Service Recovery Strategies and Procedural Effectiveness: An Analysis of Guest Complaint Handling at Eastin Ashta Resort Canggu

Abstract

Guest complaint handling is a critical aspect of hotel service management because it directly affects service quality, guest satisfaction, and the overall image of the hotel. Although complaint-handling models have been widely discussed in hospitality studies, discrepancies often remain between theoretical procedures and their implementation in daily front office operations, particularly in dealing with language barriers, limited staff authority, and diverse guest characteristics. As Canggu has emerged as a highly competitive and fast-paced international tourism destination, the urgency for flawless service recovery has become paramount for resort sustainability. This study aims to analyze the procedure of handling guest complaints, identify the constraints faced by front office staff, and examine the efforts made to overcome these constraints at Eastin Ashta Resort Canggu. The study employed a descriptive qualitative method. Data were collected through observation, semi-structured interviews, and documentation involving the Assistant Front Office Manager, Front Office Supervisor, and Front Office Staff. The findings reveal that guest complaints at the Front Office Department are handled systematically through the LEAST method, namely Listen, Empathize, Apologize, Solve, and Thank, followed by follow-up actions. However, the implementation still faces several s, including language barriers with Korean guests, limited authority in making compensation decisions, and differences in guest character. To address these challenges, the hotel applies translation technology, simple English communication, limited staff empowerment, and monthly front office meetings for evaluation and service improvement. In conclusion, effective complaint handling requires not only standard procedures but also adaptive communication, coordination, and continuous service evaluation to maintain guest satisfaction.