ANALISIS FAKTOR-FAKTOR KEPUASAN KONSUMEN PADA HOTEL BERBINTANG

Abstract

Increasing competition in the hospitality industry requires hotels to better
understand and meet customer needs and expectations according to the
market segments they serve. This study aims to identify and formulate
customer satisfaction improvement strategies that are relevant to the
characteristics of different hotel classifications. The research employs a
qualitative approach through a literature review method by collecting and
analyzing various academic sources, including journal articles, books,
research reports, and publications related to customer satisfaction and
hotel management.
The findings indicate that the determinants of customer satisfaction vary
across hotel categories. In lower- and mid-scale hotels, customers tend to
prioritize affordability, basic comfort, cleanliness, and service accessibility.
In mid-range hotels, customer satisfaction is influenced by the hotel's
ability to provide a balanced combination of reasonable pricing, service
quality, and supporting facilities. Meanwhile, in upscale and luxury hotels,
customer satisfaction is largely shaped by the overall guest experience,
including staff professionalism, premium facilities, personalized services,
and a sense of exclusivity during the stay. These findings suggest that
customer satisfaction enhancement strategies should not be implemented
uniformly but rather tailored to the operational characteristics, service
levels, and market expectations of each hotel category. Appropriate
strategies can strengthen customer relationships, increase loyalty, and
create sustainable competitive advantages in the dynamic hospitality
industry.