Abstract:
The research addresses the critical need for businesses to maintain service quality
to ensure customer satisfaction and competitive advantage, particularly in the
digital printing industry. Jaya Print experienced a 9.62% decrease in turnover from
Q2 2023 to Q2 2024, prompting the need for an in-depth analysis of service quality
as a potential factor and Jaya Print is also planning to set up two new branches,
requiring an immediate service quality evaluation before implementing the existing
service quality into the new branches. The Servqual method was utilized to identify
the gap between customer expectations and perceptions of service quality, while
IPA was applied to prioritize attributes for improvement, and the QFD method was
used to determine the priority of nine improvement programs. This research focuses
on implementing four out of nine technical responses to improve the servqual score
of attribute The company environment is clean and tidy (X03), including Enhanced
Cleaning Protocols with 5S, Documentation and SOP Development, Punishment
and Reward Program, and Cleaning Audits. As a result, there two attributes are
showed a significant improvement in its servqual score; initially, attribute The
company environment is clean and tidy (X03) it had a negative gap of -1.04, after
implement the strategies, it changed to a positive gap of 0.34. and attribute
Comfortable tables and chairs for customer (X02) it had a negative gap of -0.80,
after implement the strategies, it changed to a positive gap of 0.17. This research
provides actionable insights for Jaya Print to optimize service quality before
expanding to new branches, ultimately aiming to restore and increase company
turnover.
