ANALISIS KUALITAS PELAYANAN JASA TOKO RITEL XYZ DENGAN METODE SERVQUAL DAN IPA
DOI:
https://doi.org/10.32493/jitmi.v4i2.y2021.p%25pKeywords:
servqual, customer satisfaction index, importance performance analysisAbstract
Toko XYZ adalah toko ritel yang menjual berbagai macam varian produk. Penelitian ini bertujuan untuk mengetahui tingkat kepuasan pelanggan di toko XYZ. Adapun rumusan masalah dalam penelitian ini adalah bagaimana persepsi pelanggan terhadap kualitas pelayanan yang dilakukan oleh toko ritel XYZ. Penelitian ini menggunakan metode servqual, customer satisfaction index, dan importance performance analysis. Penelitian ini menggunakan kuesioner sebagai alat penelitian, dan hasil penelitian yang didapat bahwa pelanggan cukup puas dengan pelayanan toko dengan nilai customer satisfaction index sebesar 60%. Perbaikan yang harus diutamakan berdasarkan tingkat kepentingan pelanggan adalah atribut A3, yaitu keindahan atau estetika lingkungan toko.
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