Analisis Kualitas Pelayanan dengan Menggunakan Metode Servqual: studi kasus pada PT Parit Padang Cabang Jakarta 1

Mekar, Tri Mayang, Fahmi Radhi, Dr., M.B.A.

2007 | Tesis | S2 Magister Management

Penelitian yang bertujuan menganalisis pelaksanaan kualitas pelayanan pada PT Parit Padang Cabang Jakarta 1 dilakukan dengan menggunakan metode survei kepada apotik, rumah sakit, toko obat dan pedagang besar farmasi yang berada di wilayah penjualan Jakarta 1. Di dalam mengukur kualitas pelayanan digunakan lima dimensi Servqual yang terdiri atas tangibles, reliability, responsiveness, assurances dan empathy. Metode analisis yang digunakan adalah analisis deskriptif, analisis gap antara perceived quality dengan expected quality, Diagram Kartesius (Importance Performance Matrix) dan Pengujian Hipotesis dengan menggunakan mean different test. Berdasarkan hasil penelitian didapatkan hasil, kualitas pelayanan yang dirasakan pelanggan atas pelayanan jasa distribusi farmasi adalah sudah baik. Perusahaan memiliki aspek-aspek Assurances yang sangat baik dalam memberikan pelayanan, sedangkan Responsiveness merupakan dimensi pelayanan yang mendapatkan penilaian terendah tetapi tetap memberikan makna cukup baik. Harapan kualitas pelayanan yang diinginkan pelanggan atas pelayanan jasa distribusi farmasi tinggi. Pelanggan memiliki harapan yang tinggi kepada perusahaan atas aspek-aspek yang terkandung di dalam dimensi Assurances. Dimensi Responsiveness merupakan dimensi dengan nilai harapan terendah. Aspek yang perlu menjadi prioritas penting untuk ditingkatkan oleh perusahaan adalah Prosedur Pelayanan, Mengutamakan Layanan secara Profesional, Segera dalam Melayani, Sopan dalam Melayani serta Karyawan Memiliki Cukup Pengetahuan. Berdasarkan hasil uji beda terhadap gap pada ke lima dimensi, perusahaan belum dapat memberikan kualitas pelayanan yang sesuai dengan harapan pelanggan. Sebagai upaya untuk meningkatkan keunggulan bersaing, maka perusahaan harus dapat meningkatkan kualitas pelayanannya sesuai dengan harapan pelanggan. Kata kunci: Kualitas Pelayanan, SERVQUAL, Analisa Gap, Importance Performance Matrix (IPM)

The aim of this research was to analyze the implementation of service quality at PT. Parit Padang Jakarta Branch 1. Survey method was employed to pharmacists, hospitals, drugstores, and pharmacy's wholesalers in Jakarta 1 sales area. Five dimensions were included to measure service quality such as tangible, reliability, responsiveness, assurance, and empathy. Descriptive analysis, gap analysis between perceived quality and expected quality, cartesian diagram (IPM), and hypotheses testing using means different test were employed as analysis method. Results showed that service quality perceived by customers on distribution service was good. The company had several very good aspects of assurance in providing services, whereas responsiveness was regarded as service dimension which received the lowest rating. However, still gave good enough meaning. Customers expected service quality on distribution service was high. Customers had high expectations on the company on the aspects within assurance dimension. Responsiveness dimension was a dimension with the lowest expectation value. The priority dimension to be improved by the company was service procedures, professional service, quick in providing services, good manner, and should also had enough knowledge. Based on mean different test among five dimensions, the company had yet to give service quality to meet customers' expectations. As an effort to improve competitiveness, the company must be increase service quality which conform with customers' expectations. Key words: Service quality, SERVQUAL, Gap analysis, Importance Performance Matrix (IPM)

Kata Kunci : Kualitas Pelayanan, SERVQUAL, Analisa Gap, Importance Performance Matrix (IPM)