Analyzing Hotel Service Improvement Strategy By Importance And Performance Analysis
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Hotel numbers in Balikpapan city as one of development city in Indonesia has increased rapidly about 25% from 2005 to 2007. This fast indented to support the preparation of Balikpapan as the hometown of National Sports' Event (PON) in 2008. The increase of the hotel numbers, the competition will be getting tighter the businessman knows that the competition become tighter. Considering the unstable financial condition in Indonesia, the performance of the company will be directly impacted. The improvement the strategies should be concerned infacing the unstable financial condition and tighter competition. Those strategies could be implemented by performing better services that meet the customer's necessities, evaluating the effectiveness of implemented strategy that recently emerged as the important issues in hotel industry. The main purposes of this study is to present an evaluation method that employs the well-established Importance-Performance Analysis (IPA) for understanding hotel customer's degree of care, degree of satisfaction and priority list on some critical service attributes in three kind of hotels stars categorized, there are Novotel Hotel Balikpapan (five stars categorized hotel), Blue Sky Hotel Balikpapan (four stars categorized hotel), and Pacific Hotel Balikpapan (three stars categorized hotel). The analysis results will serve as the basis for hotels to improve their service strategies in response to customer needs. Data resulted from Analysis based on customer's degree of care indicated that even in jive, four, or three stars categorized hotel, customers paid attention to the hotel service almost in same factors, quality service, emotional, and facilities. Based on customer's degree of satisfaction, they should have difference performance because the characteristics of those hotels are different especially infacilities factors. The GAP between importance and performance of those hotels make the different strategies to improve their quality. For Novotel hotel and Blue Sky hotel which have better facilities should more attention to their quality service by giving training to their employee or offered service with service realization to customer. For Pacific hotel, beside more attention to the quality service also attention the facilities especially internetfacilities.
- Industrial Engineering