UPAYA PERBAIKAN KUALITAS LAYANAN TERHADAP PELANGGAN MENGGUNAKAN INTEGRASI SERVICE QUALITY (SERVQUAL) DAN ANALYTICAL HIERARCHY PROCESS
Abstract
Penelitian ini dilakukan di PT. Telkom Bangkalan untuk peningkatan kualitas layanan dengan menggunakan metode servqual dan AHP (Analytical Hierarchy Process). Servqual digunakan untuk mengetahui persepsi dan harapan pelanggan berdasarkan dimensi kualitas jasa, dan AHP digunakan untuk mengetahui nilai pembobotan dari setiap variabel pelayanan. Selisih antara persepsi dan harapan pelanggan akan dikalikan dengan hasil pembobotan AHP sehingga dihasilkan nilai servqual terbobot. Hasil perhitungan dengan menggunakan metode servqual menghasilkan nilai mean untuk harapan pelanggan sebesar 4,778 dan nilai mean persepsi pelanggan sebesar 3,381. Kesenjangan (gap) antara persepsi dan harapan pelanggan ada 15 kriteria. Berdasarkan nilai perhitungan servqual terbobot, terdapat 10 kriteria kualitas pelayanan yang menjadi prioritas utama untuk diperbaiki dan ditingkatkan. Kriteria-kriteria yang menjadi prioritas tersebut antara lain tarif promo speedy sangat menguntungkan, paket yang ditawarkan bervariasi sesuai dengan kebutuhan pelanggan, customer service mampu menangani keluhan/masalah dan mampu menjawab pertanyaan pelanggan, download dapat dilakukan dengan cepat, tarif bulanan speedy yang kompetitif dan sesuai dengan kualitas internet yang pelanggan inginkan, browsing dan chatting cepat dan mudah, pelayanan cepat/tidak perlu menunggu, kecukupan informasi mengenai produk/program baru, customer service mampu menjelaskan produk dan fasilitas speedy dengan baik, pelayanan yang diberikan cepat dan akurat.
Kata kunci: servqual, persepsi, harapan, gap, AHP.
Abstract
This research was conducted at Telkom Bangkalan in order to increases the service quality by using servqual method and AHP (Analytical Hierarchy Process). Servqual used to determine the perceptions and expectations of the customer based on the dimensions of service quality, and the AHP is used to determine the weighting of each variable service. The difference between perceptions and expectations of customers will be multiplied by weighting the results generated AHP to get servqual value weighted. The results of calculations using the method servqual generate mean values of 4.778 to customer expectations and customer perceptions of the mean value of 3.381. Gap (gap) between the perceptions and expectations of customers there are 15 criteria. Based on the calculation of weighted servqual, there are 10 criteria for quality of care a top priority for improved and enhanced. Criteria-criteria which are priorities include speedy promo fare is very profitable, the packages offered vary according to customer needs, customer service is able to handle complaints/problems and be able to answer customer questions, downloads can be done quickly, monthly rates are competitive speedy and appropriate with the quality of the Internet that customers want, browsing and chatting is quick and easy, quick service / no waiting, the adequacy of information about the products/new programs, customer service is able to explain the product and speedy with good facilities, service provided quickly and accurately.
Key words: servqual, perception, expectation, gap, AHP.
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DOI
https://doi.org/10.21107/rekayasa.v4i2.2332Metrics
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