Maslikhan, Akhmad (2024) Integrasi Servqual Dan Quality Function Deployment Sebagai Upaya Peningkatan Pelayanan Minimarket. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
ABSTRAK
Minimarket Minimarket menyediakan produk sehari-hari dengan akses mudah dan jam buka panjang, berfungsi tidak hanya sebagai tempat berbelanja tetapi juga sebagai bagian dari perubahan bisnis dan ritel yang beradaptasi dengan kebutuhan masyarakat. Meskipun lebih kecil dari supermarket, minimarket berusaha menyediakan berbagai produk seperti makanan, minuman, barang rumah tangga, buku, dan kitab keagamaan. Tantangan utama yang dihadapi adalah meningkatnya ketidakpuasan pelanggan yang dapat berdampak negatif pada profitabilitas Minimarket Darut Taqwa yang telah beroperasi sejak 2004, menekankan kenyamanan, kepuasan pelanggan, dan pelayanan terbaik, serta bertujuan mengembangkan keterampilan wirausaha di kalangan santri. Untuk mengatasi ketidakpuasan pelanggan, digunakan analisis dengan metode SERVQUAL dan QFD. Penelitian ini menggunakan tujuh aspek penilaian SERVQUAL yaitu tangibility, reliability, responsiveness, assurance, empathy, communication, dan security. QFD digunakan untuk mengintegrasikan keinginan pelanggan yang diverifikasi oleh perusahaan. Hasil analisis QFD menunjukkan nilai Customer Importance tertinggi (4,60) pada indikator "Biaya/harga produk sesuai dengan kualitas yang diberikan" dan terendah (4,02) pada indikator "Pegawai minimarket melantunkan sapaan kepada customer yang baru berkunjung". Nilai Customer Satisfaction Level (SCL) tertinggi (4,20) pada indikator "Kesigapan dan ketegasan keamanan dalam mengamankan serta menertibkan area minimarket" dan terendah (3,69) pada indikator "Minimarket sering mengadakan event (promo) atau potongan harga". Pengolahan data menurut penilaian Techical Requirement menyoroti bahwa prioritas perbaikan tertinggi jatuh pada "Pelatihan Skill Komunikasi oleh Pihak Manajemen" dengan bobot total 72 (7,16%) karena kontribusinya yang signifikan terhadap peningkatan kepuasan pelanggan. Prioritas kedua adalah "Pelatihan karyawan dalam melayani konsumen" dengan bobot 63 (6,27%) untuk meningkatkan keterampilan layanan pelanggan. Prioritas ketiga adalah "Memberikan pelatihan dan briefing kepada karyawan" dengan bobot 53 (5,27%) untuk meningkatkan pengetahuan dan pemahaman tugas. Sedangkan prioritas terendah adalah "Instore Promo sebagai upaya peningkatan penjulan pada periode tertentu" dengan bobot 5 (0,50%) karena kontribusi yang rendah terhadap peningkatan pelayanan minimarket.
Keyword: Peningkatan, Pelayanan, Minimarket, SERVQUAL, Quality Funcition Deployment (QFD), Produktivitas.
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ABSTRACT
A minimarket provides daily products with easy access and long opening hours, functioning not only as a shopping place but also as part of the business and retail evolution that adapts to the needs of society. Although smaller than a supermarket, a minimarket strives to offer a variety of products such as food, beverages, household items, books, and religious texts. The main challenge faced is the increasing customer dissatisfaction, which can negatively impact profitability. Darut Taqwa Minimarket, which has been operating since 2004, emphasizes convenience, customer satisfaction, and excellent service, and aims to develop entrepreneurial skills among students. To address customer dissatisfaction, analysis using the SERVQUAL and QFD methods was applied. This study used seven SERVQUAL assessment aspects: tangibility, reliability, responsiveness, assurance, empathy, communication, and security. QFD was used to integrate customer desires verified by the company. The QFD analysis results show the highest Customer Importance value (4.60) on the indicator "Cost/price of products matches the quality provided" and the lowest value (4.02) on the indicator "Minimarket employees greet new customers." The highest Customer Satisfaction Level (SCL) value (4.20) was on the indicator "Security's promptness and decisiveness in securing and organizing the minimarket area," and the lowest (3.69) on the indicator "The minimarket often holds events (promotions) or discounts." Data processing according to the Technical Requirement assessment highlights that the highest priority for improvement is "Communication Skills Training by Management" with a total weight of 72 (7.16%) due to its significant contribution to increasing customer satisfaction. The second priority is "Employee training in customer service" with a weight of 63 (6.27%) to improve customer service skills. The third priority is "Providing training and briefing to employees" with a weight of 53 (5.27%) to enhance task knowledge and understanding. The lowest priority is "In-store promotions as a sales improvement effort during certain periods" with a weight of 5 (0.50%) due to its low contribution to improving minimarket services.
Keywords: Improvement, Service, Minimarket, SERVQUAL, Quality Function Deployment (QFD), Productivity.
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