SERVQUAL Research of PT. LAPI ITB
®
:
Assessment of Customer Gap in Consulting Service
FINAL PROJECT
By
Wildan Kesuma
19004061
Undergraduate Program
School of Business and Management
Institut Teknologi Bandung
VALIDATION PAGE
SERVQUAL Research of PT. LAPI ITB
®
:
Assessment of Customer Gap in Consulting Service
By:
Wildan Kesuma
ID No: 19004061
Undergraduate Program
School of Business and Management
Institut Teknologi Bandung
Validated By
i
SERVQUAL Research of PT. LAPI ITB®: Assessment of Customer Gap in Consulting Service
Wildan Kesuma 19004061
Tanggal Ujian Akhir: 7 August 2007 Tanggal Wisuda: 27 October 2007
Program Sarjana, Institut Teknologi Bandung, 2007 Pembimbing: Dwi Larso, PhD
ABSTRAK
Ada beberapa aspek yang dapat sangat mempengaruhi kelancaran usaha di bidang jasa. Aspek yang dimaksud itu adalah aspek kepuasan pelanggan dan tinglat retensi pelanggan. Kepuasan pelanggan sangatlah penting karena aspek tersebut memiliki potensi untuk mempengaruhi tingkat retensi pelanggan. Tingkat kepuasan pelanggan sangat banyak dipengaruhi oleh aspek seberapa besar harapan seorang pelanggan mampu untuk dipenuhi perusahaan, semakin besar pemenuhan harapan pelanggan maka tingkat kepuasan pelangganpun akan semakin tinggi. Aspek yang kedua (tingkat retensi pelanggan) juga sangat penting karena bila tingkat retensi pelanggan tinggi maka perusahaan dapat mengurangi usaha marketing yang bertujuan untuk mencari pelanggan baru. PT. LAPI ITB adalah salah satu perusahaan yang bergerak di bidang servis dan memiliki spesialisasi dalam bidang konsultasi berbasis teknologi. Pelanggan PT. LAPI adalah tenaga-tenaga spesialis yang mengajar di ITB dan memiliki berbagai spesialisasi ilmu. PT. LAPI ITB seringkali mendapatkan proyek yang diadakan oleh pemerintah maupun swasta melalui proses tender. Namun, seringkali proyek-proyek tersebut diberikan kepada PT. LAPI ITB melalui pelanggannya. Servis yang dilakukan PT. LAPI ITB bermula pada saat PT. LAPI ITB mempersiapkan kelengkapan administrasi dan hukum yang diperlukan agar dapat lolos seleksi untuk tender.
Permasalahan dimulai saat PT. LAPI ITB gagal untuk memenuhi persyaratan tender ataupun permintaan dari pelanggan. Bisa juga dikatakan bahwa masalah bagi PT. LAPI ITB muncul saat terdapat perbedaan antara yang diharapkan pelanggan dengan kenyataan yang diterima. Perbedaan tersebut bukanlah sebuah hal yang tidak bisa terukur, metode pengukuran SERVQUAL dapat digunakan untuk mengukur jarak perbedaan antara ekspektasi dan kenyataan yang dialami pelanggan.
Kata Kunci: Service Marketing, SERVQUAL, Customer Gap, Tingkat
ii
SERVQUAL Research of PT. LAPI ITB®: Assessment of Customer Gap in Consulting Service
Wildan Kesuma 19004061
Final Project Presentation Date: 7 August 2007 Graduation Date: 27 October 2007
Undergraduate Program, Bandung Institute of Technology, 2007 Advisor: Dwi Larso, PhD
ABSTRACT
There are several highly influential aspects in a service based business. Those aspects are customer satisfaction and customer retention. Customer satisfaction is very essential because it can influence the level of customer retention. The customer satisfaction aspect is being highly influenced by how much can the expectation of the customer is being fulfilled by the company. The higher the customer expectation fulfillment rate, then the customer satisfaction level will also be higher. The second aspect (customer retention) is also essential, because if the customer retention rate is high then the marketing effort of a firm can be reduced.
PT. LAPI ITB is also one of the companies that have a line of business in service, their specialization is technological consultation, their customer mostly comes from the ITB lecturers, and they mostly deal with projects coming from the government and private companies. But most of the time, the projects from the government and private companies are given through their customer. The service delivery starts when they start to make pitching for the project, the first service delivery that they do is by equipping administration and legal requirements so they can win the pitch.
Problem starts when PT. LAPI fails to fulfill the pitching requirements and unable to carry out their customers requests, or there is a discrepancy between the customers expectation and perceived service (customer gap). Customer gap is not an immeasurable variable, that issue can be measured by using SERVQUAL score assessment technique.
Key Words: Service Marketing, SERVQUAL, Customer gap, Customer
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FOREWORD
My deepest gratitude is bestowed upon several peoples that have massively assisted the completion of my research on customer gap in PT. LAPI ITB. Those prominent peoples are:
1. My family. For their never ending compassion, supports, patient, and sincerity in waiting for me to come home after a long night in PT. LAPI ITB.
2. Dwi Larso, PhD. My very open minded advisor who has provided me with numerous corrections and valuable input that have opened my thoughts.
3. Wahyu Nugroho. The general manager of PT. LAPI ITB that has welcomed my idea to conduct a research on customer gap in PT. LAPI ITB, providing the needed data that is important in finishing my research.
4. Dr. Ir. Azis Jayaputra, MSc. The director of PT. LAPI ITB that has approved my research proposal and requests for data.
5. Indra Suryadinata Sinulingga. The assistant manager for planning and development of PT. LAPI ITB that has helped me with various important inputs and data.
6. Bagus Satriya Dirgantara and Benny Banuaji. My comrade in rumah F, for hours and hours of togetherness, supports and discussion.
7. Nalendra Widigdya, Intan Pramesthi Satriyandhini, Bunga Indah Asmara, Ivan Ditya Saputra, Anggun Raras, Dharma Satriya Utomo and Ryan Pradipta. My beloved friends that have spend hours of discussions and laughter’s together.
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LIST OF CONTENTS
ABSTRACT………i FOREWORD………iii LIST OF CONTENT………iv LIST OF FIGURES………..vi LIST OF TABLES………..vii LIST OF APPENDICES………viii Chapter 1 INTRODUCTION ... 1 1.1 Background ... 1 1.2 Research Objective... 2 1.3 Research Questions ... 2 1.4 Research Limitation ... 3 1.5 Research Methodology... 4
Chapter 2 LITERATURE STUDY ... 5
2.1 Classification of Service... 5
2.1.1 Service Industries and Companies ... 5
2.1.2 Service as Products... 5
2.1.3 Customer Service ... 6
2.1.4 Derived Service ... 6
2.2 Characteristics of Service... 6
2.2.1 Intangibility ... 7
2.2.2 Simultaneous Production and Consumption ... 7
2.2.3 Perishable ... 8
2.2.4 Heterogeneity ... 8
2.3 SERVQUAL Concept ... 9
Chapter 3: SURVEY METHODOLOGY ... 13
3.1 Research Context... 13
3.2 Problem Formulation... 15
3.3 Determine Research Design ... 15
3.3.1 Exploratory Research ... 16
3.3.2 Descriptive Research... 17
3.4 Design Data Collection Methods and Form... 18
3.5 Design Sample Plan and Collect Data... 19
Chapter 4: DATA ANALYSIS ... 21
4.1. Wording Test... 21
4.2 Reliability and Validity Test ... 21
4.2.1 Tangible Dimension ... 22
4.2.2 Reliability Dimension ... 23
v
4.2.4 Assurance Dimension... 26
4.2.5 Empathy Dimension... 28
4.3 Frequencies... 29
4.4 SERVQUAL Score Analysis ... 33
4.4.1 Un-weighted SERVQUAL Score... 33
4.4.2 Average Customer Importance Rating... 34
4.4.3 Weighted SERVQUAL Gap Score ... 34
4.5 Correlation Test... 37
4.5.1 Correlation with Tangible Dimension... 38
4.5.2 Correlation with Reliability Dimension ... 39
4.5.3 Correlation with Responsiveness Dimension... 40
4.5.4 Correlation with Assurance Dimension ... 42
4.5.5 Correlation with Empathy Dimension... 43
Chapter 5: CONCLUSION AND RECOMMENDATION ... 45
5.1 Conclusion... 45
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LIST of FIGURE
Figure 1.1 Research Methodology Diagram………..………4 Figure 2.2 SERVQUAL Gap Model……….…...10 Figure 2.2 Customer Quality Perceptions and Satisfaction Model…..…11 Figure 2.3 Relationship between Customer Retention and
Satisfaction………...12 Figure 3.1 Field Research Methodology………..14 Figure 4.3.1 Frequency of Future Usage of Service for PT. LAPI ITB...29 Figure 4.3.2 Frequency of Customer’s Judgment on PT. LAPI ITB’s Service Performance………30 Figure 4.3.3 Frequency of Customer’s Satisfaction on PT. LAPI ITB’s Service Performance………..………..31 Figure 4.4.1 Un-Weighted SERVQUAL Score by Dimension…………33 Figure 4.4.2 Overall Customer Importance Rating………..…34 Figure 4.4.3 Weighted SERVQUAL Score by Dimension………….….35
vii
LIST OF TABLES
Table 2.1.1 SERVQUAL Excellence Indicator………..………….11 Table 4.2.1.1 Reliability for Tangible Dimension…...………22 Table 4.2.1.2 Validity for Tangible Dimension……....………...…22 Table 4.2.2.1 Reliability for Expected Reliability Dimension…..….….23 Table 4.2.2.2 Reliability for Perceived Reliability
Dimension……….……..23 Table 4.2.2.3 Validity for Expected Reliability
Dimension……….………..24 Table 4.2.2.4 Validity for Perceived Reliability
Dimension………...24 Table 4.2.3.1 Reliability for Responsiveness
Dimension……….…..25 Table 4.2.3.2 Validity of Responsiveness
Dimension……….……..25 Table 4.2.4.1 Reliability for Expected Assurance
Dimension………...26 Table 4.2.4.2 Reliability for Perceived Assurance
Dimension………...……26 Table 4.2.4.3 Validity for Expected Assurance
Dimension………..…….27 Table 4.2.4.4 Validity for Perceived Assurance
Dimension………..27 Table 4.2.5.1 Reliability for Perceived Assurance
Dimension……….28 Table 4.2.5.2 Validity for Empathy
Dimension……….…28 Table 4.4.4 Total Weighted SERVQUAL
Score………..36 Table 4.4.5 Total Un-Weighted SERVQUAL
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LIST OF APPENDICES
Appendix A PT. LAPI ITB PROJECT RECAP
Appendix B SERVQUAL QUESTIONNAIRE PT. LAPI ITB Appendix C TRANSCRIPT INTERVIEW
Appendix D PROJECT RECAPITALIZATION PROCESS Appendix E CORRELATION TABLE