Improving Service to Enhance the Image of the Hotel at the Holiday Inn Melaka Executive Lounge

Abstract

This study aims to analyze the service quality improvement strategies implemented at the Executive 
Lounge of Holiday Inn Melaka and their impact on shaping the hotel’s image. In the hospitality industry, brand 
image is a valuable asset built through direct guest experiences. The research uses a descriptive qualitative 
approach with data collection techniques including participant observation, unstructured interviews, and 
documentation. The analysis applies the SERVQUAL model (tangibles, reliability, responsiveness, assurance, and 
empathy) and hotel image dimensions (hotel personality, hotel value, hotel guest relation, and user image). The 
findings indicate that consistent and personalized high-quality service significantly enhances the hotel’s image as 
an exclusive, professional, warm, and reliable establishment. Strategies such as staff training, operational 
adjustments during peak hours, and reinforcement of service standards are proven to strengthen guest trust and 
build a positive brand perception.