MEASURING SBM SERVICE QUALITY FROM THE POINT OF VIEW OF STUDENT

MEASURING SBM SERVICE QUALITY FROM THE POINT OF VIEW OF STUDENT AN APPLICATION OF SERVQUAL By Bunga Indah Asmara Surahman 19004055 Undergraduate Program School of Business and Management Institut Teknologi Bandung 2007 i

MEASURING SBM SERVICE QUALITY FROM THE POINT OF VIEW OF STUDENT AN APPLICATION OF SERVQUAL By: Bunga Indah Asmara Surahman 19004055 Undergraduate Program School of Business and Management Institut Teknologi Bandung Validated by (Ir. Budi Permadi Iskandar)

ABSTRAK Studi ini bertujuan untuk mengukur kualitas pelayanan di School of Business and Management-Institut Teknologi Bandung (SBM-ITB). SBM- ITB adalah institusi pendidikan dimana mahasiswa sebagai pelanggan, maka dari itu kepuasan mereka mengenai kualitas pelayanan merupakan masukan yang penting untuk perbaikan. Tingkat kepuasaan mahasiswa diukur dengan menggunakan SERVQUAL, yaitu suatu instrumen yang mengukur perbedaan antara harapan mahasiswa dan kinerja sebenarnya yang dirasakan dengan menggunakan kuesioner Parasuraman yang telah dimodifikasi. Sesuai dengan Parasuraman, studi ini juga menilai lima dimensi pelayanan; reliability, tangibility, responsiveness, assurance dan empathy. Hasil studi ini mencerminkan situasi sebenarnya pada saat survey. Kualitas pelayanan SBM-ITB jauh lebih baik dibandingkan dengan Planologi ITB (PL-ITB), walaupun nilai keseluruhan perolehan SBM-ITB masih dibawah harapan. Tangibility merupakan dimensi terkuat di SBM ITB, dikarenakan oleh ketersediaan fasilitas. Empathy merupakan dimensi terlemah, terutama mengenai jam operasional. Banyak nilai rendah yang menunjukkan mahasiswa meminta perhatian lebih dari tenaga pengajar. Riset ini menyarankan agar tenaga pengajar memberikan perhatian yang lebih kepada para mahasiswa

ABSTRACT This study aims to measure the service quality in School of Business and Management ITB (SBM ITB). SBM is an educational institution that places students as its customer thus student satisfaction concerning service quality is important feedback for improvement. Student s satisfaction was evaluated by using SERVQUAL, an instrument that measures the difference between what students expected and what they really perceived, using a modified Parasuraman questionnaire. As a comparator, the student of Regional and Urban Planning Program (PL) was also asked to fill in the same questionnaire. Following Parasuraman, this study also assessed five service dimensions; reliability, tangibility, responsiveness, assurance and empathy. The result reflected the real situation at the survey time. SBM service quality is better off compared to PL, although the overall score within SBM is still below expectation. Tangibility is the strongest dimension in SBM due to facilities available. Empathy is the weakest dimension especially concerning operational hours. However there are quite a lot weak points showing that students requested more care from the lecturers. Thus this study suggests that students hoped for a more considerate treatment from lecturers.

ACKNOWLEDGEMENT I would like to thanks to my final project supervisor Mr. Budi Permadi Iskandar, thank you for supervising me throughout the writing of final project. He deserves my warmest thanks. I also received important ideas from Mrs.Ira Fachira as my co-supervisor, thank you for the inputs and the discussions, also for Mr.Hari Mukti for the discussion on statistical analysis in this final project. My colleagues at SBM, who gave important comments on the issues presented in this final project, thank you for all your support, and for being the respondent of my questionnaire, also for the students of Regional and Urban Planning Program. Many have contributed substantially during the writing, and it would be impossible to single any out. Thank you to all. Bandung, August 2007 Bunga I.A.Surahman

Table of Contents ABSTRAK... i ABSTRACT... iii ACKNOWLEDGEMENT... v TABLE OF CONTENTS... vii LIST OF FIGURES... ix LIST OF TABLES... xi LIST OF APPENDICES... xiii Chapter 1. INTRODUCTION... 1 1.1 Background... 1 1.2 Problem Formulation... 2 1.3 Objective... 2 1.4 Scope... 2 1.5 Report outline... 3 Chapter 2. THEORETICAL FOUNDATION... 5 2.1 Corporate Performance... 5 2.2 Tools for Measuring Performance... 5 2.2.1 Balanced Scorecard... 6 2.2.2 Malcolm Balridge Criteria... 7 2.3 Service Quality... 8 2.4 SERVQUAL... 11 2.4 SERVQUAL in Education... 15 Chapter 3. RESEARCH METHODOLOGY... 17 3.1 Problem Identification... 18 3.2 Research Objective... 18 3.3 Theoretical Foundation... 18 3.4 Variables Identification... 18 3.5 Questionnaire Design... 18 3.6 Word Ambiguity Test... 19 3.7 Questionnaire Distribution... 20 3.8 Data analyzing and Interpretation... 20 Chapter 4. ANALYSIS... 23 4.1 Overall Score... 23 4.1.1 Reliability Analysis... 24

4.1.2 Validity Analysis... 24 4.1.3 SERVQUAL Score of SBM and PL... 26 4.1.4 Relative Importance of SERQUAL Dimension... 27 4.2 SERVQUAL Score Within SBM... 28 4.2.1 SBM Class of 2007 Gap by Variable... 31 4.2.2 SBM Class of 2008 Gap by Variable... 32 4.2.3 SBM Class of 2009... 32 4.3 Inter - item Correlation Matric... 33 Chapter 5. CONCLUSION... 35 BIBLIOGRAPHY... 39

List of Figures Figure 2.1 : Gaps Model of Service Quality... 10 Figure 2.2 : Customer s Assestment of Service Quality... 12 Figure 2.3 : Correspondences between SERVQUAL Dimensions & Ten Dimensions for Evaluating Service Quality... 12 Figure 3.1 : Research Flow... 17 Figure 4.1 : Unweighted SERVQUAL Score SBM vs PL... 26 Figure 4.2 : Weighted SERVQUAL Score SBM vs PL... 26 Figure 4.3 : Unweighted Gap by Dimension... 29 Figure 4.4 : Weighted Gap by Dimension... 29 Figure 4.5 : SBM Class of 2007... 31 Figure 4.6 : Class of 2008 Gap by Variable... 32 Figure 4.7 : Class of 2009 Gap by Variable... 32

List of Tables Table 3.1 : Statements Pertaining to Dimension... 19 Table 4.1 : Questionnaire Distribution... 23 Table 4.2 : Reliability Statistic... 24 Table 4.3 : Validity Statistics... 24 Table 4.4 : SERVQUAL Score... 26 Table 4.5 : Relative Importance of SERVQUAL Dimension... 27 Table 4.6 : GAP SBM vs PL... 27 Table 4.7 : SERVQUAL Score Class of 2007, 2008 & 2009... 28 Table 4.8 : Relative Importance of SERVQUAL... 30 Table 4.9 : GAP by Variable..30 Table 4.10 : Correlation Matric... 33

List of Appendices Appendix A A1 Original SERVQUAL Questionnaire A2 SBM-ITB Questionnaire A3 PL Questionnaire Appendix B Steps of SERVQUAL Measurement