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ANALISIS PERANAN GUEST RELATION OFFICER (GRO) DALAM MENINGKATKAN PELAYANAN KEPADA TAMU VIP DI ASTON CIREBON HOTEL & CONVENTION CENTER
Industri perhotelan merupakan salah satu sektor jasa yang sangat menekankan pada kualitas pelayanan untuk menciptakan kepuasan tamu. Dalam konteks pelayanan kepada tamu VIP, keberadaan Guest Relation Officer (GRO) memiliki peranan strategis karena menjadi garda terdepan yang berinteraksi langsung dengan tamu. Penelitian ini bertujuan untuk menganalisis secara mendalam peranan GRO dalam meningkatkan pelayanan kepada tamu VIP di ASTON Cirebon Hotel & Convention Center, serta mengidentifikasi kendala dan strategi yang dilakukan untuk menjaga kualitas pelayanan. Penelitian menggunakan pendekatan kualitatif dengan jenis studi kasus. Data dikumpulkan melalui wawancara mendalam dengan GRO, manajer HRD, dan tamu VIP; observasi partisipatif terhadap aktivitas pelayanan; serta analisis dokumentasi berupa SOP dan arsip hotel. Analisis data menggunakan model interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan/verifikasi, dengan bantuan perangkat lunak NVivo 12 Plus untuk memudahkan proses coding dan analisis tematik. Hasil penelitian menunjukkan bahwa GRO memiliki peranan penting dalam menciptakan pengalaman pelayanan yang berkualitas melalui penyambutan personal, pendampingan selama tamu menginap, koordinasi antar-departemen, penanganan keluhan secara cepat, serta pemberian layanan khusus bagi tamu VIP yang bersifat repeater guest maupun long stay guest. Peran tersebut sejalan dengan lima dimensi SERVQUAL, yaitu tangible, reliability, responsiveness, assurance, dan empathy. Namun, penelitian juga menemukan adanya kendala seperti keterbatasan jumlah GRO saat beban kerja tinggi dan tuntutan tamu VIP yang beragam. Strategi yang diterapkan manajemen untuk mengatasi kendala tersebut adalah melalui seleksi ketat, pelatihan berbasis hospitality, penerapan golden rules, serta evaluasi kinerja rutin. Kesimpulannya, peranan GRO sangat signifikan dalam meningkatkan kualitas pelayanan kepada tamu VIP, di mana personalisasi layanan dan perhatian terhadap detail menjadi faktor utama yang menentukan tingkat kepuasan dan loyalitas tamu. Penelitian ini memberikan implikasi praktis bagi manajemen hotel dalam merancang strategi peningkatan pelayanan berbasis peran GRO, sekaligus memperkaya kajian akademik mengenai manajemen pelayanan perhotelan. Kata Kunci: Guest Relation Officer (GRO), Pelayanan VIP, Kualitas Pelayanan, SERVQUAL, Hotel. The hospitality industry is a service sector that highly emphasizes service quality to create guest satisfaction. In the context of VIP guest services, the presence of Guest Relation Officers (GROs) plays a strategic role as they are at the frontline of direct interaction with guests. This study aims to analyze in depth the role of GROs in enhancing services for VIP guests at ASTON Cirebon Hotel & Convention Center, as well as to identify challenges and strategies implemented to maintain service quality. This research employs a qualitative approach with a case study design. Data were collected through in-depth interviews with GROs, HRD managers, and VIP guests; participatory observation of service activities; and documentation analysis including SOPs and hotel archives. Data analysis followed the interactive model of Miles and Huberman, consisting of data reduction, data display, and conclusion drawing/verification, supported by NVivo 12 Plus software to facilitate coding and thematic analysis. The findings reveal that GROs play a vital role in creating high-quality guest experiences through personalized greetings, guest assistance during their stay, cross-departmental coordination, prompt complaint handling, and providing special treatments for repeater and long-stay VIP guests. These roles align with the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Nevertheless, the study also identified challenges such as limited GRO personnel during peak workloads and the diverse demands of VIP guests. Managerial strategies to address these challenges include strict recruitment, hospitality-based training, the application of golden rules, and regular performance evaluations. In conclusion, the role of GROs is highly significant in improving VIP guest services, where personalized service and attention to detail are the key factors determining guest satisfaction and loyalty. This study provides practical implications for hotel management in designing service enhancement strategies based on the GRO’s role, as well as contributing to academic insights in hospitality service management. Keywords: Guest Relations Officer (GRO), VIP Service, Service Quality, SERVQUAL, Hotel.
KODEPRODI93272#Industri Pariwisata_S1, Universitas Pendidikan Indonesia
ANALISIS PERANAN GUEST RELATION OFFICER (GRO) DALAM MENINGKATKAN PELAYANAN KEPADA TAMU VIP DI ASTON CIREBON HOTEL & CONVENTION CENTER (Text)
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