Penerapan Quality Function Deployment untuk Meningkatkan Kualitas Pelayanan Berdasarkan Kebutuhan Pelanggan Kafe Lingkar Coffee dan Idea - Sutanto, Dhafin Naufal (Faculty of Economics and Business Universitas Dian Nuswantoro, 2025)
This study aims to identify service attributes required by customers at Lingkar Coffee & Idea Cafe through the left room of HOQ model, as well as to determine the priority of needs and technical responses of the company. Based on the dimensions of Servqual service quality, the attributes identified include the Tangible dimension such as cleanliness and visual appeal of the cafe, the Reliability dimension such as clarity of promotional information and consistency of taste, the Responsiveness dimension such as speed of service, the Assurance dimension such as parking security and availability of facilities, and the Empathy dimension such as employee friendliness. The priority of customer needs shows that employee friendliness and politeness are the most important attributes, followed by billing accuracy and good communication between employees and customers. The company`s technical responses include factors of place, service, cleanliness, evaluation, and facilities, with the highest technical response priority being smiles, greetings, and salutations, followed by criticism and suggestions, and building form. This study provides insight into key areas that need attention to improve customer satisfaction and service effectiveness in cafes. Penelitian ini bertujuan untuk mengidentifikasi atribut pelayanan yang dibutuhkan oleh pelanggan di Kafe Lingkar Coffee & Idea melalui model Ruang Kiri Rumah Kualitas, serta menentukan prioritas kebutuhan dan respon teknis perusahaan. Berdasarkan dimensi kualitas pelayanan Servqual, atribut yang diidentifikasi meliputi dimensi Bukti Langsung (tangible) seperti kebersihan dan daya tarik visual kafe, dimensi Keandalan (reliability) seperti kejelasan informasi promosi dan konsistensi rasa, dimensi Daya Tanggap (responsiveness) seperti kecepatan layanan, dimensi Jaminan (assurance) seperti keamanan parkir dan ketersediaan fasilitas, dan dimensi Empati (empathy) seperti keramahan karyawan. Prioritas kebutuhan pelanggan menunjukkan bahwa keramahan dan kesopanan karyawan adalah atribut terpenting, diikuti oleh ketepatan tagihan dan komunikasi yang baik antara karyawan dan pelanggan. Respon teknis perusahaan mencakup faktor tempat, pelayanan, kebersihan, evaluasi, dan fasilitas, dengan prioritas respon teknis tertinggi adalah senyum, salam, dan sapa, diikuti oleh kritik dan saran, serta bentuk bangunan. Penelitian ini memberikan wawasan tentang area-area utama yang perlu diperhatikan untuk meningkatkan kepuasan pelanggan dan efektivitas pelayanan di kafe.