Citation:

Agistya Maharani Joner, Henndy Ginting. "Service Quality Training Design: Evidence from A Large Bakery Company in Indonesia" International Research Journal of Economics and Management Studies, Vol. 3, No. 5, pp. 93-107, 2024.

Abstract:

Excellent service is the highest priority in the fast-moving consumer goods retail market, as it has the potential to enhance customer loyalty and sustain or even increase sales rates. Holland Bakery, a pioneer bakery company in Indonesia, established in 1978 under PT Mustika Citra Rasa, holds the same belief in the importance of providing exceptional service. Holland Bakery’s commitment to excellence is not only for product quality but also excellent customer service standards. The belief is that their frontline personnel serve as a reflection of their business; consequently, it is crucial to provide them with education to enhance the level of service. The research was conducted to assess service quality components that need improvement using the 5-dimensions of the SERVQUAL model - reliability, responsiveness, assurance, empathy, and tangibleand captured both the perspective of the customer and employee. The author employs research methodologies and employs questionnaires and interviews as data-collecting instruments. A mix-method of quantitative-qualitative using descriptive statistics, Importance Performance Analysis (IPA) and thematic analysis on 205 customers and 125 employees of Holland Bakery indicate several elements of service quality that still need improvement, which are handling customer complaints, consistency in providing service quality, product knowledge, promotion skills, responsiveness, attitude, prompt delivery, accuracy of product and transaction detail information, delivering specific customer request, communication skills and selfconfidence. The result is used to create business solutions in the form of training design and curriculum to enhance employee’s competencies in service quality to serve the customer better.

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Keywords:

Bakery companies, Retail, Service quality, Sales, Training program.