USULAN PERBAIKAN KEPUASAN PELANGGAN DI TOKO MARKS & SPENCER KARAWACI MENGGUNAKAN METODE QUALITY FUNCTION DEPLOYMENT

Abstrak

Basically, clothing is one of the most important basic human needs. Therefore, the clothing industry always develops rapidly from time to time. Along with the rapid development of the clothing industry, many clothing models have emerged which are quite attractive to every consumer and are offered by many clothing businesses. Marks & Spencer Karawaci is an industrial institution operating in the world of retail, especially fashion. The tight competition for service quality in the industrial world encourages companies to improve services. Companies can carry out evaluations to determine the level of Customer satisfaction and customer expectations using the Quality Function Deployment (QFD) method. This research was carried out by observing and distributing questionnaires to fashion retail customers at Karawaci Supermall. Based on calculations and analysis carried out using the QFD method, it was found that several services at the Marks & Spencer Karawaci store were still not in accordance with customer expectations and satisfaction. There are several suggestions for improving service quality that can be implemented by the company, namely by adding cleaning equipment, adding changing room facilities, controlling display neatness standards, providing product knowledge training in serving customers, encouraging changes to store lay-out standards, providing comfortable waiting chairs and drinking, following trendy and comfortable clothing styles, holding attractive promotions, and controlling staff grooming and work. After several proposed improvements were implemented, customer satisfaction with service at the Marks & Spencer Karawaci store increased with an average value of 4.578 compared to the value before the improvements were made with an average of 3.668.