STRATEGI KOMUNIKASI DEPARTEMEN FRONT OFFICE DALM MENANGANI KELUHAN PELANGGAN DI SAKURA PARK HOTEL & RESIDENCE

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.