Perancangan Standar Penampilan, Pelayanan, dan Komunikasi Para Front Liners sebagai Upaya Peningkatan Kualitas Pelayanan Amazing World

Amazing World Plaza Indonesia is a family entertainment centre positioned as the largest and the most complete indoor theme park in Jakarta. It targets middle-class and upper-class consumers with premium-priced service. Based on the observation that has been made earlier, we found some negative symptoms of imperfect service features that caused the service gap between perceived service and customers’ needs. Apparently, Amazing World’s management team failed to understand the customers’ needs and translate it into a proper service design that can optimally satisfy the customers and represent the brand positioning. This problem was caused by several factors, which are: 1. The inappropriate human resources selection method. 2. Lack of training and development program provision for the employees. 3. The inappropriate standard of performance. In order to solve the problem, Amazing World’s management team needs to perform some effective corrective actions for the identified root causes. Due to the limited time, funds, and manpower that the writer had during the internship program, it was decided that the corrective action would be focused on service standard. Following that, the author developed an implementation plan of the corrective action in a project case improvement titled “Perancangan Standar Penampilan, Pelayanan, dan Komunikasi Para Front Liners Sebagai Upaya Peningkatan Kualitas Pelayanan Amazing World” (Appearance, Service, and Communication Standard Design for The Front Liners as An Effort to Improve Amazing World’s Service Quality). After 5 months of internship program, the implementation of this solution resulted in several remarkable achievements as follows: 1. The new standard of performance has been designed and covered in a handbook titled “Standar Penampilan, Pelayanan, dan Komunikasi Para Front Liners Amazing World”. There are also some well-designed visual media that have been installed in the locker room and management’s office. 2. The proper rules and regulations in English for foreign visitors are now available in Amazing World. 3. The front liners now have better ability to speak English and higher confidence in communicating with foreign customers. 4. The cashiers now have the ability to explain the service we provide in simple English. 5. Transformation in the front liners’ appearance as a result of the new standard of performance implementation.