms of industry involve so many sectors, levels and interest in tourism. Beside that its role as a development tool, tourism is also an activity that helps people understand that world and the way in which human interact with the planet and with each other. However subsequently tourism can bring both benefit and cost as the result. The positive contribution that tourism could drive to develop include increase job opportunities, in the other hand, tourism also brings some negative impacts that difficult to be avoided such as social-cultural degradation /degrading / reduce.

As tourism activities have grown and changed, many different definitions and classifying the industry. The command definition defined tourism as temporary movement of people to destination outside normal places of work and residence, the activities undertaken during their stay in those location or destination and facilities that has been crated to cater their needs. WTO in 1993 defined tourism as activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes (Middleton 1998) base on this definition it can be assumed that tourism involved wide array of people, activities, and supporting facilities. However, nowadays tourism has distinctly emerged as brand new industries with its distinctive characteristic which is differ from other form of industries.

In order to overcome some of the problems encountered in describing tourism, the model was developed to highlight important participants and forces that shape the tourism industry (cook et al., 2006) 

This model explains that tourism is something that interdependent with other factor that influenced it. This will notice its open nature and how each of the segments is related with others. Individual tourism may deal directly with any of this tourism service supplier (Cook et.al. 2006)

The continued growth in tourism and more specifically international travel lead tourism as one of the world’s profitable industries, as long as people often traveling from one destination to other destination tourism will be part of it.  Moreover, meeting he needs of travelers by providing tourism-related goods and services have proven to be an attractive form of economic development. The recent trends of tourism nowadays, tourism tend too be agent of change; not only in term of economic development for community’s development and environmental protection. In term of community development, host communities consider as main actor where they directly involved into tourism activities which held in their area, those tourism consider as activities which could bring benefit to generate additional income for local communities itself.

Lars Aronsson (2000) stated that sustainable tourism development is then, a matter of attaching equal importance to geographical, physical, and ecological aspects of the environment and also the social and cultural ones as the economic dimension of tourism. However in attempting to encourage the development and growth of that aspect, unwell-planned tourism precisely can lead into several problems which consider as negative impacts of tourism activities such as environmental and socio cultural impacts

 TREND TOURIST VISITING INDONESIA

1.2. The Potential of Tourism in Jakarta

Jakarta (also DKI Jakarta), is the capital and largest city of Indonesia. It was formerly known as Sunda Kalapa (397-1527), Jayakarta (1527-1619), Batavia (1619-1942), and Djakarta (1942-1972). Located on the northwest coast of the Java Island, it has an area of 661.52 km² and an official population of 8,389,443 (2000[1]).

Indonesia's founding President, Sukarno, envisage that Jakarta as a great international city, with large government-funded projects undertaken with openly nationalistic and modernist architecture, included highway, a major boulevard (Jalan Sudirman), monuments such as The National Monument, major hotels.

Like many big cities in developing countries, Jakarta suffers from major urbanization problems. The population has risen sharply from 1.2 million in 1960 to 8.8 million in 2004, counting only its legal residents. The population of greater Jakarta is estimated at 23 million, making it the fourth largest urban area in the world. The rapid population growth has outgrown the government's ability to provide basic needs for its residents. As the third biggest economy in Indonesia, Jakarta has attracted a large number of visitors. The population during weekends is almost double that of weekdays, due to the influx of residents in other areas of Jabotabek. Because of government's inability to provide adequate transportation for its large population, Jakarta also suffers from severe traffic jams that occur almost every day. Air pollution and waste management are also problems. By 2025 the population of Jakarta may reach 24.9 million, not counting millions more in surrounding areas.

 Source the Ministry of Environment Republic of Indonesia Jakarta & www.Indonesiaarchipelago

As a city with a major landmark, In Indonesia, Jakarta has a big opportunity to develop Trade & Industry sectors.  For those growths sector areas make promising thousands of potential local & overseas businessmen will come to Jakarta, where tourism able to contribute their revenue to local government through their services & products, beside oil & gas sectors. 

1.3. Trend of New Hotels opens In Jakarta in Year 2007 to 2009

      (Source from business Indonesia News dated October 8^th 2007)

Name of  Hotel	Location	Operation in year	Hotel Star
Orchard	Gunung Sahari	2007	3
Patria Park – Ibis Hotel	D.I. Panjaitan	2008	3
Hotel at mall of Indonesia	Kelapa Gading	2008	3
Aston di Grand SOHO Slipi	Slipi	2008	4
Aston Mangga Dua	Mangga Dua	2008	4
Aston Marina Ancol	Ancol	2008	4
Equator Hotel	Rasuna Said	2009	4
Hotel Menteng Group	Rasuna Said	2009	4
Novotel Sophie Martin	T.B. Simatupang	2009	4

Hotels open in Year 2008 -2011

(Source Department Reset Colliers International Indonesia, Issued by business Indonesia News dated November 7 ^th2008)

Name of  Hotel	Location	Operation in year	Hotel Star
St Regis Hotel and Resident	Sudirman	2008 – 2011	5
Raffles Hotel@Ciputra World	Satrio	2008 – 2011	5
Swiss BelHotel@Grand Kartini	Gunung Sahari	2008 – 2011	4
Hotel Indonesia Kempinski	Thamrin	2008 – 2011	5
Harris	Kelapa Gading	2008 – 2011	3

                          Problem Statement

To return the success Hotel reputation as the Hotel ever support by Airlines business for Crew and individual. The Supporting Airlines are Singapore Airlines, Aeroflot, China Airlines, Pakistan Airlines

1.5. The expectation of this research

By describe the opportunity to increase the potential room revenue coming from each type of Airlines business (Refer to potential type Categories of Airlines business) the Hotel able to gain more room revenue coming from Airlines segment

1.6. The advantage of the research

The advantage of this research is to increase potential room night & room revenue contribution through Airlines segment. (Refer to the estimate room revenue vs room cost, from monthly Grand Sahid Jaya sales & marketing report)

1.7. Limitations of research   

Ideally, this research is able to complete present the potential room revenue Contributions coming from all market segments in Grand Sahid Jaya Jakarta, Nevertheless, due to this research will only more focused to certain market Segment, where the segment have several type  of business

  

1.8. Organization of Study

In the first part of this chapter, we have discussed the general description about contribution Tourism Industry in Indonesia and potential for Jakarta. The chapter ends with the problem statement, expectation and advantage of the study. For the rest of the organization is as follows.

For the first part of chapter 2, several definition theory of Marketing, definition theory of Hotel, definition of Airlines, and definition potential of Airlines business, In Chapter 3 is the conceptual framework, and venue & period of the research.

In the Chapter 4 shows potential Airlines business in Grand Sahid Jaya refer to Estimate Room Revenue vs estimate room cost and “Sultan Hotel is one of the Hotel support by Airlines business.  

         In Chapter 5, the suggestion for Grand Sahid Jaya towards Airlines guest expectations of Hotel services to increase Airlines business. 

5. CONCLUSION AND RECOMMENDATION

5.1. Conclusion

After conduct the research for about three months, the result finding that the most important Airliners expectations of Hotel services is, the Hotel should deliver their Excellent Quality of Hotel Services.   The research describe the major type of Excellent Quality of Hotel Services required are

1.  The Hotel delivers Quick Service / responds any kind of guest enquiries, guest order, or any time guest need assistances.

2.  Firm / settled / proper handling in any kind of guest complaints.

3.  Meet guest needs and wants

4.  The Hotel always up grading on their Quality Services both Hotel Product and Hotel Employee product knowledge 

The other existence of local Hotels amongst the International chain Hotels, support by Airlines business such as Mulia Hotel, Ciputra Hotel and  The Sultan Hotel, has not become a minor competition, both room size and reasonable prize.

For those, looking through the success competitor Hotels, there is a note to be emphasized that, both Hotel Employee and Hotel Owner always should take big part contributions to the success of one Hotel.

5.2.  Recommendation

In reference to the above explained, we purpose to recommend the below following:

1)      Regularly, scheduling conduct in house trainings or participate on outside trainings majoring guest satisfaction, hotel courtesy, handling complaints, grooming, and table manner,        

2)      Monthly scheduling new & permanent Hotel employee by to do familiarization and organizes tour the hotel

3)       Up grading the quality of Hotel employee on Hotel product knowledge by arranging cross training internal  Departments / Divisions

4)        Organized Fire & Safety, and evacuation training one a month.

5)      Consider Hotel product diversification such as the Hotel consider to design one room for Airlines lounge, where the lounge complete with fully Modern television, computer with internet access, coffee maker facilities, snacks, micro-oven, and provide magazine, news.

6)      Sales & Marketing applying Strategic Promotion such as actively participate on Domestic & International Airlines promotion programs.

7)      Work closely with Airlines person in charge both downtown and Airport offices

8)       The Hotel should increasing participate on Airlines website reservation such as GDS, UTELL, GTO, Sabre, Abacus.

9)      Enlarge their business relationship by participate on their Airlines mileage program

10)  Offering attractive and competitive rates on room and Hotel restaurants. 

5. CONCLUSION AND RECOMMENDATION

5.1. Conclusion

After conduct the research for about three months, the result finding that the most important Airliners expectations of Hotel services is, the Hotel should deliver their Excellent Quality of Hotel Services.   The research describe the major type of Excellent Quality of Hotel Services required are

1.  The Hotel delivers Quick Service / responds any kind of guest enquiries, guest order, or any time guest need assistances.

2.  Firm / settled / proper handling in any kind of guest complaints.

3.  Meet guest needs and wants

4.  The Hotel always up grading on their Quality Services both Hotel Product and Hotel Employee product knowledge 

The other existence of local Hotels amongst the International chain Hotels, support by Airlines business such as Mulia Hotel, Ciputra Hotel and  The Sultan Hotel, has not become a minor competition, both room size and reasonable prize.

For those, looking through the success competitor Hotels, there is a note to be emphasized that, both Hotel Employee and Hotel Owner always should take big part contributions to the success of one Hotel.

5.2.  Recommendation

In reference to the above explained, we purpose to recommend the below following:

1)      Regularly, scheduling conduct in house trainings or participate on outside trainings majoring guest satisfaction, hotel courtesy, handling complaints, grooming, and table manner,        

2)      Monthly scheduling new & permanent Hotel employee by to do familiarization and organizes tour the hotel

3)       Up grading the quality of Hotel employee on Hotel product knowledge by arranging cross training internal  Departments / Divisions

4)        Organized Fire & Safety, and evacuation training one a month.

5)      Consider Hotel product diversification such as the Hotel consider to design one room for Airlines lounge, where the lounge complete with fully Modern television, computer with internet access, coffee maker facilities, snacks, micro-oven, and provide magazine, news.

6)      Sales & Marketing applying Strategic Promotion such as actively participate on Domestic & International Airlines promotion programs.

7)      Work closely with Airlines person in charge both downtown and Airport offices

8)       The Hotel should increasing participate on Airlines website reservation such as GDS, UTELL, GTO, Sabre, Abacus.

9)      Enlarge their business relationship by participate on their Airlines mileage program

10)  Offering attractive and competitive rates on room and Hotel restaurants.