ANALISIS PENANGANAN KELUHAN TAMU DALAM MENINGKATKAN CITRA RAYZ UMM HOTEL

This study aims to determine the handling of guest complaints in improving the image of Rayz UMM Hotel. Researchers found several phenomena related to guest complaints and their handling, some of these complaints were submitted directly to front office employees and some were through online media reviews. In this study, researchers used qualitative descriptive research. analysis of research object data or descriptive research on Hotel Manager, Asssiten Room Division Manager, Front Office Supervisor, Sales Manager, Reservation staff, Jr. FB Supervisor , and Room Supervisor at Rayz UMM Hotel on guest complaints. Data collection techniques used in the form of interviews, observation and documentation. The data analysis method used provides in-depth exposure and explanation of the case under study.
The results of research on the strategy of guest complaint handling to improve the image of Rayz UMM Hotel have generally reached a good standard, but need to be improved further to minimize potential complaints from guests. Rayz UMM Hotel applies the concept of handling guest complaints with the HEAT strategy, namely hear them out, emphaty, apologize, and take action & follow up to form a positive image of the hotel. Furthermore, related to the image of the hotel also needs to be maintained and strengthened through innovation, positive promotion, fast and appropriate handling of guest complaints, and building positive interactions with guests so that in the future it will have a good impact on the sustainability of the company.