Article Sidebar

Download
Download Article

Main Article Content

Abstract

This study examines the role of Guest relations officers (GROs) in handling complaints at Zeus Restaurant, Apsara Beach Front Resort and Villa, Thailand, focusing on the effectiveness of various complaint management strategies and their impact on guest satisfaction. Utilizing a qualitative research approach, the study involved semi-structured interviews with 10 GROs to explore common types of complaints, the strategies employed for resolution, and the outcomes of these strategies. Findings revealed that complaints primarily concern services, food quality issues, and staff behaviour. GROs effectively managed these complaints through immediate acknowledgement, empathetic communication, and prompt problem resolution. The study highlighted the significance of follow-up actions, such as checking in with guests and offering compensatory gestures, in enhancing guest satisfaction and loyalty. Thematic analysis of the interview data indicated that well-handled complaints could transform negative experiences into positive ones, thereby improving overall guest perceptions and service quality. The research underscores the importance of training GROs in emotional intelligence and problem-solving skills and suggests that advanced technologies and structured complaint management processes are crucial for maintaining a high standard of service. This study contributes to the understanding of effective complaint-handling practices in luxury hospitality settings and provides insights into enhancing guest relations and operational excellence.

Keywords

Guest Relation Officer Handling Complaint Restaurant

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Musa, M. ., & Wijoyo, T. A. . (2024). An Analysis of Guest Relation Officer Responses to Complaints at Zeus Restaurant, Apsara Beach Front Resort and Villa, Thailand . Golden Ratio of Marketing and Applied Psychology of Business, 5(1), 146–152. https://doi.org/10.52970/grmapb.v5i1.453
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Abas, S. (2019). Cosmopolitanism in ethnic foodscapes: A geosemiotic, social literacies view of restaurants in Bloomington, Indiana. Linguistic Landscape, 5(1), 52–79. https://doi.org/10.1075/ll.17019.aba
  2. Abbasi, A. Z. (2023). The moderating role of complaint handling on brand hate in the cancel culture. Asia-Pacific Journal of Business Administration, 15(1), 46–71. https://doi.org/10.1108/APJBA-06-2021-0246
  3. Abdullah, O. (2022). Service Quality and its Influence on Customer Satisfaction and Customer Loyalty in the Restaurants of Five-Star Hotels. African Journal of Hospitality, Tourism and Leisure, 11(6), 2173–2189. https://doi.org/10.46222/ajhtl.19770720.349
  4. Aboalganam, K. M. (2024). An analysis of service quality and complaint handling in the Jordanian healthcare sector: Implications for TQM and customer retention. Innovative Marketing, 20(1), 51–65. https://doi.org/10.21511/im.20(1).2024.05
  5. Ahmed, R. R. (2020). Customer satisfaction & loyalty and organizational complaint handling: Economic aspects of business operation of airline industry. Engineering Economics, 31(1), 114–125. https://doi.org/10.5755/j01.ee.31.1.8290
  6. Akasia, N., & Sandy, S. (2023). Peran Front Desk Agent dalam Menangani Keluhan Tamu di Front Office Aston Jember Hotel &Conference Center. Jurnal Pariwisata Dan Perhotelan, Query date: 2024-03-04 12:17:21. https://journal.pubmedia.id/index.php/pjpp/article/view/1896
  7. Aktaş Polat, S. (2022). Analysis of Fine Dining Restaurant Reviews for Perception of Customers Restaurant Service Quality. In Journal of Tourism and Gastronomy Studies. Journal of Tourism and Gastronomy Studies. https://doi.org/10.21325/jotags.2022.974
  8. Ariffin, A. (2013). Generic dimensionality of hospitality in the hotel industry: A host-guest relationship perspective. International Journal of Hospitality Management, 35(Query date: 2023-10-28 13:55:18), 171–179. https://doi.org/10.1016/j.ijhm.2013.06.002
  9. Creswell, J. W. (2023). Research Design-Qualitative, Quantitative and Mixed Methods Approach. SAGE Publications.
  10. El-Said, O. (2019). Egypt’s competitiveness: Empirical examination of the relationship between destination attributes, tourist satisfaction, and behavioral intentions among the hotel guests. Tourism and Hospitality Management, 25(1), 53–73. https://doi.org/10.20867/thm.25.1.2
  11. Istanbulluoglu, D. (2024). Successful complaint handling on social media predicts increased repurchase intention: The roles of trust in company and propensity to trust. European Management Journal, 42(1), 11–22. https://doi.org/10.1016/j.emj.2022.06.004
  12. Misra, L. I. (2019). A study on front desk employees in india. International Journal of Psychosocial Rehabilitation, 23(5), 50–55. https://doi.org/10.37200/IJPR/V23I5/PR190584
  13. Octafian, R., & Nugraheni, K. (2023). Kinerja Karyawan Hotel Masa Pandemi COVID-19. Query date: 2024-02-21 22:11:31.
  14. Shams, G. (2020). The impact of the magnitude of service failure and complaint handling on satisfaction and brand credibility in the banking industry. Journal of Financial Services Marketing, 25(1), 25–34. https://doi.org/10.1057/s41264-020-00070-0
  15. Tarhini, B. (2021). The Effect of Proper Complaint Handling on Customers’ Satisfaction and Loyalty in Online Shopping. Springer Proceedings in Business and Economics, Query date: 2024-09-14 10:04:16, 405–421. https://doi.org/10.1007/978-3-030-59972-0_28
  16. Wijoyo, T., & Prasetyo, D. (2024). Analisis Kepuasan Pelanggan Melalui Kualitas Produk Dan Bauran Pemasaran Amarta Lounge Di Hotel Santika Premiere Semarang. Scientific Journal Of Reflection: Economic, Accounting, Management and …, Query date: 2024-08-12 21:01:14. https://scholar.google.com/citations?view_op=view_citation&hl=en&user=379azzcAAAAJ&pagesize=100&citation_for_view=379azzcAAAAJ:4DMP91E08xMC
  17. Wijoyo, T., & Putri, J. (2023). Unlocking the Secrets to Elevating Guest Satisfaction at Hotel Griya Persada Bandungan, Semarang Regency: A Sizzling Exploration of Service and Product Quality Analysis. International Conference On Digital Advanced Tourism Management
  18. https://scholar.google.com/citations?view_op=view_citation&hl=en&user=O6b2FVAAAAAJ&pagesize=100&citation_for_view=O6b2FVAAAAAJ:ULOm3_A8WrAC
  19. Zhang, W. (2023). Not just apologizing: The impact of complaint handling on sustained participation behavior in live-streaming shopping. Journal of Consumer Behaviour, 22(3), 688–700. https://doi.org/10.1002/cb.2154
  20. Zhang, Y. (2021). Assessing hotel decision-making of disabled guests: Satisfaction correlation study between online comments’ credibility and perceived risk. Electronic Commerce Research, 21(3), 767–786. https://doi.org/10.1007/s10660-019-09343-w