_.gif)
_.gif)
The Impact of Front Office Service Quality on Customer Satisfaction: Evidence from Hospitality Sector in West Java
Abstract
This study aims to explain and explore the links between service quality and customer satisfaction, emphasizing front-office service quality, and to explore the effect of the service quality of front-office staff at the Hospitality Sector in West Java on customer satisfaction. This study uses qualitative methods and relies on primary data derived from questionnaire responses. The number of respondents is 215 guests who are currently staying or have stayed at Hospitality Sector in West Java. The sampling technique was carried out by purposive sampling. The analysis was done descriptively, and it shows the analysis of service quality, guest expectation analysis, guest satisfaction analysis, gap analysis between two variables, and correlation analysis. The results of the study concluded that customer satisfaction with the services provided by the front office staff of Hospitality Sector in West Java as a whole has only reached 69.45%. Customers are most satisfied with the tangible dimension (X5), followed by the reliability dimension (X1), empathy dimension (X4), assurance dimension (X3), and responsiveness dimension (X2). Based on the correlation tests, it was found that the service quality (X) of the front office at Hospitality Sector in West Java has a positive effect on customer satisfaction (Y). To increase customer satisfaction, it is suggested to Hospitality Management in West Java to make service improvements, especially in the responsiveness dimension (X2). Furthermore, the management of Hotel in West Java can conduct the training program on delivering service and repair or replace the equipment that used in the front-office area to ensure comfort for guests.
Keywords
Full Text:
PDFReferences
Abbot, P. and Lewry, S. (1999) Front Offices: Procedures, Social skills, yield, and management.
Abukhalifeh, A. N. and Mat Som, A. P. (2012) ‘Service Quality Management in Hotel Industry: A Conceptual Framework for Food and Beverage Departments.’ International Journal of Business and Management, 7(14) pp. 135–141.
Akbaba, A. (2006) ‘Measuring service quality in the hotel industry: A study in a business hotel in Turkey.’ International Journal of Hospitality Management, 25(2) pp. 170–192.
Al Khattab, S. A. and Aldehayyat, J. S. (2011) ‘Perceptions of Service Quality in Jordanian Hotels.’ International Journal of Business and Management, 6(7) pp. 226–233.
Ali, F., Amin, M. and Ryu, K. (2016) ‘The Role of Physical Environment, Price Perceptions, and Consumption Emotions in Developing Customer Satisfaction in Chinese Resort Hotels.’ Journal of Quality Assurance in Hospitality and Tourism, 17(1) pp. 45–70.
Allen, M. (2017) Survey: Demographic Questions.
Alwi, I. (2012) ‘Kriteria Empirik Dalam Menentukan Ukuran Sampel.’ Formatif : Jurnal Ilmiah Pendidikan MIPA, 2(2) pp. 140–148.
American Journal of Theoretical and Applied Statistics, 5(1) p. 1.
Anastasi, A. and Urbina, S. (1998) Psychological Testing.
Ansari, P. T. (2018) ‘Customer ’ s Perception And Satisfaction Towards Front Office Services Offered By Two Star Hotels In Aksum , Ethiopia .,’ (May) pp. 167– 176.
Antony, J., Jiju Antony, F. and Ghosh, S. (2004) ‘Evaluating service quality in a UK hotel chain: A case study.’ International Journal of Contemporary Hospitality Management, 16(6) pp. 380–384.
Arikunto, S. (2013) Prosedur Penelitian: Suatu Pendekatan Praktik.
Arulkumar, S. (2015) ‘Service Quality Measurement in Hotels- a gap analysis approach.’ Vels Management Journal, 1(2) pp. 1–12.
Aryatmaja, I. K., Astuti, N. N. S., Darlina, L., Sutama, I. K. and Pamularsih, T. R. (2021) ‘Analysis of service quality by front office department at Alila Villas Uluwatu.’ International Journal of Green Tourism Research and Applications, 3(1) pp. 9–14.
Azwar, S. (2000) Sikap Manusia, Teori dan Pengukuranya.
Basit and Handayani (2018) ‘Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Hotel Allium Tangerang.’ Jurnal Lontar.
Baum, T. and Devine, F. (2007) ‘Skills and Training in the Hotel Sector: The Case of Front Office Employment in Northern Ireland.’ Tourism and Hospitality Research, 7(4) pp. 269–280.
Baum, T. and Odgers, P. (2001) ‘Benchmarking Best Practice in Hotel Front Office: The Western European Experience.’ Journal of Quality Assurance in Hospitality and Tourism, (January 2015) pp. 37–41.
Bayad, J. A., Gardi, B. and Othma, n B. (2021) ‘The Impact of Service Quality on Customer Satisfaction in Hospitality.’ International journal of Engineering, Business and Management.
Beglar, D. and Nemoto, T. (2014) ‘Developing Likert-scale questionnaires.’
Bei, L.-T. and Chiao, Y.-C. (2001) ‘An Integrated Model for the Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty.’ Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior.
Bergmann, B. and Klefsjö, B. (2004) Quality: from customer needs to customer satisfaction.
Bitner, M. and Boom, B. (1981) Marketing Strategies and Organization Structure for Service Firms.
Boksberger, P. E. and Melsen, L. (2011) ‘Perceived value: A critical examination of definitions, concepts and measures for the service industry.’ Journal of Services Marketing, 25(3) pp. 229–240.
Boonitt, S. and Rompho, N. (2012) ‘Measuring Service Quality Dimensions: An Empirical Analysis of Thai Hotel Industry.’ International Journal of Business Administration.
Bourque, L. B. and Clark, V. A. (1992) Processing Data: The Survey Example.
Briggs, S., Sutherland, J. and Drummond, S. (2007) ‘Are hotels serving quality? An exploratory study of service quality in the Scottish hotel sector.’ Tourism Management, 28(4) pp. 1006–1019.
Brotherton, B. (2008) Researching Hospitality and Tourism.
Bruehlmann, C. A. (2017) ‘An exploration of strategic planning and stakeholder engagement for the development of heritage sites in Plovdiv , Bulgaria,’ (March).
Bryman, A. (2012) Social Research Methods.
Butt, M. M. and de Run, E. C. (2010) ‘Private healthcare quality: Applying a SERVQUAL model.’ International Journal of Health Care Quality Assurance, 23(7) pp. 658–673.
Buttle, F. (1996) ‘SERVQUAL: a review critique research agenda.’ European Journal of Marketing.
Calás, M. B. and Linda, S. (1997) Postmodern Management Theory. Carman, J. M. and Langeard, E. (1980) ‘Growth strategies for service firms.’
Carrillat, F. A., Jaramillo, F. and Mulki, J. P. (2007) ‘The validity of the SERVQUAL and SERVPERF scales.’ International Journal of Service Industry Management, 18(5) pp. 472–490.
Chan, A. P. C. and Chan, A. P. L. (2004) Key performance indicators for measuring construction success. Benchmarking.
Choirudin, N. I. (2018) ‘Peranan Akuntansi Sektor Publik Terhadap Efektivitas Pengelolaan Pendapatan dan Biaya Pada Enhaii Hotel Bandung.’ Jurnal Kepariwisataan.
Collis, J. and Hussey, R. (2014) Business Research.
Creswell, J. W. (2014) Qualitative inquiry & Research Design: Choosing Among Five Approach.
Creswell, J. W. and Clark, V. L. P. (2011) Designing and conducting mixed methods research.
Cronin, J. J. and Taylor, S. A. (1994) ‘SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality.’ Journal of Marketing.
Crosby, P. B. (1979) Quality is Free. Dale, B. G. (2003) Managing Quality.
Deng, W. J., Yeh, M. L. and Sung, M. L. (2013) ‘A customer satisfaction index model for international tourist hotels: Integrating consumption emotions into the American customer satisfaction index.’ International Journal of Hospitality Management. Elsevier Ltd, 35 pp. 133–140.
Denzin, N. K. and Lincoln, Y. . (2009) Handbook of Qualitative Research.
Djajadiningrat, T., Wensveen, S., Frens, J. and Overbeeke, K. (2004) ‘Tangible products: Redressing the balance between appearance and action.’ Personal and Ubiquitous Computing, 8(5) pp. 294–309.
Dotchin, J. a and Oakland, J. S. (1994) ‘Part 1 : Understanding and Classifying.’
Ekinci, Y., Dawes, P. L. and Massey, P. (2008) ‘Frontline Service Personality, Interaction Quality and Consumer Satisfaction.’ European Journal of Marketing.
Etgar, M. and Fuchs, G. (2009) ‘Why and how service quality perceptions impact consumer responses.’ Managing Service Quality, 19(4) pp. 474–485.
Etikan, I. (2016) ‘Comparison of Convenience Sampling and Purposive Sampling.’
European Journal of Marketing.
Fisher, C. D. (2010) ‘Happiness at Work.’ International Journal of Management Reviews, 12(4) pp. 384–412.
Fitzsimmons and Fitzsimmons (1998) Service Management.
Garvin, D. A. (1983) ‘Quality on the Line.’ Harvard Business Review.
Gelderman, C. J., Semeijn, J. and de Bruijn, A. (2015) ‘Dynamics of service definitions-An explorative case study of the purchasing process of professional ICT- services.’ Journal of Purchasing and Supply Management. Elsevier, 21(3) pp. 220– 227.
Ghozali, I. (2012) Aplikasi Analisis Multivariate dengan Program IBM SPSS.
Gogtay, N. J. and Thatte, U. M. (2017) ‘Principles of correlation analysis.’ Journal of Association of Physicians of India, 65(MARCH) pp. 78–81.
Gronroos, C. (1984) ‘A service quality model and its marketing implications.’
Gruen, T. W., Summers, J. O. and Acito, F. (2000) ‘Relationship marketing activities, commitment, and membership behaviors in professional associations.’ Journal of Marketing, 64(3) pp. 34–49.
Gumaste, R., Bhagwat, R. and Thakkar, P. (2015) ‘A Study on Hotel Front Office Practices and Its Impact on Guest Satisfaction with Reference to the Vivanta by Taj Blue Diamond, Pune.’ ATITHYA: A Journal of Hospitality, 1(2).
Gustafsson, A., Johnson, M. D. and Roos, I. (2005) ‘The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention.’ Journal of Marketing, 69(4) pp. 210–218.
Guzzo, R. and Dominici, G. (2010) ‘Customer Satisfaction in the Hotel Industry : A Case Study from Sicily.’ International Journal of Marketing Studies, 2(2) p. 10.
Hadi, S. (2004) Metodologi Research.
Harahap, Z. (2016) Pengaruh Disiplin Kerja terhadap Kinerja Mahasiswa Laboratorium Hotel Praktek Sekolah Tinggi Pariwisata Bandung.
Harrington, D. (2009) Confirmatory Factor Analysis.
Hossain, M., Mohammad, H. and Islam, M. Z. (2012) ‘Factors Affecting Customer Switching Resistance Among the Telecommunication Subscribers.’ Middle-East Journal of Scientific Research, 12(6) pp. 815–825.
Huang, P. L., Lee, B. C. Y. and Chen, C. C. (2019) ‘The influence of service quality on customer satisfaction and loyalty in B2B technology service industry.’ Total Quality Management and Business Excellence. Taylor & Francis, 30(13–14) pp.
Humpage, S. (2000) ‘An introduction to regression analysis.’ Sensors (Peterborough, NH), 17(9) pp. 68–74.
Iacobucci, D., Ostrom, A. and Grayson, K. (1995) ‘Distinguishing Service Quality and Customer Satisfaction: The Voice of the Consumer.’ Journal of Consumer Psychology, 4(3) pp. 277–303.
International Journal of Quality & Reliability Management, 11(3) pp. 9–26.
Istijanto (2005) Riset Sumber Daya Manusia.
Ivasciuc, I. S. and Brasov, U. T. (2014) ‘Organic Growth Marketing Strategies in Hospitality Industry.’ International Journal of Economic Practices and Theories, 4(5) pp. 626–636.
JALT2013 Conference Proceedings pp. 1–8.
Johnson, C. and Mathews, B. P. (1997) ‘The influence of experience on service expectations.’ International Journal of Service Industry Management, 8(4) pp. 290– 305.
Jones, K. C. (1996) ‘Employee Performance Cues in a Hotel.’ Journal of Business Research, 215 pp. 207–215.
Kandampully, J. and hu, H. H. (2007) ‘Do hoteliers need to manage image to retain loyal customers?’ International Journal of Contemporary Hospitality Management, 19(6) pp. 435–443.
Karunaratne, W. and Jayawardena, L. (2011) ‘Assessment of Customer Satisfaction in a Five Star Hotel - A Case Study.’ Tropical Agricultural Research.
Kiange, P. M. (2011) ‘Managers Perception of Customer Expectation and Perceived Service Quality : Case of Hotel Industry By Kiange Purity M Management Research Project Submitted in Partial Fulfillment of the Requirement for the Award of Master of Administration Degree ( Mba ),’ (November).
Kong, H. Y. and Baum, T. (2006) ‘Skills and work in the hospitality sector: The case of hotel front office employees in China.’ International Journal of Contemporary Hospitality Management, 18(6) pp. 509–518.
Kotler, P., Bowen, J. and Maken, J. (2002) Hospitality and Tourism Marketing. Kotler, P. and Keller, K. L. (2015) Marketing Management.
Kunakitkumjorn, S. (2003) ‘The study of impact of role ambiguity and role conflict on quitting intent of male and female non-managerial hotel employees in Bangkok.’
Kuncoro, M. (2009) Mahir Menulis: Kiat jitu menulis artikel, kolom & resensi buku.
Lawson, F. (1976) Hotels, Motels, and Condominius : Design, Planning, and Maintenance.
Lee, J. and Whaley, J. E. (2019) ‘Determinants of dining satisfaction.’ Journal of Hospitality Marketing and Management. Routledge, 28(3) pp. 351–378.
Lee, T. T. (2010) ‘Crisis Management in Hospitality Industry :,’ 2008.
Lenka, U., Suar, D. and Mohapatra, P. K. J. (2009) ‘Service quality, customer satisfaction, and customer loyalty in Indian commercial banks.’ Journal of Entrepreneurship, 18(1) pp. 47–64.
Lewis, B. R. and Mitchell, V. W. (1990) ‘Defining and Measuring the Quality of Customer Service.’ Marketing Intelligence & Planning, 8(6) pp. 11–17.
Lewis, R. C. and Booms, B. . (1983) ‘The marketing aspect of service quality.’ AMA Proceeding, American Marketing Association Chicago.
Lincoln, Y. ., Lynham, S. . and Guba, E. (2011) Paradigmatic controversies, contra- dictions, and emerging confluences.
Lowe, C. and Zemliansky, P. (2011) Writing Spaces: Readings on Writings. Lukman, S. (2011) Manajemen Kualitas Pelayanan.
Mandeza, S. F. (2018) ‘Emotional content in Visiting Great Works of Art : A case study of Rosengart Collection in Lucerne,’ (October).
Marketing.
Mathe, K., Scott-Halsell, S. and Roseman, M. (2016) ‘The Role of Customer Orientation in the Relationship Between Manager Communications and Customer Satisfaction.’ Journal of Hospitality and Tourism Research, 40(2) pp. 198–209.
Miller, E. J. (1999) A Handbook for Measuring Customer Satisfaction & Service Quality.
Morissan, M. A. (2012) Metode Penelitian Survei.
Naphia, I. (2011) erancangan HOtel Enhaii Di Bandung Dengan Konsep Sunda Modern.
Nguyen, M., Nguyen, T. ha, Chi Anh, P. and Matsui, Y. (2015) ‘Service quality and customer satisfaction: A case study of hotel industry in Vietnam.’ Asian Social Science, 11(10) pp. 73–85.
Nunkoo, R., Teeroovengadum, V., Ringle, C. M. and Sunnassee, V. (2020) ‘Service quality and customer satisfaction: The moderating effects of hotel star rating.’ International Journal of Hospitality Management. Elsevier, 91(November 2018) p. 102414.
Nuranisa, S. A. (2018) Stereotip masyarakat terhadap penyandang disabilitas dalam dunia kerja : Studi Kasus pada Pekerja Penyandang Disabilitas di Enhaii Hotel Bandung.
Nurrachman, Q. (2017) Analisis Faktor-Faktor Harga Yang Mempengaruhi Strategi Harga Pada Hotel Enhaii Bandung.
Oh, H. and Kim, K. (2017) ‘Customer Satisfaction, Service Quality and Customer Value: A Holistic Perspective.’ International Journal of Hospitality Management.
Oliver, R. L. (1997) Satisfaction A Behavioral Perspective On The Consumer. Panuju (1995) Komunikasi Bisnis.
Parasuraman, A, Berry, L. and Zeithaml, V. (1990) Delivering Quality Service.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985) ‘A Conceptual Model of Service Quality and Its Implications for Future Research.’ Journal of Marketing, 49(4) p. 41.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988) ‘SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.’ Journal of retailing, 64(1) pp. 12–40.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1990) ‘Delivering quality service: balancing customer perceptions and expectations.’ Choice Reviews Online, 28(01) pp. 28-0390-28–0390.
Pendit, N. S. (2005) Glosari pariwisata contemporer. Pervin, L. . (2000) The Science of Personality.
Poku, K., ZakariI, M. and Soali, A. (2013) ‘Impact of Service Quality on Customer Loyalty in the Hotel Industry: An Empirical Study from Ghana.’ Irmbrjournal.Com pp. 600–609.
Prayag, G., Hassibi, S. and Nunkoo, R. (2019) ‘A systematic review of consumer satisfaction studies in hospitality journals: conceptual development, research approaches and future prospects.’ Journal of Hospitality Marketing and Management. Routledge, 28(1) pp. 51–80.
Primiana, I. (2003) Model Pengukuran Performansi Kualitas Pelayanan PT Pos Indonesia.
Rahimi, R. and Kozak, M. (2015) ‘Impact of Customer Relationship Management on Customer Satisfaction: The Case of a Budget Hotel Chain.’ Journal of Travel & Tourism Marketing.
Ramphal, R. and Nicolaides, A. (2014) ‘Service and quality and quality service: satisfying customers in the hospitality industry.’ African Journal of Hospitality, Tourism and Leisure, 3(2) pp. 1–19.
Rust, R. and Oliver, R. L. (1994) ‘Service Quality: Insights and Managerial Implications from the Frontier.’ Sage Publications.
Sanapiah, F. (2007) Format-Format Penelitian Sosial: Dasar-Dasar dan Aplikasi. Sarantakos, S. (1993) Social Research.
Sarkey, A. S., Turkson, A. H. and Ansah, J. K. (2013) ‘A Study of the Impact of Frontline Employee Traits on Service Quality and Customer Satisfaction in UK Hotels.’ SSRN Electronic Journal.
Saunders, M. N. (1997) Research Methods for Business Students. Researchgate.Net. Schiffman, L. G. and Kanuk, L. . (2010) Consumer behavior.
Schneider, B. and Bowen, D. E. (1985) ‘Employee and Customer Perceptions of Service in Banks. Replication and Extension.’ Journal of Applied Psychology, 70(3) pp. 423–433.
Septariani, M. W., Sutarma, I. G. P., Sudiarta, M. and Sudarmini, N. M. (2020) ‘The Front Office Strategy on Service Quality Improvement,’ 1(2).
Shah, M. et al. (2020). The Development Impact of PT. Medco E & P Malaka on Economic Aspects in East Aceh Regency. Budapest International Research and Critics Institute-Journal (BIRCI-Journal). P. 276-286.
Shahin, A. and Dabestani, R. (2010) ‘Correlation Analysis of Service Quality Gaps in a Four-Star Hotel in Iran.’ International Business Research, 3(3) p. 40.
Shamsudin, R. M. B. (2012) ‘Inspecting the Innovative Practices of the Front Office Department and Measuring Their Impact on Customer Satisfaction.’ Journal of Advances and Scholarly Researches in Allied Education.
Sharifi, S. (2019) ‘Examining the impacts of positive and negative online consumer reviews on behavioral intentions: Role of need for cognitive closure and satisfaction guarantees.’ Journal of Hospitality Marketing and Management. Routledge, 28(4) pp. 397–426.
Shepard, L. A. (1993) ‘Chapter 9: Evaluating Test Validity.’ Review of Research in Education, 19(1) pp. 405–450.
Siguaw, J., Mattila, A. and Austin, J. (2014) ‘The Brand Personality Scale : An Application for Restaurants,’ (May).
Simamora, B. (2001) Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel.
Strategic Management Journal, 1(1) pp. 7–22.
Zeithaml, V. A., Parasuraman, A. and Berry, L. L. (2011) ‘Problems and Services Strategies in Marketing.’ Journal of Marketing, 49(2) pp. 33–46.
Zekiri, J. (2011) ‘Applying Servqual Model And Factor Analysis In Assessing Customer Satisfaction With Service Quality: The Case Of Mobile Telecommunications In Macedonia.’ International Bulletin of Business Administration.
Zhu, H. (2005) ‘Service quality of travel agents: The case of travel agents in China.’2005 International Conference on Services Systems and Services Management, Proceedings of ICSSSM’05, 1(September 1998) pp. 533–537.
DOI: https://doi.org/10.33258/birci.v5i3.6074
Article Metrics
Abstract view : 248 timesPDF - 42 times
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.