Development Of Service Quality Models In The Automotive Services Industry In Medan City
Introduction
The automotive service industry in Medan City, particularly those represented by PT. Astra International, Tbk. Toyota, is facing significant challenges in meeting customer expectations related to service quality. The differences in perception between expectations and reality of service are often the main problems faced by the company. This study aims to evaluate consumer expectations and perceptions of the quality of services offered by the company, with a focus on developing service quality models that can be applied in the automotive services industry in Medan City.
Background
The automotive service industry is a critical component of the transportation sector, providing essential services to vehicle owners. However, the industry is facing increasing competition, and companies are under pressure to deliver high-quality services that meet customer expectations. In Medan City, the automotive service industry is dominated by PT. Astra International, Tbk. Toyota, which has a significant market share. Despite its reputation, the company is facing challenges in meeting customer expectations related to service quality.
Methodology
This study employed a mixed-methods approach, combining both qualitative and quantitative data collection and analysis methods. The data was collected through questionnaires that were distributed to customers who had received services from PT. Astra International, Tbk. Toyota. The questionnaires were designed to capture customer expectations and perceptions of the quality of services offered by the company. The data processing process was carried out using SPSS and Structural Equation Modeling (SEM) based on Lisrel.
Service Quality Attributes
The service quality attributes developed by Parasuraman include accessibility, clarity, responsiveness, competence, and reliability. These attributes are widely accepted as the key components of service quality in various industries. In addition, to measure customer expectations and loyalty, researchers integrated the attributes of the Toyota service model (TSM Kodowari), which focuses on three basic elements: assets, operations, and staff, which are supported by 77 question items.
Results
The results of this study showed that the consistency and loyalty of customers were strongly influenced by the quality of the services provided. When service quality increases, consumers feel more satisfied and loyal to the brand. The study also found that the gap between customer expectations and perceptions of service quality was influenced by various factors, including the difference between customer expectations and company management understanding of these expectations, as well as the difference between management perceptions of service quality specifications.
Discussion
The findings of this study have significant implications for the automotive service industry in Medan City. The study highlights the importance of developing service quality models that can be applied in the industry. The service quality attributes developed by Parasuraman and the Toyota service model (TSM Kodowari) provide a framework for understanding customer expectations and perceptions of service quality. The study also emphasizes the need for companies to sustainably develop and improve the quality of services to meet customer expectations and maintain their loyalty.
Conclusion
In conclusion, this study provides valuable insights into the development of service quality models in the automotive services industry in Medan City. The study highlights the importance of understanding customer expectations and perceptions of service quality and developing service quality models that can be applied in the industry. The findings of this study have significant implications for the automotive service industry in Medan City and provide a framework for understanding customer expectations and perceptions of service quality.
Recommendations
Based on the findings of this study, the following recommendations are made:
- Develop service quality models: Companies in the automotive service industry in Medan City should develop service quality models that can be applied in the industry. The service quality attributes developed by Parasuraman and the Toyota service model (TSM Kodowari) provide a framework for understanding customer expectations and perceptions of service quality.
- Improve service quality: Companies should sustainably develop and improve the quality of services to meet customer expectations and maintain their loyalty.
- Conduct regular customer surveys: Companies should conduct regular customer surveys to understand customer expectations and perceptions of service quality.
- Develop effective strategies: Companies should develop effective strategies to improve customer experience, which will ultimately have a positive impact on the reputation and sustainability of their business in a competitive market.
Limitations
This study has several limitations. The study was conducted in Medan City, and the findings may not be generalizable to other cities or countries. The study also relied on self-reported data from customers, which may be subject to biases and errors.
Future Research Directions
This study provides a foundation for future research in the area of service quality in the automotive services industry. Future studies should investigate the following research directions:
- Developing service quality models: Future studies should investigate the development of service quality models that can be applied in the automotive services industry.
- Improving service quality: Future studies should investigate the strategies that companies can use to improve service quality and meet customer expectations.
- Understanding customer expectations: Future studies should investigate the factors that influence customer expectations and perceptions of service quality.
References
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Toyota Service Model (TSM Kodowari). (n.d.). Retrieved from https://www.toyota.com/service-model/
Lisrel. (n.d.). Retrieved from https://www.sscientral.org/
Q: What is the main objective of this study?
A: The main objective of this study is to evaluate consumer expectations and perceptions of the quality of services offered by the company, with a focus on developing service quality models that can be applied in the automotive services industry in Medan City.
Q: What are the service quality attributes developed by Parasuraman?
A: The service quality attributes developed by Parasuraman include accessibility, clarity, responsiveness, competence, and reliability.
Q: What is the Toyota service model (TSM Kodowari)?
A: The Toyota service model (TSM Kodowari) is a framework for understanding customer expectations and perceptions of service quality, which focuses on three basic elements: assets, operations, and staff.
Q: What are the implications of this study for the automotive service industry in Medan City?
A: The study highlights the importance of developing service quality models that can be applied in the industry, and emphasizes the need for companies to sustainably develop and improve the quality of services to meet customer expectations and maintain their loyalty.
Q: What are the limitations of this study?
A: The study has several limitations, including the fact that it was conducted in Medan City, and the findings may not be generalizable to other cities or countries. The study also relied on self-reported data from customers, which may be subject to biases and errors.
Q: What are the future research directions in this area?
A: Future studies should investigate the development of service quality models that can be applied in the automotive services industry, improving service quality, and understanding customer expectations and perceptions of service quality.
Q: What are the recommendations for companies in the automotive service industry in Medan City?
A: The recommendations for companies in the automotive service industry in Medan City include developing service quality models, improving service quality, conducting regular customer surveys, and developing effective strategies to improve customer experience.
Q: What are the benefits of developing service quality models in the automotive services industry?
A: The benefits of developing service quality models in the automotive services industry include improved customer satisfaction, increased customer loyalty, and a positive impact on the reputation and sustainability of the business.
Q: How can companies in the automotive service industry in Medan City improve service quality?
A: Companies in the automotive service industry in Medan City can improve service quality by developing effective strategies to improve customer experience, such as providing high-quality services, responding promptly to customer complaints, and conducting regular customer surveys.
Q: What is the importance of understanding customer expectations and perceptions of service quality?
A: Understanding customer expectations and perceptions of service quality is critical for companies in the automotive service industry in Medan City, as it allows them to develop effective strategies to improve customer experience and meet customer expectations.
Q: How can companies in the automotive service industry in Medan City measure customer satisfaction and loyalty?
A: Companies in the automotive service industry in Medan City can measure customer satisfaction and loyalty by conducting regular customer surveys, using metrics such as Net Promoter Score (NPS), and analyzing customer feedback and complaints.
Q: What are the challenges faced by companies in the automotive service industry in Medan City?
A: Companies in the automotive service industry in Medan City face challenges such as meeting customer expectations, improving service quality, and maintaining customer loyalty in a competitive market.
Q: How can companies in the automotive service industry in Medan City stay competitive in a rapidly changing market?
A: Companies in the automotive service industry in Medan City can stay competitive in a rapidly changing market by developing effective strategies to improve customer experience, investing in technology and innovation, and adapting to changing customer needs and expectations.