Kualitas Pelayanan Dalam Meningkatkan Kepuasan Konsumen Di Showroom X Kota Bandung
Abstract
The automotive industry is experiencing a decline in sales in 2020 and 2021 is expected to become one of the main forces to improve the national economy of Indonesia. This encourages the automotive industry to have a business competitive advantage. The phenomenon from several consumers of Showroom X Bandung, namely the quality of service provided was less than optimal. Based on the findings in previous research, service quality affects customer satisfaction. This study aims to examine the effect of service quality on customer satisfaction. This study uses the theory of service quality and customer satisfaction from some previous literature. The data collection technique uses a questionnaire that consists of 10 items. Measurement of variables based on the five dimensions of service quality, namely tangible, reliability, responsiveness, assurance, and empathy. Based on the test results, the S value is more than 1, which shows that consumers are satisfied with the quality of showroom services. The data was analyzed by validity test, reliability test, descriptive statistical test, and hypothesis test. The hypothesis test results show the influence of service quality on customer satisfaction in Showroom X Kota Bandung.
Keywords: service quality, customer satisfaction
Abstrak
Industri otomotif mengalami penurunan penjualan di tahun 2020 dan di tahun 2021 diharapkan menjadi salah satu kekuatan utama untuk meningkatkan perekonomian nasional negara Indonesia. Untuk itu industri otomotif perlu memiliki keunggulan bersaing bisnis.Fenomena dari beberapa Showroom di Kota Bandung menunjukkan kualitas pelayanan yang diberikan kurang optimal.Berdasarkan temuan pada penelitian terdahulu, kualitas pelayanan berpengaruh terhadap kepuasan konsumen.Penelitian ini bertujuan menguji pengaruh kualitas pelayanan terhadap kepuasan konsumen.Peneliti menggunakan teori kualitas pelayanan dan kepuasan konsumen dalam kajian ini.Teknik pengumpulan data menggunakan kuesioner yang berjumlah 10 butir pernyataan.Pengukuran variabel berdasarkan kelima dimensi kualitas pelayanan yaitu tangible, reliability, responsiveness, assurance, dan empathy.Berdasarkan hasil pengujian diperolehnilai S lebih dari 1yang menunjukkan bahwa konsumen puas dengan kualitas pelayanan showroom. Analisis data dilakukan dengan uji validitas, uji reliabilitas, uji statistik deskriptif, dan uji hipotesis.Hasil juga menunjukkan bahwa terdapat pengaruh kualitas pelayanan terhadap kepuasan konsumen di Showroom X Kota Bandung.
Kata kunci : kualitas pelayanan, kepuasan konsumen
References
Angelova, B., & Zeqiri, J. (2011). Measuring Customer Satisfaction with Service Quality Using American Customer Satisfaction Model (ACSI Model). International Journal of Academic Research in Business and Social Sciences. 1 (3). 232-258. https://www.researchgate.net/publication/266590535_Measuring_Customer_Satisfaction_with_Service_Quality_Using_American_Customer_Satisfaction_Model_ACSI_Model
Alexander, S., & Tilman, B. (2012).Attributes of Overall Satisfaction of Agricultural Machinery Dealers Using AThree-Factor Model. The Journal of Business & Industrial Marketing.27 (8). 635-643.https://www.proquest.com/docview/1113414341/6607B1CD5A734D72PQ/2
Ashraf, E., &Venugopalan, K. (2018). Service Quality and Customer Satisfaction: A Comparison Between Public Sector and Private Sector Bank In Kerala. International Journal of Research and Analytical Reviews (IJRAR).5 (3). 567-572. https://ijrar.org/viewfull.php?&p_id=IJRAR1903069
Assarut, N. & Rattanapan, A. (2020). Impact of Service Quality and Perceived Price of Automobile After-Sales Service toward Automobile Brand Satisfaction, Recommendation and Repurchase Intention. BU Academic Review. 19 (1), 31 – 47. https://so01.tci-thaijo.org/index.php/buacademicreview/article/view/216003
Balinado, J. R. O., Young, M. N., Prasetyo, Y. T., & Persada, S. F. (2021). The Effect of Service Quality on Customer Satisfaction in an Automotive After-Sales Service. Journal of Open Innovation Technology Market and Complexity. 7(2), 1 – 12.https://www.researchgate.net/publication/351061098_The_Effect_of_Service_Quality_on_Customer_Satisfaction_in_an_Automotive_After-Sales_Service
Chaichinarat, P., Ratanaolarn, T., Kiddee, K., Pimdee, P. (2018). Thailand’s Automotive Service Quality Customer Satisfaction: A SERVQUAL Model CFA of Suzuki Motor. Asia-Pacific Social Science Review. 18(2). 99-113. http://apssr.com/wp-content/uploads/2018/09/RA-7.pdf
Cholisati, N., Maesaroh, E. S., Rohman, F., & Puspaningrum, A. (2019). The Role Of Customer Satisfaction On The Effect Of Service Quality and Corporate Image On Customer Loyalty. Management and Economics Journal.3 (3). 255-264. https://ejournal.uin-malang.ac.id/index.php/mec/article/view/7472/pdf
Citradi, T. (2020). Penurunan Penjualan Mobil Masih Dalam, 2020 Sangat Suram! .[Online] Available: https://www.cnbcindonesia.com/news/20201216154243-4-209585/penurunan-penjualan-mobil-masih-dalam-2020-sangat-suram (Januari 20, 2022).
Dananjaya.(2021). Industri otomotif jadi tulang punggung pertumbuhan ekonomi nasional.[Online] Available:https://otomotif.kompas.com/read/2021/10/25/190100315/industri-otomotif-jadi-tulang-punggung-pertumbuhan-ekonomi-nasional (November 14, 2021).
Desiyanti, N. L., Martini, L. K. B., & Sudja, I. N. (2018).Effect of Service Quality on Customer Satisfaction, Customer Delight and Customer Loyalty (Study on LPD Desa Adat Sembung and LPD Desa Adat Seseh).International Journal of Contemporary Research and Review.9 (3). 20660-20668. https://www.researchgate.net/publication/324502111_Effect_of_Service_Quality_on_Customer_Satisfaction_Customer_Delight_and_Customer_Loyalty_Study_on_LPD_Desa_Adat_Sembung_and_LPD_Desa_Adat_Seseh
Elisabeth, D. R., Nasir, A., & Suyono, J. (2019). The Effect of Service Quality on Customer Satisfaction at Koperasi Karyawan PT. Lotus Indah Textile Industry. IJEBD.2 (2). 172-178. https://jurnal.narotama.ac.id/index.php/ijebd/article/download/766/467
Fida, B., A., Ahmed, U., & Al Balushi, Y. (2020).Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open.10 (2). 1-10. https://journals.sagepub.com/doi/full/10.1177/2158244020919517
Fraser, K., K., & Watanabe, C. (2013). Commitment to Service Quality in Automotive Dealerships: Results From An Australian Pilot Study. Journal of Service Research.13(1). 7-29. https://www.researchgate.net/publication/266160373_ Commitment_to_service_quality_in_automotive_dealerships_Results_from_an_Australian_pilot_study
Gong, T., & Yi, Y. (2018). The Effect of Service Quality on Customer Satisfaction, Loyalty, and Happiness in Five Asian Countries. Psychology and Marketing. 35(6). 427-442. https://www.researchgate.net/publication/320546448_The_Effect_of_Service_Quality_on_Customer_Satisfaction_Loyalty_and_Happiness_in_Five_Asian_Countries
Izogo, E., E., & Ogba, I., E. (2015). Service Quality, Customer Satisfaction and Loyalty In Automobile Repair Services Sector. International Journal of Quality & Reliability Management. 32(3). 250 – 269. https://www.emerald.com/insight/content/doi/10.1108/IJQRM-05-2013-0075/full/html
Kanina, A., S. (2020). Saudi Car Dealerships’ Service Quality, Customer Satisfaction, and Behavioral Intentions: A Quantitative Correlational Study. Dissertation.https://www.proquest.com/openview/c6aafb26bd62189a16ef3f9a97e214bc/1?pq-origsite=gscholar&cbl=18750&diss=y
Kidambi, R & Mathur, S. (2020). The contribution of the automobile industry to technology and value creation. [Online] Available:https://www.es.kearney.com/automotive/article/?/a/the-contribution-of-the-automobile-industry-to-technology-and-value-creation (November 14, 2021).
Kuo, T., Tsai, G. Y., Lu, I., & Chang, J. S. (2016).Relationships among Service Quality, Customer Satisfaction and Customer Loyalty: A Case Study on Mobile Shopping APPs. APIEMS.https://apiems2016.conf.tw/site/userdata/1087/papers/0186.pdf
Madiawati, P. N., Pradana, M., Miranda, S. (2021). Effect Of Service Quality, Value Perception, and Loyalty On Customer Satisfaction: Case Of A Local Restaurant In South Bandung, Indonesia. Jurnal Bisnis dan Manajemen.22 (1). 19-29. http://journal.feb.unpad.ac.id/index.php/jbm/article/view/489
Shammari, M. A., & Kanina, A. S. (2014).Service Quality and its Relationship with Customer Satisfaction and Loyalty in a Saudi Arabian Automobile Company.Global Journals Inc. 14(8), 13 – 21. https://globaljournals.org/GJMBR_Volume14/2-Service-Quality-and-its-Relationship.pdf.
Shokouhyar, S., Shokoohyar, S., & Safari, S. (2020).Research on the influence of after-sales service quality factors on customer satisfaction. Journal of Retailing and Consumer Services. 56. 1-11. https://www.sciencedirect.com/science/article/abs/pii/S0969698919313311?via%3Dihub
Simon, A., & Yaya, L. H. P. (2012).Improving Innovation and Customer Satisfaction through Systems Integration. Industrial Management & Data Systems.112(7). 1026-1043. https://www.researchgate.net/publication/259581151_Improving_Innovation_and_Customer_Satisfaction_through_Systems_Integration
Slack, N., J. & Singh, G. (2020).The Effect Of Service Quality On Customer Satisfaction and Loyalty and The Mediating Role Of Customer Satisfaction : Supermarkets In Fiji. The TQM Journal.32 (3). 543-558.https://www.emerald.com/insight/content/doi/10.1108/TQM-07-2019-0187/full/html
Sugiyono (2018).Metode Penelitian Manajemen. Bandung: Alfabeta.
Sugiyono. (2010) .Metode Penelitian Bisnis. Bandung: Alfabeta
Sutrisno, A., Andajani, E., & Widjaja, F. N. (2019).The Effects Of Service Quality On Customer Satisfaction and Loyalty In A Logistics Company. KnE Social Sciences. https://knepublishing.com/index.php/KnE-Social/article/view/5360/10585#info
Tjiptono, F & Chandra, G. (2016). Service, Quality, dan Satisfaction.Edisi ke 4. Penerbit ANDI : Yogyakarta.
Venkanteswaran, P., S. & Sundram, S. (2021). Impact of Retail Service Quality and Store Service Quality On Patronage Intention Towards Organized Retail Industry. Turkish Journal of Computer and Mathematics Education.12 (3). 1462-1471. https://turcomat.org/index.php/turkbilmat/article/download/944/733/1711
Vijayakanth, M. C., & Kumar, A. N. S. A (2014) study Relation between Customer Satisfaction and Service Quality Of four wheelers dealers across Karnataka Automotive Industry. ResearchJournal of Social Science & Management. 4 (2), 222 – 231.https://www.theinternationaljournal.org/ojs/index.php?journal=tij&page=article&op=view&path%5B%5D=3027
Watanabe, E., A., M., Torres, C., V., & Alfinito, S. (2019).The Impact Of Culture, Evaluation Of Store Image and Satisfaction On Purchase Intention At Supermarkets. 26 (3). 256-273.https://www.emerald.com/insight/content/doi/10.1108/REGE-12-2017-0009/full/html
Abstract viewed = 809 times 
Download Pdf : 5298 times
Copyright (c) 2022 Desta Sulaesih Mursyidah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
MBIA Universitas Bina Darma Jalan Jend. A. Yani 13 Ulu Palembang 
MBIA by http://journal.binadarma.ac.id/index.php/mbia is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
