Latumahina, Yuan Patricia (2019) MEASUREMENT OF CUSTOMER SATISFACTION TOWARDS THE SERVICE QUALITY OF HOBBIES AND LOUNGE BALIKPAPAN. S1 thesis, UAJY.

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Abstract

Hobbies Café and Lounge is a café located in the city of Balikpapan on Jalan AMD,
Sumber Rejo, Balikpapan. The current condition that occur in the organization is
that they have not done a measurement of customer satisfaction based on the
service they provided in Hobbies Café and Lounge. The café also would want to
know what their customer wants and what aspect the management of the café
needs to be improved so that they could improve their service quality.
The objectives of this research are to measure the customer satisfaction by
calculating the gap between the perception and expectation of the customer,
identifying which attribute of service quality that needs to be improved and
suggesting actions of improvement to the management of Hobbies Café and
Lounge. To measure the gap between the perception and expectation of the
customers, it is used the SERVQUAL method which has five dimensions of service
quality which are tangible, reliability, responsiveness, assurance, and empathy
with 31 attributes to measure the service quality of Hobbies Café and Lounge.
The result of the research shows that there are -0,69471 gap score in dimension
of reliability, dimension of responsiveness with gap score of -0,658, dimension of
assurance with gap score of -0,625, and dimension of empathy with gap score of
-0,57667. According to the result of Importance-Performance Analysis, the
attributes that become the priority to be improved are ARL2, ARL3, ARL7, ARS1,
AA2, AA6, and AE2. Then, after knowing which attributes are the priority to be
improved, it is suggested actions of improvement to the management of Hobbies
Café and Lounge. Those suggestions actions of improvement are doing a regular
inspection of the tools used in the kitchen, conduct training for new
employee/current employee, inspecting the ingredients used for the food and
beverage frequently, create standard of taste that must be achieved in making the
food and beverage, adding numbers of employee, the management of the café
should establish a criterion for each job if they decided to hire an employee, provide
knowledge to employees on how to respond to customers or serve the customers,
encourage the café’s employee to learn the menu, have the café’s area to be
divided between each employee so their work can be focused and they will be wellprepared
when the customers need them and there is no work being delayed.

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