SERVICE QUALITY IMPROVEMENT USING SERVQUAL METHOD AND IMPORTANCE PERFORMANCE ANALYSIS APPROACH AT COTTA COFFEE SHOP

Abstract

Cotta Coffee Shop is one of Bekasi's enterprises that sells high-quality coffee in order to profit on the city's considerable market share. Cotta Coffee shops are needed to constantly satisfy client satisfaction with their high service quality in the middle of more tough rivalry amongst coffeeshops. As a result, the purpose of this research is to establish if the quality of the services offered has met or exceeded customer expectations, as well as the degree of customer satisfaction with the service qualities that have been delivered and which attributes need to be improved. Service Quality (Servqual) and Importance Performance Analysis were employed in this study (IPA). The results obtained from measuring the gap in each of the 5 dimensions (tangible, reliability, responsiveness, assurance, empathy) obtained the first priority of each dimension that must be improved, namely the attribute (S6) of a large parking area with a gap of -1,281, attribute (S12) Employees show concern and help when there are difficulties -1.020, Accuracy of employees in providing menu information (S16) with gap -1.040, attribute (S21) Guaranteed replacement of new food/drinks if something unexpected happens with gap -1.040 , and attribute (S22) The same exemplary service to every customer gap -0.740. In addition, it is known from the results of the calculation of the quality level of each dimension that Q = 0.802 or Q < 1 which means that the service quality of Cotta Coffee Shop has not met customer expectations and performance improvements still need to be made. While measuring customer satisfaction with the Importance Performance Analysis method based on the Cartesian diagram, 12 attributes that must be considered and improved, namely 4 attributes are in quadrant I (Main Priority) and 8 attributes are in quadrant III (Low Priority).