STUDY ON IMPROVING SERVICES QUALITY OF TRADITIONAL MARKET

• Main Author: NURHARJANTI ( NIM. 23411044 ); Pembimbing : Prof. Dr. Senator Nur Bahagia, BERTHARIANA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18159
• Institution: Institut Teknologi Bandung

Traditional market is one of a link in the national logistics system that became a <br /> <br /> <br /> <br /> <br /> spearhead of the transactions between producers and consumers, and playing <br /> <br /> <br /> <br /> <br /> role in the flow of goods in society. As the development of modern retail, the <br /> <br /> <br /> <br /> <br /> existence of traditional markets is getting marginalized. It was due to the negative <br /> <br /> <br /> <br /> <br /> image of the traditional markets that caused consumers dissatisfaction and prefer <br /> <br /> <br /> <br /> <br /> to go shopping on modern retail. <br /> <br /> <br /> <br /> <br /> Customers have a very important role in the success of a retail business. Thus, it <br /> <br /> <br /> <br /> <br /> is very important for traditional market to measure the level of customer <br /> <br /> <br /> <br /> <br /> satisfaction as a reference to improve competitiveness of traditional market to <br /> <br /> <br /> <br /> <br /> modern retail <br /> <br /> <br /> <br /> <br /> This research conducted using 10 dimensions of service quality by Zeithaml, <br /> <br /> <br /> <br /> <br /> Parasuraman and Berry. Attributes of traditional market services that do not meet <br /> <br /> <br /> <br /> <br /> customer expectations can be identified by using Servqual method. Next, priority <br /> <br /> <br /> <br /> <br /> programs needed to improve service quality can be determined by using Quality <br /> <br /> <br /> <br /> <br /> Function Deployment method. <br /> <br /> <br /> <br /> <br /> From 34 attributes that have been identified, there are three attributes have meet <br /> <br /> <br /> <br /> <br /> customers satisfaction and 31 attributes have not meet customer satisfaction. <br /> <br /> <br /> <br /> <br /> Hygiene, comfortable, availability of toilets, security, availability of parking area <br /> <br /> <br /> <br /> <br /> and hallway on the market are the main priority to improve their performance. <br /> <br /> <br /> <br /> <br /> Priority programs for improved quality service in traditional markets are : <br /> <br /> <br /> <br /> <br /> Increase the capability of a merchant, reorganize lay out of the market, applying <br /> <br /> <br /> <br /> <br /> SOP, improving the quality of construction, maintenance of facilities, provide <br /> <br /> <br /> <br /> <br /> sufficient bins, restroom and mosque, zoning system, and organize street vendor