The Application of Service Sop by Guest Service Agent According to Leading Quality Assurance Standard in Jumeirah Bali
Keywords:
Guest Service Agent, SOP, Leading Quality Assurance, hotel service, SERVQUAL, guest satisfactionAbstract
Purpose: This study aims to analyze the implementation of the Standard Operating Procedure (SOP) of service by Guest Service Agent (GSA) at Jumeirah Bali, Indonesia, based on the Leading Quality Assurance (LQA) standard. This standard is used as a reference for evaluating the quality of international luxury hotel services that focus on personalization, empathy, speed, and professionalism in serving guests.
Research methods: This research approach is descriptive quantitative with data collection techniques through observation, structured interviews, and distributing questionnaires to 75 guests who have received direct service from GSA. The instrument was structured based on the five dimensions of SERVQUAL, namely: tangibles, reliability, responsiveness, assurance, and empathy. Data were analyzed using the SERVQUAL Gap Analysis, Importance Performance Analysis (IPA), and Customer Satisfaction Index (CSI) methods.
Findings: Most service indicators have positive gap values, especially in the tangibles and assurance dimensions, which means that guests' perceptions of service are higher than their expectations. However, negative gaps were found in the dimensions of responsiveness and empathy, specifically related to the speed of responding to complaints and understanding guests' personal needs. The Customer Satisfaction Index (CSI) value reached 89.2%, which indicates the level of guest satisfaction is in the very satisfied category.
Implication: Although the implementation of SOP by GSA at Jumeirah Bali has been effective, improvements are still needed in the aspects of empathy-based service and humanization in accordance with LQA standards.
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