Article Sidebar

Download
PDF
Statistic
Read Counter : 0 Download : 0

Main Article Content

Abstract

Abstrak


Penelitian ini bertujuan untuk mengeksplorasi praktik service excellence, memahami pengalaman tamu, dan menganalisis proses pembentukan loyalitas tamu di Arte Hotel Malioboro Yogyakarta. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus melalui wawancara mendalam, observasi, dan dokumentasi yang melibatkan manajemen, karyawan lini depan, dan tamu loyal. Data dianalisis menggunakan analisis tematik Braun dan Clarke. Hasil penelitian menunjukkan bahwa service excellence diterapkan melalui personalisasi layanan, pemberdayaan staf, service recovery, dan strategi pelayanan yang berorientasi pada nilai tambah. Tamu memaknai service excellence melalui kecepatan respons, perhatian personal, dan keramahan pelayanan. Loyalitas tamu terbentuk melalui kepercayaan, ikatan emosional, dan nilai yang dirasakan dari keseimbangan antara kualitas pelayanan dan harga. Penelitian ini memberikan kontribusi dalam memperkaya kajian implementasi service excellence serta pembentukan loyalitas tamu pada hotel non-bintang lima di Indonesia.


 


Kata Kunci: Service Excellence, Loyalitas Tamu, Hotel Non-Bintang 5, Studi Kasus Kualitatif, Arte Hotel Malioboro


Abstract


This study aims to explore the implementation of service excellence, examine guests’ experiences, and analyze the process of guest loyalty formation at Arte Hotel Malioboro Yogyakarta. A qualitative approach with a single case study design was employed. Data were collected through in-depth interviews, participant observation, and document analysis involving hotel management, frontline employees, and loyal guests. The data were analyzed using Braun and Clarke’s thematic analysis. The findings indicate that service excellence is implemented through targeted budget allocation, simple personalization, staff empowerment in service recovery, and cost-effective service strategies. Guests perceived service excellence through prompt responses, personalized attention, and friendly hospitality. Guest loyalty was developed through trust, emotional bonding, and perceived value resulting from the balance between service quality and price. This study contributes to the understanding of service excellence implementation and guest loyalty formation in non-five-star hotels with limited resources.


 


Keywords: Service Excellence; Guest Loyalty; Non-Five-Star Hotel; Qualitative Case Study; Arte Hotel Malioboro

Keywords

Service Excellence, Loyalitas Tamu, Hotel Non-Bintang 5, Studi Kasus Kualitatif, Arte Hotel Malioboro

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

  1. Anderson, M. (2025). Service Excellence and Loyalty Outcomes: An Analysis Within the Hospitality Sector. Preprints. https://doi.org/10.20944/preprints202504.1658.v1
  2. Aulia, A. P., Akiriningsih, T., & Asmara, D. (2025). Peran Seorang Waiter/Waitress dalam Menangani Komplain Tamu dengan Metode ILEAD di Skyline Restaurant Gumaya Tower Hotel Semarang. Sabbhata Yatra: Jurnal Pariwisata dan Budaya, 6(2), 263–273.
  3. Badan Pusat Statistik. (2024). Statistik Indonesia 2024. Badan Pusat Statistik.
  4. Braun, V., & Clarke, V. (2006). Using Thematic Analysis in Psychology. Qualitative Research in Psychology, 3(2), 77–101.
  5. Campos, D. F., Araújo, P. S. R. de, & Campos, D. C. F. (2024). Dimensions of Hotel Service Quality and Its Impacts on Guest Satisfaction and Loyalty. International Journal of Services and Operations Management, 47(4), 535–557.
  6. Creswell, J. W., & Poth, C. N. (2024). Qualitative Inquiry and Research Design: Choosing among Five Approaches (6th Ed.). SAGE Publications.
  7. Hennink, M., Hutter, I., & Bailey, A. (2020). Qualitative Research Methods (2nd Ed.). SAGE Publications.
  8. Huang, G., & Sudhir, K. (2020). The Causal Effect of Service Satisfaction on Customer Loyalty. Management Science, 67(1), 317–341.
  9. International Organization for Standardization. (2021). ISO 23592:2021 Service excellence—Principles and model. International Organization for Standardization
  10. Joviando, J., & Kurniawati, K. (2022). The Effects of Overall Service Quality, Customer Value, Customer Trust, and Customer Satisfaction on Customer Loyalty in the Hotel Industry. Jurnal Ekonomi, Bisnis & Entrepreneurship, 16(2), 156–169.
  11. Kemala, C. S., & Silitonga, P. (2023). Meningkatkan Customer Satisfaction melalui Service Excellence di Hotel Holiday Inn Jakarta Kemayoran. BULLET: Jurnal Multidisiplin Ilmu, 2(3), 786–797
  12. Lemy, D., Goh, E., & Ferry, J. (2019). Moving Out of the Silo: How Service Quality Innovations Can Develop Customer Loyalty in Indonesia's Hotels. Journal of Vacation Marketing, 25(4), 462–479.
  13. Noti, E., & Myshketa, A. (2024). A Structural Model for Examining How Service Quality, Trust, Perceived Value, Customer Expectations Affect Customer Loyalty: A Case Study Of 3- And 4-Stars Hotels in Durres, Albania. Interdisciplinary Journal of Research and Development, 11(2), 28.
  14. Park, S.-J., Yi, Y., & Lee, Y.-R. (2022). Assessment of Six Alternative Models of Service Quality. Total Quality Management & Business Excellence, 34(3–4), 364–396.
  15. Paulose, D., & Shakeel, A. (2022). Perceived Experience, Perceived Value and Customer Satisfaction as Antecedents to Loyalty Among Hotel Guests. Journal of Quality Assurance in Hospitality & Tourism, 23(2), 447–481.
  16. Pine, B. J., II, & Gilmore, J. H. (2020). The Experience Economy: Competing for Customer Time, Attention, and Money. Harvard Business Review Press.
  17. Purwianti, L., & Siska Khoviati, L. (2021). Analysis Effect of Service Recovery on Customer Loyalty with Satisfaction and WOM (Word of Mouth) as Mediation Variables at Four-Star Hotels in Batam City. Journal of Business Studies and Management Review, 4(2), 154–158.
  18. Rambe, M. R. P. (2021). Pengaruh Lokasi terhadap Harga, Citra dan Dampaknya pada Loyalitas Konsumen pada Hotel Non Bintang di Yogyakarta (Undergraduate Thesis, Universitas Islam Indonesia). Universitas Islam Indonesia.
  19. Ridder, Hans-Gerd. (2024). Case Study Research: Approaches, Methods, Contribution to Theory. Cambridge University Press.
  20. Riri, U. R., & Kasmita. (2025). Factors that Influence Length of Stay in Starred and Non-Starred Hotels in Padang City. Jurnal Pariwisata Pesona, 10(2), 180–188.
  21. Septemuryantoro, S. A. (2026). Service Excellent Based Quality Management Strategy at ARTOTEL Yogyakarta. Journal of Tourism Dynamics, 1(1), 7–17.
  22. Septiawati, P., Solikhin, A., & Akiriningsih, T. (2025). Efektivitas Penerapan Standar Operasional Prosedur (SOP) Front Desk Agent dalam Meningkatkan Pelayanan di Hotel Baron Indah. Jurnal Perhotelan dan Pariwisata, 3(2), 57–67.
  23. Singh, S. V., Ancheary, T., Mondal, A., & Rajauria, S. (2024). Enhancing service excellence in the hospitality industry through effective service recovery from failures. In S. Manohar, A. Mittal, S. Raju, & A. Nair (Eds.), Innovative Technologies for Increasing Service Productivity (pp. 117–133). IGI Global Scientific Publishing.
  24. So, K. K. F., Yang, Y., & Li, X. (2025). Fifteen Years of Research on Customer Loyalty Formation: A Meta-Analytic Structural Equation Model. Cornell Hospitality Quarterly, 66(2).
  25. Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D (Edisi ke-2). Alfabeta.
  26. Sutopo, P. (2026). Pengaruh Kualitas Layanan, Strategi Inovasi dan Keunggulan Bersaing terhadap Kinerja Bisnis (Studi Empiris pada Usaha Hotel Non Bintang di Kabupaten Semarang) (Tesis Magister, Universitas Diponegoro). Fakultas Ekonomika dan Bisnis, Universitas Diponegoro.
  27. Toker, T. (2024). Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels. Seyahat ve Otel İşletmeciliği Dergisi, 21(3), 589–614.
  28. Vidyanata, D. (2022). The Mediating Role of Customer Satisfaction on the Relationship Between Service Quality and Consumer Loyalty on the Hospitality Industry. E-Bisnis: Jurnal Ilmiah Ekonomi dan Bisnis, 15(1).
  29. Zed, M. (2023). Metode Penelitian Kepustakaan. Yayasan Pustaka Obor Indonesia.