AN ANALYSIS OF DOMINANT FACTORS OF SERVICE QUALITY IN GIANT (A CASE STUDY OF PRESIDENT UNIVESITY STUDENTS IN THE STUDENT HOUSING)

Abstract

This research is aimed to analyze dominant factor of service quality in Giant, which the respondents are President University students. The research is taken in Giant store in Cikarang, west Java. Giant is chosen because it is a new hypermarket in Cikarang that is needed to maintain, even develop their market by service quality. However, researcher see that service quality is one aspect that is very important in marketing. Service quality is very important aspect in marketing that is oftenly forgetted. Customer service is related to customer satisfaction. Result and findings from this research should give contribution for academic community and for companies, especially Giant must able to maintain service quality. Giant should highlight improvement in customer service because it can give strong reputation of Giant as hypermarket with good customer service. The research method used is quantitative research method. Data used for this result is primary data that gathered through questionnaire. The research conducted in President University Student Housing, Cikarang. Due to time limitation, the population of sample gathered for this research is 187 respondents. The data is analyzed using factor analysis. The result of this research is the findings of the most dominant factor of service quality in Giant. The most dominant factor is improvement in customer service . The least dominant factor is assistant customers in making buying decision.