Transformation of Robot Automated Food Service (RAFS) in the Perspective of Resource Change Management at Grand Sahid Jaya Hotel (Study at Grand Sahid Jaya Hotel Jakarta)
1Lexi Pranata Budidharmanto, 2Pribadiyono, 3Ikhsan Budi Riharjo
1,2,3Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA), Indonesia
https://doi.org/10.47191/jefms/v7-i11-36ABSTRACT:
The Fourth Industrial Revolution has triggered the use of new technologies across various sectors, including the hospitality industry. Digitalization in the hospitality industry aims to provide convenience and comfort for guests while addressing increasingly complex human resource challenges. One of the innovations is the use of robots for food service. This research aims to explore the transformation of robot automated food service at Hotel Grand Sahid Jaya Jakarta from the perspective of Resource-Based Theory. This study uses a qualitative approach with data collection techniques through observation and interviews with three key informants who have important roles in hotel management and an assessor who observes the Indonesian hospitality industry as a whole, along with the role of technology in the industry. The collected data is analyzed to understand how digital transformation through automated food service affects change management in hotel resources. The results of the study indicate that the implementation of robots in food service at Hotel Grand Sahid Jaya Jakarta provides several benefits, including increased operational efficiency, reduced labor costs, and improved guest satisfaction through faster and more hygienic service. However, some challenges were faced, such as resistance from employees who are worried about losing their jobs and the lack of a human touch in robot services that can only be provided by humans. The conclusion of this research is that the transformation of robot automated food service at Hotel Grand Sahid Jaya Jakarta has not yet provided added value to the hotel, thus requiring an effective change management strategy to overcome resistance and ensure a harmonious integration between technology and human labor. Moreover, the use of robots should be seen as a tool to enhance service quality and efficiency, not as a replacement for human labor.
KEYWORDS:
Automatic Food Service, Hospitality Industry, Change Management, Fourth Industrial Revolution, VRIO Framework
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