ABSTRACT
Andria Hari Praditya (03320040043) ANALYSIS ON CUSTOMER SERVICE SATISFACTION IMPROVEMENT IN CAR SPA ( xvii + 98 Pages; 20 Pictures; 27 Tables; 8 Appendixes)
The expanding growth of Indonesia’s automobile industry has encouraged the growth of the automobile salon business. With the growing number of automobile salon service provider, intensive competition is bound to happen. To overcome this intensive competition, service provider must put their customer satisfaction as their main priority. One of the key elements in providing high quality service for customer satisfaction, are measuring service quality for service improvement. Car Spa, an automobile salon service provider has measured their service quality with qualitative measurements method. The drawback of this qualitative measurement is the lack of objective measurement. Therefore, an analysis of objective measurement is needed to enhance Car Spa’s service quality and ultimately their customer satisfaction. This research will provide the analysis of the company’s current service quality and what is needed to improve their service quality. The data was collected by distributing questionnaires to the customers to determine the variables that are considered important. There are 12 variables that are considered important and measured using SERVQUAL methods to know the gap between the current service quality and customer’s expectation. A recommendation based on this measurement will be proposed, where the variables will be improved using House of Quality matrix. This research concluded that the service improvements priority is as follow : customer service performance, standardized worker quality, service promotion, service working hour, customer hotline service, work equipment availability, waiting room seating capacity, worker availability, working area capacity, Car Spa area, Car Spa location, and real-time information system for employee use.
Reference Keywords
: 12 (1990-2011) : SERVQUAL method, HOQ matrix, technical characteristic, immprovement priorities
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KATA PENGANTAR Puji syukur kepada Tuhan Yang Maha Esa atas segala berkat yang telah diberikanNya sehingga Tugas Akhir ini dapat diselesaikan. Tugas Akhir dengan judul “ANALISIS PERBAIKAN PELAYANAN CAR SPA GUNA MENINGKATKAN KEPUASAN PELANGGAN” ini ditujukan untuk memenuhi persyaratan akademik guna memperoleh gelar Sarjana Teknik Industri Strata Satu Universitas Pelita Harapan, Karawaci. Penulis menyadari bahwa tanpa bimbingan, bantuan dan doa dari berbagai pihak, Tugas Akhir ini tidak akan dapat diselesaikan tepat pada waktunya. Oleh karena itu, penulis mengucapkan terima kasih yang sebesar-besarnya kepada semua pihak yang telah membantu dalam proses pengerjaan Tugas Akhir ini, yaitu kepada: 1) Bapak Herman Y. Kanalebe, PhD selaku Dekan Fakultas Teknologi Industri. 2) Bapak Laurence, MT selaku Ketua Jurusan Teknik Industri. 3) Ibu Helena J. Kristina, MT selaku Dosen Pembimbing 1 dan penasehat akademis yang telah memberikan bimbingan dan banyak memberikan masukan kepada penulis. 4) Ibu Agustina Christiani, M.Eng.Sc selaku dosen pembimbing 2 yang telah meluangkan waktunya untuk membantu penulis dan banyak memberikan masukan. 5) Seluruh dosen yang
telah mengajar penulis selama berkuliah di
Universitas Pelita Harapan. 6) Staff karyawan Fakultas Teknologi Industri, Jurusan Teknik Industri yang telah membantu penulis dalam kegiatan administratif. 7) Para pegawai Car Spa yang sudah banyak memberikan informasi kepada penulis. 8) Ibu, Bapak, Eyang, Aung, dan adik - adik yang telah memberikan dukungan moril, doa dan kasih sayang. 9) Nataya Carmendhira yang telah memberikan dukungan selama pengerjaan Tugas Akhir ini.
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10) Dimas Soegiharto yang telah sama - sama berjuang di Universitas Pelita Harapan. 11) Keluarga besar 2nd floor, Indra dan Rilsa, Aditya dan Micka, Kevin dan Chaca, Robbie dan Zenith, Fajar dan Saskia, Dhika dan Anggia, Rangga dan pasangan, Ian dan pasangan, Fandi dan pasangan, Astrid dan pasangan. 12) Kepada teman – teman penulis Erik Soentoro, David Mualim, Adam Ramadhan, Benz, Indra, Wisang, Andri, Eko, Natalia, dan keluarga ubud lestari yang selalu mendukung, membantu, dan memberikan perhatian kepada penulis. Akhir kata, penulis menyadari bahwa masih terdapat banyak kekurangan dalam Tugas Akhir ini. Oleh karena itu, kritik dan saran dari pembaca akan sangat bermanfaat bagi penulis. Semoga Tugas Akhir ini dapat bermanfaat bagi semua pihak yang membacanya.
Karawaci, Januari 2012
Penulis
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DAFTAR ISI HALAMAN JUDUL PERNYATAAN KEASLIAN TUGAS AKHIR PERSETUJUAN DOSEN PEMBIMBING PERSETUJUAN TIM PENGUJI TUGAS AKHIR ABSTRAK ........................................................................................................ vi KATA PENGANTAR ..................................................................................... viii DAFTAR ISI ...................................................................................................... x DAFTAR TABEL ........................................................................................... xiii DAFTAR GAMBAR........................................................................................ xv DAFTAR RUMUS .......................................................................................... xvi DAFTAR LAMPIRAN .................................................................................. xvii
BAB 1 PENDAHULUAN ................................................................................... 1 1.1
Latar Belakang ................................................................................ 1
1.2 Pokok Permasalahan ........................................................................ 3 1.3 Pembatasan Masalah ....................................................................... 3 1.4 Tujuan Penelitian............................................................................. 3 1.5
Sistematika Penulisan ...................................................................... 4
BAB 2 LANDASAN TEORI ............................................................................... 6 2.1
Jasa ................................................................................................ 6
2.2
Dimensi Kualitas Jasa ..................................................................... 6
2.3
Customer Satisfaction ..................................................................... 7
2.4
SERVQUAL Gaps Model ................................................................. 9
2.5
Pengukuran SERVQUAL Gaps Model............................................ 12
2.6
House Of Quality (HOQ) ............................................................... 12
2.7
Kuesioner ...................................................................................... 14
2.8
Sampel .......................................................................................... 16
2.9
Skala Pengukuran .......................................................................... 18
2.10 Pengujian Instrumen Penelitian...................................................... 19
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BAB 3 METODOLOGI PENELITIAN ............................................................. 22 3.1
Identifikasi Masalah ..................................................................... 22
3.2
Tujuan Penelitian .......................................................................... 22
3.3
Studi Pustaka ................................................................................ 23
3.4
Dimensi Kualitas dan Indikator ..................................................... 23
3.5
Pengumpulan dan Pengolahan Data .............................................. 24
3.6
Analisis ......................................................................................... 27
3.7
Kesimpulan dan Saran ................................................................... 27
BAB 4 PENGUMPULAN DAN PENGOLAHAN DATA ................................. 30 4.1
Gambaran Umum PT. Car Spanindo Prima .................................. 30
4.2
Paket – Paket yang Ditawarkan Car Spa ....................................... 32 4.2.1 Ultimate Spa ...................................................................... 33 4.2.2 Eco Package ...................................................................... 34 4.2.3 Body Wash and Wax .......................................................... 35 4.2.4 Body Wash ......................................................................... 36
4.3
Penentuan Indikator Penelitian ..................................................... 36
4.4
Kuesioner Pendahuluan ............................................................... 38
4.5
Kuesioner Inti .............................................................................. 40 4.5.1 Profil Responden................................................................ 42 4.5.2 Uji Validitas dan Reliabilitas Harapan Konsumen .............. 45 4.5.3 Uji Validitas dan Reliabilitas Persepsi Konsumen .............. 46
4.6
Perhitungan Nilai antara Harapan dan Persepsi Konsumen .......... 48
4.7
Perencanaan House of Quality ...................................................... 51 4.7.1 Suara Konsumen (Voice of Customer) ................................ 51 4.7.2 Menyusun Daftar Karakteristik Teknik (How’s) ................. 53 4.7.3 Hubungan antara Suara Konsumen dengan Karakteristik Teknik ........................................................ 59 4.7.4 Hubungan antar Karakteristik Teknik ................................ 61 4.7.5 Tingkat Kepentingan Absolut dan Relatif .......................... 63
BAB 5 ANALISIS DATA DAN PEMBAHASAN ............................................ 66 5.1
Analisis Profil Responden............................................................. 66 5.1.1 Jenis Kelamin Responden .................................................. 67
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5.1.2 Usia Responden ................................................................. 67 5.1.3 Frekuensi Datang ke Car Spa ............................................ 68 5.1.4 Rata – Rata Biaya yang Dikeluarkan.................................. 69 5.1.5 Mengetahui Car Spa Dari Mana ........................................ 70 5.1.6 Jenis Perawatan yang Sering Digunakan di Car Spa .......... 71 5.2
Analisis Perbandingan Harapan dan Persepsi ............................... 72
5.3
Analisis Dimensi SERVQUAL ...................................................... 78
5.4
Analisis Matriks HOQ .................................................................. 88
5.5
Analisis Urutan Perbaikan Karakteristik Teknik ........................... 89 5.5.1 Kinerja Customer service ................................................... 90 5.5.2 Kualitas Pekerja yang Memenuhi Standar Car Spa ............ 90 5.5.3 Promosi Produk ................................................................. 91 5.5.4 Jam Layanan Service ......................................................... 91 5.5.5 Ketersediaan Hotline Service ............................................. 92 5.5.6 Ketersediaaan Alat yang Digunakan .................................. 92 5.5.7 Kapasitas Tempat Tunggu ................................................. 92 5.5.8 Ketersediaan Pekerja ......................................................... 93 5.5.9 Kapasitas Area Pengerjaan ................................................ 93 5.5.10 Luas Area Car Spa ............................................................ 93 5.5.11 Lokasi Car Spa .................................................................. 93 5.5.12 Penyediaan Informasi Real Time untuk Karyawan ............. 94
BAB 6 KESIMPULAN DAN SARAN .............................................................. 95 6.1
Kesimpulan .................................................................................. 95
6.2
Saran ............................................................................................ 98
Daftar Pustaka ................................................................................................... 99 Lampiran ........................................................................................................ 100
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DAFTAR TABEL Tabel 3.1 Pengelompokan indikator berdasarkan lima dimensi kualitas jasa ..... 24 Tabel 4.1 Daftar Ukuran dan Harga Paket Ultimate Spa ................................... 34 Tabel 4.2 Daftar Ukuran dan Harga Paket Eco Package ................................... 35 Tabel 4.3 Daftar Ukuran dan Harga Paket Body Wash and Wax ....................... 35 Tabel 4.4 Daftar Ukuran dan Harga Paket Body Wash ...................................... 36 Tabel 4.5 Tambahan indikator berdasarkan lima dimensi kualitas jasa ............. 37 Tabel 4.6 Hasil Kuesioner Pendahuluan ........................................................... 39 Tabel 4.6 Lanjutan Hasil Kuesioner Pendahuluan ............................................ 40 Tabel 4.7 Profil Pelanggan Jenis Kelamin ........................................................ 42 Tabel 4.8 Profil Pelanggan Usia ....................................................................... 42 Tabel 4.9 Profil Pelanggan Frekuensi Datang ke Car Spa ................................ 43 Tabel 4.10 Profil Pelanggan Rata – Rata Biaya yang Dikeluarkan .................... 43 Tabel 4.11 Profil Pelanggan Mengetahui Car Spa Dari Mana ............................ 44 Tabel 4.12 Profil Pelanggan Jenis Perawatan yang Sering Digunakan ................ 44 Tabel 4.13 Uji Validitas Harapan Konsumen ..................................................... 45 Tabel 4.14 Realiabilitas Harapan Konsumen ...................................................... 46 Tabel 4.15 Uji Validitas Persepsi Konsumen...................................................... 47 Tabel 4.16 Reliabilitas Persepsi Konsumen ........................................................ 48 Tabel 4.17 Perhitungan SERVQUAL Gaps Model .............................................. 49 Tabel 4.18 Contoh Perhitungan Bobot Setiap Dimensi ....................................... 50 Tabel 4.19 Urutan Suara Konsumen................................................................... 52 Tabel 4.20 Intepretasi Voice of Customer (what) > Technical Characteristic (How’s) ............................................................................................ 53 Tabel 4.20 Lanjutan Intepretasi Voice of Customer (what) > Technical Characteristic (How’s) ..................................................................... 54 Tabel 4.21 Karakteristik Teknik (How’s) ........................................................... 55 Tabel 4.22 Hubungan Suara Konsumen dengan Karkteristik Teknik .................. 59 Tabel 4.22 Lanjutan Hubungan Suara Konsumen dengan Karkteristik Teknik ... 60 Tabel 4.22 Lanjutan Hubungan Suara Konsumen dengan Karkteristik Teknik ... 61 Tabel 4.23 Korelasi Antar Karakteristik Teknik ................................................. 62
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Tabel 4.24 Urutan Perbaikan Berdasarkan Nilai Absolut .................................... 64 Tabel 5.1 Nilai Rata – Rata Harapan Konsumen .............................................. 73 Tabel 5.2 Rata – Rata Persepsi Konsumen ....................................................... 74
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DAFTAR GAMBAR Gambar 2.1 Diagram Gap Service Quality ..................................................... 11 Gambar 2.2 House of Quality ........................................................................... 14 Gambar 3.1 Diagram Metode Penelitian........................................................... 28 Gambar 3.1 Lanjutan Diagram Metode Penelitian ............................................ 29 Gambar 4.1 Struktur Organisasi PT. Car Spanindo Prima ................................ 31 Gambar 4.2 Matriks House of Quality .............................................................. 65 Gambar 5.1 Jenis Kelamin Responden ............................................................. 67 Gambar 5.2 Usia Responden ............................................................................ 68 Gambar 5.3 Frekuensi Datang ke Car Spa........................................................ 69 Gambar 5.4 Rata – Rata Biaya yang Dikeluarkan ............................................. 70 Gambar 5.5 Mengetahui Car Spa Dari Mana ................................................... 71 Gambar 5.6 Jenis Perawatan yang Sering Digunakan di Car Spa ..................... 72 Gambar 5.7 Perbandingan Rata – Rata Harapan dan Persepsi Konsumen ......... 75 Gambar 5.8 Urutan Nilai Gap antara Harapan dan Persepsi Konsumen ............ 76 Gambar 5.9 Besar Gap Setiap Dimensi ............................................................ 78 Gambar 5.10 Besar Gap Dimensi Emphaty ........................................................ 79 Gambar 5.11 Besar Gap Dimensi Reliability ...................................................... 81 Gambar 5.12 Besar Gap Dimensi Tangibles....................................................... 83 Gambar 5.13 Besar Gap Dimensi Assurance ...................................................... 85 Gambar 5.14 Besar Gap Dimensi Responsiveness .............................................. 87 Gambar 5.15 Urutan Tingkat Kepentingan Relatif Karakteristik Teknik............. 90
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DAFTAR RUMUS Rumus 2.1 ......................................................................................................... 12 Rumus 2.2 ......................................................................................................... 12 Rumus 2.3 ......................................................................................................... 18 Rumus 2.4 ......................................................................................................... 19 Rumus 2.5 ......................................................................................................... 20
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DAFTAR LAMPIRAN Lampiran 1 Kuesioner Pendahuluan Lampiran 2 Kuesioner Inti Lampiran 3 Hasil Kuesioner Inti Harapan Konsumen Lampiran 4 Hasil Kuesioner Inti Persepsi Konsumen Lampiran 5 Hasil Uji SPSS Harapan Konsumen Lampiran 6 Hasil Uji SPSS Persepsi Konsumen Lampiran 7 Tabel nilai r 5% One Tailed Lampiran 8 Logo Car Spa
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