ANALYSIS OF GUEST SERVICE ASSISTANT SERVICE QUALITY FOR GUESTS’ SATISFACTION AT THE ONE LEGIAN HOTEL

This research examines the role of the Guest Service Assistant known as receptionist, as one of the most important service agents of The ONE Legian Hotel. The purpose of this research is to analyze if there is a negative gap between the guests’ perception and expectation to the Guest Service Assistant service quality of The ONE Legian Hotel. The total of samples involved is 120 respondents by incidental sampling method. The data collection method is questionnaire which has been tested its validity and reliability, and using Likert scale. Data analysis technique used is the SERVQUAL Method. The overall research findings show that there is no negative gap between the guests’ perception and expectation which means that the overall guest perceives the service quality of the receptionist at The ONE Legian Hotel positively. However, dimension-by-dimension analysis found that the Guest Service Assistant of The ONE Legian Hotel could improve more its performance especially for the reliability service quality dimension for maximizing the guests’ satisfaction.


INTRODUCTION
Front Office, as one of the most important departments at The ONE Legian Hotel consists of some sections. Every section has its own tasks and responsibilities, and every service delivered to the guests is always aimed to get the guest's satisfaction. One of the sections that has an important role in delivering service is the Guest Service Assistant (GSA) or known as the receptionist.
Guests' satisfaction is the priority of most hospitality industry, as well as for The ONE Legian Hotel. In order to achieve one of the goals of The ONE Legian, it has to provide excellent services as the guests' satisfaction is becoming the priority of the hotel. However, there are still unsatisfied guests to some points of the hotel related to its service quality of receptionists or the Guest Service Assistant (GSA). As an example, according to the online guests' review to The ONE Legian Hotel, some guests perceived that the check in time was long and some people perceived that the reception staffs are not friendly.
Referring to the problems and the importance of the study, then it is important to conduct a research related to the analysis of Guest Service Assistant service Journal of Applied Sciences in Travel and Hospitality Volume 2, Number 1, March 2019 20 quality for guests' satisfaction at The ONE Legian Hotel. This study is aimed to know if there is a negative gap between guests' perception and guests' expectation to the Guest Service Assistant service quality at The ONE Legian Hotel in which the results of the study can be a positive input for the company to enhance its service quality.
According to Booms and Bateson (1992: 509) as cited in Budi (2013: 48), service quality is a measure of how well the service level delivered matches customer expectations. Service quality has been considered as a superior construct and the determinant factor for customer satisfaction (Gotlieb et al., 1994, as cited in Namin, 2017. Perera and Vlosky (2013) as cited in Ismail (2016: 400) indicated that service quality is an important antecedent of tourist satisfaction.
The most often instrument used for measuring perceived quality of service in the marketing literature is from SERVQUAL (Parasuraman et al., 1988, as cited in Omar et al., 2016. It consists of five service dimensions which are tangibles (physical facilities, equipment, and appearance of personnel), reliability (ability to perform the promised service dependably and accurately), responsiveness (willingness to help customers and provide prompt service), assurance (knowledge and courtesy of employees and their ability to inspire trust and confidence) and empathy (caring, individualized attention the firm provides its customers).The SERVQUAL model, also known as the Gap Analysis Model, is closely related to the customer satisfaction model based on the approach/model of disconfirmation (Oliver, 1997, as cited in Tjiptono andChandra, 2016: 149). This approach/model asserts that when the performance of an attribute increases or more than the expectations of the attribute, then the perception of service quality will be positive and vice versa (in Tjiptono and Chandra, 2016: 149).
According to Kotler (2004:40) as cited in Putra and Yasa (2015: 92), satisfaction is a person's feeling of pleasure or disappointment resulting from comparing a product's perceived performance in relation to his or her expectation.
Customer satisfaction research is based on three main theories: contrast theory, assimilation theory, and assimilation-contrast theory (Chiou, 1999, as cited in Tjiptono andChandra, 2016: 205). Contrast theory assumes that consumers will compare actual product performance with pre-purchase expectations. If the actual performance is greater than or equal to expectations, then the customer will be satisfied. Conversely, if the actual performance is lower than expectations, then consumers will be dissatisfied.  Omar et al., (2016: 386).On this research, to measure the GSA service quality, then the guest expectation and the guest perception will be asked on the questionnaire.
This research uses qualitative data and quantitative data. The sources of data in this research are primary data which is obtained from questionnaire using the Likert Scale, ranging from 1 (for very low expectation and very low good perception) to 5 (for very high expectation and very high good perception), and secondary data which is obtained from the internet (online guests' review for The ONE Legian Hotel).
The population on this research is the guests who have stayed at The ONE Legian Hotel. The method of sampling applied on this research is incidental sampling.
According to Sugiyono (2015: 156) incidental sampling is taking respondents as a sample by chance, it is anyone who by chance met with the researcher can be used as a sample if the person who happens to be found suitable as a data source. In the determination of the number of samples, this research will use the theory of Malhotra This research deploys some kinds of data analysis technique used. The instrument (questionnaire) validity and reliability test are conducted by involving the first 30 respondents. After finding its validity and reliability, more questionnaires will be distributed. The data collected from the questionnaire will be analyzed using SERVQUAL method. According to Zeithaml, et al., (1990) as cited in Tjiptono and Chandra (2016: 159), the SERVQUAL method analyzes gap between 2 variables, it is the expected service and perceived service, and the SERVQUAL score can be calculated using bellow formula: SERVQUAL Score = Perception Score -Expectation Score

Instrument's Validity and Reliability
The instrument's validity and reliability are tested using SPSS (Statistical Package for the Social Sciences) version 21.00. The data analysis shows that the value of r-count of all the 24 items of the instruments (both for "Expectation" and "Perception" instrument) is >0.361 (the r-

Guest Service Assistant Service Quality Findings
The 120 respondents were asked about their expectation and perception for each indicator. The average score for each indicator on its 5 dimensions both for "Expectation" and "Perception" is calculated to know if there is a negative gap. The negative gap means that the perception score is lower than the expectation score.
According to the theory, if the actual performance is lower than expectations, then consumers will be dissatisfied. There are the analyses of the GSA service quality of The ONE Legian Hotel based on the service quality dimensions:

Tangible
The

SERVQUAL Summary
The total 24 indicators on this research are calculated with the SERVQUAL method. The following table shows the SERVQUAL analysis summary:  (2018) Note: P = Perception average score; E = Expectation average score

Guest Service Assistant Service Quality Discussion
The average perception score for tangible dimension is 4.50. It has met the guests' expectation as the average perception score has exceeded the average expectation score which is 4.44 and result a positive gap (0.06). The overall guest perceives the tangible dimension positively and it can be assumed that the service quality for tangible dimension is satisfactory. Tangible is The ONE Legian Hotel's Guest Service Assistant service quality dimension with the lowest expectation score.
The average perception score for reliability dimension is 4.47. It hasn't met the guests' expectation as the average expectation score is 4.51 and resulted a negative gap (-0.04).The overall guest perceives the reliability dimension negatively and it can be assumed that the service quality for reliability dimension is less satisfactory. The ability of the receptionist to perform promised services on time is the indicator with the highest negative gap of all the 24 indicators. Reliability is the most expected service quality dimension by the guests at The ONE Legian Hotel yet it has the lowest perception score and the lowest SERVQUAL score.
The average perception score for the responsiveness dimension is 4.53. It has met the guests' expectation as the average perception score has exceeded the average expectation score which is 4.50 and result a positive gap (0.03). The overall guest perceives the responsiveness dimension positively and it can be assumed that the service quality for the responsiveness dimension is satisfactory. The data analysis found that all indicators of the assurance dimension have met and exceeded the guests' expectation.
The average perception score for the assurance dimension is 4.57 and its average expectation score is 4.50, result a positive gap (0.07). The overall guest perceives the assurance dimension positively and it can be assumed that the service quality for assurance dimension is satisfactory. Assurance is The ONE Legian Hotel's Guest Service Assistant service quality dimension with the highest perception, and also result the highest SERVQUAL score.
The average perception score for empathy dimension is 4.51. It has met the guests' expectation as the average perception score has exceeded the average expectation score which is 4.46 and result a positive gap (0.05). The overall guest perceives the empathy dimension positively and it can be assumed that the service quality for the empathy dimension is satisfactory. The friendliness of the receptionist is the indicator with the highest positive gap of all the 24 indicators.
The data analysis found that the overall perception average score is 4.52 and the overall expectation average score that is 4.49. It results a positive gap as the SERVQUAL gap is 0.03. Thus, the overall customer perceives The ONE Legian Hotel's Guest Service Assistant service quality positively (in Tjiptono, 2012: 228).
The guest has satisfied as the overall perception score is higher than the expectation score (in Kanca and Wijaya, 2016: 46).

CONLUSIONS AND SUGGESTIONS
Referring to the result of the data analysis, it can be concluded that overall customer perceives the Guest Service Assistant service quality of The ONE Legian Hotel positively and it has met the guests' expectation which means that the service quality is satisfactory. The indicator with the highest SERVQUAL score is the