The Role of Service Quality in Improving Customer Satisfaction: A Study in the Hospitality Business of University

This research aims to analyze the dimensions of Service Quality, analyze service attributes, and analyze the influence of Service Quality on Customer Satisfaction at the Hospitality Business. Universitas Terbuka (UT), as a State University with Legal Entity (SU-LE) in Indonesia, operates various business units, including hospitality services such as guesthouses and meeting facilities. This research focuses on analyzing the service quality and customer satisfaction within these hospitality services of UT. UT aims to improve non-tuition revenue streams through its business operations, making the quality of its hospitality services a crucial aspect of its overall performance. Respondents who completed this study were as many as 379 customers of guesthouses and meeting facilities. The data used in this study is primary data sourced from questionnaires distributed to customers. The research methods used are gap analysis, IPA analysis, and the Structural Equation Model. The variables that influence customer satisfaction are tangible and responsiveness variables, while the variables reliable, assurance and empathy do not influence guest house UT customer satisfaction. This research contributes to the attributes of service quality and customer satisfaction in a state university hospitality business. This study is an exploration of each customer's preferences regarding perceived satisfaction and the level of importance expected for the services provided by hospitality businesses.