Improving Service Quality Attributes in Maxx Coffee Shop

Abstract

Abstrak

 

Layanan prima sangat penting dalam mendapatkan keunggulan bersaing. Dalam rangka untuk memperbaiki kualitas layanan, penelitian ini menyajikan sebuah studi kasus untuk mengidentifikasi atribut-atribut kritis yang mempengaruhi kualitas layanan pada sebuah kedai kopi. Kerangka manajemen kualitas SERVQUAL dengan lima dimensi kualitas, yaitu reliability, assurance, tangibility, empathy, dan responsiveness, digunakan untuk mendapatkan kebutuhan pelanggan. Pendekatan modifikasi AHP yang mengintegrasikan AHP, IPA, dan brainstorming digunakan dalam proses evaluasi kualitas layanan. Kuesioner digunakan untuk memperoleh data dari 110 pelanggan kedai kopi Maxx. Selanjutnya, pengambil keputusan diajak untuk berpartisipasi dalam brainstorming terkait dengan strategi perbaikan dari atribut layanan kritis. Dari hasil penelitian didapatkan tujuh atribut kualitas layanan yang perlu diperbaiki.

 

Kata kunci: kualitas layanan, kedai kopi, analytic hierarchy process, importance-performance analysis, brainstorming

 

 

Abstract

 

Service excellence is becoming a significant competitive advantage for companies. It helps companies to win customers in an extremely competitive environment nowadays. This research presented a case study to identify the critical attributes which influenced the service quality in a coffee shop. The SERVQUAL quality management framework with five-quality dimensions including reliability, assurance, tangibility, empathy, and responsiveness were applied to capture customer needs. The modified AHP approach, which combines AHP, IPA, and brainstorming methods, was also applied in the service quality assessment process. A questionnaire was used to collect the data from 110 customers of Maxx Coffee Shop. Finally, the decision makers were invited to take part in brainstorming process about the improvement strategy for critical service attributes.

 

Keywords: service quality, coffee shop, analytic hierarchy process, importance-performance analysis, brainstorming