ANALISA KEPUASAN PELANGGAN MENGGUNAKAN METODE SERVICE QUALITY (SERVQUAL) DI TOKO WAHIDIYAH

Abstract

Seeing business competition getting tougher, companies must have a strategy to be able to compete at global competition in this time. One of  the  things  that  must  be  considered  to  be  able  to  compete  is  by  having  good  service  quality,  and  the  completeness  of  the  products  sold  in order  to  facilitate  consumers  to  choose  and  fulfill  their  desired  needs. This  study  aim  to  determine  the  level  of  consumer  satisfaction  with Wahidiyah’s store seen from the quality of service, and completeness of the product. In this study the method used was Servqual. Based on data analysis, it can be conclude that the gap values obtained based on servqual calculations are: service quality attributes with 5 dimensions namely tangible dimensions (-0,373), reliability dimensions (-0,475), responsiveness dimensions (-0,477), assurance dimension (-0,420),  emphaty  dimension  (-0,340)  and  product  completeness  attributes  obtain  a  gap  value  (-0,405).  From  these  values  indicate  that, consumers are not satisfied with Wahidiyah’s stores seen from service quality, and the completeness of the product’s that have been provided. Based on the value of servqual calculation, the output of the Cartesian Diagram at quadrant A have 3 attributes that must be prioritized first to be repaired.