Service Quality Using Marriott Bonvoy Application to Increase Guest Satisfaction at Aloft Hotel Bali Seminyak

Abstract

This research was conducted at Aloft Bali Seminyak is 4-star hotel located on Jl. Batu Belig No. 228, Seminyak, North Kuta District, Badung Regency. The purpose of this study is to determine the service quality using of the Marriott Bonvoy application to increase guests’ satisfaction at the Aloft Bali Seminyak hotel with a total of 55 respondents which was determined by the purposive sampling method those who became the user of the Marriott Bonvoy application stayed at Aloft Bali Seminyak. The the research instrument which was consist of two variables tested for its validity and reliability. The collected data then analyzed using the servqual test and importance performance analysis. The results of this study indicated that the service quality of the Marriott Bonvoy application showed the increase level of guest’s satisfaction at Aloft Bali Seminyak. It is indicated by the gap in the servqual test score in the form of 11 question indicators resulting in 10 gaps (+) and 1 gap (-) and the importance performance analysis shows only one attribute that need to be improved that is front office give fast response from gxp request & mobile chat. Meanwhile five indicators that are needed to be maintained are; the Marriott Bonvoy application is easy to be used, the mobile key is green hotel movement and easy to be used, Marriot Bonvoy guarantees and keeps the personal data belong to the members secretly provides (name, address, mobile number, etc.), The payment process’ purchases using a credit card or bank transfer made using Marriott Bonvoy is guaranteed safely and Marriott Bonvoy warm greetings from the hotel staff.