Pengaruh Personalized Service dan Fasilitas Hotel Terhadap Kepuasan Tamu di Hotel Aston Batam Hotel & Residence

Abstract

Aston Batam Hotel & Residence is one of the internationally rated hotels in Batam that is currently facing challenges in enhancing guest satisfaction. Issues have been identified in aspects of personalized service, such as unresponsive staff and ineffective communication, as well as room and lobby facilities that fall short of guests' expectations. Amidst the fierce competition among star-rated hotels, improving service quality and facilities is crucial for maintaining guest loyalty. This study aims to examine the influence of personalized service and hotel facilities on guest satisfaction at Aston Batam Hotel & Residence. The research adopts a quantitative approach with a causal associative method, which is designed to explain cause-and-effect relationships between variables. The study was conducted at Aston Batam Hotel & Residence in May 2025. With a population of 817 guests, the sample size was determined to be 98 using the Slovin formula. Data were collected through questionnaires and analyzed using validity and reliability tests, multiple linear regression, and the F-test. The results indicate that personalized service has a partially significant effect on guest satisfaction, suggesting that improvements in personalized service and hotel facilities can lead to increased overall guest satisfaction at Aston Batam Hotel & Residence.