Integration Of Servqual And Quality Function Deployment As An Effort To Increase The Services Of Minimarket

DOI

10.2991/978-94-6463-566-9_17How to use a DOI?

Keywords

Improvement; Service; Minimarket; SERVQUAL; Quality Function Deployment (QFD); Productivity

Abstract

The abstract should summarize the contents of the paper in short terms, i.e. 15–250 words. A minimarket provides daily products with easy access and long opening hours, serving not only as a shopping place but also as part of the business and retail evolution adapting to society’s needs. Despite being smaller than a supermarket, a minimarket offers a variety of products, including food, beverages, household items, books, and religious texts. The primary challenge is increasing customer dissatisfaction, which can negatively impact profitability. Darut Taqwa Minimarket, operating since 2004, focuses on convenience, customer satisfaction, and excellent service while developing entrepreneurial skills among students. To tackle customer dissatisfaction, the SERVQUAL and QFD methods were utilized. This study employed seven SERVQUAL aspects: tangibility, reliability, responsiveness, assurance, empathy, communication, and security. QFD was used to integrate customer desires verified by the company. The QFD analysis revealed the highest Customer Importance value (4.60) on the indicator “Cost/price of products matches the quality provided” and the lowest value (4.02) on “Minimarket employees greet new customers.” The highest Customer Satisfaction Level (SCL) value (4.20) was on “Security’s promptness and decisiveness in securing and organizing the minimarket area,” and the lowest (3.69) on “The minimarket often holds events (promotions) or discounts.” Data processing according to the Technical Requirement assessment indicated the highest priority for improvement was “Communication Skills Training by Management” with a weight of 72 (7.16%) due to its significant contribution to customer satisfaction. The second priority was “Employee training in customer service” (6.27%) to enhance customer service skills, followed by “Providing training and briefing to employees” (5.27%) to improve task knowledge and understanding. The lowest priority was “In-store promotions” (0.50%) due to its minimal impact on improving minimarket services.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Akhmad Maslikhan
AU  - Moses Laksono Singgih
PY  - 2024
DA  - 2024/11/01
TI  - Integration Of Servqual And Quality Function Deployment As An Effort To Increase The Services Of Minimarket
BT  - Proceedings of the  International Conference on Advanced Technology and Multidiscipline (ICATAM 2024)
PB  - Atlantis Press
SP  - 251
EP  - 276
SN  - 2352-5401
UR  - https://doi.org/10.2991/978-94-6463-566-9_17
DO  - 10.2991/978-94-6463-566-9_17
ID  - Maslikhan2024
ER  -