Penerapan Customer Satisfaction Index dan Servqual untuk Evaluasi Kepuasan Pelanggan Wedding Organizer
Authors
-
mustaqim mustaqim
institut teknologi dan sains nahdlatul ulama pasuruan, Indonesia
-
Khoirul Latif
DOI:
https://doi.org/10.55757/ekliptika.v4i1.258Keywords:
csi, kepuasan pelanggan, kualitas pelayanan, servqual, wedding organizerAbstract
Penelitian ini bertujuan mengevaluasi kepuasan pelanggan dan mengidentifikasi prioritas perbaikan
pelayanan pada CV. X, penyedia jasa wedding organizer. Penelitian menggunakan pendekatan
deskriptif kuantitatif melalui observasi, wawancara pemilik, dan kuesioner pelanggan. Instrumen
mencakup 20 atribut dalam dimensi tangibles, reliability, responsiveness, assurance, dan empathy.
Analisis menggunakan Customer Satisfaction Index (CSI) dan selisih persepsi dengan harapan pada
metode SERVQUAL. Penghitungan ulang dari nilai rata-rata atribut yang tersedia menghasilkan CSI
sebesar 73,62%, atau 74% setelah pembulatan, dengan kategori lumayan sedang berdasarkan
kriteria penelitian. Rata-rata gap keseluruhan sebesar −0,0210. Gap dimensi tangibles sebesar 0,1450,
reliability 0,0000, responsiveness −0,1825, assurance −0,0125, dan empathy −0,0550. Kekurangan
terbesar terdapat pada ketanggapan penyiapan fasilitas dan penerimaan kritik pelanggan, masing
masing −0,23. Prioritas berikutnya meliputi proses pemesanan, kesesuaian harga dengan fasilitas,
dan penanganan tamu. Nilai reliabilitas yang dilaporkan belum dapat diverifikasi tanpa data
individual. Hasil menjadi dasar perbaikan layanan secara terarah dengan tetap mempertimbangkan
keterbatasan dokumentasi responden dan instrumen.
References
[1] R. L. Oliver, “A Cognitive Model of the Antecedents and Consequences of Satisfaction
Decisions,” Journal of Marketing Research, vol. 17, no. 4, hlm. 460–469, 1980, doi:
10.1177/002224378001700405.
[2] C. Grönroos, “A Service Quality Model and its Marketing Implications,” European Journal
of Marketing, vol. 18, no. 4, hlm. 36–44, 1984, doi: 10.1108/EUM0000000004784.
[3] A. Parasuraman, V. A. Zeithaml, dan L. L. Berry, “A Conceptual Model of Service Quality
and Its Implications for Future Research,” Journal of Marketing, vol. 49, no. 4, hlm. 41–50,
1985, doi: 10.1177/002224298504900403.
[4] A. Parasuraman, V. A. Zeithaml, dan L. L. Berry, “SERVQUAL: A Multiple-Item Scale for
Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, vol. 64, no. 1,
hlm. 12–40, 1988.
[5] J. J. Cronin Jr. dan S. A. Taylor, “Measuring Service Quality: A Reexamination and
Extension,” Journal of Marketing, vol. 56, no. 3, hlm. 55–68, 1992, doi:
10.1177/002224299205600304.
[6] International Organization for Standardization, ISO 10004:2018 Quality management—
Customer satisfaction—Guidelines for monitoring and measuring. Geneva: ISO, 2018.
[7] D. P. Permata, Almasdi, H. Syaleh, D. Rahmawaty, dan D. Roninda, “Analisis Penerapan
Metode Importance Performance Analysis (IPA) dan Customer Satisfaction Index (CSI)
dalam Menentukan Strategi Meningkatkan Kepuasan Konsumen pada Andika Wedding
Organizer,” JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), vol. 9, no. 3, hlm. 983
995, 2023, doi: 10.35870/jemsi.v9i3.1222.
[8] G. A. Churchill Jr., “A Paradigm for Developing Better Measures of Marketing Constructs,”
Journal of Marketing Research, vol. 16, no. 1, hlm. 64–73, 1979, doi:
10.1177/002224377901600110.
[9] G. O. Boateng, T. B. Neilands, E. A. Frongillo, H. R. Melgar-Quiñonez, dan S. L. Young, “Best
Practices for Developing and Validating Scales for Health, Social, and Behavioral
Research: A Primer,” Frontiers in Public Health, vol. 6, artikel 149, 2018, doi:
10.3389/fpubh.2018.00149.
[10] C. Fornell, M. D. Johnson, E. W. Anderson, J. Cha, dan B. E. Bryant, “The American
Customer Satisfaction Index: Nature, Purpose, and Findings,” Journal of Marketing, vol.
60, no. 4, hlm. 7–18, 1996, doi: 10.1177/002224299606000403.
29
Mustaqim dan Latif
Ekliptika : Jurnal Inovasi Teknologi Berkelanjutan
│
CSI dan SERVQUAL Wedding Organizer
[11] F. Buttle, “SERVQUAL: review, critique, research agenda,” European Journal of
Marketing, vol. 30, no. 1, hlm. 8–32, 1996, doi: 10.1108/03090569610105762.
[12] R. Ladhari, “A review of twenty years of SERVQUAL research,” International Journal of
Quality and Service Sciences, vol. 1, no. 2, hlm. 172–198, 2009, doi:
10.1108/17566690910971445.
[13] L. J. Cronbach, “Coefficient alpha and the internal structure of tests,” Psychometrika, vol.
16, hlm. 297–334, 1951, doi: 10.1007/BF02310555.
[14] M. Tavakol dan R. Dennick, “Making sense of Cronbach’s alpha,” International Journal of
Medical Education, vol. 2, hlm. 53–55, 2011, doi: 10.5116/ijme.4dfb.8dfd.
[15] J. A. Martilla dan J. C. James, “Importance-Performance Analysis,” Journal of Marketing,
vol. 41, no. 1, hlm. 77–79, 1977, doi: 10.1177/002224297704100112.
[16] M. J. Bitner, B. H. Booms, dan M. S. Tetreault, “The Service Encounter: Diagnosing
Favorable and Unfavorable Incidents,” Journal of Marketing, vol. 54, no. 1, hlm. 71–84,
1990, doi: 10.1177/002224299005400105.
[17] S. S. Tax, S. W. Brown, dan M. Chandrashekaran, “Customer Evaluations of Service
Complaint Experiences: Implications for Relationship Marketing,” Journal of Marketing,
vol. 62, no. 2, hlm. 60–76, 1998, doi: 10.1177/002224299806200205.
[18] International Organization for Standardization, ISO 10002:2018 Quality management—
Customer satisfaction—Guidelines for complaints handling in organizations. Geneva: ISO,
2018.
[19] V. A. Zeithaml, L. L. Berry, dan A. Parasuraman, “The Behavioral Consequences of Service
Quality,” Journal of Marketing, vol. 60, no. 2, hlm. 31–46, 1996, doi:
10.1177/002224299606000203.
[20] International Organization for Standardization, ISO 20121:2012 Event sustainability
management systems—Requirements with guidance for use. Geneva: ISO, 2012
Published
Versions
- 2023-11-29 (2)
- 2023-08-01 (1)
How to Cite
Issue
Section
License
Copyright (c) 2023 Jurnal Ekliptika
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
