THE IMPORTANCE OF CUSTOMER SATISFACTION AND SUPREME SERVICE PROVISION IN THE HOTEL INDUSTRY: A CASE STUDY OF SURABAYA PLAZA HOTEL

Conclusion: The Surabaya Plaza Hotel (SPH) has been well received by existing customers, but there are moments of criticism among the guests. The overall picture of SPH is very positive. SPH also provides quality and service. Providing guests with the right service and experience is the key to success in the hospitality industry. To achieve the highest level of customer satisfaction, guest feedback and ideas need to be incorporated into ongoing quality management processes.
Keywords: hospitality, service, customer satisfaction, improvement, competition, overall quality management, six sigma.

Customer service is the ability of an organization to meet the needs and wants of its customers (Word, 2007, p. 1). It is defined as the person who supports the customer, whose value is generated by the person or organization. Customer expectations are constantly growing. Brand loyalty is a thing of the past. Consumers are looking for products and manufacturers that best meet their needs. The product should not be valued by the buyers as the best in all respects, but only they are considered important (Kotelnikov, 2007, p. 1).
Customer satisfaction is an important element of profitability. Special customer care leads to increased customer loyalty, which leads to higher profitability. Customer loyalty is a key factor in the continued growth of profits. To be successful, you need to make quality services the backbone of your business. The ongoing integration of all components of the service’s profit chain - employee satisfaction, value creation, customer satisfaction, customer loyalty and profit and growth - integrates all the important dynamics of first-class customer service. Unfortunately, well-known companies often forget or leave behind what was successful in the first place: a customer-based business model. They lose focus on customers and start focusing on final and quarterly results. They are often looking for ways to reduce costs or increase sales at the expense of the customer. They forget that meeting the needs of their customers and constantly innovating is the only way to achieve sustainable growth. This creates opportunities for small and new businesses to imitate and refine what their main competitors originally did and to steal customers (p. 1).
In general, hospitality can be described as highly saturated, where travelers are experienced and more informed. So it’s a very competitive environment. Thus, the implementation of a service quality management or customer satisfaction program has become an industry standard for providing highly satisfying services and experiences to hotel customers over the past three decades. High quality services and customer satisfaction increase the rate of customer return.
Given the need for success, the main objectives of this study are: 1). Achieve an understanding of the concept of customer satisfaction in the hospitality industry; And 2). Explore the needs and aspirations of guests at the Surabaya Plaza Hotel, learn about hotel management options, enhance the experience of existing guests, and become the most competitive to attract new guests.
The Surabaya Plaza Hotel (SPH) can be at the forefront of the hospitality industry as it offers accommodation and food and drink. In addition, SPH is the best 4-star hotel in Surabaya, listed in Table 1-3.

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