Strategi Penanganan Keluhan Berbasis Kualitas Layanan Pada Pengelola Wisata Ranca Upas Ciwidey Kabupaten Bandung

Abstract

Penelitian ini membahas kualitas layanan dan strategi penanganan keluhan wisatawan di Wana Wisata Ranca Upas. Permasalahan yang dikaji meliputi kebersihan fasilitas umum, kondisi fasilitas wisata, lambatnya penanganan keluhan, dan layanan petugas yang belum konsisten. Data dikumpulkan melalui observasi, wawancara, dan kuesioner dengan teknik purposive sampling. Analisis menggunakan metode servqual dan Importance Performance Analysis (IPA). Hasil penelitian menunjukkan seluruh atribut layanan memiliki nilai gap negatif sehingga belum memenuhi harapan wisatawan maupun pengelola. Prioritas perbaikan meliputi kebersihan kawasan, kelayakan fasilitas, konsistensi layanan, kecepatan penanganan keluhan, dan layanan informasi. Strategi yang diusulkan meliputi penerapan SOP, peningkatan kualitas layanan petugas, perbaikan fasilitas, serta penyediaan media pengaduan yang lebih responsif untuk meningkatkan kepuasan wisatawan.

This study examines service quality and strategies for handling tourist complaints at the Ranca Upas Nature Park. The issues examined include the cleanliness of public facilities, the condition of tourist facilities, slow complaint resolution, and inconsistent service from staff. Data were collected through observation, interviews, and questionnaires using purposive sampling. The analysis employed the servqual method and Importance-Performance Analysis (IPA). The results show that all service attributes have a negative gap value, indicating that they do not yet meet the expectations of either tourists or management. Priority areas for improvement include the cleanliness of the area, the suitability of facilities, consistency of service, the speed of complaint handling, and information services. Proposed strategies include implementing standard operating procedures (SOP), improving staff service quality, upgrading facilities, and providing a more responsive complaint channel to enhance tourist satisfaction.