MEASUREMENT OF SERVICE QUALITY PERCEPTION AND CUSTOMER SATISFACTION IN BISA ARABIC LEARNING CENTER USING MODIFIED SERVQUAL

• Main Author: Umam, Khairul
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49197
• Institution: Institut Teknologi Bandung

PT. BISA Lentera Cendikia (BLC) is a company engaged in Arabic language courses for children and adults with 20 branches spread across several cities in Indonesia. BLC is a non-formal education where students can study at any time without limitation of age and level of education. Because BLC is a service company whose products are abstract and intangible, so customer satisfaction is very dependent on customer perception. This study aims to find out what are the dimensions and indicators that can shape perceptions of student service quality. What are the factors that can affect student’s satisfaction. What strategies should be used to improve the performance of BLC in the eyes of students. This research was conducted with the SERVQUAL method approach which has been modified to fit the characteristics of Arabic language learning institutions such as BLC. Based on the results of the quantitative analysis, it was found that five dimensions of SERVQUAL; Reliable, Assurance, Tangible, Empathy, and Responsiveness and 1 additional dimension of Learning Program simultaneously affect customer satisfaction. Although BLC is a service company, things that are tangible, greatly affect student perceptions. Therefore, BLC must pay attention to the tangible dimension and also the five other dimensions so that the performance of BLC is above the expectations of students. To maintain customer satisfaction, uniform service standards need to be made so that they can be applied in all BLC branches.