ANALYSIS AND IMPROVEMENT OF SERVICE QUALITY IN ORDER TO ACHIEVE CUSTOMER LOYALTY (CASE STUDY : SAVARNA SPA)

• Main Author: Rosita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78602
• Institution: Institut Teknologi Bandung

Service sector has an important role in Indonesian economic. One of province in Indonesia, which has experienced economic growth is on West Java. 12.82% of the total percentage growth comes from the service healthcare sector. Health care service industry that is currently growing rapidly in Indonesia is a spa business. Spa treatment is needed to refresh the body and feel the relaxation for those who have many activities that drain energy and mind such as college student. In West Java, one of the cities which have a high level of college students population are from Jatinangor with a high level of student activities in Jatinangor. Based on the condition above, savarna provide a Spa delivery service on Jatinangor. As a start-up company who work in service industry, service quality being a critical consideration to attract customer and build customer loyalty. Service quality becomes the valuable factor on the spa business. In service business, customer loyalty is a factor Savarna should preserve. Factor that can determine customer loyalty in this business is service quality. There is a gap between customer expectations and experiences based on what has their perceived. The issue of this study is analized the importance of service quality factor to achieve customer loyalty on Savarna. In analyzing the issue, researcher use questionnaire as primary data. Questionnaires are made based on SERVQUAL method that categorized into five dimensions of service. On this study, researcher combined the SERVQUAL method with IPA (Importance Performance Analysis). From the service quality analysis, researcher identifies satisfaction rate and gap score between customer expectation and perceived service on Savarna service quality. The overall satisfaction of service quality assesment is correlated to the analysis of customer loyalty to determine the possibility of customer loyalty based on the satisfaction rate. Research objective of this study is proposed a solution as the improvement of service development on Savarna based on the service quality analysis.