The Analysis of customer satisfaction and service quality performed by marketing department of PT Semen Gresik (Persero) Tbk

NUGROHO, Roosantoso Waskito, Dr. Basu Swastha Dharmmesta, MBA

2002 | Tesis | Magister Manajemen

Sebagai bagian dari paket IMF untuk mengatasi krisis ekonomi di Indonesia, Pemerintah Indonesia telah mengubah kondisi industri persemenan sesuai dengan mekanisme pasar melalui penghapusan Harga Pedoman Setempat @IPS) dan alokasi pemasaran. Hal itu mendorong persaingan yang ketat dalam industri semen yang harus dihadapi oleh PT Semen Gresik (Fersero) Tbk (PTSG) sebagai salah satu BUMN semen. Untuk dapat bersaing, PTSG harus mampu meningkatkan kualitas pelayanan untuk dapat memberikan kepuasan kepada pelanggan. Di dalam penelitian ini, ada tujuh dirnensi kualitas pelayanan yang dibahas, yaitu reliability, responsiveness, competence, credibility, accessibility, communication and relationship. Penelitian ini terdiri dari tiga ha1 utama. Pertama, mengidentlf kasi perbedaan yang nyata diantara dimensi-dimensi kualitas pelayanan dalam hal kinerja aktual, tingkat kepentingan, kinerja yang diharapkan dan kinerja yang dipersepsikan. Kedua, mengidentrfikasi perbedaan yang nyata antara kinerja pelayanan yang diharapkan dan kinerja pelayanan yang dipersepsikan. Ketiga, mengidentlf kasi dimensi kualitas pelayanan mana saja yang mempengaruhi kepasan pelanggan. Sebagai tambahan, dilakukun analisa terhadap hubungan I antara tingkat kepentingan dan kinerja dari dimensi kualitas pelayanan serta analisa kesenjangan (gap) antara kinerja yang diharapkan dan kinerja yang dipresepsikan. Penelitian ini dilkukan di Surabaya, Jawa Timur dengan mengambil 116 pengecer Semen Gresik sebagai responden. Hal ini dilakuka karena para pengecer tersebut langsung mendapat pelayanan dari PTSG dan langsung melayani para pemakai sehingga mempunyai peranan penting dalam menyalurkan produk semen kepada pada pemakai. Hasil analisa variansi (AN0 VA) menunjukkan bahwa terdapat perbedaan yavg nyata diantara dimensi-dimensi kuulitas pelayanan dalam hal kinerja aktual, tingkat kepentingan, kinerja yang diharaphn dan kinerja yang dipersepsikan. Hasil Independent Sample t- test menunjukkan bahwa terdapat perbedaan yang nyata antara kinerja pelayanan yang dibarapkan dan kinerja pelayanan yang dipersepsikan. Analisis diskriminan menunjukkan bahwa dari tujuh dimensi kualitas pelayanan yang diteliti, empat diantaranya berpengaruh secara nyata terhadap kepuasan pelanggan yaitu reliability, competence, communication dan relationship. Sementara itu dari hasil analisa terhadap hubungan antara tingkat kepentingan dan kinerja dari dimensi kualitas pelayanan menunjukkan bahwa semua dimensi kualitas pelayanan mempunyai kinerja yang baik tetapi dari hasil anaZisis kesenjangan, terlihat bahwa pelanggan masih belum puas daIam haI responsiveness, competence, comunication and relationship.

As part of the recent IMF reform package, the Government has moved towards a fill market structure depending more on market demand and has removed the regional retail guidance prices and aport quotas. It leads to a high competition in cement industry encountered by PT Semen Gresik (persero) Tbk. (PTSG) as a state-owned company. To be superior in the competition in the cement industry in Indonesia, PTSG needs to improve its business and should focus on its service quality to the customer to give customer satisfaction. There are seven service quality dimensions observed in this study: reliability, responsiveness, competence, credibility, accessibility, communication and relationship. This study is focused on three issues. First issue is to identifjl the significant diference among service quality dimensions provided by marketing department of PEG related to the performance, importance, expected per$ormance and perceived performance. Second issue is to determine the signlficant diferences between expected and perceived peformance of service provided. In the third issue, customer satisfaction or customer dissatisfaction will be examined by concerning service pe formed by marketing department of the company. Importance- Performance Analysis and Gap Analysis as aditional analysis are used to evaluate the importance of service quality dimensions @om the mtomer perspective and to identifi the gap between expectation and pe$ormance perceived by customers. This study was conducted in Surabaya and the objects are the retailers of the company while the sample fiom the population is I I6 retailers. These retailers are chosen because they serve the end-users directly and have an important role to deliver the products of PTSG to the end users. The result of analysis of variance (ANOVA) shows that there is significant dference among service quality dimensions related to perjiormance, importance, expected pe formance and perceived pe fonnance. The result of independent sample t-test on each service quality dimension shows that there is signlfcant drfference between perceived performance and expected peformance and the customers are still dissatisfied The result of discrintinant analysis shows that the customer satiqaction or dissatisfaction toward service quality performed by marketing department of the company is influenced by the reliability of service, competence of marketing stafl the relationship between customer and marketing department and also communication between retailer and marketing stafl The Importance- Performance Analysis shows that all dimensions of service quality are well performed. Finally, the gap analysis shows that the customers are satisfied toward , reliability, credibility and accessibility. However, they are still dimatisfled toward responsiveness, compelence, communication and relationshtp.

Kata Kunci : Manajemen Layanan,Kualitas Layanan,Kepuasan Pelanggan, service quality, customer satisfaction, expected pe formance, perceived performance