ASSESSING SERVICE EXCELLENCE AND CUSTOMER PLEASURE AT HOTEL GRAND ARENA: A SERVQUAL AND SWOT ANALYSIS TECHNIQUE

Abstract

This study assesses the service quality and customer satisfaction levels at Hotel Grand Arena by means of the SERVQUAL model, classifying gaps and areas for development. By investigating the hotel's routine across the five measurements of tangibles, reliability, responsiveness, assurance, and identification, the research focuses on tourist pulls and customer expectations versus perceptions. The study combines thematic analysis of qualitative data from semi-structured interviews with staff and SWOT analysis to assess internal strengths and weaknesses alongside external opportunities and threats. Results reveal distinguished strengths in declaration and empathy but classify areas for development in responsiveness and physical upgrades. Recommendations comprise enhanced training, technological integration, and hands-on service attitudes to improve customer satisfaction and competitiveness.