Service Excellent Based Quality Management Strategy at ARTOTEL Yogyakarta

Abstract

The hospitality industry is increasingly characterized by intense competition, rising customer expectations, and the growing influence of digital transparency. In this context, quality management has evolved into a strategic imperative for sustaining competitiveness. This study aims to analyze the implementation of service excellence-based quality management strategies at ARTOTEL Yogyakarta and examine their impact on customer satisfaction and loyalty. This research employs a qualitative case study approach, involving purposively selected informants from managerial and operational levels. Data were collected through semi-structured interviews, direct observation, and document analysis. These data were analyzed using a thematic approach. The findings reveal that the quality management strategy is built upon three integrated pillars: process standardization through structured Standard Operating Procedures (SOPs), the strengthening of service culture through continous training, and the utilization of digital feedback as a quality control mechanism. Among the dimensions of service quality, reliability, and emphaty are identified as the most influential factors in shaping guest experience. High levels of customer satisfaction are reflected in positive digital reviews and increased repeat guest rates. This study contributes to the literature by providing an in-depth understanding on how service excellence is operationalized within a boutique hotel context through the integration of formal systems and personalized service culture. The findings also highlight the importance of aligning standardized procedures with emotional service delivery to enhance long-term customer loyalty.