INTEGRASI SERVQUAL DAN HOUSE OF QUALITY DALAM PENINGKATAN KUALITAS PELAYANAN (STUDI KASUS PADA BOBER CAFE BANDUNG)
DOI:
https://doi.org/10.56244/manners.v8i2.1103Kata Kunci:
service quality, SERVQUAL, House of Quality, café industry, customer needs, serviceAbstrak
This study aims to analyze service quality at Bober Cafe Bandung by examining the gap between customer expectations and perceptions and to formulate priorities for service quality improvement based on customer needs. The research adopts a descriptive approach using both quantitative and qualitative methods through the integration of the SERVQUAL model and the House of Quality (HoQ) method. Data were collected through observation, interviews, and questionnaires distributed to 100 customers who had visited Bober Cafe Bandung. The results of the SERVQUAL analysis indicate that all service quality dimensions exhibit negative gaps, with the largest gap found in the tangible dimension, particularly related to physical facilities and the overall comfort of the cafe environment. In addition, the responsiveness and reliability dimensions also show significant gaps. Through the mapping of customer needs into the House of Quality matrix, four main priorities for service quality improvement were identified: implementation of service delivery in accordance with standard operating procedures, enhancement of employees’ understanding of products and services, improvement of service speed, and increased responsiveness to customer complaints. These findings demonstrate that the integration of SERVQUAL and House of Quality provides an effective and structured approach to supporting data-driven managerial decision-making in the food and beverage service industry.
Kata kunci: kualitas pelayanan, SERVQUAL, House of Quality, industri kafe, kebutuhan pelanggan
Unduhan
Referensi
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