Analisis dan Perancangan Kualitas Layanan Jasa Rental Mobil dengan Pendekatan SERVQUAL dan Quality Function Deployment (QFD)

Sartika, Viny (2024) Analisis dan Perancangan Kualitas Layanan Jasa Rental Mobil dengan Pendekatan SERVQUAL dan Quality Function Deployment (QFD). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Persaingan bisnis di sektor jasa yang semakin meningkat pesat membuat perusahaan diharuskan untuk terus melakukan perbaikan dan peningkatan dari segala aspek. Peningkatan standar customer requirement mendorong perusahaan-perusahaan jasa berfokus pada perbaikan kualitas layanan untuk dapat memenangkan persaingan pasar. Salah satu industri jasa yang perlu memperhatikan kualitas layanan yang baik adalah bisnis jasa rental mobil. Jasa rental mobil merupakan salah satu bisnis yang sedang mengalami pertumbuhan yang cukup pesat. Peningkatan permintaan akan jasa rental mobil membuat semakin meningkatnya pelaku usaha di bidang ini.CV FUG merupakan salah satu pelaku usaha rental mobil yang ada di Kota Jambi,. Meski pelanggan baru CV FUG semakin meningkat sejak tahun 2020, namun tingkat repurchase intention CV FUG terus mengalami penurunan. Hasil presurvey terhadap 18 responden juga menunjukkan bahwa adanya ketidakpuasan dalam kualitas layanan CV FUG. Penelitian ini bertujuan untuk menganalisis persepsi pelanggan terhadap kualitas layanan CV FUG , serta untuk mengidentifikasi perbaikan – perbaikan yang dapat dilakukan guna meningkatkan kualitas layanan CV FUG. Penelitian dilakukan dengan menyebarkan kuesioner kepada 91 responden pelanggan CV FUG sejak tahun 2020. Kuesioner berisi pertanyaan mengenai persepsi harapan, kenyataan, tingkat kepentingan, serta kepuasan pada kompetitor dari 35 atribut layanan kualitas. Dari hasil kuesioner didapatkan bahwa seluruh atribut kualitas layanan memiliki nilai SERVQUAL yang minus (-) dan didapat 8 atribut kualitas layanan prioritas melalui diagram Importance-Performance Analysis (IPA) yang kemudian menjadi input matriks customer needs pada penyusunan House of Quality (HoQ). Dari nilai contribution, didapat respon teknis prioritas yang menjadi usulan untuk perbaikan kualitas layanan rental mobil CV FUG, yaitu : Pemberian pelatihan ke karyawan, Pemberian coaching ke karyawan, Rutin mengukur kinerja karyawan, Pembuatan SOP penanganan keluhan, serta Rutin melakukan survey pelanggan
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The rapidly increasing competition in the service sector necessitates companies to continuously implement improvements and enhancements across all aspects. The rising standards of customer requirements drive service companies to focus on enhancing service quality to win market competition. One of the service industries that needs to pay attention to good service quality is the car rental business. The car rental service is one of the rapidly growing businesses. The increasing demand for car rental services has led to a rise in the number of businesses in this field. CV FUG is one such car rental business operating in Jambi City. Although the number of new customers for CV FUG has been increasing since 2020, the repurchase intention rate has been declining. A pre-survey of 18 respondents also indicated dissatisfaction with the service quality of CV FUG. This study aims to analyze customer perceptions of the service quality of CV FUG and to identify possible improvements to enhance the service quality of CV FUG. The research was conducted by distributing questionnaires to 91 respondents who have been customers of CV FUG since 2020. The questionnaire contained questions regarding perceived expectations, reality, importance levels, and satisfaction with competitor across 35 service quality attributes. The questionnaire results showed that all service quality attributes had negative SERVQUAL scores (-), and eight priority service quality attributes were identified through the Importance-Performance Analysis (IPA) diagram, which then became input for the customer needs matrix in the House of Quality (HoQ) framework. From the contribution values, the priority technical responses proposed for improving the service quality of CV FUG's car rental include: providing training to drivers/employees according to their duties, offering guidance or coaching to drivers/employees to maximize customer service, conducting periodic performance evaluations of drivers/employees, creating Standard Operating Procedures (SOPs) for handling customer complaints, and conducting surveys and collecting customer feedback regularly.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Jasa Rental mobil, Rental Mobil, SERVQUAL, IPA, QFD, Car Rental Service, Rent Car
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Viny Sartika
Date Deposited:	22 Jul 2024 00:52
Last Modified:	22 Jul 2024 01:17
URI:	http://repository.its.ac.id/id/eprint/108562

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