ANALYSIS OF SERVQUAL OF STARBUCKS IN REST AREA KM 19 (A CASE STUDY AT PRESIDENT UNIVERSITY STUDENT HOUSING)

Abstract

This research is conducted to evaluate how far customer satisfaction against quality services of Starbucks is. The study used Service Quality (SERVQUAL) as the approach. The value of servqual is to measure the differences between evaluation which has been done by customer against a pair of consumer statement against hope and customer perception as the doer of the mentioned Starbucks services. The results of the survey is in the form of characteristics on each segment of consumers who enjoy Starbucks café, the main variable to be improved and marketing strategy based on Starbucks quality services. The results of Servqual on Starbucks branch in Pertamina Rest Area KM 19 toll road showed up the existence of some variable which need to be improved. Besides queuing against five dimensions responsiveness has become first priority to be improved.

There are five dimensions in servqual and this research has found Empathy is the most dominant factor of the five service quality dimensions from President University student’s perception. It shows that Starbucks still need to improve their empathy to their customers especially in handling the customer problems and staff courtesy. The least dominant factor of the five service quality dimensions from President University student’s perception is responsiveness. It shows that Starbucks can serve their customers quickly, willing to give help at the right moment. Tangible is the most dominant factor of the five service quality dimensions from President University student’s expectation. It shows that President University students expect more on the clean facilities and equipments, good appearance and uniform of the staff, good interior decoration of coffee shop. The least dominant factor of the five service quality dimensions from President University student’s expectation is responsiveness. It shows that President University students feel that Starbucks has already gave responsive service to them. This study is about service quality trough quantitative research. The area is the relationship between service quality of Starbucks and President University student’s satisfaction. Through the result of the study above, the following indicator should improve in order to improve the service the service quality of Starbucks such as clean equipments and facilities, clear and tidy minds on the appearance and uniform of staff, has good interior decors of coffee shop, warm, relax and comfortable feelings of coffee shop, an individual space, responsible staff, flexible in handling customers problem and Staff courtesy.