Analisis Kebutuhan Layanan Pada Store Guteninc Menggunakan Integrasi Service Quality Dan Model Kano

Hardiyanto Kusupriadi, Yati Rohayati, Ully Yunita Nafizah

Abstract

Abstrak Guteninc merupakan salah satu brand lokal di Indonesia yang bergerak di bidang fashion, khususnya pada produk sepatu berbahan dasar kulit untuk pria dan wanita. Setelah membuka store di Makassar pada tahun 2011, Guteninc memperluas wilayah penjualan dengan kembali membuka store di wilayah Bandung. Ketatnya persaingan membuat Guteninc perlu melakukan evaluasi terhadap pelayanan guna memaksimalkan kepuasan konsumen. Tujuan dari penelitian ini adalah untuk mengidentifikasi “True Customer Needs†dari layanan store yang berada di wilayah Bandung dengan menggunakan integrasi antara dimensi Servqual dan model Kano, sehingga dapat diketahui prioritas atribut kebutuhan layanan yang dapat memaksimalkan kepuasan pelanggan. Atribut kebutuhan didapatkan dari Voice of Customer yang merupakan hasil wawancara terhadap konsumen store Guteninc. Tingkat kepuasan pelanggan dan rekomendasi perbaikan layanan dapat diketahui dari hasil pengolahan data, dengan input yang didapat dari respons kuesioner hasil identifikasi atribut kebutuhan. Berdasarkan hasil identifikasi, diperoleh 20 atribut kebutuhan terhadap layanan store Guteninc. Hasil penelitian menunjukkan bahwa terdapat 5 atribut kebutuhan yang sudah memenuhi harapan konsumen dan 15 atribut kebutuhan yang masih belum memenuhi harapan. Setelah dilakukan pengintegrasian antara dimensi Servqual dan model Kano, ditunjukkan bahwa terdapat 8 atribut perlu diprioritaskan, 7 atribut perlu ditingkatkan, 4 atribut dipertahankan, dan 1 atribut diabaikan. Berdasarkan hasil pengintegrasian, didapatkan 15 atribut kebutuhan yang termasuk ke dalam True Customer Needs, yang diperoleh dari atribut kebutuhan yang perlu diprioritaskan dan ditingkatkan. Dengan hasil tersebut, diharapkan Guteninc dapat meningkatkan layanan store untuk memaksimalkan kepuasan konsumen.
Kata kunci: Atribut Kebutuhan, Guteninc, Layanan Store, Model Kano, Servqual _____________________________________________________________________________________________ Abstract Guteninc is one of the so many brands in Indonesia which produced fashion product, especially in leather-based shoes for men and women. Guteninc was established since 2011 after they open a store in Makassar, and now they also have a store in Bandung that opened for expantion purposes. Strict competition makes Guteninc need to evaluate their services to maximize customer satisfaction. The purpose of this research is to identify the "True Customer Needs" from Guteninc’s store services in Bandung by using the integration between Servqual dimension and Kano model, so it can produces the priority ranking of service requirement attribute that hopefully can maximize customer satisfaction. The requirement attribute is obtained from the Voice of Customer which is the result of the interview with Guteninc’s store consumers. The level of customer satisfaction and the service improvement recommendations can be known from the data processing, with the questionnaire’s responses as the input. Based on the results of identification, there are 20 requirement attributes from the service of Guteninc’s store. The results show that there are 5 requirement attributes that have met the expectations of consumers and 15 requirement attributes that still have not met their expectations. After the integration between the Servqual dimension and Kano model, it is shown that 8 attributes need to be prioritized, 7 attributes need to be improved, 4 attributes retained, and 1 attribute to be ignored. Based on the results of the integration, there are 15 requirement attributes that are included in True Customer Needs, which is obtained from the requirement attributes that need to be prioritized and improved. With the results of this research, it is expected that Guteninc can improve their store services to maximize customer satisfaction.
Keywords: Guteninc, Kano Model, Requirement Attribute, Servqual, Store Service

Full Text:

PDF

Refbacks

  • There are currently no refbacks.
max_upload :0