Pengembangan Model Service Quality pada Industri Jasa Otomotif di Kota Medan

Abstract

Consumers' perception on the service quality is frequently different from what has been expected. This difference is, at least, influenced by five gaps between expectation and the service quality which is offered. These gaps, amoi,0 others, are the discrepancy between the customers' expectation and the pcrccpL:c .. of a company's management, and the discrepancy between the perception of a company's management and the specification of service qualityo The aim of the study was to evaluate the consumers' perception and expectation on the consumers of PT. Astra International, Tbk. Toyota. After the observation had been made, it was found out that the consistent level of the customers tended to decreased by the end of the maintenance which was guaranteed by the manufacturer. This study was inspired by the previous studies which were related to the measurement of the service quality and the methods to increase the service quality. They were obtained from the libraries and internet. The ctata were collected by handing out questionnaires after identifying the variables specified by attributes which were developed by Parasuraman and Dabolkhar. The technique of data processing used SPSS and Structural Equation Modeling (SEM) with Lisrel base. It was used to the Analysis Confirmatory Model in order to represent the up-to-date model which was preceded by content validity test by using Pearson product moment correlation and reliability test by using cronbach alpha. Some service quality attributes developed by Parasuraman which were used as the variables of the study were correlated with Accessibility, Tangibility, Responsiveness, Competence, and Reliability; whereas to measure Customers' Expectation and Loyalty, the researcher collaborated with the attributes of Toyota Service Model which was referred to TSM Kodowari with the basic elements of Assets, Operation, and Staffs supported by 77 items. The results of the study showed that customers' consistence and loyalty was significantly influenced by service quality.