Analisis Penerapan Kualitas Pelayanan di Departemen Front Office Hotel Grand Mercure Malang Mirama

Service quality is a key factor to increase customer satisfaction, build better relationships, and create loyalty and a positive reputation. This study aims to analyze the implementation of service quality in the Front Office Department of Grand Mercure Hotel Malang Mirama. This type of research uses a combination research method (Mix Methods Research). This research was carried out on September 17 - January 17, 2024. The population used in this study is 1,967 customers who stayed at the Grand Mercure Malang Mirama Hotel in November and December 2024. The sampling technique used is accidental sampling. This study uses the Slovin formula so that as many as 95 respondents were obtained. The data collection technique is using observation, interviews and questionnaire distribution. while the data analysis methods used are the SERVQUAL and CIPP methods. the results of the SERVQUAL calculation of the Tangible dimension have an expected average of 4.95 while reality shows an average of 4.21; the Reliability dimension has an average expectation of 4.91, while reality is at a value of 4.18; Responsiveness dimension with an average expectation of 4.90 and reality of 4.12; The Empathy dimension has an average expectation of 4.91 and reality of 4.10; The Assurance dimension has expectations at 4.93, while the reality is at 4.23. The results give an idea that the quality of service at Hotel Grand Mercure Malang Mirama has met most of the customer expectations, but in the dimensions of Responsiviness and Emphaty are still needed to achieve a more optimal service quality.