Alwasi, Muhammad Fibrian (2019) Analisis Kualitas Pelayanan dengan Metode Service Quality (SERVQUAL) dan House of Quality (HOQ) di Bengkel Honda AHASS Festival Motor 10069. Sarjana thesis, Universitas Brawijaya.
Abstract
Bengkel Honda AHASS Festival Motor 10069 merupakan bengkel resmi Honda yang memberikan 2 dari 3 fasilitas layanan bengkel resmi yaitu fasilitas pemeliharaan (H2) dan fasilitas penjualan suku cadang (H3). Bengkel memfokuskan pada jaminan suku cadang orisinil saja sehingga dapat dikatakan bengkel belum melakukan evaluasi kualias pelayanan untuk meningkatkan kualitas pelayanan secara komprehensif. Hal tersebut sedikit banyak mempengaruhi kepuasan pelanggan terhadap jasa yang diberikan oleh pihak bengkel. Kepuasan pelanggan sendiri merupakan hal penting bagi perusahaan dalam mengukur penilaian tentang keunggulan produk atau jasa yang berkaitan dengan aspek pemenuhan kebutuhan konsumen. Kepuasan pelanggan juga menjadi faktor utama dilakukannya penelitian ini. Metode pengukuran kualitas layanan yang digunakan adalah Service Quality (SERVQUAL) dan House of Quality (HOQ). Metode service quality memiliki 5 dimensi yaitu dimensi tangibles, reliability, responsiveness, assurance, dan empathy. Berdasarkan 5 dimensi tersebut kemudian dilakukan identifikasi atribut kuisoner, penyebaran kuisioner, pengujian kuisioner dengan uji validitas dan uji reliabilitas, perhitungan gap 5 yang berfokus kepada persepsi pelanggan dan ekspektasi pelanggan. Nilai gap negatif menunjukkan bahwa kualitas yang diberikan belum sesuai dengan ekspektasi pelanggan dan nilai gap positif menunjukkan bahwa kualitas sudah memenuhi ekspektasi pelanggan. Hasil perhitungan gap 5 diintegrasikan dengan House of Quality (HOQ) yang kemudian dilakukan analisis House of Quality (HOQ) yang menghasilkan atribut technical response yang memiliki kontribusi terbesar pada voice of costumer sehingga atribut tersebut dijadikan prioritas dalam rekomendasi perbaikan. Hasil penelitian ini menunjukkan bahwa berdasarkan 5 dimensi tersebut, didapatkan dimensi reliability dengan nilai gap negatif tertinggi dengan nilai rata – rata -0,37. Sementara dimensi lain yaitu tangibles (-0,004), responsiveness (-0,255), assurance (-0,193), dan emphaty (-0,1725). Berdasarkan House of Quality, terdapat 10 technical response yang mengacu kepada voice of costumer dimana kemudian didapat 5 atribut technical response yang menjadi prioritas berdasarkan nilai kontribusi terhadap voice of costumer. Atribut tersebut yang kemudian dijadikan rekomendasi perbaikan antara lain tingkat ketrampilan karyawan bengkel dengan prosentase 23,43%, tanggung jawab bengkel (22,96%), tingkat keramahan bengkel (18,40%), tingkat respon bengkel (13,91%) dan tingkat kelengkapan ruang tunggu (4,92%)
English Abstract
Honda AHASS Festival Motor 10069 is an authorized Honda workshop that provides 2 out of 3 official workshop service facilities namely maintenance facilities (H2) and spare parts sales facilities (H3). The workshop focuses on guaranteeing original parts only thus it can be said that the workshop has not evaluated service performance to improve service quality comprehensively. This affects the customer satisfaction to the services provided by the workshop. Customer satisfaction itself is an important thing for companies in measuring the assessment of the superiority of products or services related to aspects of meeting consumer needs. Costumer satisfaction is also a major factor in this research The method of measuring service quality is Service Quality (SERVQUAL) and House of Quality (HOQ). Service quality method has 5 dimensions, namely tangibles, reliability, responsiveness, assurance, and empathy dimensions. Based on these 5 dimensions, then identification of questionnaire attributes, questionnaire distribution, questionnaire testing with validity test and reliability test, gap 5 calculation focused on customer perceptions and customer expectations. A negative gap value indicates that the quality provided is not in accordance with customer expectations and a positive gap value indicates that quality has met customer expectations. The results of gap 5 calculation are integrated with House of Quality (HOQ), which carried out by the House of Quality (HOQ) analysis which results in a technical response attribute that has the biggest contribution to the voice of customers these attributes are prioritized in recommendations for improvement. The results of this study indicate based on these 5 dimensions, the reliability dimension is obtained with the highest negative gap value with an average value of -0.37. While other dimensions are tangibles (-0.004), responsiveness (-0,255), assurance (-0,193), and empathy (-0,1725). Based on the House of Quality, there are 10 technical responses that refer to the voice of the customer which gets 5 attributes of technical response which are prioritized based on the value of contribution to the voice of the customer. These attributes are then made as recommendations for improvement, among others, the level of skills of workshop employees with a percentage of 23.43%, workshop responsibilities (22.96%), workshop hospitality level (18.40%), workshop response rate (13.91%) and waiting room completeness level (4.92%)
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FT/2019/182/051904662 |
| Uncontrolled Keywords: | Kepuasan Pelanggan, Service Quality, House of Quality-Customer Satisfaction, Service Quality, House of Quality |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 09 Nov 2020 15:00 |
| Last Modified: | 09 Nov 2020 15:00 |
| URI: | http://repository.ub.ac.id/id/eprint/170854 |
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