Analisis Kualitas Pelayanan dan Kepuasan Pelanggan Menggunakan SERVQUAL dan Kano pada PT Jokopi Indonesia Group

Muhamad Arkan Kusneadi; Ayudyah Eka Apsari

doi:10.61132/mars.v4i3.1628

Authors

Muhamad Arkan Kusneadi Universitas Teknologi Yogyakarta
Ayudyah Eka Apsari Universitas Teknologi Yogyakarta

DOI:

https://doi.org/10.61132/mars.v4i3.1628

Keywords:

Customer Satisfaction, Kano Model, Service Quality, SERVQUAL, Strategy Improvement

Abstract

The coffee shop industry has experienced substantial growth in recent years, creating intense competition that compels businesses to continuously enhance service performance in order to maintain customer satisfaction and market competitiveness. PT Jokopi Indonesia Group has encountered several service-related issues reflected in declining sales performance and recurring customer complaints, indicating the need for a comprehensive evaluation of service quality. This study aims to identify service attributes that fail to meet customer expectations and determine improvement priorities through the integration of the SERVQUAL and Kano methods. A quantitative approach was employed using questionnaire data collected from 50 customers who had prior experience with the company’s services. SERVQUAL was utilized to assess discrepancies between customer expectations and perceived service performance, while the Kano model was applied to classify attributes according to their contribution to customer satisfaction. The findings reveal that all evaluated attributes generated negative gap values, indicating that existing service performance has not yet reached the level expected by customers. The most critical gaps were identified in menu availability, air-conditioning and fan comfort, payment convenience, and straw availability. Kano classification further demonstrates that menu availability and thermal comfort facilities belong to the Must-Be category, meaning that failure to provide these attributes may trigger significant customer dissatisfaction. The integration of SERVQUAL and Kano highlights these attributes as the most urgent areas for improvement. The results provide managerial guidance for developing targeted service enhancement initiatives aimed at strengthening customer satisfaction, retention, and competitive advantage.

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