STUDI DESKRIPTIF RETAIL SERVICE QUALITY DI CARREFOUR NGAGEL SURABAYA
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Abstract
Carrefour adalah salah satu peritel yang menerapkan konsep belanja hemat sehingga mampu memberikan nilai tambah bagi konsumen karena bisa mendapatkan kebutuhan dengan harga lebih baik. Selain belanja hemat, Carrefour Ngagel juga melakukan evaluasi terhadap kualitas layanan melalui dimensi: retail service quality yang meliputi: aspek fisik (physical aspects), kehandalan (reliability), interaksi personal (personal interaction), pemecahan masalah (problem solving), dan kebijakan (policy). Jumlah sampel penelitian adalah 170 sampel, metode pengolahan data yang digunakan dalam penelitian ini adalah: analisis deskriptif frekuensi, presentasi diagram Pie Chart, dan tabulasi silang. Secara keseluruhan, persepsi responden terhadap retail service quality Carrefour Ngagel adalah positif karena nilai rata-rata keseluruhan responden untuk keseluruhan elemen retail service quality tersebut adalah positif. Policy adalah dimensi retail service quality yang dipersepsikan paling positif karena dengan nilai rata-rata tertinggi diantara dimensi retail service quality lainnya. Sedangkan dimensi retail service quality dengan persepsi terendah adalah problem solving dan elemen dengan penilaian terendah adalah ketika pelanggan menghadapi masalah, karyawan Carrefour menunjukkan keinginan menyelesaikan masalah.
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