STRATEGY FOR IMPROVING THE QUALITY OF DINE IN SERVICES AT MIE MAPAN RESTAURANT
##plugins.themes.bootstrap3.article.main##
Abstract
This study aims to measure service quality at Mie Mapan, especially during on-site dining, prove the relationship between service quality and repurchase intention and brand image, and determine the improvement strategies that need to be done. This study involved 145 customers of Mie Mapan restaurants in four branches, namely Mie Mapan Rungkut, Mie Mapan Barata, Mie Mapan Kusuma Bangsa and Mie Mapan MERR. The data obtained is then analyzed using SEM-PLS to prove the hypothesis. SERVQUAL and IPA methods are used to measure service quality and level of importance according to customers. Then the QFD method is used to determine the improvement strategy needed. The results of this study indicate that there is a significant influence between service quality on purchase intention, service quality on brand image, and brand image on purchase intention. This study also shows that the brand image variable is able to mediate the effect of service quality on purchase intention. The quality of service at Mie Mapan in the restaurant where the research was conducted is still considered low. There are four significant indicators to improve performance, namely: restaurant cleanliness, the appropriateness of cutlery, speed and accuracy of service and menu variations. The improvement strategy that needs to be done is to always renew cutlery regularly, check and monitor employee discipline, improve employee skills, provide facilities, and add menu variations.
Downloads
##plugins.themes.bootstrap3.article.details##
Copyright (c) 2024 Riesthandie
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Abd, Rachman Arief. (2005). Pengantar Ilmu Perhotelan dan Restoran.Yogyakarta : Graha Ilmu.
Barrows, Clayton W., Tom Powers dan Dennis Reynolds. (2003). Introduction To Management In The Hospitality Industry, Seven Edition. New Jersey: Waley
Bernal, L., Dornberger, U., Suvelza, A., & Byrners, T. (2009). Quality Function
Deployment (QFD) for Service. Universitat Leipzig.
Cohen. (1995). Quality Fuction Deployment: How to Make QFD Work for You. Massachusetts: AddisonWesley Publishing Co.
Da Silva, Rui Vintas, dan Alwi, Sharifah. (2006). “Cognitive, Affective Attributes and Conatives Behaviounal Responses in Retail Corporate Bandung”. Journal of Product and Brand Management Vol 15.
Erdil, N. O., & Arani, O. M. (2019). Quality Function Deployment: More Than aDesign Tool. International Journal of Quality and Service Sciences, Vol 11, No. 2, 142-166.
Gargione, A. L. (1999). Using Quality Function Deployment (QFD) in the Design Phase of an Apartment Construction Project,. Proseding IGLC-7. California.
Jaiswal, E. S. (2012). A Case Study On Quality Function Development (QFD).
Journal of Mechanical and Civil Engineering, Vol 3, No. 6, 27-35.
Keller, K. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hall.
Kotler, Philip Dan Keller, K.L. (2009). Manajemen Pemasaran. Edisi 13, Jilid 1. Jakarta: Erlangga.
Kivela, J.J., and Crotts, J.C. (2009).“Understanding travelers experiences of gastronomy through etymology and narration”. Journal of Hospitality & Tourism Reseach, Vol.33(2), pp.161-192.
Kotler, P. (2009). Manajemen Pemasaran. Jakarta: Indeks.
Kotler, P., & Armstrong., G. (2011). Principle Of Marketing, Thirteen Edition. New Jersey: Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). New Jersey: Pearson Pretice Hall, Inc
Kotler, P., & Keller, K. L. (2018). Manajemen Pemasaran Edisi 12 Jilid 2. Jakarta: PT. Indeks.
Ladhari, R., Brun, I., & Morales, M. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27(4), 563-573
Le, D. N., Nguyen, H. T., & Truong, P.H. (2020). Port Logistics Service Quality
and Pelanggan Satisfaction: Empirical Evidence from Vietnam. The Asian Journal of Shipping and Logistic, 89-103.
Mudfarikah, R. (2021). Pengaruh Kualitas Layanan dan Harga Terhadap Minat Beli Ulang. Jurnal Manajemen, Vol. 13 No. 4.
Parasuraman et al., (1985). "A conceptual model of service quality and its implications for future researh" Journal of marketing. Vol. 49
Peter, J. P., & Olson, J. C. (2014). Perilaku Pelanggan dan Strategi Pemasaran. Jakarta: Salemba Empat.
Powers, T., & Barrows, C. W. (2003). Introduction to Management in the Hospitality Industry. New York: John Wiley & Sons.
Pyzdek, T. (2003). The Six sigma Project Planner Scorecard Dengan Six sigma
Untuk Organisasi Bisnis dan Pemeritah. Jakarta: Gramedia Pustaka Utama.
Saidani, B., & Arifin, S. (2012). Pengaruh Kualitas Produk Dan Kualitas Layanan Terhadap Kepuasan Pelanggan Dan Minat Beli Pada Ranch Market. Jurnal Riset Manajemen Sains Indonesia (JRMSI). Vol. 3, No. 1.
Sangadji, E. M., & Sopiah. (2013). Perilaku Pelanggan. Yogyakarta: ANDI.
Simamora Bilson. (2008). Panduan Riset Perilaku Konsumen. cetakan ketiga, Penerbit : Gramedia Pustaka Utama, Jakarta
Simamora, dalam Sulistian Ogi. (2011). Komponen pembentuk citra merek
Sulastri, D. S. (2022). Pengaruh Kualitas Layanan terhadap Minat Beli Ulang di Restoran Mie Gacoan Kota Bandung. International Journal Administration Business and Organization, Vol. 3 No. 2, 43-51.
Tjiptono, Fandy. (2008). Strategi Pemasaran Edisi 3. Yogyakarta: ANDI.
Tjiptono, Fandy. (2011). Strategi Pemasaran, Penerbit ANDI, Yogyakarta.
Tjiptono, Fandy. (2017). Service Management. Yogyakarta: ANDI.
Tjiptono, Fandy dan Gregorius Chandra. (2016). Service, Quality & Satisfaction, Edisi 4, ANDI, Yogyakarta
Van de Poel, I. (2007). Methodological Problems in QFD and Directions for Future. Res Eng Design, Vol. 18, 21-36.
Wijaya, T. (2011). Manajemen Kualitas Jasa Edisi 1. Jakarta: PT. Indeks.