Analysis of Service Quality using Service Quality and Importance Performance Analysis Methods in LION SUPER INDO Company

Abstract

To fulfill customer satisfaction, the company must have strategies for managing services properly. The strategies are meant that can affect customer satisfaction, image, and loyalty. Public lack of confidence in the Lion Super Indo Company caused by services is still not good enough. Complaints that arise from consumers such as toilet facilities, parking areas, layout shelf display products that are less organized and clearly, the selling goods are incomplete and operational supermarket is not on time. The research objective is to determine the attributes that affect the quality of service. To analyze the service quality attributes priority, we use five main dimensions i.e. Tangibles, Reliability, Responsiveness, Assurance, Empathy, and IPA method (Importance-Performance Analysis). Based on the results obtained from the data quality level of services provided showed that quality of service is not satisfactorily. Seen from the results of the overall gap is 0.18 to be in the range of values from 0.00 to 0.34, which means not satisfied. The attributes are still not good that attribute toilet facilities and parking areas are available (A2) with the Gap value of -0.05, layout shelf display products that are less organized and clearly (A4) with the Gap value of -0,08, the selling goods are complete with the Gap value of -1, The operational supermarket is on time (B1) with the Gap value of -1,06.