Rancangan Perbaikan Kualitas Pelayanan di Pusat Pelayanan Pelanggan Pt. X dengan Pendekatan Model Servqual dan Internal Service Quality

Abstract

Competition in telecommunication business in the globalization era is becoming tight. Good service quality becomes the key factor to win the competition. The outcome of the visitors’ recommendation at the service center of PT. X indicated that there was a kind of dissatisfaction of the visitors with the personnel aspect and the physical aspect. The aim of the research was to identify some factors which influence the visitors’ satisfaction and the satisfaction of the employees who served visitors, using the method of Servqual and Internal Service Quality models. The result of the research showed that the variables of external service quality which comprised tangibles, assurance, responsiveness, empathy, and reliability were correlated with customers’ satisfaction at the values of 0.339, 0.427, 0.542, 0.386, and 0.510 consecutively. These five variables also had significant correlation with customers’ satisfaction. The result of the gap analysis showed that the variable of assurance had the highest gap value of 1.41. The variables of internal service quality such as facility/equipment, business process, and human resources development had correlation with employees’ satisfaction with the values of 0.604, 0.524, and 0.608 consecutively. These three variables also had significant correlation with employees’ satisfaction. The variable of human resources also had the highest gap value of 1.59. The design for training with basic training, achievement motivation training, and customer service excellence materials is expected to be able to be the solution to act as a bridge for the two aspects above in order to improve service quality at the customer service of PT X so that customers’ satisfaction and the satisfaction of the employees can be provided.

Persaingan bisnis telekomunikasi di era globalisasi semakin ketat. Kualitas pelayanan yang baik menjadi kunci penting untuk memenangkan persaingan. Hasil sumbang saran pengunjung pusat pelayanan pelanggan PT. X menunjukkan adanya ketidakpuasan pengunjung terhadap aspek personil dan aspek fisik yang ada. Penelitian ini dilakukan untuk mengidentifikasi faktor-faktor yang mempengaruhi kepuasan pengunjung dan kepuasan petugas CSR yang melayani pengunjung dengan pendekatan model Servqual dan Internal Service Quality. Hasil yang diperoleh menunjukkan bahwa variabel-variabel kualitas pelayanan eksternal yang terdiri dari tangibles, assurance, responsiveness, emphaty dan reliability memiliki korelasi terhadap kepuasan pelanggan dengan nilai berturut-turut 0,339, 0427, 0,542, 0,386, dan 0,510. Kelima variabel tersebut juga memiliki hubungan yang signifikan terhadap kepuasan pelanggan. Hasil analisis gap menunjukkan bahwa variabel assurance memiliki nilai gap tertinggi, yaitu 1,41. Variabel-variabel dalam kualitas pelayanan internal seperti fasilitas/peralatan, proses bisnis dan pembinaan SDM memiliki korelasi terhadap kepuasan karyawan dengan nilai berturut-turut 0,604, 0,524 dan 0,608. Ketiga variabel ini juga memiliki hubungan yang signifikan dengan kepuasan karyawan. Variabel pembinaan SDM juga memiliki nilai gap tertinggi, yaitu 1,59. Rancangan pelatihan dengan materi basic training, achievement motivation training, dan customer service excellence diharapkan mampu menjadi solusi untuk menjembatani kedua hal di atas, dalam rangka untuk memperbaiki kualitas pelayanan di pusat pelayanan pelanggan PT. X, sehingga memberikan kepuasan kepada pelanggan dan juga karyawan itu sendiri.