REKAYASA PENINGKATAN KUALITAS PELAYANAN AKADEMIK PROGRAM MAGISTER MANAJEMEN UNIVERSITAS BAKRIE DENGAN INTEGRASI SERVICE QUALITY (SERVQUAL), IMPORTANCE PERFORMANCE ANALYSIS (IPA) DAN QUALITY FUNCTION DEPLOYMENT(QFD)

SUROTO, SUROTO (2017) REKAYASA PENINGKATAN KUALITAS PELAYANAN AKADEMIK PROGRAM MAGISTER MANAJEMEN UNIVERSITAS BAKRIE DENGAN INTEGRASI SERVICE QUALITY (SERVQUAL), IMPORTANCE PERFORMANCE ANALYSIS (IPA) DAN QUALITY FUNCTION DEPLOYMENT(QFD). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In order to improve the quality of academic services consistently and continuously, structured and customer-oriented approach is needed. The purpose of this study is to know the level of perception and expectation of students, and the critical qualities; to give suggestions in the effort to improve the quality of academic services in the Master of Management Program Universitas Bakrie. The method used is the integration between Service Quality (SERVQUAL), Importance Performance Analysis (IPA) and Quality Function Deployment (QFD). The SERVQUAL method is used to measure the gap between expectations and students’ perceptions. Then proceed with the Importance Performance Analysis (IPA) method to get the critical attributes that fall into the Concentrate Here category which is used as a voice of customer in Quality Function Deployment (QFD) analysis. The result of this study is 29 indicators in 5 dimensions of SERVQUAL which shows that the customer expectation is greater than the perception. Therefore, the direct evidence, responsiveness, reliability, empathy and assurance of the result can be seen in dimension of service quality consecutively from the largest gap value. There are 10 attributes that fall into the concentrate category here in IPA analysis used as Voice of customers in the House of Quality matrix. The findings in this study are expected to assist management in improving service quality. Dalam upaya peningkatan mutu kualitas pelayanan akademik secara konsisten dan berkesinambungan, diperlukan pendekatan yang terstruktur dan berorientasi terhadap kepuasan pelanggan. Penelitian ini bertujuan untuk mengetahui tingkat persepsi dan harapan mahasiswa, mengetahui atribut kritis, serta memberikan saran dan usulan dalam upaya perbaikan kualitas pelayanan akademik di Program Studi Magister Manajemen Universitas Bakrie. Metode yang digunakan adalah integrasi antara Service Quality (ServQual), Importance Performance Analysis (IPA) dan Quality Function Deplyment (QFD). Metode ServQual digunakan untuk mengukur gap antara harapan dan persepsi mahasiswa. Kemudian dilanjutkan dengan metode Importance Performance Analysis (IPA) untuk mendapatkan atribut kritis yang masuk dalam kategori Concentrate Here yang selanjutnya digunakan sebagai voice of customers dalam analisis Quality Function Deployment (QFD). Hasil penelitian ini adalah terdapat 29 indikator dalam 5 dimensi ServQual yang menunjukkan bahwa harapan pelanggan lebih besar dari persepsi. Diketahui dimensi kualitas pelayanan secara berurutan dari nilai gap paling besar adalah bukti langsung, daya tanggap, kehandalan, empati, dan jaminan. Terdapat 10 atribut yang masuk dalam ketegori concentrate here dalam analisis IPA yang digunakan sebagai Voice of Costomers dalam matriks House of Quality. Hasil dan temuan dalam penelitian ini diharapkan dapat membantu manajemen dalam upaya melakukan peningkatan kualitas pelayanan.

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