Penentuan Prioritas Perbaikan Kualitas Pelayanan Body Repair Berbasis SERVQUAL di PT Otobodi Mitra Sumatera
DOI:
https://doi.org/10.24036/jtpvi.v4i2.397Keywords:
SERVQUAL, kualitas pelayanan, kepuasan konsumen, body repair, gap, tangible, reliabilityAbstract
Penelitian ini membahas kualitas pelayanan jasa body repair sebagai faktor penting dalam peningkatan kepuasan konsumen pada PT Otobodi Mitra Sumatera. Metode yang digunakan adalah survei kuantitatif dengan pendekatan SERVQUAL pada lima dimensi, yaitu tangible, reliability, responsiveness, assurance, dan empathy, melalui penyebaran kuesioner kepada 50 responden (purposive sampling). Data dianalisis dengan menghitung rata-rata harapan (E) dan persepsi (P), kemudian nilai gap (P−E) pada tingkat atribut dan dimensi. Hasil menunjukkan bahwa nilai gap dimensi secara umum masih negatif dengan gap terbesar pada tangible (−1,23), diikuti reliability (−1,11) dan responsiveness (−0,97), sementara assurance bernilai −0,35 dan empathy positif 0,10; rata-rata gap per dimensi sebesar −0,712. Temuan ini mengindikasikan bahwa peningkatan kepuasan perlu diprioritaskan pada aspek bukti fisik (tangible), keandalan (reliability), dan daya tanggap (responsiveness), sementara dimensi empati (empathy) dipertahankan karena telah memenuhi atau melampaui harapan pelanggan.
This study examines body repair service quality as a key driver of customer satisfaction at PT Otobodi Mitra Sumatera. A quantitative survey was conducted using the SERVQUAL framework across five dimensions—tangible, reliability, responsiveness, assurance, and empathy—by distributing questionnaires to 50 purposively selected customers. The analysis computed mean expectations (E) and perceptions (P) and derived the service quality gap (P−E) at both attribute and dimension levels. The results indicate predominantly negative dimension gaps, with the largest gaps in tangible (−1.23), followed by reliability (−1.11) and responsiveness (−0.97), while assurance shows a smaller negative gap (−0.35) and empathy shows a positive gap (0.10); the average gap across dimensions is −0.712. These findings imply that improvement efforts should prioritize tangible, reliability, and responsiveness, while maintaining strengths in empathy to sustain a positive customer experience.
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