Analisa Kualitas Layanan Dan Kepuasan Pelanggan di Bengkel Toyota-A2K

Irawan, Jimmy (2006) Analisa Kualitas Layanan Dan Kepuasan Pelanggan di Bengkel Toyota-A2K. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 9102201401-Master_Thesis.pdf - Accepted Version Download (31MB)

Abstract

Bengkel Toyota-A2K sebagai pusat layanan puma jual resmi kendaraan Toyota memiliki misi untuk untuk mendukung aktivitas penjualan kendaraan barn dengan menyediakan layanan perawatan dan perbaikan kendaraan. Kualitas layanan di bengkel harus senantiasa dijaga dan ditingkatkan agar tidak terjadi kesenjangan (gap) antara persepsi dan ekspektasi pelanggan. Persepsi yang lebih rendah daripada ekspektasi pelanggan terhadap kualitas layanan di bengkel akan
menimbulkan ketidakpuasan yang berakibat pada rendahnya tingkat customer retention dalam siklus bisnis perusahaan secara keseluruhan.
Penelitian ini bertujuan untuk mengukur tingkat kepuasan pelanggan atas kualitas layanan di bengkel Toyota-A2K dalam lima dimensi service quality, yaitu: tangibles, reliability, responsiveness, assurance dan emphaty. Tingkat kepuasan
pelanggan diukur dengan menganalisa kesenjangan (gap) yang terjadi antara persepsi dan ekspektasi dalam kelima dimensi service quality tersebut. Data penelitian diperoleh melalui penyebaran kuesioner kepada pelanggan yang datang (walk-in customer) ke bengkel. Setelah dilakukan uji validitas dan reliabilitas untuk mengetahui kebenaran dan kehandalan data penelitian, maka selanjutnya berturut-turut dilakukan analisa cluster, MANOVA, uji data berpasangan dan ANOVA.
Hasil penelitian menunjukkan bahwa pelanggan yang ada dapat dibagi dalam tiga kelompok berdasarkan tingkat kepuasannya, yaitu: low positive gap (satisfied customer), low negative gap (dissatisfied customer) dan high negative gap (more
dissatisfied customer). Pada kelompok low positive gap, pelanggan menyatakan puas terhadap kualitas layanan pada dimensi responsiveness, assurance dan emphaty, sedangkan pada dua kelompok lainnya, pelanggan menyatakan tidak puas atas kelima dimensi service quality yang ada dengan kesenjangan terbesar berada pada dimensi tangibles dan reliability. Hasil penelitian juga menunjukkan adanya perbedaan kesenjangan yang signifikan antara persepsi dan ekspektasi dalam kelima dimensi service quality antar tiga kelompok pelanggan tersebut.
Prioritas perbaikan berada pada dimensi tangibles dan reliability. Pada dimensi tangibles, penambahan alat-alat baru di bengkel harus dilakukan secara berkala untuk mengikuti kemajuan teknologi kendaraan baru. Pada dimensi reliability, kemampuan diagnostic skill para service advisor harus terns ditingkatkan agar pelanggan mendapatkan solusi yang tepat (fix it right the first time).
========================================================================================================================================
Toyota-A2K auto repair shop, which serves as the center of Toyota authorized after sales service has a mission to support the new cars selling activities by way of providing car treatment and repair services. The service quality within the auto repair shop is ought to be preserved so that the gaps between customers' perception and expectation can be avoided. The lower the customers' perception toward the service quality than their expectation leads to the customers' dissatisfaction, which then resulted the decrease of customer retention within the overall business cycle.
This research designed to measure the customers' satisfaction level of service quality in Toyota-A2K auto repair shop all the way through five dimensions of service quality; that are tangibles, reliability, responsiveness, assurance, and
empathy. The level of customers' satisfaction measured by way of analyzing gap score between customers' perception and expectation within those five dimensions of service quality. The source of the data gained by giving questionnaire to walk-in customers. The validity and the reliability analysis are held, firstly, as to check the internal consistency of the data, then, the next steps are cluster analysis, MANOV A, paired samples t-test, and ANOVA.
The major findings are; the customers can be categorized into three groups based on their satisfaction level: low positive gap (satisfied customer), low negative gap (dissatisfied customer), and high negative gap (more dissatisfied customer). In low positive gap, most of the customers affirm their satisfaction toward the service quality on responsiveness, assurance, and empathy dimensions. While for the rest two groups, the customers affirm their dissatisfaction toward the five dimensions of service quality; with the largest gaps occur in tangibles and reliability. The result also shows that there are significant gaps between customers' perception and expectation for five dimensions of service quality within the three groups of
customers. The priorities for improvement are in tangibles and reliability dimensions. In tangibles, some new tools should be added periodically in adapting the latest auto-technology. While for the reliability, the service advisors'
diagnostic skill is ought to be increased so that the customers acquire the accurate solutions (fix it right the first time).

Item Type:	Thesis (Masters)
Additional Information:	RTMT 658.812 Ira a 2006
Uncontrolled Keywords:	service quality, analisa cluster, MANOV A, uji data berpasangan, ANOV A, gap analysis
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	61101-Magister Management Technology
Depositing User:	- Davi Wah
Date Deposited:	08 Nov 2023 06:20
Last Modified:	08 Nov 2023 06:20
URI:	http://repository.its.ac.id/id/eprint/105059

Actions (login required)

View Item