PENGARUH KUALITAS PELAYANAN CUSTOMER RELATIONS OFFICER (CRO) TERHADAP KEPUASAN PELANGGAN BENGKEL BOS (Survey Pada Cabang Kedoya Jakarta Barat)

PAHLEFI, REZZA (2020) PENGARUH KUALITAS PELAYANAN CUSTOMER RELATIONS OFFICER (CRO) TERHADAP KEPUASAN PELANGGAN BENGKEL BOS (Survey Pada Cabang Kedoya Jakarta Barat). S1 thesis, Universitas Mercu Buana.

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Abstract

The competition for car repair shops in the city of Jakarta is getting tougher, they are competing to get customers for the smooth running of the car repair shop. Customer service and satisfaction is the core of the car repair business, excellent service makes customers feel satisfied with the performance of the car repair shop. This service is very influential in the development of a company. In order to increase customer satisfaction, the Bengkel BOS prepares employees who are able to handle the needs and desires of its customers, namely customer relations is an effort to provide services to customers. The theory used in this research is service quality and customer satisfaction. According to Tjiptono, this service quality is an effort to fulfill needs coupled with consumer desires and the accuracy of the delivery method in order to meet the expectations and satisfaction of these customers and according to Phillip Kotler and Kevin Lane Keller, customer satisfaction is the feeling of happy or disappointed someone that appears after comparing performance (yield) product that is thought out against the expected performance. This research is quantitative by using the positivist paradigm to find or obtain information about the causal relationship which is commonly used to predict a symptom or human activity. The data collection technique was carried out by distributing questionnaires to 89 respondents to Bengkel BOS customers. In this study the researchers used simple random sampling. Based on the results of the research and data analysis that has been done, it is found that the service quality of the customer relations officer has a positive and significant effect on customer satisfaction of the Bengkel BOS. Key Words: Service Quality, Customer Relations Officer, Customer Satisfaction. Persaingan usaha bengkel mobil di kota Jakarta semakin ketat, mereka bersaing untuk mendapatkan pelanggan demi kelancaran usaha bengkel mobil. Pelayanan dan kepuasaan pelanggan merupakan inti dari usaha bengkel mobil, pelayanan yang prima membuat pelanggan merasa puas atas kinerja bengkel mobil. Pelayanan ini yang sangat berpengaruh penting dalam perkembangan suatu perusahaan. Seperti halnya Bengkel BOS dalam rangka meningkatkan kepuasan pelanggannya, perusahaan menyiapkan karyawan yang mampu menangani kebutuhan dan keinginan pelanggannya, yaitu customer relations adalah suatu upaya memberikan jasa layanan kepada pelanggan. Teori yang digunakan dari penelitian ini adalah kualitas pelayanan dan kepuasan konsumen. Menurut Tjiptono, kualitas pelayanan ini adalah upaya pemenuhan kebutuhan yang dibarengi dengan keinginan konsumen serta ketepatan cara penyampaiannya agar dapat memenuhi harapan dan kepuasan pelanggan tersebut dan menurut Phillip Kotler dan Kevin Lane Keller, kepuasan konsumen adalah perasaan senang atau kecewa seseorang yang muncul setelah membandingkan kinerja (hasil) produk yang dipikirkan terhadap kinerja yang diharapkan. Penelitian ini bersifat kuantitatif dengan menggunakan paradigma positivise untuk menemukan atau memperoleh informasi tentang hubungan sebab akibat yang biasa dipergunakan untuk memprediksi suatu gejala atau aktivitas manusia. Teknik pengumpulan data dilakukan dengan cara menyebarkan kuesioner kepada 89 responden pelanggan Bengkel BOS, pada penelitian ini peneliti menggunakan purposive sampling Berdasarkan hasil dari penelitian dan analisis data yang telah dilakukan, diperoleh hasil bahwa kualitas pelayanan customer relations officer berpengaruh positif dan signifikan terhadap kepuasan pelanggan Bengkel BOS. Kata Kunci: Kualitas Pelayanan, Customer Relations Officer, Kepuasan Pelanggan.

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