SINERGI HIGH-TECH DAN HIGH-TOUCH: MENGOPTIMALKAN EFISIENSI DAN LOYALITAS TAMU MELALUI INOVASI IN-ROOM DINING DI HOTEL PADMA SEMARANG

Abstract

This research aims to analyze the transformation strategy of In-Room Dining (IRD) services at Padma Hotel Semarang in an effort to enhance guest experience and customer loyalty within the five-star hotel segment. Utilizing a descriptive qualitative approach, this study dissects the synergy between human-centric service (high-touch) and technological efficiency (high-tech) as the primary pillars of operational success. Data were collected through in-depth interviews, participatory observation, and documentation studies to capture service dynamics holistically. The research findings reveal that the implementation of a QR Code-based digital ordering system integrated with a Kitchen Display System (KDS) effectively reduced order errors by 15% and accelerated delivery time by up to 10 minutes. Furthermore, the "Surprise and Delight" personalization strategy and standardized food temperature management via hot box infrastructure emerged as determinant factors in meeting the expectations of luxury guests. The study concludes that the success of IRD services depends not only on the quality of culinary products but also on management's ability to orchestrate technology in supporting staff to create higher-quality interpersonal interactions. This research provides practical implications for the hospitality industry regarding the importance of balancing digital innovation with personal service touches to maintain competitiveness in a highly demanding market.