SERVQUAL Research of PT. LAPI ITB : Assessment of Customer Gap in Consulting Service FINAL PROJECT. Wildan Kesuma

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1 SERVQUAL Research of PT. LAPI ITB : Assessment of Customer Gap in Consulting Service FINAL PROJECT By Wildan Kesuma Undergraduate Program School of Business and Management Institut Teknologi Bandung

2 VALIDATION PAGE SERVQUAL Research of PT. LAPI ITB : Assessment of Customer Gap in Consulting Service By: Wildan Kesuma ID No: Undergraduate Program School of Business and Management Institut Teknologi Bandung Validated By (Dwi Larso, PhD)

3 SERVQUAL Research of PT. LAPI ITB : Assessment of Customer Gap in Consulting Service Wildan Kesuma Tanggal Ujian Akhir: 7 August 2007 Tanggal Wisuda: 27 October 2007 Program Sarjana, Institut Teknologi Bandung, 2007 Pembimbing: Dwi Larso, PhD ABSTRAK Ada beberapa aspek yang dapat sangat mempengaruhi kelancaran usaha di bidang jasa. Aspek yang dimaksud itu adalah aspek kepuasan pelanggan dan tinglat retensi pelanggan. Kepuasan pelanggan sangatlah penting karena aspek tersebut memiliki potensi untuk mempengaruhi tingkat retensi pelanggan. Tingkat kepuasan pelanggan sangat banyak dipengaruhi oleh aspek seberapa besar harapan seorang pelanggan mampu untuk dipenuhi perusahaan, semakin besar pemenuhan harapan pelanggan maka tingkat kepuasan pelangganpun akan semakin tinggi. Aspek yang kedua (tingkat retensi pelanggan) juga sangat penting karena bila tingkat retensi pelanggan tinggi maka perusahaan dapat mengurangi usaha marketing yang bertujuan untuk mencari pelanggan baru. PT. LAPI ITB adalah salah satu perusahaan yang bergerak di bidang servis dan memiliki spesialisasi dalam bidang konsultasi berbasis teknologi. Pelanggan PT. LAPI adalah tenaga-tenaga spesialis yang mengajar di ITB dan memiliki berbagai spesialisasi ilmu. PT. LAPI ITB seringkali mendapatkan proyek yang diadakan oleh pemerintah maupun swasta melalui proses tender. Namun, seringkali proyek-proyek tersebut diberikan kepada PT. LAPI ITB melalui pelanggannya. Servis yang dilakukan PT. LAPI ITB bermula pada saat PT. LAPI ITB mempersiapkan kelengkapan administrasi dan hukum yang diperlukan agar dapat lolos seleksi untuk tender. Permasalahan dimulai saat PT. LAPI ITB gagal untuk memenuhi persyaratan tender ataupun permintaan dari pelanggan. Bisa juga dikatakan bahwa masalah bagi PT. LAPI ITB muncul saat terdapat perbedaan antara yang diharapkan pelanggan dengan kenyataan yang diterima. Perbedaan tersebut bukanlah sebuah hal yang tidak bisa terukur, metode pengukuran SERVQUAL dapat digunakan untuk mengukur jarak perbedaan antara ekspektasi dan kenyataan yang dialami pelanggan. Kata Kunci: Service Marketing, SERVQUAL, Customer Gap, Tingkat Kepuasan Pelanggan, Tingkat Retensi Pelanggan. i

4 SERVQUAL Research of PT. LAPI ITB : Assessment of Customer Gap in Consulting Service Wildan Kesuma Final Project Presentation Date: 7 August 2007 Graduation Date: 27 October 2007 Undergraduate Program, Bandung Institute of Technology, 2007 Advisor: Dwi Larso, PhD ABSTRACT There are several highly influential aspects in a service based business. Those aspects are customer satisfaction and customer retention. Customer satisfaction is very essential because it can influence the level of customer retention. The customer satisfaction aspect is being highly influenced by how much can the expectation of the customer is being fulfilled by the company. The higher the customer expectation fulfillment rate, then the customer satisfaction level will also be higher. The second aspect (customer retention) is also essential, because if the customer retention rate is high then the marketing effort of a firm can be reduced. PT. LAPI ITB is also one of the companies that have a line of business in service, their specialization is technological consultation, their customer mostly comes from the ITB lecturers, and they mostly deal with projects coming from the government and private companies. But most of the time, the projects from the government and private companies are given through their customer. The service delivery starts when they start to make pitching for the project, the first service delivery that they do is by equipping administration and legal requirements so they can win the pitch. Problem starts when PT. LAPI fails to fulfill the pitching requirements and unable to carry out their customers requests, or there is a discrepancy between the customers expectation and perceived service (customer gap). Customer gap is not an immeasurable variable, that issue can be measured by using SERVQUAL score assessment technique. Key Words: Service Marketing, SERVQUAL, Customer gap, Customer Satisfaction, Customer Retention Rate. ii

5 FOREWORD My deepest gratitude is bestowed upon several peoples that have massively assisted the completion of my research on customer gap in PT. LAPI ITB. Those prominent peoples are: 1. My family. For their never ending compassion, supports, patient, and sincerity in waiting for me to come home after a long night in PT. LAPI ITB. 2. Dwi Larso, PhD. My very open minded advisor who has provided me with numerous corrections and valuable input that have opened my thoughts. 3. Wahyu Nugroho. The general manager of PT. LAPI ITB that has welcomed my idea to conduct a research on customer gap in PT. LAPI ITB, providing the needed data that is important in finishing my research. 4. Dr. Ir. Azis Jayaputra, MSc. The director of PT. LAPI ITB that has approved my research proposal and requests for data. 5. Indra Suryadinata Sinulingga. The assistant manager for planning and development of PT. LAPI ITB that has helped me with various important inputs and data. 6. Bagus Satriya Dirgantara and Benny Banuaji. My comrade in rumah F, for hours and hours of togetherness, supports and discussion. 7. Nalendra Widigdya, Intan Pramesthi Satriyandhini, Bunga Indah Asmara, Ivan Ditya Saputra, Anggun Raras, Dharma Satriya Utomo and Ryan Pradipta. My beloved friends that have spend hours of discussions and laughter s together. iii

6 LIST OF CONTENTS ABSTRACT i FOREWORD iii LIST OF CONTENT iv LIST OF FIGURES..vi LIST OF TABLES..vii LIST OF APPENDICES viii Chapter 1 INTRODUCTION Background Research Objective Research Questions Research Limitation Research Methodology... 4 Chapter 2 LITERATURE STUDY Classification of Service Service Industries and Companies Service as Products Customer Service Derived Service Characteristics of Service Intangibility Simultaneous Production and Consumption Perishable Heterogeneity SERVQUAL Concept... 9 Chapter 3: SURVEY METHODOLOGY Research Context Problem Formulation Determine Research Design Exploratory Research Descriptive Research Design Data Collection Methods and Form Design Sample Plan and Collect Data Chapter 4: DATA ANALYSIS Wording Test Reliability and Validity Test Tangible Dimension Reliability Dimension Responsiveness Dimension iv

7 4.2.4 Assurance Dimension Empathy Dimension Frequencies SERVQUAL Score Analysis Un-weighted SERVQUAL Score Average Customer Importance Rating Weighted SERVQUAL Gap Score Correlation Test Correlation with Tangible Dimension Correlation with Reliability Dimension Correlation with Responsiveness Dimension Correlation with Assurance Dimension Correlation with Empathy Dimension Chapter 5: CONCLUSION AND RECOMMENDATION Conclusion Recommendation v

8 LIST of FIGURE Figure 1.1 Research Methodology Diagram.. 4 Figure 2.2 SERVQUAL Gap Model Figure 2.2 Customer Quality Perceptions and Satisfaction Model.. 11 Figure 2.3 Relationship between Customer Retention and Satisfaction...12 Figure 3.1 Field Research Methodology..14 Figure Frequency of Future Usage of Service for PT. LAPI ITB...29 Figure Frequency of Customer s Judgment on PT. LAPI ITB s Service Performance 30 Figure Frequency of Customer s Satisfaction on PT. LAPI ITB s Service Performance Figure Un-Weighted SERVQUAL Score by Dimension 33 Figure Overall Customer Importance Rating.. 34 Figure Weighted SERVQUAL Score by Dimension..35 vi

9 LIST OF TABLES Table SERVQUAL Excellence Indicator...11 Table Reliability for Tangible Dimension Table Validity for Tangible Dimension Table Reliability for Expected Reliability Dimension Table Reliability for Perceived Reliability Dimension...23 Table Validity for Expected Reliability Dimension...24 Table Validity for Perceived Reliability Dimension...24 Table Reliability for Responsiveness Dimension...25 Table Validity of Responsiveness Dimension...25 Table Reliability for Expected Assurance Dimension...26 Table Reliability for Perceived Assurance Dimension Table Validity for Expected Assurance Dimension...27 Table Validity for Perceived Assurance Dimension..27 Table Reliability for Perceived Assurance Dimension.28 Table Validity for Empathy Dimension. 28 Table Total Weighted SERVQUAL Score..36 Table Total Un-Weighted SERVQUAL Score.. 36 vii

10 LIST OF APPENDICES Appendix A PT. LAPI ITB PROJECT RECAP Appendix B SERVQUAL QUESTIONNAIRE PT. LAPI ITB Appendix C TRANSCRIPT INTERVIEW Appendix D PROJECT RECAPITALIZATION PROCESS Appendix E CORRELATION TABLE viii