Analisis Penerapan Strategi Total Quality Service (TQS): studi kasus toko buku pusat Gramedia Yogyakarta

MAULYDIA, HARWINA SITI , N.A.

2007 | Skripsi | S1 Extention - Management

The purpose of this study was to measure the application of Total Quality Service (TQS) in Central Bookstore of Gramedia, Yogyakarta using SERVQUAL method. By using a gap analysis, the study will proof whether or not the bookstore could successfully apply the Total Quality Service. Data collection was conducted by spreading questionnaires, consisted of three sections, i.e. Performance Service, Importance, and General Evaluation. The sample was taken by using a purposive sampling technique. The kinds of analysis test are SERVQUAL gap analysis and t test to find out the significance. The result of SERVQUAL gap analysis indicates that at Gap 1, the gap is 0.24111, which explains the capability of managers in constructing the perception of consumers expectation. At Gap 2, the gap is 0.1911, which explains the gap of managers perception and targeted service quality. At Gap 3, the gap is -0.1763, which explains the gap of targeted service quality and service quality employees could successfully realize. At Gap 4, the gap is -0.2686, which explains the gap of service quality employees could successfully realize and promises company given to consumer. At Gap 5, the gap is -0.0638, which explains the gap of consumer expectation and the reality consumer underwent. The result of t test shows that the average of managers perception is significant (4.1109) more than consumers expectation (3.8697). At Gap 2, the average of managers perception is significant (4.1109) and so is the targeted service quality (4.3020). At Gap 3, the average of targeted service quality is significant (4.3020) and so is service quality employees can successfully realize (4.1256). At Gap 4, the average of promises of service quality given to consumer is significant (4.3943) and so is the average of service quality employees can successfully realize (4.1257). Finally, at Gap 5, the average of consumers expectation is significant (4.1109) and so is the average of service quality all consumers have (3.8059). Based on the result, it can be concluded that the application of the Total Quality Service in Central Bookstore of Gramedia was good enough, but it did not necessarily meant to be a standard. The bookstore has high target and expectation toward consumers. Employees and consumers in Gramedia regard current services given are satisfactory and good enough. Keywords: Service Quality, Serqual Analysis, Consumer Satisfaction, Consumer Expectation, Tangible, Reliability, Responsiveness, Assurance, Empathy.

Kata Kunci : Service Quality, Serqual Analysis, Consumer Satisfaction, Consumer Expectation, Tangible, Reliability, Responsiveness, Assurance, Empathy, Kualitas pelayanan, TQS