Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 332 SERVICE QUALITY APPLICATION OF BUTLER ON THE GUEST SATISFACTION AT NYAMAN VILLAS SEMINYAK-KUTA I Wayan Deny Pranayasa1, Ni Putu Somawati2, I Ketut Suarja3, Nyoman Winia4, I Ketut Suarta5 1,2,3,4,5Travel & Tourism Business, Politeknik Negeri Bali Kampus Bukit Jimbaran, Bali Telp 62 361 701081 Ext 196 e-mail: nyomanwinia@pnb.ac.id ABSTRACT The quality of services can be defined as the difference between reality and the expectation of customers for services that they had received. The problem in Nyaman villas is the occupancy of a room that came to a significant decline, to the total number of the occupancy of a room as many as 1.162 people. So, the problem of the research is how the application of the quality of services butler toward satisfaction of customers at Nyaman Villas Seminyak-Kuta? As for the purpose of this research is to know the application of the quality of services of butler toward satisfaction of customers at Nyaman Villas Seminyak-Kuta. The sample techniques in this research were incidental random sampling with a population have to actually representative. So, the number of respondents in this research was 80 people. The analysis was done with of qualitative and quantitative methods with the approach analysis diagram kartesius. Based on the results of qualitative analysis it can be seen that the average level of customer satisfaction is still relatively low if than the level of hope. Based on the results of the quantitative analysis calculation importance-performance analysis known that the average expectations consumers a whole is 4.42 and the average level of service butler as a whole is 3.89. This indicates 4.42 > 3.89, meaning greater expectations consumers than service butler given by Nyaman Villas or in other words the quality of services they received did not in conformity with expectation consumers. Keywords: Service quality, customer satisfaction, ServQual Method, importance- performance analysis. I. INTRODUCTION One of keys to succeed in changing the condition of any business is the quality that is offered. With the provision of the service that is to be maximized, expected to be able to give satisfaction to the colony consumers feel more (Atmawati and Wahyudin, 2007).The quality of service can be defined as to what extent have the difference between reality and grown and developed become an in the number of subscribers over services they received. Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 333 Nyaman villas are one of the service providers of accommodation that are located in Jalan Kayu Aya, Gang Kahyangan 15 Seminyak. This villas consist of 6 villas with the facility that might be amenable to guest satisfaction. Butler is one of the departments having 3 primary responsibilities that is as the food and beverage product, the food and beverage service and as housekeeping. And the number of butler staff in Nyaman Villas is 10 people. As for the number of tourists visiting nyaman villas in the past three years than years 2015-2017 can be seen in the following Table 1. Table 1. The number of tourist visiting Nyaman Villas in 2015-2017 Year The Occupancy Villa (People) 2015 1.243 2016 1.343 2017 1.162 The Average Of Occupancy Villa 1.249 Source: Front Office Department of Nyaman Villas in 2018 The highest rate of occupancy was in 2016 is as much as 1.343 people, but in 2017 the number of the occupancy of a room in Nyaman Villas had a significant decline, with the number of the occupancy of a room as many as 1.162 people. This decline can be the benchmark that the customer satisfaction low. Based on the background then it can be formulated related problems is how the application of service quality of butler toward guests satisfaction in Nyaman Villas Seminyak-Kuta. As for the purpose is to find the application of the quality of services of butler to satisfaction guests in Nyaman Villas Seminyak-Kuta. II. RESEARCH METHODS This method used is the qualitative and quantitative analysis by diagram approach that can help a villa manager to focus on improving the performance of services in accordance with the expectation of consumer. While the qualitative services in assessing performance of comfortable villas, the need to consider all aspects that is able to improve the quality of service. One method used to assess the quality of services is the method. Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 334 Servqual method is used for seeing a quality of services through 5 dimensions, tangibles, reliability, responsiveness, insurance, and empathy. All of the dimensions were described in some attributes question to be given to the respondents. The data from respondents with questions then formed in tabulation of Likert like scale in Table 2. Table 2. Likert Scale Performance Score Satisfaction Score Very Good 5 Very Important 5 Good 4 Important 4 Fair 3 Fair 3 Deficient 2 Less Important 2 Very Deficient 1 Unimportant 1 Fandy Tjiptono (2000:15) To calculate the level of suitability of consumers who were respondents with importance performance analysis method calculated by equation as follows: 𝑇𝑘𝑖 = 𝑋𝑖 𝑌𝑖 × 100% (1) Description: 𝑇𝑘𝑖 = The level of suitability respondents 𝑋𝑖 = A rating score of the quality of services 𝑌𝑖 = A rating score of customer satisfaction and the next, for calculation data quantitative according to a formula as follows: 1. Counting the score on average with the formula: 𝑋 = ∑ 𝑋 𝑖 𝑛 𝑌 = ∑ 𝑌 𝑖 𝑛 (2) Description: 𝑋 = The average of score the services quality 𝑌 = The average of score the customer satisfaction 𝑛 = The number of respondents Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 335 2. Counting the score on average with the formula: 𝑋 = ∑ 𝑋𝑖 𝑛 𝑖=1 𝐾 𝑌 = ∑ 𝑌𝑖 𝑛 𝑖=1 𝐾 (3) Description: 𝐾 = The number of attributes 𝑋 = The average of the average of score the service quality 𝑌 = The average of the average of score the customer satisfaaction There were four quadrants in Cartesian diagram namely quadrant a, b, c and d. As for the meaning of each quadrant is explained as follows. The quadrant a shows factors or the attribute of being affecting the customer satisfaction, but the company cannot implement in conformity with the wish so that disappoint or dissatisfy the customers. The quadrant b shows one element services company success as well, it is compulsory to defend and considered to be very important and very satisfied. Quadrant c shows several factors that have less important impact on customers, the implementation is just enough. Considered unimportant and unsatisfactory. Qquadrant d shows factors that influence customers unimportant, but the operations are excessive and considered unimportant but very satisfied. The four quadrants in Cartesian diagram is shown in Figure 1. Figure 1. Cartesian diagram between the quality of service and customer satisfaction Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 336 III. RESULTS AND DISCUSSION Qualitative analysis The analysis used is Cartesian diagram (importance-performance analysis) with the parameters used is reliability, responsiveness, empathy, and tangible using a likert scale to get data in this research, so the spread of the questionnaire is done to 80 consumers. Based on the research done so factor-factor of quality of services that affect customer satisfaction described as follows. 1. Reliability a. The butler service is professional, friendly, and carefully is an attribute a part of the company to provide facilities of procedures for guests. The questionnaire is shown in Table 3 and Table 4. Table 3. The butler service is professional, friendly, and carefully. Very Good Good Fair Deficient Very Deficient Mark 26 31 18 5 0 318 Mark = (26 x 5) + (31 x 4) + (18 x 3) + (5 x 2) + (0 x 1) = 318 Table 4. The level of customer’s expectation to the butler service is professional, friendly, and carefully. Very Important Important Fair Less Important Unimportant Mark 42 35 3 0 0 359 Mark = (42 x 5) + (35 x 4) + (3 x 3) + (0 x 2) + (0 x 1) = 359 The level of suitability = (318 : 359) x 100% = 89% b. Inconsistency of the butler in the service is an attribute that includes the consistency of officers butler in providing service for the guests. The questionnaire is shown in Table 5 and Table 6. Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 337 Table 5. Inconsistency of the butler in the service. Very Good Good Fair Deficient Very Deficient Mark 36 20 19 5 0 327 Mark = (36 x 5) + (20 x 4) + (19 x 3) + (5 x 2) + (0 x 1) = 327 Table 6. The level of customer’s expectation to consistency of the butler in the service. Very Important Imprtant Fair Less Important Unimportant Mark 44 26 10 0 0 354 Mark = (44 x 5) + (26 x 4) + (10 x 3) + (0 x 2) + (0 x 1) = 354 The level of suitability = (327 : 354) x 100% = 92% 2. Responsiveness a. A butler officer is quick to the respond the customer’s complaints is an attributed to providing service quickly to receive and overcome complaints guests. The questionnaire is shown in Table 7 and Table 8. Table 7. A butler officers are quick to the respond the customer’s complaints. Very Good Good Fair Deficient Very Deficient Mark 30 27 15 9 0 321 Mark = (30 x 5) + (27 x 4) + (15 x 3) + (9 x 2) + (0 x 1) = 321 Table 8. The level of customer’s expectation to the butler officers are quick to the respond the customer’s complaints. Very Important Important Fair Less Important Unimportant Mark 43 37 0 0 0 363 Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 338 Mark = (43 x 5) + (37 x 4) + (0 x 3) + (0 x 2) + (0 x 1) = 363 The level of suitability = (321 : 363) x 100% = 98% b. A butler officers has speed in solving problems that arise is the attribute of being the provision of the service in a fast manner in the hope of officers butler able to provide quick action in the completion of each guest complaint. The questionnaire is Table 9 and Table 10. Table 9. A butler officers has speed in solving problems that arise. Very Good Good Fair Deficient Very Deficient Mark 17 32 21 10 0 296 Mark = (17 x 5) + (32 x 4) + (21 x 3) + (10 x 2) + (0 x 1) = 296 Table 10. The level of customer’s expectation to the butler officers has speed in solving problems that arise. Very Important Important Fair Less Important Unimportant Mark 47 31 2 0 0 365 Mark = (47 x 5) + (31 x 4) + (2 x 3) + (0 x 2) + (0 x 1) = 365 The level of suitability = (296 : 365) x 100% = 81% 3. Assurance a. The level of knowledge, ability, and the skill of butler in carrying out their job is an attribute to provide services pertaining to the knowledge, ability, and skill of employees, so the employees can be able to provide a professional service to consumers. The questionnaire is shown in Table 11 and Table 12. Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 339 Table 11. The level of knowledge, ability, and the skill of butler in carrying out their job. Very Good Good Fair Deficient Very Deficient Mark 9 27 30 14 0 271 Mark= (9 x 5) + (27 x 4) + (30 x 3) + (14 x 2) + (0 x 1) = 271 Table 12. The level of customer’s expectation to the knowledge, ability, and the skill of butler in carrying out their job Very Important Important Fair Less Important Unimportant Mark 37 40 3 0 0 354 Mark = (37 x 5) + (40 x 4) + (3 x 3) + (0 x 2) + (0 x 1) = 354 The level of suitability = (271 : 354) x 100% = 77% b. The level of dedication and the honesty of the butler officers is an attribute that includes dedication, honesty, and skill an employee in the provision of the service to guests in the hope of service delivery that done by the personnel butler without differentiating between the economic status of the social and cultural. The questionnaire is shown in Table 13 and Table 14. Table 13. The level of dedication and the honesty of the butler officers. Very Good Good Fair Deficient Very Deficient Mark 40 22 18 0 0 342 Mark = (40 x 5) + (22 x 4) + (18 x 3) + (0 x 2) + (0 x 1) = 342 Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 340 Table 14. The level of customer’s expectation to the dedication and the honesty of the butler officers. Very Important Important Fair Less Important Unimportant Mark 42 31 7 0 0 355 Mark = (42 x 5) + (31 x 4) + (7 x 3) + (0 x 2) + (0 x 1) = 355 The level of suitability = (342 : 355) x 100% = 96% 4. Emphaty a. A butler officer gives an individual attention to the guest is an attributes to respond to meet the needs of guests. The questionnaire is Table 15 and Table 16. Table 15. A butler officers give an individual attention to the guest. Very Good Good Fair Deficient Very Deficient Mark 26 30 22 2 0 320 Mark = (26 x 5) + (30 x 4) + (22 x 3) + (2 x 2) + (0 x 1) = 320 Table 16. The level of customer’s expectation to the butler officers give an individual attention to the guest. Very Important Important Fair Less Important Unimportant Mark 32 25 23 0 0 329 Mark = (32 x 5) + (25 x 4) + (23 x 3) + (0 x 2) + (0 x 1) = 329 The level of suitability = (320 : 329) x 100% = 97% b. The butler’s ability to understand the costumer’s desire is an attribute that includes the wish of guests that had to meet so that guests do not feel aggrieved with the services provided by butler. The questionnaire is Table 17 and Table 18. Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 341 Table 17. The butler’s ability to understand the costumer’s desire. Very Good Good Fair Deficient Very Deficient Mark 17 37 20 6 0 305 Mark = (17 x 5) + (37 x 4) + (20 x 3) + (6 x 2) + (0 x 1) = 305 Table 18. The level of customer’s expectation to the butler’s ability to understand the costumer’s desire. Very Important Important Fair Less Important Unimportant Mark 27 42 11 0 0 336 Mark = (27 x 5) + (42 x 4) + (11 x 3) + (0 x 2) + (0 x 1) = 336 The level of suitability = (305 : 336) x 100% = 91% 5. Tangibles a. Facilities available in Nyaman Villas have arrayed neat and clean is an attribute would facilitate guests to use the facilities provided by the Nyaman villas. The questionnaire is shown in Table 19 and Table 20. Table 19. Facilities available in Nyaman Villas have arrayed neat and clean Very Good Good Fair Deficient Very Deficient Mark 20 17 31 12 0 285 Mark = (20 x 5) + (17 x 4) + (31 x 3) + (12 x 2) + (0 x 1) = 285 Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 342 Table 20. The level of customer’s expectation with the facilities available in Nyaman Villas has arrayed neat and clean. Very Important Important Fair Less Important Unimportant Mark 37 41 2 0 0 355 Mark = (37 x 5) + (41 x 4) + (2 x 3) + (0 x 2) + (0 x 1) = 355 The level of suitability = (285 : 355) x 100% = 80% b. A clean villa environment, harmonious and had a familiar staff is the attribute of including neatness, cleanliness, and order of villa. The questionnaire is shown Table 21 and Table 22. Table 21. A clean villa environment, harmonious and had a familiar staff Very Good Good Fair Deficient Very Deficient Mark 32 27 18 3 0 328 Mark = (32 x 5) + (27 x 4) + (18 x 3) + (3 x 2) + (0 x 1) = 328 Table 22. The level of customer’s expectation of clean villa environment, harmonious and had a familiar staff. Very Important Important Fair Less Important Unimportant Mark 47 33 0 0 0 367 Mark = (47 x 5) + (33 x 4) + (0 x 3) + (0 x 2) + (0 x 1) = 367 The level of suitability = (328 : 367) x 100% = 89% The results of all the percentage of above shows that all the attributes have not run in conformity with the expectation of that which is desirable. That is why it is, this was Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 343 conducted with the needs to be improved and will be enhanced even rewards the charitable by Nyaman Villas. Quantitative Analysis After all the attribute of a judgment of the qualities of butler service and customer satisfaction calculated, then it will account for importance-performance analysis shown in the Table 23. Table 23. Calculation of importance-performance analysis Factors the quality of services Satisfactions 𝑌 Services 𝑋 �̅� �̅� Quadrant 1. Reliability a. The butler service is professional, friendly, and carefully. 359 318 4.49 3.98 B b. Aconsistency of the butler in the service. 354 327 4.43 4.09 B 2. Responsiveness a. A butler officers are quick to the respond the customer’s com-plaints. 363 321 4.54 4.01 B b. A butler officers has speed in solving problems that arise. 365 296 4.56 3.70 A 3. Assurance a. The level of know-ledge, ability, and the skill of butler in carrying out their job. 354 271 4.43 3.39 A b. The level of dedi-cation and the honesty of the butler officers. 355 342 4.44 4.28 B 4. Emphaty a. A butler officers give an individual attention to the guest. 329 320 4.11 4.00 D b. The butler’s ability to understand the costumer’s desire. 336 305 4.20 3.81 C 5. Tangibles a. Facilities available in Nyaman Villas have arrayed neat and clean. 355 285 4.44 3.56 A b. A clean villa envi-ronment, harmonious and had a familiar staff. 367 328 4.59 4.10 B The average of �̅� and �̅� 4.42 3.89 Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 344 �̅� and �̅� = The value of average from 80 respondents. Source : The data that it is processed As a result of the calculation in Table 23 can be counted the mean value of the 𝑋 and 𝑌 is as follows: 𝑋 = ∑ 𝑋𝑖 𝑛 𝑖=1 𝐾 = 44.2 10 = 4.42 (4) 𝑌 = ∑ 𝑌𝑖 𝑛 𝑖=1 𝐾 = 38.9 10 = 3.89 (5) So, the value of the average level of customer satisfaction 𝑌 is shown by the extent of the interest total is 4.42 it was actually higher than the average of the performance level of butler total is 3.89. It means that the quality of services butler has not yet been fully in accordance with consumer interests or expectations. And next, the value of each attribute at table 23 applied to in the Cartesian diagram is consisting of 4 quadrants namely a, b, c and d (Figure 1) with the use of fundamentals as follows: Quadrant A = (𝑌 > 4.42; 𝑋 < 3.89), Quadrant = (𝑌 > 4.42; 𝑋 > 3.89), Quadrant C = (𝑌 < 4.42; 𝑋 < 3.89) and Quadrant D = (𝑌 < 4.42; 𝑋 > 3.89). Based on the calculation of the importance-performance analysis it was discovered that the average service levels butler given Nyaman Villas Seminyak Kuta as a whole is 3.89 and the average expectations consumers a whole is 4.42. This indicates 3.89 and 4.42 which means service levels butler given Nyaman Villas have been lower than the hope of consumers or the provision of services still have not in conformity with expectation consumers. Next to an analysis is also attribute the quality of service services and customer satisfaction on each quadrant that is in the Cartesian diagram (Figure1) as follows: The quadrant a, the attribute of being included here are 2b, a butler officers has speed in solving problems that arise, attribute 3a the level of knowledge, ability, and the skill of butler in carrying out their job, and attribute 5a, facilities available in Nyaman Villas Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 345 have arrayed neat and clean. The quadrant b, the attributes of being included here are an attribute 1a, the butler service is professional, friendly, and carefully, attribute 1b, the aconsistency of the butler in the service, attribute 2a, a butler officers are quick to respond the customer’s complaints, attribute 3b, the level of dedication and the honesty of the butler officers, and attribute 5b, a clean villa environment, harmonious and had a familiar staff. The quadrant c, attributes included here is attributes 4b, The butler’s ability to understand the costumer’s desire. The quadrant d, attributes included here is 4a, a butler officer gives an individual attention to the guest. IV. CONCLUSION According to the qualitative analysis above, so we can see that the quality of services provided by villas are comfortable, but there is one attributes that is an attribute to the level of knowledge, ability, and the skill of butler in carrying out their job in the line of duty in category or criteria as, because those attributes having value of 77%, so those attributes must be improved again by management. In addition, there is one attributes that is an attributes Facilities available in Nyaman Villas have arrayed neat and clean have lined up and net should also be increased by the company, because it has value attribute the level of as much as 80% while, based on analysis quantitative has done, so we can see that the average consumer expectations was in 4.42 and the average level of service on Nyaman Villas was in 3.89. REFERENCES Alexander, Y. 2010. Analisis Kualitas Pelayanan Jasa Penginapan Terhadap Kepuasan Konsumen Pada Hotel Arinas Di Bandar Lampung. Jurnal Manajemen dan Bisnis, Volume 1, Number 1, pp. 68-87. Atmawati and Wahyudin. 2007. Analisis Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Matahari Departement Store Di Solo Grand Mall. Surakarta: Jurnal Daya Saing, Program MM-UMS. Journal of Applied Sciences in Travel and Hospitality Volume 1, Number 4, December 2018 346 Ranas, R.Y. and Mansur, A. 2013. 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