Demographic Characteristics and Psychological Empowerment on Service Orientation: A Study in Yogyakarta, Indonesia

The service quality in hotels can be seen first from the front-office that interacts directly with customers, here service orientation has an important role. Employees who have high service orientation will have high performance and can be a competitive advantage for the company. Psychological empowerment also an important factor in service orientation, it can be seen from the feelings shown by employees and can increase self-recognition and self-esteem. This research aims to determine the influence of demographic characteristics and psychological empowerment towards service orientation in the hospitality industry. This research was conducted at several three-star hotels in Yogyakarta. This research used multiple regression analysis, partial t test, coefficient of determination and beta standardized coefficient to analyse the data. Furthermore, the results of this research are gender, age, education level and competency certification have a positive and significant influence on service orientation. Meanwhile, tenure has a negative and insignificant influence and marital status has a positive and insignificant influence on service orientation. The last, psychological empowerment has a positive and significant influence on service orientation.