Kinerja Jasa Sebagai Pengukur Kualitas Jasa

Haryono, S (Adv: Dr. Basu Swastha Dh., MBA ), Dr. Basu Swastha Dh., MBA

1999 | Tesis | S2 Management

Peneliti sangat tertarik dengan adanya perbedaan pendapat di antara para ahli tentang konseptualisasi dan pengukuran kualitas jasa serta hubungan antara kualitas jasa, kepuasan konsumen, dan niat membeli. Ada ahli yang menemukan bahwa selisih antara harapan dan persepsi terhadap kualitas j asa yang dipersepsikan, yang dikenal dengan model kualitas jasa (SERVQUAL model), merupakan ukuran kualitas jasa. Persepsi merupakan keyakinan konsumen akan jasa yang diterima (Parasuraman, Zeithaml, and Berry, 1985). Tetapi beberapa ahli lain menunjukkan bahwa kinerja jasa merupakan ukuran kualitas jasa yang lebih baik. Penelitian ini menguji (1) metode alternatif ukuran kualitas jasa yang dipersepsikan, dan (2) signifikansi hubungan antara kualitas jasa, kepuasan konsumen, dan niat membeli. Hasil penelitian ini beranggapan bahwa (1) ukuran kualitas jasa berbasis kinerja (SERVPERF) merupakan alat untuk mengukur kualitas jasa, (2) hubungan antara kepuasan dan kualitas jasa sangat signifikan, (3) kualitas jasa berpengaruh kuat terhadap niat membeli, dan (4) pengaruh kepuasan konsumen terhadap niat membeli sangat lemah.

Researcher is very interested in a deferent opinion between some authors about conceptualization and measurement of service quality and the relationships between service quality, consumer satisfaction, and purchase intentions. Some authors suggested that "expectation minus perception" (E-P) perceived service quality service quality model (SERVQUAL model) was measurement of service quality. Perception is a consumer conviction of accepted service. But, some other authors suggested that service performance was better than SERVQUAL. The research tests (1) alternative method of measurement of perceived service quality, and (2) significance of the relationships between service quality, consumer satisfaction, and purchase intentions. The results of the research suggest that (1) performance-based measurement of service quality (SER VPERF) is means for measuring service quality, (2) the relationship between satisfaction and service quality is very significant, (3) service quality has a very significant impact on purchase intentions, and (4) consumer satisfaction does not have a significant effect on purchase intentions.

Kata Kunci : kinerja jasa, kualitas jasa