Citation:

Erlangga Yudha Pratama, Dina Dellyana. "The Analysis of Restaurant Serving Quality with Servqual (Service Quality) Dimension Using IPA Method (Case Study: Kedai Bang Ben)" International Research Journal of Economics and Management Studies, Vol. 3, No. 1, pp. 196-209, 2024.

Abstract:

Kedai Bang Ben is still struggling to hit their revenue target. The restaurant has already done several marketing campaigns, introduced new menus, and improved facilities to boost its revenue, but it is still unsuccessful. This research aims to investigate the service quality in Kedai Bang Ben using the SERVQUAL model. This research explores customer perceptions, operational dynamics, and the impact of marketing on revenue. SERVQUAL questionnaire is distributed, aiming to interpret customer satisfaction and determine the room for improvement using the IPA method (Importance Performance Analysis). Marketing spending is analyzed using Marketing ROI (Return on Investment) to determine what marketing strategy is the most suitable for increasing revenue. A descriptive quantitative method is used in this research. The population in this research is customers or visitors to Kedai Bang Ben restaurant. The questionnaire will be distributed to 70 customers from the 20th of November until the 2nd of December 2023. Kedai Bang Ben’s service quality performance is evaluated using the SERVQUAL model. The findings of this research indicate that although Kedai Bang Ben’s service quality already performs well, significant areas still need improvement. Also, several marketing campaigns can be repeated because they provide good ROI.

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Keywords:

Importance-Performance Analysis, Marketing ROI, Service Quality Analysis, SERVQUAL Model.