PT. Panca Upaya Tunggal Abadi is a manufacturing company that produced bread. This company is located at Depok and sells its product all around Depok. To survive and compete with other company, PT. Panca Upaya Tunggal Abadi have to do some research to see if the customer is satisfied as a way to keep their loyalty to the brand. Besides, this research is needed to increase the quality of the product and also the service given to the customer.
This research is done with SERVQUAL method with its five items; tangible, reliability, responsiveness, assurance, and empathy. The other method used for this research is IPA (importance performance analysis).
The result from this research shows attributes that take priorities to be improved by using ServQual, IPA, and also Customer Satisfaction calculation. From the calculation of ServQual method the
result shows negative value for all of the attributes, and it means that all of the attributes can be
improved. With IPA method, there are nine attributes that takes priority to be improved. From the result using customer satisfaction calculation there are three attributes that are still far from done to meet the customer expectation. And by combining those three methods, the main attributes to be improved are attribute 22, attribute 12, attribute 2, attribute 17, and attribute 4. |