INCREASING CUSTOMER LOYALTY THROUGH PRODUCT AND SERVICE IMPROVEMENT: A CASE OF WAROENG KOE RESTAURANT JAKARTA

• Main Author: Himmatul Aliya, Qonita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23748
• Institution: Institut Teknologi Bandung

In recent years, culinary has surpassed industry and commerce, and it continues to expand rapidly. This condition would create the competition that higher than before, and likely could make possible to lose the market. It creates many types of culinary business as the innovation and differentiation in order to compete. The most common and widespread in the market is restaurant business. Therefore, in competing with the competitors, a restaurant should consider the appropriate design of product and service to fulfill customer satisfaction. The satisfaction level can achieve by meeting the customer expectations. The satisfaction of customer is really important because it influences the revenue of restaurant, then creating a quality of product and service that suitable with the expectation of customer can be the factor for capturing potential market to increase revenue. This study was used quantitative approach using SERVQUAL framework and distributing a questionnaire survey to 65 respondent of Waroeng Koe customer. The respondents are people who ever or often come to Waroeng Koe restaurant. Using five dimensions of SERVQUAL that are tangible, reliability, responsiveness, assurance, and empathy to get what to be expected by customer waroeng koe and their perception toward the product or service receive as the Waroeng Koe performance. The gap between expectation and perception by waroeng koe customer will be a consideration to do the improvement in order to meet high level of satisfaction. The fundamental result of this research, there are gaps for all the dimension and it is negative. Means that the satisfaction of customer not yet fulfilled. The widest gap is in responsiveness followed by tangible dimension. But in the improvement priority, the first and second priority is responsiveness and assurance dimension. Means that Waroeng koe restaurant should focus on this two dimension. This research can help waroeng koe to determine what will satisfy the customer and where to deploy the effort in urgent improvement. The recommendation of improvement are given on this research.