GAP ANALYSIS TOWARDS SERVICE QUALITY IN MCDONALD’S DAGO

• Main Author: Putu Radha Naraswari, Ni
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78807
• Institution: Institut Teknologi Bandung

The raising numbers of fast food restaurants nowadays are the result of the increasing demand for relatively inexpensive, and ready-to-eat food. This condition makes the competition among fast food restaurant is getting bigger. Customers will have more choices regarding which fast food restaurant they should go to. To deal with the high competition in fast food market, McDonald’s Dago as one of the fast food restaurant in Bandung should provide the best service to make customer satisfied and increase customer loyalty. By measuring the service quality, McDonald’s Dago will be able to know whether the service that has been provided satisfies its customers or not. The purpose of this research is to measure the service quality by using the SERVQUAL method. There are five dimensions in SERVQUAL method, which are tangible dimension, reliability dimension, responsiveness dimension, empathy dimension, and assurance dimension. In this research, the service quality of McDonald’s Dago will be measured by calculating the differences between customers’ expectation and customers’ perception. This difference is called customer gap. From the customer gap result, it is possible to know which SERVQUAL dimension that customers’ feel satisfied from service that provided by McDonald’s Dago. The customer gaps itself are divided into two, the negative gap, and the positive gap. The negative gap occurs when the perceived service does not meet the customers’ expectations. Meanwhile the positive gaps occur when the perceived service exceeds customers’ expectations. So, if the gap is negative, McDonald’s Dago should make improvement towards its service. The data collection in this research will be from primary data, which is questionnaire. There are 22 statements in the questionnaire that are from SERVQUAL model, which are tangible, reliability, responsiveness, assurance, and empathy. The study will have 100 respondents and it focused on ITB undergraduate students only as a sample. This study will assess the customer expectation and perception, calculating the differences between it (the customer gap), and the test of reliability and validity also applied in this study. Besides, the author will also make the recommendation on how to minimize the gap for each service quality dimension. The result shows that the gap for all dimensions is negative. This means that the service that has been provided by McDonald’s Dago does not seem to meet it customers’ expectations. So, McDonald’s Dago should make improvement towards its service to satisfy its customers. Based on the analysis, the widest gap at McDonald’s Dago is reliability dimension. The analysis also shows that the customers have highest expectation in this dimension. This means that McDonald’s Dago should prioritize more on reliability dimension for the service improvement. In the chapter five, the author also made a list of recommendation for service improvement that can be pursued by McDonald’s Dago.