FAKTOR-FAKTOR KUALITAS LAYANAN YANG DIPERTIMBANGKAN PELANGGAN (Studi Pada Angkutan Umum Taksi di Malang)
Abstract
ABSTRAK
Semakin ketatnya persaingan dalam industri taksi mendorong perusahaan harus dapat meningkatkan pelayanannya kepada pelanggan. Perusahaan harus dapat memahami kepuasan pelanggan agar dapat memenuhi customer expectations. Mengukur kepuasan pelanggan sangat bermanfaat bagi perusahaan dalam rangka mengevaluasi posisi perusahaan saat ini dibandingkan dengan pesaing dan pengguna akhir, serta menemukan bagian mana yang butuh peningkatan. Umpan balik dari pelanggan merupakan alat ukur untuk mengukur kepuasan pelanggan. Ada dua tujuan dari penelitian ini yaitu: 1) menguji apakah faktor-faktor kualitas layanan yang terdiri dari bukti langsung, keandalan, daya tanggap, jaminan, dan empati secara bersamaan dipertimbangkan pelanggan untuk memenuhi kepuasannya dalam memilih angkutan umum taksi; 2) menentukan faktor yang dijadikan pertimbangan utama untuk memenuhi kepuasannya didalam memilih angkutan umum taksi.
Penelitian dilaksanakan di Kota Malang. Alat analisis yang digunakan adalah confirmatory factor. Hasil penelitian ini menunjukkan bahwa (1) faktor-faktor kualitas layanan yang terdiri dari bukti langsung, keandalan, daya tanggap, jaminan, dan empati secara bersamaan dipertimbangkan pelanggan untuk memenuhi kepuasannya dalam memilih angkutan umum taksi; 2) faktor bukti langsung menjadi pertimbangan utama pelanggan untuk memenuhi kepuasannya.
Kata Kunci: Kepuasan konsumen, Kualitas layanan
ABSTRACT
Having tight competition in taxi industry, a company should be able to increase its services for their customers. For that reason, company has to know about the customers’ satisfaction in order to meet their expectations. Measuring the customer’s satisfaction would be very useful for the company in evaluating the recent company’s position compared with the competitors and to find out which part or division that should be improved. Direct customer feedback is a means to measure the customer’s satisfaction. There are two purposes of this research: 1) whether service quality factors such as tangibles, reliability, responsiveness, assurance and empathy are considered simultaneously by customer to meet their satisfaction in choosing taxi as public transportation; 2) which factors that would become the customer’s main consideration to meet their satisfaction in choosing taxi as public transportation.
This research was conducted in Malang. In analyzing the data, this research used Confirmatory Factor Analysis. The results of the research show that: 1) the service quality factors such as tangibles, reliability, responsiveness, assurance and empathy are simultaneously considered by customers to meet their satisfaction in choosing taxi as public transportation; 2) The tangibles factor becomes a main consideration for the customers to meet their satisfaction.
Keyword: Customer satisfaction, Service quality
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