Reassessing Hotel Service Quality Attributes using IPA Method

Niagara Parapat Hotel

Abstract

This study aims to evaluate the service quality of Hotel Niagara Parapat and formulate improvement strategies based on customer perceptions and satisfaction. Service quality plays a crucial role in shaping customer satisfaction and loyalty in the increasingly competitive hospitality industry, particularly in national priority destinations such as Lake Toba. The study employs a quantitative survey approach by distributing questionnaires to 98 respondents who were hotel guests. Data were analyzed using the Importance–Performance Analysis (IPA) and Customer Satisfaction Index (CSI) methods. The results show that the CSI value reached 77.76%, indicating that customers are generally satisfied; however, there remain gaps between expectations and service performance in the dimensions of responsiveness and empathy. Key attributes requiring attention include staff speed and accuracy in handling complaints, service professionalism, room amenity completeness, and menu variety. Conversely, the tangibles and assurance attributes demonstrate strong performance and should be maintained. This study highlights the importance of improving staff competence in responsive and empathetic service, maintaining consistent amenity management, and optimizing digital-based service evaluation systems to enhance customer satisfaction and strengthen the hotel's competitiveness in the Lake Toba area.