ANALYSIS OF CUSTOMER SATISFACTION THROUGH SERVICE QUALITY IN IMPROVING SERVICE STRATEGY (STUDY ON RAO HE NOODLE RESTAURANT)

• Main Author: Fauzan Alhusain, Ahmad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72610
• Institution: Institut Teknologi Bandung

Due to changes in population structure and lifestyle, people rarely cook and eat at home during the globalization era. As a result, more people choose to buy food or drinks and are more interested in food and beverage businesses. As an impact of this phenomenon, companies have put their effort into providing the best service in order to maintain customer satisfaction since people also tend to put more attention on service quality provided by food and beverages industries, unfortunately there are often differences between customer expectations and customer perceptions towards the service provided by companies. This service quality issue is being faced by Rao He Noodle Restaurant. Rao He Noodle is a newly restaurant opened in early 2022, located at Jalan Kemang Raya, South Jakarta, is a culinary establishment that serves the concept of Taiwanese street night market. In the past months, Rao He Noodle experienced a decline in the restaurant's revenue as well as a decrease in the number of customers who visit the restaurant. This issue is also supported by the existence of bad ratings and critiques on the restaurant. From 47 Reviews on Google, 15 of them gave bad ratings towards Rao He Noodle Restaurant. Mainly, the reviewers complained about the service of the restaurant. Thus, this research is conducted to assess the service of Rao He Noodle and determine which services that has not performed well. This study is applying Importance-Performance Analysis (IPA) to map out all the items of service quality in a priority manner. Five dimensions of service quality which are Tangibility, Reliability. Responsiveness, Assurance and Empathy are used as a basis of the questionnaire. The primary data of this research is obtained from online questionnaires via Google Forms. The result indicates that attributes of Tangibility, Assurance and Empathy are having high expectations from customers but still have not performed well. This research guides Rao He Noodle on improving their service quality by giving them insights about what service aspect that should be prioritized to improve.