Tingkat kinerja pelayanan Hypermarket Carrefour MT Haryono, pengukuran dengan metode analisis Servperf dan Importance-Performance

WIBISONO, Sonny, Dr. BM. Purwanto, MBA

2005 | Tesis | Magister Manajemen

Perkembangan industri ritel modern di Indonesia sangat pesat yang ditandai dengan menjamurnya gerai-gerai yang dibuka oleh perusahaan-perusahaan ritel baik lokal maupun asing. Perusahaan ritel asing yang cukup sukses berusaha di Indonesia dengan konsep hypermarket adalah Carrefour. Dengan kemampuan internasionalnya, Carrefour telah mampu menempatkan posisinya sebagai pilihan belanja masa kini bagi konsumen di Indonesia dan di dunia. Meskipun cukup sukses dalam menempatkan posisi tersebut, apakah kinerja pelayanan ritel yang diberikan Carrefour sudah baik menurut penilaian pelanggannya? Penelitian ini dilakukan dengan tujuan untuk mengukur tingkat kinerja pelayanan pada tiap-tiap dimensi pelayanan ritel dengan pendekatan Service Performance (SERVPERF) yang lebih lanjut dianalisis dengan metode Importance-Performance. Penelitian juga dimaksudkan untuk mengetahui apakah terdapat perbedaan penilaian kinerja pelayanan karena perbedaan karakteristik responden dengan menggunakan analisis one way ANOVA. Dimensi pelayanan yang diukur di dalam penelitian ini adalah 5 dimensi pelayanan ritel yaitu physical aspect, reliability, personal interaction, problem solving, dan policy. Data diperoleh dari kuesioner yang diisi dan dikumpulkan dari 250 responden yang merupakan pelanggan Carrefour yang dipilih dengan metode non-probability sampling dengan teknik convenience sampling mengingat populasi pelanggan yang tidak diketahui. Validitas butir diukur berdasarkan content validity dan dinilai secara judmental. Sedangkan uji reliabilitas dilakukan dengan menggunakan alpha cronbach, dengan hasil terdapat satu butir yang gugur pada dimensi personal interaction. Berdasarkan jawaban kuesioner yang diolah dengan menggunakan program SPSS for Windows versi 12.0, didapatkan hasil bahwa kinerja pelayanan secara keseluruhan adalah biasa-biasa saja (nilai mean total 3,143 pada skala 1 sampai 5). Dan berdasarkan hasil analisis importance-performance dimensi yang perlu ditingkatkan kinerjanya berturut-turut berdasarkan skala prioritas yang tertinggi sampai terendah adalah dimensi personal interaction, reliability, physical aspect, problem solving, dan terakhir policy. Berdasarkan hasil analisis one way ANOVA terdapat perbedaan penilaian kinerja yang signifikan akibat perbedaan karakteristik responden, yaitu perbedaan jenis kelamin dalam menilai kinerja pelayanan pada dimensi reliability, perbedaan usia dalam menilai kinerja pelayanan pada dimensi reliability, dan perbedaan tingkat pendidikan dalam menilai kinerja pelayanan pada dimensi physical aspect dan problem solving. Sehingga perlu dilakukan pelayanan yang disesuaikan dengan perbedaan karakteristik tersebut.

The modern retail industries in Indonesia growth so fast lately, marked with the emerging of so many new retail stores by local or foreign retail companies. Carrefour is the one of the successful foreign retail company in Indonesia with hypermarket concept. As an international company in retail, Carrefour has been able to place its position as a choice to shop for the present time consumer in Indonesia and the world. Though successful enough in placing the position, is service performance of retail provided by Carrefour has good assessment from its customer? The aims of this research is to measure the level of service performance at every dimension of retail service with Services Performance (SERVPERF) approaches which is furthermore to be analyzed with Importance-Performance method. This research is also meant to know the difference of assessment of service performance in cause of the difference of responder characteristic by using one way ANOVA analysis. The service dimension which is measured in this research consists of 5 dimensions of retail service that are physical aspect, reliability, personal interaction, problem solving, and policy. Data obtained from questionnaire which have been filled and collected from 250 responder representing Carrefour customer who chosen with non -probability sampling method and convenience sampling technique regarding the unknown population of Carrefour customer. Item validity tested by content validity and assessed by judgmental. While test of reliability by cronbach alpha, and the result is one item of personal interaction dimension has to be terminated The result of this research which processed by SPPS for Windows ver.12.0, the service performance as a whole is in an average level (total mean 3,143 at scale 1 until 5). And the result of importance-performance analyzed, the dimension which need to be improved its performance successively from highest priority scale until the lowest priority is personal interaction, reliability, physical aspect, problem solving, and policy. Based on the one way ANOVA analysis, there are significantly difference of assessment the performance in cause of the difference of responder characteristic, that is difference of gender in assessing service performance at reliability dimension, difference of age in assessing service performance at reliability dimension, and difference of education level in assessing service performance at physical aspect and problem solving dimension. That requires to be service adaptation for difference characteristic.

Kata Kunci : Kinerja Layanan,Hipermarket,Servperv dan Importance Performance, retail service, physical aspect, reliability , personal interaction, problem solving, policy, service performance (SERVPERF), importance-performance, one way ANOVA