Analisis Service Quality Menggunakan Metode Importance-performance Analysis (ipa) Pada Agen Pt. Prudential Life Assurance Kota Bandung Tahun 2018

Siti Amelia Tanny, Widya Sastika

Abstract

ABSTRAK Salah satu bentuk lembaga keuangan bukan bank adalah perusahaan asuransi. Dalam tiga tahun berturut – turut mulai 2015 hingga 2017, PT. Prudential Life Assurance berhasil mendapatkan penghargaan pada kelompok asuransi jiwa terbaik di Indonesia. Semakin banyaknya perusahaan asuransi di Indonesia, maka PT. Prudential Life Assurance berusaha meningkatkan kualitas perusahaan, termasuk pada kualitas layanan agen yang dimiliki. Penelitian ini bertujuan untuk mengetahui service quality agen PT. Prudential Life Assurance Kota Bandung 2018 dijelaskan dengan menggunakan dimensi yang terdiri dari lima dimensi, yaitu Tangibles, Emphaty, Reliability, Responsivess, Assurance, sebagai ukuran seberapa bagus tingkat layanan yang diberikan mampu sesuai dengan ekspektasi pelanggan. Analisis terhadap pengukuran layanan yang diharapkan dan layanan yang dipersepsikan kinerja tersebut dilakukan menggunakan metode Importance-Performance Analysis (IPA). selain metode IPA, metode lain yang dapat mendukung perbaikan atribut adalah metode Customer Satisfaction Index (CSI) Penelitian ini bersifat kuantitatif dengan metode deskriptif, data dikumpulkan melalui kuesioner terhadap 100 nasabah/pemegang polis aktif PT. Prudential Life Assurance Kota Bandung yang diperoleh dengan menggunakan pendekatan Slovin. Hasil penelitian ini menunjukkan bahwa dari Importance-Performance Analysis diperoleh atribut yang menjadi prioritas untuk diperbaiki ada pada dimensi reliability & responsiveness. Sementara hasil perhitungan Customer Satisfaction Index (CSI) diperoleh tingkat harapan responden pada agen PT. Prudential Life Assurance Kota Bandung sebesar 83,13% dan tingkat kenyataan kinerjanya sebesar 83,13%.

Kata Kunci: Service Quality, Importance – Performance Analysis

ABSTRACT One form of non-bank financial institution is an insurance company. In three consecutive years from 2015 to 2017, PT. Prudential Life Assurance was awarded the best life insurance group in Indonesia. Increasing number of insurance companies in Indonesia, PT. Prudential Life Assurance seeks to improve the quality of the company, including the service quality of its agent. The purpose of this research is to know service quality agent PT. Prudential Life Assurance Bandung City 2018 explained by using consisting of five dimensions, namely Tangibles, Emphaty, Reliability, Responsivess, Assurance, as a measure of how good the level of service provided is able to match customer expectations. Analysis of the expected service measurement and perceived service performance is done using by ImportancePerformance Analysis (IPA) method. in addition to the IPA method, another method that can support attribute improvement is the Customer Satisfaction Index (CSI). This research is quantitative with descriptive method, data collected through questionnaires to 100 customers / policyholders active in PT. Prudential Life Assurance City of Bandung obtained by using Slovin approach. The results reveald that the Importance-Performance Analysis attributes obtained a priority to be improved are from the dimensions of reliability & responsiveness. While the results of Customer Satisfaction Index (CSI) obtained the level of expectations of respondents at agents PT. Prudential Life Assurance City of Bandung amounted to 83.13% and the level of performance realization of 83.13%.

Keywords: Service Quality, Importance – Performance Analysis

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