THE IMPORTANCE AND PERFORMANCE ANALYSIS OF SERVICE QUALITY AT TASIK RIA RESORT HOTEL NORTH SULAWESI

Abstract

The presence of new hotels in North Sulawesi make Tasik Ria Resort Hotel must be continue to improve to retain customers in order winning the competition. The purpose of this research is to analyze the importance and performance of service quality that be priority to enhance by Tasik Ria Resort Hotel. This research uses descriptive quantitative method by using Importance-Performance Anlaysis (IPA). 100 guests who stayed there were surveyed as the respondents. The result shows there are 4 attributes located in quadrant I (high importance, low performance), 6 attributes located in quadrant II (high importance, high performance), 3 attributes in quadrant III (low importance, low performance), and 3 attributes in quadrat IV (low importance, high performance).