Service Quality Analysis to Increase Customers Satisfaction at Lawson Minimarts in Big Cities in Indonesia

Abstract

The development of the business world from time to time has increased very rapidly and is limited by a lot of competition. Every company that wants to continue to develop is required to provide the best service to its consumers. This causes companies to compete to improve their service standards to provide added value to their products to make them more attractive in the eyes of consumers. One way that companies can certainly improve service quality is by trying hard to know and understand customer desires. In the Importance Performance Analysis analysis, mapping is carried out into 4 quadrants for all variable indicators that influence service quality. Q7 is in quadrant 1 which indicates that according to consumers the indicator is considered important, but the company's performance is still not as expected, so improvements need to be made to improve the company's performance. Q5, Q8, Q9, Q10 are in quadrant 2 which indicates that the four variable indicators are important and the company's performance is also good, so they must continue to be maintained.