THE ETIQUETTE ASPECT OF FRONT OFFICE HOSPITALITY IN KAPAL GARDEN HOTEL MALANG

Front office etiquette plays an important role in shaping guest satisfaction and service quality in the hospitality industry. This study aims to identify the types of front office etiquette implemented at Kapal Garden Hotel Malang and to examine how these practices influence service quality. A qualitative descriptive research design was employed. The research objects consisted of written documents from the Front Office Standard Operating Procedures (SOP), while the research subjects were front office leaders directly involved in guest services. Data were collected through document analysis and semi-structured interviews. The findings reveal the implementation of four main etiquette aspects: polite and adaptive communication, professional appearance, courteous and inclusive service, and the protection of guest data confidentiality. These practices are consistently applied in accordance with the hotel’s SOP and are reinforced by emotional intelligence and cultural sensitivity, contributing to improved guest interactions and overall service quality.