MEASURING CUSTOMER GAP IN GEROBAK BETAWI TAMAN RATU, JAKARTA BARAT

• Main Author: Anugrah Wiranata (19015224), David
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26401
• Institution: Institut Teknologi Bandung

According to report that published by Qraved, in 2013 people spent 1.5 billion USD to dining out in Jakarta. And according to Sugeng Supriyanto (2016) people spent on average of 36,89% of their expenditure in food. This show how the food industry is one of the most promising and strongest service industry sectors in Indonesia. By excelling in some of the area, service provider could give a competitive advantage from their competitor and provide the best customer experience for the customer <br /> <br /> Gerobak Betawi Taman Ratu is one of the 4 branches of Gerobak Betawi. Serving an Indonesia ethnic food. In order to give a competitive advantage to Gerobak Betawi Taman Ratu, one of the important aspects that could be improve is their service quality. To know their current service quality, it needs to be measured first then analyze it <br /> <br /> The method that use to measure the service quality in this research is called SERVQUAL. The SERVQUAL method split five dimensions inside it. It is tangible, reliability, responsiveness, assurance, and empathy. With SERVQUAL method, the service quality of Gerobak Betawi Taman Ratu will be comparing the difference between the perception and expectation of the service quality. When the perception score exceeds that expectation score we could tell that it is a positive gap. But when the expectation score is the one that exceeds the perception score, that is a negative gap. If the gap is positive, Gerobak Betawi Taman Ratu could maintain it. And if the gap is negative it is a sign that there is a change that need to be made to make the gap positive. <br /> <br /> The research will be use questionnaire as the media for getting the data. It consists of 20 items that divided into 5 dimensions and additional 3 question about the demography of the respondent (age, income, gender). The number of respondents that participate in this research is 100 people. The respondent is the customer that dining on the spot and other customer that already have an experience dining at Gerobak Betawi Taman Ratu. Then the author processed the data using SPSS. <br /> <br /> From the study, it is show that not all the dimensions are negative. Two out of five of the dimensions show positive customer gap. Which is the reliability dimension and the empathy dimension. This show that some dimension is exceed the customer expectation and some of it don’t. Gerobak Betawi need to make an improvement to some dimension. The biggest gap is suffered by responsiveness dimension. While the highest expectation score got by the assurance dimension. Because of it the assurance dimension could be the priority for Gerobak Betawi. Recommendation also has been made by the author that written in the chapter five