Analysis of service quality according to Parasuraman's theory (SERVQUAL) at CV Tirta Sari Abadi
DOI:
https://doi.org/10.21111/at.v11i2.15773Keywords:
Service quality, SERVQUAL, Customer satisfaction, Qualitative researchAbstract
This study aims to analyze the service quality of CV Tirta Sari Abadi using the SERVQUAL approach, which consists of tangibles, reliability, responsiveness, assurance, and empathy. A qualitative descriptive case study method was applied. Data were collected through interviews, observation, and documentation. The findings reveal that the overall service quality of CV Tirta Sari Abadi is considered good, particularly in the dimensions of reliability and responsiveness. The assurance and empathy dimensions are also positively perceived through employee professionalism and attention to customer needs. However, limitations were identified in the tangibles dimension, especially regarding vehicle conditions and supporting facilities. The study concludes that improvements in physical evidence are necessary to enhance sustainable customer satisfaction.References
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