Penerapan Inovasi Digital dalam Meningkatkan Kualitas Layanan di Kantor Depan (Studi Kasus ValStar Hotel Canggu)
DOI:
https://doi.org/10.55123/toba.v5i1.6803Keywords:
Digital Innovation, Front Office, Service Quality, SERVQUALAbstract
This study examines the application of digital innovation in improving service quality in the front office. This study aims to determine what innovation technologies have been implemented in the front office and the extent of their utilization in the check-in, check-out, guest information, complaint handling and payment processes and how the application of digital innovation in the front office department contributes to improving service quality according to the SERVQUAL dimension theory. The method used is the phenomenon method with interviews, observations and document analysis. The results of the study show that the non-cash payment system (QRIS) is scanned on the POS machine (contactless payment), 2. QR codes integrated with the hotel website are available in each guest room, 3. Customer relationship management (CRM) is connected to an AI chatbot. Based on the SERVQUAL dimension analysis, digital innovation has a positive impact on the dimensions of tangibles, reliability, responsiveness and assurance, while the empathy dimension of the hotel management team strives to improve guest needs, because this is a point of influence on service quality. This study contributes to providing an overview for the ValStar Hotel management team in formulating the SERVQUAL dimension theory of service quality.
Downloads
References
Adiwijaya, K., & Nurmala, N. (2023). Experiential marketing in the budget hotel: do Gen Y and Gen Z change the game? Consumer Behavior in Tourism and Hospitality, 18(4), 467–482. https://doi.org/10.1108/CBTH-10-2022-0185
Amirulloh, A. F., Deliana, D., & Suyamto, S. (2024). Digital Transformation in the Hospitality Industry: Improving Efficiency and Guest Experience. International Journal of Management Science and Information Technology, 4(2), 428–437. https://doi.org/10.35870/ijmsit.v4i2.3201
Ayyildiz, A. Y., Baykal, M., & Koc, E. (2022). Attitudes of hotel customers towards the use of service robots in hospitality service encounters. Technology in Society, 70, 101995. https://doi.org/10.1016/j.techsoc.2022.101995
Flick, U. (2014). The SAGE Handbook of Qualitative Data Analysis. SAGE Publications, Inc. https://doi.org/10.4135/9781446282243
Gaur, L., Afaq, A., Singh, G., & Dwivedi, Y. K. (2021). Role of Artificial Intelligence and Robotics to Foster The Touchless Travel During a Pandemic: a Review and Research Agenda. International Journal of Contemporary Hospitality Management, 33(11), 4079–4098. https://doi.org/10.1108/IJCHM-11-2020-1246
Kandampully, J., Bilgihan, A., Van Riel, A. C. R., & Sharma, A. (2023). Toward Holistic Experience-Oriented Service Innovation: Co-Creating Sustainable Value With Customers and Society. Cornell Hospitality Quarterly, 64(2), 161–183. https://doi.org/10.1177/19389655221108334
Khando, K., Islam, M. S., & Gao, S. (2022). The Emerging Technologies of Digital Payments and Associated Challenges: A Systematic Literature Review. Future Internet, 15(1), 21. https://doi.org/10.3390/fi15010021
Knani, M., Echchakoui, S., & Ladhari, R. (2022). Artificial intelligence in tourism and hospitality: Bibliometric analysis and research agenda. International Journal of Hospitality Management, 107, 103317. https://doi.org/10.1016/j.ijhm.2022.103317
Koc, E., & Yazici Ayyildiz, A. (2022). An Overview of Tourism and Hospitality Scales: Discussion and Recommendations. Journal of Hospitality and Tourism Insights, 5(5), 927–949. https://doi.org/10.1108/JHTI-06-2021-0147
Lin, J. Y., & Chen, C. C. (2025). Driving Innovation Through Customer Relationship Management—A Data-Driven Approach. Sustainability, 17(8), 3663. https://doi.org/10.3390/su17083663
Miles, M.B, Huberman, A.M, & Saldana, J. (2014). Qualitative Data Analysis, A. Methods Sourcebook, Edition 3. USA: Sage Publications.
Narayan, R., Gehlot, A., Singh, R., Akram, S. V., Priyadarshi, N., & Twala, B. (2022). Hospitality Feedback System 4.0: Digitalization of Feedback System with Integration of Industry 4.0 Enabling Technologies. Sustainability, 14(19), 12158. https://doi.org/10.3390/su141912158
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985a). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985b). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
Patton, M. (2014). Qualitative Research and Evaluation Methods (4th Edition). Sage.
Pecoraro, M., Uusitalo, O., & Valtonen, A. (2021). Experiencing Ethical Retail Ideology in The Servicescape. Journal of Marketing Management, 37(5–6), 520–547. https://doi.org/10.1080/0267257X.2020.1851287
Pitakaso, R., Golinska-Dawson, P., Luesak, P., Srichok, T., & Khonjun, S. (2025). Embracing open innovation in hospitality management: Leveraging AI-driven dynamic scheduling systems for complex resource optimization and enhanced guest satisfaction. Journal of Open Innovation: Technology, Market, and Complexity, 11(1), 100487. https://doi.org/10.1016/j.joitmc.2025.100487
Samala, N., Katkam, B. S., Bellamkonda, R. S., & Rodriguez, R. V. (2022). Impact of AI and robotics in the tourism sector: a critical insight. Journal of tourism futures, 8(1), 73-87.
Song, Y., Liu, K., Guo, L., Yang, Z., & Jin, M. (2022). Does Hotel Customer Satisfaction Change During The COVID-19? A Perspective From Online Reviews. Journal of Hospitality and Tourism Management, 51, 132–138. https://doi.org/10.1016/j.jhtm.2022.02.027
Subadra, I. N. (2019). Gaining In-Depth Understanding Through Mixed Methods Case Study: An Empirical Research From Temple Tourism in Bali. SAGE Publications Ltd. https://doi.org/10.4135/9781526487056
Subagyo, A. (2010). Marketing in Business . Mitra Wacana Media.
Tanrısevdi, A., Öztürk, G., & Öztürk, A. C. (2022). A supervised data mining approach for predicting comment card ratings. International Journal of Contemporary Hospitality Management, 34(5), 1823–1853. https://doi.org/10.1108/IJCHM-05-2021-0675
Wang, X., Zhang, Z., Huang, D., & Li, Z. (2023). Consumer Resistance To Service Robots at The Hotel Front Desk: A Mixed-Methods Research. Tourism Management Perspectives, 46, 101074. https://doi.org/10.1016/j.tmp.2023.101074
Wang, P. Q. (2025). Personalizing guest experience with generative AI in the hotel industry: there's more to it than meets a Kiwi’s eye. Current Issues in Tourism, 28(4), 527-544. https://doi.org/10.1080/13683500.2023.2300030
Wibowo, I. (2023). Implementation of Customer Relationship Management (CRM) in Operational Management. Jurnal Info Sains: Informatika Dan Sains, 13(03), 1182-1188.
Zhang, J. J. Y., Følstad, A., & Bjørkli, C. A. (2023). Organizational factors affecting successful implementation of chatbots for customer service. Journal of Internet Commerce, 22(1), 122–156. https://doi.org/10.1080/15332861.2021.1966723
Zeithaml, V., Berry, L., & Parasuaraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 2–22.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Endrayani Endrayani, Ida Bagus Nyoman Krisna Prawira Yuda
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta pada setiap artikel adalah milik penulis.
Penulis mengakui bahwa Toba: Journal of Tourism, Hospitality, and Destination sebagai publisher yang mempublikasikan pertama kali dengan lisensi
Creative Commons Attribution 4.0 International License.
Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada Toba: Journal of Tourism, Hospitality, and Destination.
