Evaluasi Kualitas Pelayanan dan Strategi Peningkatan Kepuasan Pelanggan Ritel X Gresik melalui Metode Service Quality dan Quality Function Deployment

Abstract

Retail Consumers often feel dissatisfied at retail X, so they are reluctant to shop again. The research is interested in conducting a service quality analysis of customer satisfaction at Retail X Gresik using the Service Quality and Quality Function Deployment method approaches. Analysis of service quality on customer satisfaction and quality improvement through the Servqual and QFD method approaches. Analysis finds out clearly what customers expect in accordance with existing reality. The research results show that the gap is in the facilities aspect with a value of -1.35 and retail service X with a value of -1.43. Proposed improvements are made to human resources with a priority percentage of 28% and facility with a priority percentage of 14% at retail X.