Abstract:
Customer complaints are a form of customer dissatisfaction caused by several factors. Each type of business unit, especially the
hospitality service industry such as Sakura Park Hotel & Residence, customer complaints occur because what is promised by the
service provider is not in accordance with what customers want and expect. Thus, this study aims to determine whether the
Sakura Park Hotel & Residence hotel still has the potential for customer complaints and focuses on how the communication
strategy used by the Front Office Department in handling customer complaints at Sakura Park Hotel & Residence. Sakura Park
Hotel & Residence is a Japanese Indonesia hotel with a standard four-star service (* 4) located in a strategic area in the middle
of the government and commercial offices of the city of Deltamas. The approach taken in this research is qualitative descriptive
by conducting observations, in-depth interviews with several Front Office Department staff and several hotel customers, and
documentation. The selection of informants in this study used a purposive sampling technique and triangulated the source as a
data validity technique to determine the reliability of the answers to the research topics. Based on data analysis by reducing
data, presenting data, and drawing conclusions and verification, the results showed that the communication strategy carried
out by the Front Office Department at Sakura Park Hotel & Residence was in accordance with the correlation between
components of communication strategies, namely recognizing communication goals, selecting communication media,
assessment of communication message objectives, and the role of communicators in communication. In addition, the services
provided are excellent by being responsible for completing all customer complaints through a variety of direct and indirect
ways based on the results of coordination with the entire team.
