Ananta, Rizky Bagus (2017) Analisis Kepuasan Pelanggan Terhadap Kualitas Pelayanan Dengan Metode Potential Gain In Customer Value (PGCV) (Studi Kasus Pada Macchiato Kafe Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
terutama dalam bisnis kafe dan restoran. Bisnis kafe khususnya di Malang sangat meningkat drastis. Salah satu kafe yang berkembang dan diminati adalah Macchiato Kafe Malang, yang sekarang berlokasi di Dieng Cyber Mall. Kafe ini pada awalnya berdiri pada tanggal 5 Mei 2014 yang berlokasi di MX Mall, pada tanggal 6 Agustus 2015 kafe ini sempat melakukan merger dengan Hope Kafe dan Resto yang berlokasi di Jalan Soekarno Hatta nomor 9 Malang. Sehingga berbagai permasalahan masih sering muncul misalnya kurangnya keramah-tamahan penyaji hingga waktu tunggu pesanan yang sedikit lama dapat berdampak pada kepuasan pelanggan yang menurun. Kepuasan pelanggan merupakan penilaian pelanggan terhadap produk atau jasa apakah telah memenuhi kebutuhan dan harapan pelanggan. Kualitas pelayanan dapat diukur pada lima dimensi, yaitu bukti fisik (tangibles), keandalan (reliability), daya tanggap (responsiveness), jaminan (assurance), dan empati (empathy). Setelah itu akan diketahui atribut apa saja yang dapat mempengaruhi tingkat kepuasan pelanggan, serta dapat menentukan langkah apa saja yang akan diambil guna meningkatkan kepuasan pelanggan. Metode yang digunakan untuk mengukur kepuasan pelanggan adalah metode Potential Gain In Customer Value (PGCV). Metode ini dapat digunakan untuk mengetahui atributatribut yang dapat mempengaruhi kepuasan pelanggan dan tingkat kepuasan pelanggan. Berdasarkan hasil penelitian, atribut-atribut yang perlu untuk diperbaiki dari atribut 5 teratas yaitu ketersediaan hiburan musik televisi (X13), kelengkapan meja seperti (sendok, garpu, pisau) (X44), bangunan tatanan interior yang bagus (X14), lingkungan yang aman serta nyaman (X42), karyawan segera meminta maaf apabila terjadi kesalahan (X34). Usulan perbaikan yang dapat diberikan pada Macchiato adalah memberikan pelatihan kepada karyawan tentang ketanggapan, menjaga kebersihan, tata cara berkomunikasi dan memberikan sikap kepada pelanggan. Perbaikan juga dapat dilakukan briefing kerja dan intruksi untuk menjaga kondisi kafe dan karyawan itu sendiri
English Abstract
Recently, competition in business wolrd is getting tighter especially in the café and restaurant business. The café business especially in Malang is greatly increased dramatically. One of the café that is growing and in demand is Macchiato Café Malang, which is now located at Dieng Cyber Mall. This café was originally established on May 5, 2014 which is located in the MX Mall, on august 2015 this café had merged with Hope Café and Resto located at Soekarno Hatta Street number 9 Malang. So that various problems still often arise such as lack of hospitality renderers until the waiting time order a little longer can impact on decreased customer satisfaction. Customer satisfaction is the customer's assessment of the product or service to meet the needs and expectations of customers. Quality of service can be measured in five dimensions; Tangibles, Reliability, Responsiveness, Assurance, and Empathy. After that we will know which attribute that can affect the level of customer satisfaction, and can determine what steps will be taken in order to improve customer satisfaction and service quality. The method used to measure customer satisfaction is a method Potential Gain In Customer Value (PGCV). This method can be used to determine the attributes that can affect customer satisfaction and customer satisfaction levels. Based on the research result, attributes that need to be fixed from the top five attributes which is availability of music entertainment television (X13), table furnishings (spoon, fork, knive) (X44), good interior order building (X14), safe and comfortable environment (X42), the employee immediately apologizes in the event of an error (X34). Proposed improvement that can be given to Macchiato Café is provide training to employees about responsiveness, maintain cleanliness, ways of communicating and providing attitudes to customer. Also Conduct a briefing a few minutes before working to provide motivation and give instruction to always maintain the condition of the cafe and the employees themselves.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2017/447/051709295 |
| Uncontrolled Keywords: | Kafe, Kepuasan Pelanggan, Kualitas Pelayanan, PGCV (Potential Gain In Customer Value) |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 13 Oct 2017 01:53 |
| Last Modified: | 29 Nov 2020 14:56 |
| URI: | http://repository.ub.ac.id/id/eprint/3664 |
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