MEASURING THE SERVICE QUALITY OF UPNORMAL RESTAURANT

• Main Author: Giovani, Bagus
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52098
• Institution: Institut Teknologi Bandung

Service quality has been proven to have a direct link to customer satisfaction, becoming it a mandatory in assessing a restaurant. Warunk Upnormal, has become one of the most successful restaurant companies in Indonesia and keep growing into something more as innovations keep coming abundantly. Started as MSE (micro and small enterprises) back in 2015 and managed to grow into more than 100 branches just in 5 years, Upnormal is indeed astonishing .MSE plays a very important part in Indonesia’s economic growth, data suggest that there are more than 62,928,077 units in 2017 and that is 99,9% of total business units in Indonesia. Thus, studying deeper about how Upnormal utilizes its business practices will be high in relevance, in this matter, its service quality. The result of this study will provide insights that can help the growth of Indonesia’s MSE ultimately in the restaurant industry, since Upnormal was also an MSE. A research was conducted among Upnormal’s customers, using the modified SERVQUAL method which focuses on assessing restaurant quality of service. Stevens, P. in 1995 after his modification of SERVQUAL and LODGSERV models, has assessed the service quality for different types of restaurants using the DINESERV model which includes 29 attributes grouped together in the five original SERVQUAL Dimensions. The DINESERV model is widely used to assess the service quality in the restaurant industry. But, it has disadvantages, the DINESERV model and SERVQUAL model lack a dimension that measures food quality directly. Food quality is one of the most significant indicators to properly assess the overall customer experience of restaurant services. CFFRSERV (Chinese Fast Food Restaurant Service) proposed by Qingqing, Tan . Ade, Oriade. Paul, Fallon. (2014) is a model that includes the dimension of food quality and was created based on a modified DINESERV. CFFRSERV contains 29 attributes grouped in 6 dimensions: assurance & empathy, cleanliness, food quality, responsiveness, reliability and tangibles. And also, by using IPA (Importance Performance Analysis) to map out all the items of service quality in a priority manner. IPA method offers a pragmatic theoretical basis for important evaluation which is crucial for managing service quality improvements since some specific services may be more or less important depending on the type of the restaurant. IPA is an important addition to measure the dimension of services and determine their level of importance and satisfaction from the customers’ point of view. The writer of this study wants to use CFFRSERV and IPA methods to measure and analyze service quality of Upnormal, investigating the result in each dimension of service quality. This allows the data to be interpreted based on customers’ real experience and customers’ expectations, whether the real experience the customers have felt meets the expectations or 1 not. The result hints that all cleanliness attributes and all reliability attributes are having high expectations from the customers. Seemingly, Upnormal customers hugely prioritize cleanliness and reliability aspects of the restaurant. Although Upnormal’s customers agreed that 28 out 29 attributes were below their expectation, but the perception score (which portrays customers’ real experience) of each attribute is actually pretty high, 3.65 by average across all 29 attributes, implying that Upnormal’s customers have such high expectations from the quality of services provided by Upnormal itself.