Mengukur Tahap Kualiti Perkhidmatan Dari Perspektif Kepuasan Pelanggan

In general, this study aims to identify the degree of customer satisfaction in PMBR based on service quality elements formulated. The specific objectives of this study is to identity the degree of customer expectation towards the elements and dimensions measured, it is to identify the degree of perception after they received the service and to identify customer satisfaction in view of the gap between the elements and dimensions of expectation and perception. Several service quality dimensions was generated from Parasuraman, Zeithaml and Berry (1988), to achieve these research objectives. The dimensions measured are tangibles, reliability, responsiveness, assurance and empathy.
Primary data was collected from questionnaire filled by respondents. Secondary data was taken from an interview with the resort’s manager. Descriptive statistical analysis using frequencies, percentage and means. The expectation dimension with the highest mean is
reliability with mean value 4.19. This measure exceeds the ‘importance’ degree. The perception satisfaction dimension with the highest mean is the reliability perception with mean value 3.64. this measure is higher than ‘merely satisfied’. In the satisfaction gap
dimension, the empathy dimension has the maximum satisfaction level with 0.19. This shows a moderate level of satisfaction. The conclusion derived from this study is that the service quality level in PMBR can be considered as ‘moderately satisfied’ level, between ‘very satisfied’ (-4.00) and ‘not satisfied’ (4.00) where the dimension gap is between 0.19 to 0.65.