ABSTRACT
Minimarket is a type of modern retails which is the most aggressive in increasing the number of outlets and implements franchise system in increasing the number of outlets. Alfamart took an opportunity by building an outlet in Jalan Sukabirus RT 03/15 Citereup Village. Alfamart’s potential target market is students of Yayasan Pendidikan Telkom (YPT) which consist of four institutions integrated last August 2012. Customers satisfaction through good service standard is one of the values of Alfamart’s management and the value is one of the principles of the corporate culture. Customers satisfaction can be achieved by good service quality. Therefore the management as a service company should implement service qualities which include reliability, responsiveness, assurance, empathy, and tangibles.
The purpose of this study is to discover service performance, expectation and level of customers service on the performance of Alfamart, and to discover the aspects which should be improved to improve Alfamart’s service quality.
The type of the study was quantitative study with descriptive research method by distributing questionnaires to 384 respondents who became samples in this study by using accidental sampling as the sampling technique. Data analysis in this study was service performance analysis, customers’ satisfaction index and Importance-Performance Analysis (IPA).
The study results show that service performance based on customers’ perception is goo with a percentage of 76,11% and customers’ expectation is considered very important with a percentage of 89,45% . The study analysis shows that the customers are in dissatisfied category with customers’ satisfaction score of. The result of Importance-Performance Analysis (IPA) in this study show that there are seven service attributes which must be improved by the company management, i.e. (1) speed of service of alfamart to customers, (2) security when parking vehicles in Alfamart’s parking lot, (3) Alfamart’s understanding of customers’ interests, (4) customers’ comfort when shopping in Alfamart, (5) Alfamart’s overall attractive appearance, (6) Alfamart having many facilities which benefit the customers.
Keywords: Service Quality (Reliability, Responsiveness, Assurance, Empathy, Tangibles), Customers’ Satisfaction