Abstract:
Improving service quality is essential to retain existing customers and is one of the
main keys to attracting new consumers. Sutoyo farm is an SME in Tumbreb village
which is engaged in layer farming. In its recent development, a lot of complaints
have occurred regarding the quality of services provided. On the other hand, the
emergence of similar businesses threatened the sales. Therefore, it is necessary to
improve the quality of service at these SMEs. This research measures the level of
customer satisfaction by analyzing the current performance of service quality and
finding effective ways to improve service quality. The method used in this research
is SERVQUAL analysis by integrating with the Quality Function Deployment
(QFD) method. Through SERVQUAL, service attributes are obtained that need to
be prioritized for improvement, while QFD is used to find a proposed response. The
attributes that become priority attributes are employees dressed neatly (-2.07), egg
delivery is always on time (-1.79) complete office facilities (-1.4), complete cage
facilities (-1.32), employees master product information (-1.23), with a satisfaction
level of 75.84%. Through QFD, technical responses are carried out in the form of
conducting dress ethics training, training in chicken farming, adding UV and
blower fan facilities, adding office facilities, toilets and parking lots.
