MAKNA KUALITAS LAYANAN MENURUT KARYAWAN HOTEL DI KAWASAN PARIWISATA UBUD, BALI
Keywords:
Service Quality, Hotel Employees, Cultural Tourism, Ubud, Tri Hita Karana.Abstract
This study aims to explore the meaning of service quality from the perspective of hotel employees in the tourism area of Ubud, Bali, which is well known as a cultural and spiritual tourism destination. Unlike previous studies that predominantly assess service quality from the tourists’ perspective, this research emphasizes hotel employees as key actors in the service delivery process. A qualitative descriptive approach was employed. The informants consisted of hotel employees directly involved in guest services, including front office, housekeeping, food and beverage staff, as well as operational supervisors, selected through purposive sampling. Data were collected through observation, in-depth interviews, and documentation, and analyzed using the interactive model of Miles, Huberman, and Saldaña. The findings reveal that the meaning of service quality among hotel employees in Ubud encompasses three main dimensions: professionalism in service delivery, sincerity and hospitality in interactions, and the integration of Balinese local cultural values, particularly the principle of Tri Hita Karana. Service quality is not merely understood as compliance with operational standards, but also as a relational process imbued with moral, ethical, and cultural values. These findings indicate that service quality in Ubud hotels is multidimensional and contextual, suggesting that hotel management should develop service quality improvement strategies that go beyond efficiency and guest satisfaction by incorporating employees’ perspectives and local cultural values.
References
Bowen, D. E., & Schneider, B. (1988). Services marketing and management: Implications for organizational behavior. Research in Organizational Behavior, 10, 43–80.
Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among five approaches (3rd ed.). Sage Publications.
Grönroos, C. (2007). Service management and marketing: Customer management in service competition (3rd ed.). John Wiley & Sons.
Kusluvan, S., Kusluvan, Z., Ilhan, I., & Buyruk, L. (2010). The human dimension: A review of human resources management issues in the tourism and hospitality industry. Cornell Hospitality Quarterly, 51(2), 171–214. https://doi.org/10.1177/1938965510362871
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). Sage Publications.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Pitana, I. G., & Gayatri, P. G. (2005). Sosiologi pariwisata. Andi Offset.
Schütz, A. (1967). The phenomenology of the social world. Northwestern University Press.
Sugiyono. (2019). Metode penelitian kualitatif, kuantitatif, dan R&D. Alfabeta.
Wardana, I. M., Bendesa, I. K. G., & Putra, I. N. D. (2019). Implementation of Tri Hita Karana values in hotel management in Bali. Journal of Tourism and Hospitality Management, 7(1), 1–9. https://doi.org/10.17265/2328-2169/2019.01.001
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Ladhari, R. (2009). Service quality, emotional satisfaction, and behavioural intentions: A study in the hotel industry. Managing Service Quality, 19(3), 308–331. https://doi.org/10.1108/09604520910955320
Nickson, D. (2013). Human resource management for the hospitality and tourism industries (2nd ed.). Routledge.
Pizam, A., & Shani, A. (2009). The nature of the hospitality industry: Present and future managers’ perspectives. International Journal of Hospitality Management, 28(1), 134–150. https://doi.org/10.1016/j.ijhm.2008.05.001
Spradley, J. P. (2016). Participant observation. Waveland Press.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). Sage Publications.
