SERVICESCAPE MANAGEMENT ANALYSIS OF BORMA SUPERMARKET DAGO FINAL PROJECT
By Niki Lili Saputra 19007082
Undergraduate Program School of Business and Management Institut Teknologi Bandung
APPROVAL PAGE
SERVICESCAPE MANAGEMENT ANALYSIS OF BORMA SUPERMARKET DAGO
By NIKI LILI SAPUTRA ID No: 19007082
A Final Project in Partial Fulfillment of the Requirement for the Degree of Bachelor of Management
Undergraduate Program of Management Study School of Business and Management Institut Teknologi Bandung July 26, 2010
Approved By Supervisor
Drs. Herry Hudrasyah, MA
Servicescape Management Analysis of Borma Supermarket Dago Niki Lili Saputra 19007082 Final Examination Date: 4 August 2010 Graduation Date: 23 October 2010 Undergraduate Program School of Business and Management Bandung Institute of Technology, 2010 Supervisor: Drs. Herry Hudrasyah, M.A
ABSTRACT The paper will focus on the perception of the customers toward the servicescape elements that currently exist in Borma supermarket Dago, this thing is done because the customers is the party that mostly feel the condition of the store servicescape so as we all know the proverb of “customer is the king” then we must know what the king want, moreover by knowing the perception of the customers the management will know which aspect of the servicescape elements rated low by the customers and need an improvement, so if there are elements that felt already enough by the customers then the management don’t need to make a waste renovation that don’t needed by the customers. The broad objective of the paper is to know what is the gap that currently happens between the existing servicescape quality that exist in the store with the perception of the customers in order to create a superior servicescape quality that is rated “superior” by the customers. By doing so the management will know what the customers think about the servicescape of the store and able to make an improvement according to the customers opinion. So in this paper there are two primary defined objectives that should be accomplished, the first one is to know the perception of the customers toward the existing servicescape elements in the supermarket and the second one is to determine which of the element need an improvement. The findings shows that most of the customers rated the servicescape quality as an acceptable one, but in order to be more competitive in the supermarket business an improvement is needed in order to achieve a “superior” servicescape condition to satisfy the customers. After all of the analysis the researcher able to make a conclusion that the current servicescape condition of Borma supermarket is fairly acceptable but there are many improvement that should be done in order to make the servicescape even better and satisfy the customers that come into the store. KEYWORD:
Servicescape, Supermarket
Service
Marketing,
i
Customer
Perception,
Borma,
Analisis Manajemen Suasana Penjualan di Borma Supermarket Dago Niki Lili Saputra 19007082 Tanggal Sidang: 4 Agustus 2010 Tanggal Wisuda: 23 Oktober 2010 Program Sarjana Sekolah Bisnis dan Manajemen Institut Teknologi Bandung, 2010 Pembimbing: Drs. Herry Hudrasyah, M.A
ABSTRAK Penelitian ini akan berfokus pada persepsi konsumen terhadap elemen servicescape yang saat ini ada di supermarket Borma Dago, Bandung, hal ini dilakukan karena pelanggan adalah pihak yang paling merasakan kondisi toko servicescape sehingga kita semua tahu pepatah dari " pelanggan adalah raja "maka kita harus tahu apa yang raja inginkan, apalagi dengan mengetahui persepsi pelanggan manajemen akan mengetahui aspek elemen servicescape yang dinilai kurang memuaskan oleh para konsumen dan membutuhkan perbaikan, jadi jika ada unsur yang merasa sudah cukup oleh pelanggan maka manajemen tidak perlu melakukan renovasi yang tidak dirasa dibutuhkan oleh pelanggan. Tujuan umum dari penelitian ini adalah untuk mengetahui apa kesenjangan yang saat ini terjadi antara kualitas servicescape ada yang ada di toko dengan persepsi pelanggan dalam rangka menciptakan kualitas servicescape unggul yang dinilai "superior" oleh pelanggan. Dengan demikian manajemen akan mengetahui apa yang pelanggan pikir mengenai servicescape dari toko dan mampu membuat perbaikan menurut pendapat pelanggan. Jadi dalam penelitian ini ada dua tujuan utama yang ditetapkan dan harus dicapai, yang pertama adalah untuk mengetahui persepsi pelanggan terhadap elemen servicescape yang saat ini ada di supermarket dan yang kedua adalah untuk menentukan elemen yang membutuhkan perbaikan. Hasil penelitian menunjukkan bahwa sebagian besar pelanggan menilai kualitas servicescape yang ada saat ini masih dapat diterima, tetapi untuk menjadi lebih kompetitif dalam bisnis supermarket suatu upaya peningkatan diperlukan untuk mencapai sebuah kondisi servicescape yang "superior" untuk memuaskan pelanggan. Oleh karena itu peneliti menyimpulkan bahwa masih banyak peningkatan servicescape yang perlu dilakukan di Borma untuk memuaskan pelanggan yang datang. KATA KUNCI: Suasana Penjualan, Pemasaran Pelayanan, Persepsi Konsumen, Borma, Supermarket ii
FOREWORD Being a student is never interest me in any ways, starts a semester, enter the school at the same time every week and being a nice man who sits and hears the lecturer told me many things I don’t really interested and pass over my mind soon after I pick up my bag and leave the class, waiting for the final exam and finally receive my decent report each semester and it has been running for 16 years. But in the beginning of the semester there is something really interest me which is the internship program that is offered which give me an opportunity to leave the place that I don’t really like the most and come out to the real world where soon I should be. Doing an internship in Borma is a great new experience that open my eyes to the reality that actually awaits me in the real world, while I have been blind long enough about what world really look like then this moment realize me what I should do soon enough. That’s why as one token of gratitude for Borma supermarket that give me a chance to do the internship I’ve done my final project based on the internship program about Borma supermarket which hopefully able to give a good suggestion for the management to improve the quality of the supermarket (especially in the servicescape factor). I write this paper not only to finish the requirement of what I should give to the school that give me an opportunity to experience this internship, but it also a token of gratitude of mine to the people that already help me get through the programs and hopefully the small piece of my writing can benefit anyone that is going to read or use it. The success in completing the final project report won’t be possible without the support of God, thanks to his presence and love which allow me to carry on until now, and the support of various party that help either technically and non-technically in completing the process and program, for that the author want to thank: 1. My parents who still give me support both material and non material one. 2. Mr. Herry Hudrasyah, my academic supervisor for his directions and critics also support in writing my report. 3. Mrs. Yunis and Mrs. Ester, my field supervisors that help me completing my task and support me fully in any needs I require in the field. 4. Friends who have open themselves as my place to ask and discuss anytime during the process of creating this paper. Hopefully this paper will be useful especially for the management of Borma Supermarket and anyone that read this paper in the future. iii
LIST OF CONTENTS ABSTRACT ....................................................................................................................................i ABSTRAK .......................................................................................................................................ii FOREWORD ..................................................................................................................................iii LIST OF CONTENTS ....................................................................................................................iv LIST OF FIGURES .........................................................................................................................vi LIST OF TABLES ...........................................................................................................................vii LIST OF APPENDICES ................................................................................................................viii CHAPTER I INTRODUCTION ...................................................................................................1 1.1 Background .................................................................................................................1 1.2 Problem Identification ...............................................................................................2 1.3 Research Objectives ....................................................................................................3 1.4 Problem Limitation ....................................................................................................4 1.5 Research Questions ....................................................................................................4 1.6 Report Structure .........................................................................................................5
CHAPTER II LITERATURE REVIEW ........................................................................................6 CHAPTER III METHODOLOGY ................................................................................................10 3.1 Context of Research....................................................................................................10 3.2 Research Framework .................................................................................................12 3.3 Organization Profile ..................................................................................................12 3.4 Research Result...........................................................................................................14 3.5 Sampling Method .......................................................................................................15 3.6 Questionnaire Design ................................................................................................16 3.7 Analysis Method ........................................................................................................16
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CHAPTER IV DATA ANALYSIS ...............................................................................................20 4.1 Exploratory Study Result ..........................................................................................20 4.2 Descriptive Study Result ...........................................................................................22
CHAPTER V CONCLUSION ......................................................................................................42 REFERENCES ................................................................................................................................45
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LIST OF FIGURES 1.1 Report Structure ......................................................................................................................5 2.1 Typology of Service Organization ........................................................................................7 2.2 Servicescape Model .................................................................................................................8 3.1 Research Framework ..............................................................................................................12 4.1 Temperature Quality Perception Chart ...............................................................................23 4.2 Air Quality Perception Chart ................................................................................................24 4.3 Noise Quality Perception Chart ............................................................................................25 4.4 Instore Music Perception Chart.............................................................................................27 4.5 Aisles Width Perception Chart ..............................................................................................28 4.6 Cashier Area Wide Perception Chart ...................................................................................30 4.7 Fixture Height Perception Chart ...........................................................................................31 4.8 Toilet Quality Perception Chart ............................................................................................33 4.9 Exterior Signboard Visibility Perception Chart ..................................................................34 4.10 Directional Signage Helpfulness Perception Chart ..........................................................35 4.11 Store Decoration Perception Chart .....................................................................................37 4.12 POS Accuracy Perception Chart .........................................................................................38 4.13 Average Total Score Chart ...................................................................................................40
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LIST OF TABLES 3.1 Sample Size Table ....................................................................................................................15 4.1 Exploratory Result Table ........................................................................................................20 5.1 Servicescape Elements Statistics ...........................................................................................41 5.2 Servicescape Elements with Lowest Score ..........................................................................42 5.3 Suggestion Table .....................................................................................................................44
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LIST OF APPENDICES A. Pictures From Borma Supermarket Dago B. Descriptive Result Frequency Tables C. Questionnaire
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