Integrating SERVQUAL and SWOT methods to design strategies for enhancing the quality of property consulting services

Josephine Surya, Abidin Abidin

Abstract


Jabodetabek, as the hub of national economic growth in Indonesia, has emerged as a countermagnet for capital city development. This has sparked heightened competition among property agents striving to boost their property sales. PT Rajawali Sumber Berkat Abadi operates in the property industry, focusing on property consulting services. In this fiercely competitive landscape, the company aims to elevate its service quality. To achieve this, they plan to devise a strategy using the Servqual and SWOT methods. The Servqual questionnaire will help identify specific service deficiencies and strengths in property consulting. Additionally, it will calculate comparative values to gauge their significance. Alongside, a SWOT analysis will pinpoint weaknesses, strengths, opportunities, and threats. This will involve discussions with the company's commissioners and calculations using AHP and QSPM methods. The analysis revealed three primary service deficiencies, despite an overall good quality score. It was found that the optimal strategy design lies in the Strength-Opportunity (S-O) strategy. This approach translates into several work programs aimed at bolstering market penetration. Four S-O strategies were outlined, consisting of 20 distinct work programs. Furthermore, a QSPM matrix calculation was employed to reinforce the SWOT matrix’s findings. This aimed to pinpoint the most pertinent company strategy for implementation. The strategy design obtained a Total Attractiveness Score (TAS) of 9.24, affirming its viability.

Keywords


Quality System; Service Quality

Full Text:

PDF

References


Kementerian PUPR, Dinamika Pengembangan Perumahan Skala Besar. 2020.

R. Apriansyah, “Pengaruh Kualitas Pelayanan dan Promosi Terhadap Volume Penjualan Pada PT. Prioritas Rengat,” J. Manaj. dan Bisnis, vol. 07, no. 02, p. 39, 2018, doi: 10.34006/jmbi.v9i2.206.

Y. Prananda, D. R. Lucitasari, and M. S. Abdul Khannan, “Penerapan Metode Service Quality (Servqual) Untuk Peningkatan Kualitas Pelayanan Pelanggan,” Opsi, vol. 12, no. 1, p. 1, 2019, doi: 10.31315/opsi.v12i1.2827.

A. Parasuraman, V. A. Zeithaml, and L. L. Berry, “SERVQUAL : A multiple- Item Scale for measuring consumer perceptions of service quality,” J. Retail., no. 1, pp. 12–40, 1988.

E. Gürel, “SWOT ANALYSIS: A THEORETICAL REVIEW,” J. Int. Soc. Res., vol. 10, no. 51, pp. 994–1006, 2017, doi: 10.17719/jisr.2017.1832.

T. Aprianto and A. Fatah, “Integrasi Servqual, Kano dan QFD dalam Meningkatkan Kualitas Pelayanan di Sekolah Tinggi XYZ,” J. Rekayasa Sist. Ind., vol. 10, no. 2, pp. 131–144, 2021, doi: 10.26593/jrsi.v10i2.4252.131-144.

S. Syapsan, “The Effect of Service Quality, Innovation towards Competitive Advantages and Sustainable Economic Growth: Marketing Mix Strategy as Mediating Variable,” Benchmarking An Int. J., vol. 26, no. 4, pp. 1336–1356, 2019, doi: 10.1108/BIJ-10-2017-0280.

I. Fatima, A. Humayun, U. Iqbal, and M. Shafiq, “Dimensions of service quality in healthcare: A systematic review of literature,” Int. J. Qual. Heal. Care, vol. 31, no. 1, pp. 11–29, 2019, doi: 10.1093/intqhc/mzy125.

Suroto and T. Nurdyastuti, “Impact of service quality dimensions on student satisfaction,” J. Manaj. dan Bisnis, vol. 22, no. 1, pp. 17–26, 2023, doi: 10.24123/jmb.v22i1.564.

I. D. Armanto, “Pengaruh Dimensi Kualitas Layanan Terhadap Kepuasan Pelanggan Indihome Triple Play,” E-Jurnal Manaj. Univ. Udayana, vol. 7, no. 3, p. 1282, 2018, doi: 10.24843/ejmunud.2018.v7.i03.p06.

N. Nanincova, “Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggang Noach Cafe and Bistro,” Agora, vol. 7, no. 2, pp. 1–5, 2019, [Online]. Available: https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/8734.

K. N. Sigit and E. Soliha, “Kualitas Produk Dan Kualitas Layanan Terhadap Kepuasan Dan Loyalitas Nasabah,” J. Keuang. dan Perbank., vol. 21, no. 1, pp. 157–168, 2017, doi: 10.26905/jkdp.v21i1.1236.

I. Subki, “THE ESSENCE OF QUALITY EDUCATIONAL SERVICES IN,” in Proceeding of 1st International Conference on Education, Society and Humanity, 2023, vol. 01, no. 01, pp. 1277–1281, [Online]. Available: https://ejournal.unuja.ac.id/index.php/icesh.

S. Sugiarto and V. Octaviana, “Service Quality (SERVQUAL) Dimensions on Customer Satisfaction: Empirical Evidence from Bank Study,” Golden Ratio of Marketing and Applied Psychology of Business, vol. 1, no. 2. pp. 93–106, 2021, doi: 10.52970/grmapb.v1i2.103.

A. Parasuraman, The Behaviorial Consequences of Service Quality. New Jersey: Prentince Hall, 2014.

J. Rezaei, O. Kothadiya, L. Tavasszy, and M. Kroesen, “Quality Assessment of Airline Baggage Handling Systems using SERVQUAL and BWM,” Tour. Manag., vol. 66, pp. 85–93, 2018, doi: 10.1016/j.tourman.2017.11.009.

H. Alsaffar, “GAP Model of Service Quality and Customer Relationships,” no. September, 2020, doi: 10.13140/RG.2.2.27904.66561.

Sugiyono, Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Penerbit Alfabeta, 2014.

I. Machali and A. Hidayat, The Handbook of Education Management, 1st ed. Jakarta: Prenadamedia, 2016.

J. N. Munandar, A. L. Tumbel, and A. S. Soegoto, “Analisis SWOT Dalam Menentukan Strategi Pemasaran Bisnis Kopi Saat Pandemi Covid-19 (Studi Kasus Pada Kopi Luwak White Koffie),” J. EMBA J. Ris. Ekon. Manajemen, Bisnis dan Akunt., vol. 8, no. 4, pp. 1191–1202, 2020, doi: 10.35794/emba.v8i4.31590.

A. Sibua, A. Umar, W. Sibua, and D. Weka, “Analysis of Service Quality using Service Quality (SERVQUAL) and SWOT Method in Border Area (Case Study: PT. Jababeka Morotai),” J. Ind. Eng. Manag., vol. 7, no. 8, pp. 250–260, 2022, doi: 10.33536/jiem.v7i3.1377.

Asmawih, D. S. Limidy, S. Toro, Tobaroni, and D. Maulidasari, “SWOT Analysis In Strategy Sales Call on Sales and Marketing Department At The Hotel All Seasons Jakarta Thamrin,” Int. J. Travel. Hosp. Events, vol. 2, no. 2, pp. 188–199, 2023.

L. Larisang and I. Kamil, “Analisa Stategi Pengembangan Usaha Perusahaan Exspedisi Pada PT. Uwais Global Logistik Menggunakan Metode SWOT Dan QSPM,” PROFISIENSI J. Progr. Stud. Tek. Ind., vol. 9, no. 1, pp. 90–103, 2021, doi: 10.33373/profis.v9i1.3314.

Masitha, D. Hartama, and A. Wanto, “Analisa Metode (AHP) pada Pembelian Sepatu Sekolah Berdasarkan Konsumen,” Semin. Nas. Sains dan Teknol. Inf., pp. 338–342, 2018, [Online]. Available: http://seminar-id.com/semnas-sensasi2018.htmlPage%7C338.

M. R. Ali, S. Andryana, and D. Hidayatullah, “Perancangan Sistem Pendukung Keputusan Penerimaan Beasiswa Menggunakan Metode Analytical Hierarchy Process (AHP), Simple Additive Weighting (SAW) dan Elimination Et Choix Traduisant la Realite (ELECTRE),” J. JTIK (Jurnal Teknol. Inf. dan Komunikasi), vol. 5, no. 3, p. 257, 2021, doi: 10.35870/jtik.v5i3.217.




DOI: http://dx.doi.org/10.36055/jiss.v9i2.22029

Refbacks

  • There are currently no refbacks.


  is supported by