The findings come at a time when accommodation providers face intense competition. Modern travelers are no longer satisfied with affordable prices alone—they also expect clean facilities, friendly staff, quick responses, and a comfortable stay. Positive guest experiences often translate into online reviews and personal recommendations, making service quality a key driver of business growth.
Serdika Pavilion Inn, located in the popular tourist destination of Berastagi, experienced fluctuations in visitor numbers throughout 2024. According to the researchers, these changes indicated the need to evaluate service quality as an important factor influencing customer satisfaction and guest retention.
The research employed a qualitative descriptive approach involving eight participants, including the inn owner, two employees, and five guests. Data were collected through in-depth interviews, direct observations, and documentation. To ensure the reliability of the findings, the researchers applied multiple forms of triangulation, including source, method, time, and theoretical validation.
Rather than focusing solely on physical facilities, the study evaluated service quality using five internationally recognized dimensions: tangibles, empathy, reliability, responsiveness, and assurance.
The results reveal that Serdika Pavilion Inn has implemented a service strategy that consistently creates a positive guest experience.
Key Findings
- Guest rooms and public areas are cleaned regularly, creating a comfortable and pleasant environment.
- Employees receive training in hospitality, communication, and customer service to ensure professional interactions with guests.
- Staff provide personalized attention by communicating effectively and assisting guests throughout their stay.
- Guest complaints are handled promptly through direct coordination between employees and management.
- The inn prioritizes guest safety and protects customer information, strengthening trust and confidence.
The study also found that most guests expressed satisfaction with the services they received. Their positive experiences were primarily influenced by clean facilities, friendly employees, a comfortable atmosphere, and the staff's ability to resolve problems quickly.
Another important finding is that guests considered the room rates to be fair and consistent with the quality of service provided. This perception of value significantly increased their willingness to stay at the inn again in the future.
According to the researchers, maintaining consistently high service standards helps build long-term customer loyalty. Guests who enjoy a pleasant stay are more likely to recommend the accommodation to family, friends, and online communities. Such word-of-mouth promotion can become one of the most effective and cost-efficient marketing strategies for hospitality businesses.
Despite these positive results, the study also identified several areas for improvement. Guests suggested upgrading bathroom facilities, including hot water systems and showers, improving Wi-Fi stability, expanding parking space, offering greater breakfast variety, and increasing service speed during peak occupancy periods.
These findings indicate that excellent hospitality depends not only on friendly staff but also on supporting facilities that meet the expectations of today's travelers.
For hotel and accommodation managers, the research offers practical guidance. Investing in employee training, implementing standard operating procedures (SOPs), regularly evaluating guest feedback, and responding quickly to customer complaints can significantly improve competitiveness and business sustainability.
The findings are also relevant for tourism policymakers and local governments seeking to strengthen regional tourism. Better service quality across accommodation providers can enhance visitor satisfaction, improve destination reputation, and contribute to local economic development through increased tourism.
Overall, the study concludes that service quality should be viewed as a long-term investment rather than an operational expense. Clean facilities, professional employees, responsive service, and genuine customer care not only improve guest satisfaction but also encourage repeat visits and positive recommendations, ultimately contributing to higher occupancy rates and business growth.
Author Profiles
Putri Natalia Br Surbakti, S.M. is a researcher from Universitas Quality Berastagi whose research focuses on service management, customer satisfaction, and hospitality business development.
Ingan Ukur Br Sitepu is a lecturer at Universitas Quality Berastagi specializing in management and service quality improvement.
Menanti Br Sembiring is a lecturer at Universitas Quality Berastagi with expertise in business management, organizational development, and hospitality services.
Research Source
Article Title: Analysis of Service Strategies to Increase the Number of Guests at the Serdika Pavilion Inn in Berastagi
Authors: Putri Natalia Br Surbakti, Ingan Ukur Br Sitepu, Menanti Br Sembiring
Journal: Indonesian Journal of Advanced Research (IJAR), Vol. 5, No. 6, 2026, pp. 1007–1020.
0 Komentar