RANCANGAN PERBAIKAN KUALITAS PELAYANAN DI PUSAT PELAYANAN PELANGGAN PT.X DENGAN PENDEKATAN MODEL SERVQUAL DAN INTQUAL

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ABSTRAK

Telecommunications business competition in the era of globalization increase strictly. Good service quality becomes an important key to win the competition. The visitors’ feedbacks of  customer service centre PT. X indicate dissatisfaction with personnel and physical aspect there. This research was conducted to identify factors that influence visitor and CSR officers satisfaction with SERVQUAL and Internal Service Quality model approach. The results obtained show that the external service quality variables consisting of tangibles, assurance, responsiveness, empathy and reliability has a correlation to customer satisfaction with value respectively 0.339, 0427, 0.542, 0.386, and 0.542. These five variables also have a significant relationship to customer satisfaction. Gap analysis results indicate that the assurance variable has the highest value gap at 1.41. The variables in the quality of internal services such as facilities / equipment, business processes and human resource development has a correlation to employee satisfaction with value respectively 0.604, 0.524 and 0.608. These three variables also had a significant relationship with employee satisfaction. Human resource development variable also has the highest gap value, ie 1.59. The design of the training with basic training, achievement motivation training, and customer service excellence materials is expected to be a solution to bridge both of the above, in order to improve the quality of services at the customer service center PT. X, giving satisfaction to customers and also employees themselves .

Kata Kunci: SERVQUAL, Internal Service Quality, Correlation, Gap Analysis dan  Training

Pendahuluan

Globalisasi membuat iklim usaha menjadi semakin kompetitif, demikian pula di bidang telekomunikasi. Kompetisi bisnis semakin ketat dengan semakin banyaknya bermunculan operator telekomunikasi di Indonesia, baik yang merupakan investasi lokal maupun investasi asing. Saat ini ada sekitar sepuluh perusahaan telekomunikasi yang beroperasi di Indonesia (Wikipedia, telekomunikasi seluler di Indonesia). Dengan banyaknya operator telekomunikasi ini, konsumen dengan mudah berpindah-pindah operator sesuai keinginan mereka. Beberapa perusahaan telekomunikasi juga berpendapat bahwa era untuk mendapatkan pelanggan baru melalui layanan tradisional seperti layanan suara akan sampai di titik jenuh setelah penetrasi pelanggan mencapai 80%. Titik jenuh ini menyebabkan para operator mulai menjauhi kompetisi untuk mendapatkan pelanggan baru (Tekno Jurnal, 2011). Dengan demikian, kualitas pelayanan menjadi kunci penting bagi setiap operator telekomunikasi untuk memenangkan kompetisi atau untuk bertahan dalam kompetisi yang semakin ketat. Pelayanan yang baik akan meningkatkan kepuasan konsumen, sehingga merupakan strategi paling ampuh untuk mempertahankan pelanggan.