i

MEASURING SBM SERVICE QUALITY FROM THE

POINT OF VIEW OF STUDENT

AN APPLICATION OF SERVQUAL

By

Bunga Indah Asmara Surahman

19004055

Undergraduate Program

School of Business and Management

Institut Teknologi Bandung

2007

MEASURING SBM SERVICE QUALITY FROM THE

POINT OF VIEW OF STUDENT

AN APPLICATION OF SERVQUAL

By:

Bunga Indah Asmara Surahman

19004055

Undergraduate Program

School of Business and Management

Institut Teknologi Bandung

Validated by

(Ir. Budi Permadi Iskandar)

ABSTRAK

Studi ini bertujuan untuk mengukur kualitas pelayanan di School of

Business and Management-Institut Teknologi Bandung (SBM-ITB). SBM-

ITB adalah institusi pendidikan dimana mahasiswa sebagai pelanggan,

maka dari itu kepuasan mereka mengenai kualitas pelayanan

merupakan masukan yang penting untuk perbaikan. Tingkat kepuasaan

mahasiswa diukur dengan menggunakan SERVQUAL, yaitu suatu

instrumen yang mengukur perbedaan antara harapan mahasiswa dan

kinerja sebenarnya yang dirasakan dengan menggunakan kuesioner

Parasuraman yang telah dimodifikasi. Sesuai dengan Parasuraman,

studi ini juga menilai lima dimensi pelayanan; reliability, tangibility,

responsiveness, assurance dan empathy. Hasil studi ini mencerminkan

situasi sebenarnya pada saat survey. Kualitas pelayanan SBM-ITB jauh

lebih baik dibandingkan dengan Planologi ITB (PL-ITB), walaupun nilai

keseluruhan perolehan SBM-ITB masih dibawah harapan. Tangibility

merupakan dimensi terkuat di SBM ITB, dikarenakan oleh ketersediaan

fasilitas. Empathy merupakan dimensi terlemah, terutama mengenai jam

operasional. Banyak nilai rendah yang menunjukkan mahasiswa

meminta perhatian lebih dari tenaga pengajar. Riset ini menyarankan

agar tenaga pengajar memberikan perhatian yang lebih kepada para

mahasiswa

ABSTRACT

This study aims to measure the service quality in School of Business and

Management ITB (SBM ITB). SBM is an educational institution that

places students as its customer thus student satisfaction concerning

service quality is important feedback for improvement. Student’s

satisfaction was evaluated by using SERVQUAL, an instrument that

measures the difference between what students expected and what they

really perceived, using a modified Parasuraman questionnaire. As a

comparator, the student of Regional and Urban Planning Program (PL)

was also asked to fill in the same questionnaire. Following Parasuraman,

this study also assessed five service dimensions; reliability, tangibility,

responsiveness, assurance and empathy. The result reflected the real

situation at the survey time. SBM service quality is better off compared

to PL, although the overall score within SBM is still below expectation.

Tangibility is the strongest dimension in SBM due to facilities available.

Empathy is the weakest dimension especially concerning operational

hours. However there are quite a lot weak points showing that students

requested more care from the lecturers. Thus this study suggests that

students hoped for a more considerate treatment from lecturers.

ACKNOWLEDGEMENT

I would like to thanks to my final project supervisor Mr. Budi Permadi

Iskandar, thank you for supervising me throughout the writing of final

project. He deserves my warmest thanks. I also received important ideas

from Mrs.Ira Fachira as my co-supervisor, thank you for the inputs and

the discussions, also for Mr.Hari Mukti for the discussion on statistical

analysis in this final project.

My colleagues at SBM, who gave important comments on the issues

presented in this final project, thank you for all your support, and for

being the respondent of my questionnaire, also for the students of

Regional and Urban Planning Program. Many have contributed

substantially during the writing, and it would be impossible to single

any out. Thank you to all.

Bandung, August 2007

Bunga I.A.Surahman

Table of Contents

ABSTRAK ........................................................................................................... i

ABSTRACT ....................................................................................................... iii

ACKNOWLEDGEMENT ................................................................................ v

TABLE OF CONTENTS ................................................................................. vii

LIST OF FIGURES ........................................................................................... ix

LIST OF TABLES ............................................................................................. xi

LIST OF APPENDICES ................................................................................. xiii

Chapter 1. INTRODUCTION ......................................................................... 1

1.1 Background ................................................................................................. 1

1.2 Problem Formulation ................................................................................. 2

1.3 Objective ...................................................................................................... 2

1.4 Scope ............................................................................................................. 2

1.5 Report outline ............................................................................................. 3

Chapter 2. THEORETICAL FOUNDATION ................................................ 5

2.1 Corporate Performance ............................................................................. 5

2.2 Tools for Measuring Performance ............................................................ 5

2.2.1 Balanced Scorecard ..................................................................... 6

2.2.2 Malcolm Balridge Criteria ......................................................... 7

2.3 Service Quality ............................................................................................ 8

2.4 SERVQUAL ............................................................................................... 11

2.4 SERVQUAL in Education ........................................................................ 15

Chapter 3. RESEARCH METHODOLOGY ................................................ 17

3.1 Problem Identification ............................................................................. 18

3.2 Research Objective ................................................................................... 18

3.3 Theoretical Foundation ............................................................................ 18

3.4 Variables Identification ............................................................................ 18

3.5 Questionnaire Design .............................................................................. 18

3.6 Word Ambiguity Test .............................................................................. 19

3.7 Questionnaire Distribution ..................................................................... 20

3.8 Data analyzing and Interpretation ......................................................... 20

Chapter 4. ANALYSIS ................................................................................... 23

4.1 Overall Score ............................................................................................. 23

4.1.1 Reliability Analysis .................................................................. 24

4.1.2 Validity Analysis ...................................................................... 24

4.1.3 SERVQUAL Score of SBM and PL ......................................... 26

4.1.4 Relative Importance of SERQUAL Dimension .................... 27

4.2 SERVQUAL Score Within SBM .............................................................. 28

4.2.1 SBM Class of 2007 Gap by Variable ....................................... 31

4.2.2 SBM Class of 2008 Gap by Variable ....................................... 32

4.2.3 SBM Class of 2009 ..................................................................... 32

4.3 Inter - item Correlation Matric ............................................................... 33

Chapter 5. CONCLUSION ............................................................................ 35

BIBLIOGRAPHY .............................................................................................. 39

List of Figures

Figure 2.1 : Gaps Model of Service Quality .......................................... 10

Figure 2.2 : Customer’s Assestment of Service Quality ...................... 12

Figure 2.3 : Correspondences between SERVQUAL Dimensions &

Ten Dimensions for Evaluating Service Quality ............. 12

Figure 3.1 : Research Flow ...................................................................... 17

Figure 4.1 : Unweighted SERVQUAL Score SBM vs PL .................... 26

Figure 4.2 : Weighted SERVQUAL Score SBM vs PL ........................ 26

Figure 4.3 : Unweighted Gap by Dimension ........................................ 29

Figure 4.4 : Weighted Gap by Dimension ............................................ 29

Figure 4.5 : SBM Class of 2007 ................................................................ 31

Figure 4.6 : Class of 2008 Gap by Variable ........................................... 32

Figure 4.7 : Class of 2009 Gap by Variable ........................................... 32

List of Tables

Table 3.1 : Statements Pertaining to Dimension ............................... 19

Table 4.1 : Questionnaire Distribution ................................................ 23

Table 4.2 : Reliability Statistic ............................................................... 24

Table 4.3 : Validity Statistics ................................................................. 24

Table 4.4 : SERVQUAL Score .............................................................. 26

Table 4.5 : Relative Importance of SERVQUAL Dimension ............ 27

Table 4.6 : GAP SBM vs PL .................................................................. 27

Table 4.7 : SERVQUAL Score Class of 2007, 2008 & 2009 ................. 28

Table 4.8 : Relative Importance of SERVQUAL ................................. 30

Table 4.9 : GAP by Variable…………………………………………..30

Table 4.10 : Correlation Matric ............................................................... 33

List of Appendices

Appendix A

A1 Original SERVQUAL Questionnaire

A2 SBM-ITB Questionnaire

A3 PL Questionnaire

Appendix B Steps of SERVQUAL Measurement