AKTIVITAS HUBUNGAN PELANGGAN DALAM LAYANAN INFORMASI DAN AKOMODASI JASA ( STUDI KASUS HOTEL FOUR POINTS by SHERATON SURABAYA)

This research is motivated by the increasing competition in the hospitality industry which demands not only the excellence of physical facilities, but also the quality of information services and the interaction between hotel staff and guests. In the midst of the rapid development of service technology, guest experience is still influenced by how hotel management manages service, internal communication, and customer relationships consistently. The problem in this study is that there are still limited studies that specifically discuss internal management in customer relations activities in information services and accommodation services, especially in the context of international star hotels. This research aims to find out and understand internal management in customer relations activities in information services and accommodation services at Hotel Four Points by Sheraton Surabaya. This study uses a qualitative approach with a case study method. Data collection techniques are carried out through in-depth interviews, observations, and documentation. Data analysis uses interpretive descriptive techniques to understand the application of internal management in supporting customer relationship activities. The results of the study show that the internal management of Hotel Four Points by Sheraton Surabaya is applied through the concept of planning, organizing, actuating, and controlling or POAC. In the planning aspect, management prepares standard operating procedures, training programs, and staff briefings. In the organizing aspect, management regulates the division of tasks and coordination between departments. In the actuating aspect, management directs staff through briefings, fostering company values, and strengthening service culture. In the controlling aspect, management supervises, evaluates, coaches, and implements the reward system and sanctions. In addition, information services and accommodation services are managed through various communication channels, such as face-to-face services, telephone, email, social media, and digital services.