ANALYSIS OF SERVICE QUALITY IN CARREFOUR CIKARANG

Abstract

Currently, Indonesian retail market is growing rapidly. It is capture the investor’s eyes, local and foreigner, to invest their money in retail sector. Competition is happening among retailers. The entering hypermarket concept in Indonesia has changed the entire system of customer life style. With good environment, professional work ethos and fast services to their customers, good service quality can make customers more satisfied. The objective of this thesis is to find out the relationship between customer expected importance level and customer perceived performance level of Carrefour Cikarang. Finally it’s to evaluate the well-performed aspects and the poorly-performed aspects from five dimensions on service quality. And the gap model of service quality is used to compare the customer perceived service importance and performance. In order to do this thesis, a questionnaire is designed and validated, then based on the data which were gained from 50 respondents’ answer the questionnaire, the analysis is done on the result and relations are explained. The questionnaires were distributed at Carrefour Cikarang to the customers that shop as the population in this study. The findings of this thesis are provided. Based on respondents’ perceptions, the tangible has the biggest gap between levels of importance and performance, it shows the customer dissatisfied with the tangible dimension of Carrefour Cikarang, mostly from the strategic location service elements has the highest gap of customer perceived level of performance. It is hoped that this thesis would be helpful and interesting for both academics and practicioners.