MEASUREMENT AND ANALYSIS OF CUSTOMER GAP (SERVICE QUALITY) IN GEULIS BOUTIQUE HOTEL BANDUNG FINAL PROJECT By Anggun Raras Gitasmitha 19004041
Undergraduate Program School of Business and Management Institut Teknologi Bandung 2007
VALIDATION PAGE
ANALYZE THE CUSTOMER GAP - SERVQUAL RESEARCH (STUDY CASE: GEULIS BOUTIQUE HOTEL BANDUNG)
By: Anggun Raras Gitasmitha 19004041
Undergraduate Program School of Business and Management Institut Teknologi Bandung
Validated By
(REZA ASHARI NASUTION)
ABSTRACT The pioneer of boutique hotel in Bandung, Geulis, has a unique concept in providing service quality to their customer. While the service quality itself is consist of the quality of several dimensions such as Tangible, Reliability, Responsiveness, Assurance, and Empathy where each of which has its own detail attributes. This research is focusing in analyse the Customer Gap (Gap 5), means the discrepancy of the customer expectation and perceived service of each service dimension and It detailed attributes. The research will be essential as feedbacks to the hotel management in order to improve their service quality performance. The methods for designing the research questions are by using qualitative and quantitative research. Start with the interview, pre-observation, and service quality literature studies, resulting an adapted tool that is customized for the research. The step of gathering information data conducted by SERVQUAL research that were spread to 84 respondents who are the hotel’s customers that used the service in the certain period of 2006-2007. Since the Customer Gap are actually impacted either direct or indirect ly with other gaps, also necessary to dig information as additional information for the customer gap source. The other gaps are the Gap1, Knowledge Gap and Gap 2, the Service Quality Specifications Gap which are internal managerial gaps. Gap3, the Service Performance Gap and Gap 4, the External Communication Gap which are the gaps between service provider management with the customer. After the SERVQUAL result is measured, concluded that there is occurred Customer Gap in Geulis boutique hotel, eventough the level is very low (nearly zero). This could be occurred because the result of Gap 2, 3, and 4 shows a very good result. The factor that possibly influenced the gap of Gap 5 is Gap 1, because its high discrepancy result. The analysis of importance (expectation) & performance (perceived service) matrix and the level of customer service importance will become important factors in order to position the attributes gaps in the priority ordered. Therefore, the company could improve the service performance according to the priority and accustomed with their resource and capabilities. Finally the recommendation will become a very useful based-on-fact comments and suggestion for the service provider management to acquire their final objective, which is giving the excellent personalized service and satisfaction to the customer.
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ABSTRAK Pionir hotel butik di bandung, Geulis, memiliki konsep yang unik dalam memberikan kualitas jasa terhadap pelanggan. Kualitas pelayanan itu sendiri terdiri dari beberapa dimensi seperti Bukti Fisik (Tangibles), Kehandalan (Reliability), Ketanggapan (Responsiveness), Kepercayaan (Assurance), Empati (Empathy), dimana kesetiap dimensi memiliki detail atribut masing-masing. Riset ini berfokus untuk menganalisa Customer Gap (Gap 5), yaitu kesenjangan yang terjadi antara harapan serta persepsi aktual pelanggan terhadap dimensi pelayanan jasa hotel dan atributnya. Riset ini akan penting sebagai feedback terhadap manajemen hotel dalam memperbaiki performa kualitas jasa. Metode yang digunakan untuk merancang pertanyaan-pertanyaan riset serta proses riset sendiri menggunakan riset kualitatif dan kuantitatif. Wawancara, observasi awal, dan studi literatur terhadap kualitas jasa menghasilkan alat riset yang telah teradaptasi dengan konteks riset. Langkah untuk mengumpulkan data riset yang digunakan adalah SERVQUAL yang disebarkan dengan judgmental sampling terhadap 84 responden yang merupakan pelanggan hotel dengan kriteria menggunakan jasa pada periode 2006-2007. Karena Customer Gap dipengaruhi baik langsung maupun tidak langsung dengan ke-empat gap lainnya, maka juga penting untuk menggali informasi tambahan mengenai sumber Gap 5. Gap 1, Knowledge Gap dan Gap 2, Service Quality Specifications Gap merupakan kesenjangan yang terjadi dalam manajerial sisi internal. Gap 3, Service Performance Gap dan gap 4, External Communication Gap merupakan kesenjangan yang terjadi antara manajemen penyedia jasa dan pelanggan. Setelah hasil SERVQUAL riset dihitung, disimpulkan bahwa terdapat Customer Gap di Hotel butik Geulis dengan level kesenjangan yang cukup rendah (nilai mendekati nol). Hal ini dapat terjadi karena hasil Gap 2, 3, dan 4 menunjukkan hasil yang sangat baik. Faktor penyebab Gap 5 yang paling memungkinkan adalah Gap 1 dikarenakan hasil kesenjangan yang cukup besar. Analisa importance (expectation) & performance (perceived service) matrix dan rata-rata level kepentingan dimensi jasa merupakan faktor penting dalam rangka memetakan posisi atribut kesenjangan dalam urutan prioritas. Dengan begitu, perusahaan dapat memperbaiki performa jasa berdasarkan prioritas dan disesuaikan dengan kapabilitas dan sumber daya perusahaan. Pada akhirnya, rekomendasi akan berguna sebagai fakta dan saran bagi manajemen perusahaan penyedia jasa dalam mendapatkan tujuan utamanya, yaitu memberikan pelayanan personal yang sempurna dan memuaskan pelanggan.
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FOREWORD
Writer express grateful praise to the wholly god almighty, Allah S.W.T for all the tranquility bless and all the strength that emanated in various forms, which latterly became the support and encourage for me. There are so many generous people who either directly or not, helps to give writer assistance, encouragement, attention, and knowledge in making this final project that could not be mentioned one by one. Nevertheless, writer would gives a great extent of gratitude to: 1. The Final Project Advisor, Mr. Reza Ashari Nasution for the knowledge, informations, and compassion that were given for writer in the process of making the final project. The Advisor Co-Assistant, Mrs. Ira Fachira, for all the feedbacks, informations, and supports. 2. Geulis Boutique Hotel as the research Context. Especially the owner, Mr. Sugiri for the chance to do the research. Thank to the Marketing Manager, Mrs. Eni for the interview and the explanations time, the Operational Manager, Mr. Andi for the detail explanation of the hotel, the General Secretary, Mrs. Ary for the chance, guidance, and assistance about the hotel, the Front Officer, Mrs. Irna, Mrs. Nova and Mr. Gandi for the explanations and support. 3. SBM – ITB Dean, Lecturers, and tutors who have transfer and share their knowledge, information and experience to be precious intellectual foundation for writer. 4. My family, my parent, Pudjo Setiawan and Erin Indrawaty for the unconditional love, support, concern, and encourage that endlessly given to writer. My brothers, Lanang Bintang Adhyaksa Chandrika and Mahesa Gilang Adhisakti Pamungkas for all the support and for always boosting writer’s spirit up. 5. Ary Wibowo Dirgantara, for all the sincere encourage, support, and also the inspirational as well as motivational thoughts for writer. 6. Best friends for all good and bad times, Aisyah Maryam Namirah, Intan Pramesthi, Alviga Andelisa, P.N Ayu Indriyani, Maharani Putri iii
S.W, Prameswari A. The bench markers and helpers who motivate the writer for the final project making process Andi Taufan G.P, Ivan Ditya, Wildan Kesuma, Aulia W. Chamdun, Feiral Rizky, Annisa A., Ardhi P, Wijayandaru, Bagas W. 7. All SBM friends class 2007, 2008, and 2009 for the spirit and joy. 8. And for all the supporting parties that could not be mention one by one.
Writer consciously understand that this research impractical to be perfect. However, writer tried to give the best endeavor combined hard work in making the final project as close to the ideal of perfect. Writer hopes this research will bring benefits and advantages for all the parties involved in this research, the readers and of course the writer-self.
Bandung, 5 September 2007
Anggun Raras Gitasmitha
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LIST OF CONTENTS
ABSTRACT…………………………………………………………………i ABSTRAK……………………………………………………………..……ii FOREWORD………………...………………………...…………………....iii LIST OF CONTENTS…………..………………………………………… ..v LIST OF FIGURES & TABLES……………………...………………….... vi CHAPTER I INTRODUCTION…… ………......…………………….…… 1 1.1
Background…..………... …………………………………... 1
1.2
Problem Statement ………………………..……….……….. 3
1.3
Research Objective……………..……………………………4
1.4
Research Questions……………...………...………………...4
1.5
Research Methods…………………………..……………….5
CHAPTER II THEORITICAL FOUNDATION……………………………7 2.1
Service Company Characteristic…………..………………...7
2.2
Service Quality……………………..…………………....…..8
2.2.1
Perceived Service…………………………………………….9
2.2.2
Service Quality Dimensions…………………..……………10
2.3
Service Gaps………………………………………………..12
2.4
SERVQUAL………………………………………………..15
2.4.1
SERVQUAL Score Assessment……………………………17
2.4.2
The Result Measurement…………………………………...18
CHAPTER III RESEARCH METHODOLOGY…………………………..21 3.1
Research Context…………………………………………...21
3.1.1
The Company Market Orientation………………………….24
3.1.1.1 Segmentation and Target Market…………………………...24 3.1.1.2 Positioning………………………………………………….25 3.2
Research Methodology……………………………………..25
3.2.1
Problem Statement………………………………………….26 v
3.2.2
The Sources of Information………………………………...26
3.2.3
Sampling Plan………………………………………………29
3.3
Survey Instrument Distribution & Data Collection………...31
3.4
Interpretation & Data Information Analysis……………….32
3.5
Other Gaps Data Analysis………………………………….32
CHAPTER IV DATA ANALYSIS………………………………...33 4.1
Primary Data………………………………………………..33
4.1.1
Demography………………………………………………..33
4.1.1.1 Gender……………………………………………………....33 4.1.1.2 Age……………………………………………………….....33 4.1.1.3 Occupation……………………………………………….....34 4.2
Validity & Reliability of the Customer Gap………………..34
4.2.1
Reliability Analysis: All Dimensions………………………35
4.3
Customer Gap………………………………………………36
4.3.1
The Gap Score Assessment………………………………...36
4.3.2
Average SERVQUAL Gap Score per Dimension………….39
4.4
IPA Matrix Analysis………………………………………..42
4.5
Customer Importance Level of Service Dimension………...44
4.6
The Influence of Other Gaps toward Customer Gap……….45
4.6.1
Analysis of the Knowledge Gap……………………………45
4.6.2
Analysis of the Service Quality Specifications Gap………..49
4.6.3
Analysis of the Service Performance Gap………………….52
4.6.4
Analysis of the External Communication Gap……………..54
4.7
Overall Service Quality Satisfaction……………………….55
4.8
Customer Future Service Usage……………………………55
4.9
Customer Overall Service Quality…………………………55
CHAPTER V CONCLUSION & RECOMMENDATION………...57 5.1
Overall Average Gap Score for All Dimensions…………...58
5.2
The Analysis Summary of Improvement Priority………….58
5.3
Recommendation…………………………………………...59
5.4
Suggestion for Next Research……………………………...61 vi
REFERENCES …………………………………………………………… 62 LIST OF APPENDICES …………………………………………………..
LIST OF FIGURES & TABLES
Figure 1.1
Research Methodology………………………………………5
Figure 2.1
Customer Assessment of Perrceived Service Quality……….9
Figure 2.2
Service Quality Gaps……………….………………………14
Figure 2.3
The Inter-Gap Impact………………………………………14
Figure 2.4
Service Quality Dimensions………………………………..16
Figure 2.5
IPA Matrix………………………………………………….19
Figure 3.1
Geulis Boutique Hotel Organization Structure……………..23
Figure 3.2
Customized Research Methodology………………………..26
Figure 4.1
Frequency of Respondent’s gender………………………...33
Figure 4.2
Frequency of Respondent’s Age……………………………33
Figure 4.3
Frequency of Respondent’s Occupation……………………34
Figure 4.4
Customized Importance Performance Matrix………………42
Figure 4.5
IPA Matrix: Service Dimensions (Quadran A & B)……….43
Figure 4.6
Average Score of Management Perception………………...48
Figure 5.1
Diagram of Avergae Gap Score per Dimension……………57
Table 3.1
Hotel Occupancy Rate per April 2006 - April 2007………..30
Table 4.2.1
Tangible Dimension: Reliability Statistic…………………..34
Table 4.2.2
Reliability Dimension: Reliability Statistic………………...34
Table 4.2.3
Responsiveness Dimension: Reliability Statistic…………...35
Table 4.2.4
Assurance Dimension: Reliability Statistic………………...35
Table 4.2.5
Empathy Dimension: Reliability Statistic……………….....35
Table 4.2.6
All Dimensions: Reliability Statistic……………………….35
Table 4.3
Expectation Score Assessment……………………………..36
Table 4.4
Perception Score Assessment………………………………37
Table 4.5
Customer Average Gap Score……………………………...37 vii
Table 4.6
Customer Importance Level………………………………..44
Table 4.7
Management Perception of Customer Importance Level…..44
Table 4.8
Result of Second Gap Questionnaire for the Management...51
Table 4.9
Result of Third Gap Questionnaire for the Management…..53
Table 4.10
Result of Fourth Gap Questionnaire for the Management….54
Table 5.1
Average Score per Dimension…...…………………………57
Table 5.2
Summary IPA Matrix Quadrant of Service Attributes & Dimensions……………………….………………………59
Table 5.3
Recommendation…………………………………………...60
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