Analisis Peningkatan Kualitas Pelayanan Minimarket Berdasarkan Persepsi Pelanggan (Studi Kasus: Minimarket Xyz Di Kawasan Perkantoran Kota Surabaya, Indonesia)

Novelia, Adinda Sukma (2019) Analisis Peningkatan Kualitas Pelayanan Minimarket Berdasarkan Persepsi Pelanggan (Studi Kasus: Minimarket Xyz Di Kawasan Perkantoran Kota Surabaya, Indonesia). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Berkembangnya bisnis ritel saat ini menuntut pelaku bisnis untuk terus meningkatkan kinerja perusahannya agar tetap berkembang. Pelaku bisnis harus memahami perilaku dan keinginan pelanggan terhadap jasa atau produk yang ditawarkan. Sebagai gerai percontohan di kawasan perkantoran, gerai XYZ ini tidak terlepas dari situasi persaingan bisnis minimarket yang semakin kuat, dimana minimarket saling berlomba meningkatkan kualitas pelayanan demi kepuasan pelanggannya. Dengan adanya penelitian ini, diharapkan perusahan bisa memperbaiki kualitas pelayanan sehingga memiliki daya saing dan mendorong kepuasan pelanggan dalam berbelanja di minimarket.
Tujuan dari penelitian ini adalah terumuskannya usulan perbaikam yang dapat meningkatkan kualitas pelayanan berdasarkan persepsi pelanggan pada gerai XYZ di kawasan perkantoran, Surabaya. Metode yang digunakan adalah dengan mengintegrasikan metode Servqual, Importance Performance Analysis (IPA) dan Quality Function Deployment (QFD).
Berdasarkan hasil analisis, empat prioritas usulan perbaikan yang dapat dilakukan adalah menambah jenis produk baru yang belum tersedia dan banyak dicari konsumen, memberikan pengganti jika barang yang dibeli didapati rusak, menambah varian/rasa produk yang dijual dan pemilihan pemasok yang bisa memasok barang berkualitas.
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The development of the retail business nowadays requires the businessmen
to keep improving the company’s performance. The businessmen must understand
the customer’s behavior to offers services and products. As a pilot project in office
area, XYZ outlet also face business competition where minimarkets compete with
each other to improve the service quality for their customer satisfaction. By this
research, the minimarket is expected to improve service quality so that it has a
competitive edge and increase customer satisfaction when shopping.
The purpose of this research is to formulate the recomendations for
minimarket’s service quality improvement based on customer’s perceptions at XYZ
outlets in the Surabaya office area. This research using SERVQUAL method,
Importance Performance Analysis (IPA) and the Quality Function Deployment
(QFD).
Based on the results of the analysis, the four priorities that could be
implemented to improve quality are adding the new kind of products that are not
available yet and mostly searched by the consumers, giving the goods replacement
if the purchased goods are found to be damaged, adding the variants/flavors of sold
products, and selecting the supplier that could supply the quality goods.

Item Type:	Thesis (Masters)
Additional Information:	RTMT 658.562 Nov a-1 2019
Uncontrolled Keywords:	Ritel, kualitas pelayanan, Servqual, Quality Function Deployment(QFD), Retail, service quality
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9980.5 Service industries--Quality control. T Technology > TS Manufactures > TS156 Quality Control. QFD. Taguchi methods (Quality control)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User:	ADINDA SUKMA NOVELIA
Date Deposited:	27 Sep 2021 03:12
Last Modified:	27 Sep 2021 03:12
URI:	http://repository.its.ac.id/id/eprint/60874

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