Analisis Kepuasan Pelanggan Terhadap Kualitas Pelayanan Menggunakan Metode SERVQUAL dan Quality Function Deployment Pada Kopi Maning Bekasi
DOI:
https://doi.org/10.22441/pasti.2024.v18i3.012Keywords:
kepuasan pelanggan, kualitas pelayanan, Service Quality, Quality Function Deployment, coffee shop, evaluasi.Abstract
Kualitas pelayanan yang superior menjadi faktor utama dalam menjamin keberhasilan coffee shop menghadapi persaingan yang semakin sengit, karena kepuasan pelanggan memainkan peran penting dalam menentukan pengalaman dan loyalitas mereka. Pada tahun 2023, terjadi penurunan penjualan di Kopi Maning, sejalan dengan munculnya keluhan-keluhan pelanggan terhadap kualitas pelayanan Kopi Maning. Tujuan penelitian ini adalah untuk mengetahui tingkat kepuasan pelanggan atas pelayanan yang diberikan oleh Kopi Maning Bekasi serta mengidentifikasi atribut yang perlu diperbaiki untuk meningkatkan kepuasan pelanggan. Variabel operasional yang digunakan meliputi lima aspek metode SERVQUAL: tangibles (tangible factors), reliability (keandalan), responsiveness (responsif), assurance (jaminan), dan empathy (empati), dengan pengukuran menggunakan 30 indikator yang diukur menggunakan skala Likert. Data primer dari hasil kuisioner kepada 100 responden menggunakan teknik probability sampling, diolah dengan metode SERVQUAL dan evaluasi Quality Function Deployment. Hasil penelitian menunjukkan bahwa kepuasan pelanggan terhadap kualitas pelayanan Kopi Maning masih dalam kategori tidak puas karena gap yang dihasilkan negatif pada semua indikator, terutama pada aspek Tangibles. Selain itu, atribut yang diprioritaskan untuk diperbaiki berdasarkan QFD yaitu ketersediaan fasilitas penunjang, dengan respon teknis yang paling diprioritaskan yaitu penerapan sistem monitoring dan evaluasi berkala. Atribut-atribut yang diprioritaskan untuk diperbaiki akan meningkatkan kepuasan pelanggan Kopi Maning Bekasi.
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