ANALISIS KEPUASAN PELANGGAN UNTUK MENINGKATKAN KUALITAS PELAYANAN ADMISI DAN PROMOSI UNIVERSITAS BAKRIE

Abstract

Abstract. Approach to discover customer expectations is needed to improve the
competitiveness of the university. This study aims to determine the characteristics
of services which do not satisfy customer expectations and provide advice on
improving service quality Admission and Promotion Bureau Universitas Bakrie.
This research used ServQual method to measure customer expectations and
perceptions. Information was gathered by a questionnaire with Likert scale.
Proceed with observation and interviews with Universitas Bakrie management to
analyze of the Quality Function Deployment (QFD) by the House of Quality
(HOQ) first stage. The results show that 17 indicators in five dimensions
ServQual have greater customer expectations of perception. Dimensions tangibles
on the first rank of customer dissatisfaction. Generaly, the service characteristics
in Admission and Promotion Bureau did not meet customer expectations include
unoptimal the use of communications technology, registration facilities were
inadequate, and service staff Admission and Promotion Bureu did not maximal
yet.Then followed sequentially reliability, responsiveness, assurance, and
empathy. The main recommendation in this research is the provision of adequate
communication tools to cut the distance between the consumer and Admission
and Promotion Bureau and internal member Admission and Promotion Bureau.
The findings in this research may help management to enhance service quality to
increase customer satisfaction.
Keywords: quality, service,admission and promotion, ServQual, QFD, HOQ