Understanding Service Quality

Oct 13, 2025 by wbrum.org 101 views

The Impact of Service Quality on Customer Satisfaction at Auto 2000 Workshop on Jalan Sisingamangaraja No.8 Medan

Introduction

In today's competitive market, service quality has become a crucial factor in determining customer satisfaction. The quality of services provided by a company has a direct impact on customer satisfaction, and it is essential for businesses to understand the dimensions of service quality that contribute to customer satisfaction. Auto 2000 workshop, located on Jalan Sisingamangaraja No.8 Medan, is committed to providing quality services to achieve customer satisfaction. This article will review the effect of service quality on customer satisfaction at the Auto 2000 workshop.

Understanding Service Quality

Service quality can be measured through five important dimensions:

Physical Evidence (Tangibles): This includes the appearance of facilities, equipment, and employees who provide services. In the context of the workshop, cleanliness and order of service space is the main concern that can affect customer perception. A well-maintained and organized service space can create a positive impression on customers, making them feel comfortable and confident in the services provided.
Reliability (Reliability): Reliability is related to the ability to provide promised services accurately and consistently. Customers will feel satisfied if they get services in accordance with the expectations and promises provided by the workshop. For instance, if a customer is told that a service will be completed within a certain timeframe, the workshop should ensure that it is completed on time to maintain customer trust and satisfaction.
Responsiveness (Responsiveness): This dimension includes the will and ability of employees to help customers and provide fast services. A responsive workshop to customer needs and complaints will increase their satisfaction. Employees who are proactive and responsive to customer needs can create a positive experience for customers, making them feel valued and appreciated.
Assurance: Guarantee includes employee competencies, polite attitudes, and trust given to customers. Employees who are knowledgeable and friendly will make customers feel more comfortable and satisfied. A workshop that provides assurance to customers can create a sense of trust and confidence, making customers more likely to return and recommend the workshop to others.
Empathy (Empathy): This dimension highlights the attention and concern given to customers. Four services will make customers feel valued and cared for, thereby increasing their satisfaction. A workshop that shows empathy towards customers can create a positive experience, making customers feel heard and understood.

Research Methodology

This research was conducted using association methods and quantitative approaches, involving 100 respondents as samples. Data analysis used multiple regression, classic assumption tests, and hypothesis testing such as the T test, F test, and the coefficient of determination. With the help of SPSS computer program version 21, significant results were obtained.

Research Results

The results showed that partially, the dimensions of service quality - namely physical proof, reliability, responsiveness, and guarantee - had a significant impact on customer satisfaction. The positive and significant relationship between service quality and customer satisfaction is also seen from the F test, which shows a significance value of 0.000, smaller than 0.05. This indicates that the dimensions of service quality have a significant impact on customer satisfaction.

The Level of Influence of Service Quality

The level of influence of service quality on customer satisfaction can be seen from the R Square value which reaches 0.716 or 71.6%. This means that 71.6% variations in customer satisfaction can be explained by the dimensions of the quality of service analyzed. This figure shows that service quality has a very important role in influencing customer satisfaction in the Auto 2000 workshop.

Conclusion

Overall, the quality of service at the Auto 2000 workshop is very influential on customer satisfaction. By paying attention and increasing the dimensions of service quality such as physical evidence, reliability, responsiveness, guarantees, and empathy, this workshop can continue to strengthen its position as the first choice for customers. Therefore, workshop managers are advised to continue to invest in employee training and improve facilities to improve customer experience as a whole.

Recommendations

Based on the research findings, the following recommendations are made:

Invest in Employee Training: Workshop managers should invest in employee training to improve their competencies and attitudes, ensuring that they provide high-quality services to customers.
Improve Facilities: The workshop should improve its facilities to create a positive impression on customers. This includes maintaining a clean and organized service space, as well as investing in modern equipment and technology.
Increase Responsiveness: The workshop should increase its responsiveness to customer needs and complaints, ensuring that customers feel valued and appreciated.
Provide Assurance: The workshop should provide assurance to customers by ensuring that employees are knowledgeable and friendly, creating a sense of trust and confidence.
Show Empathy: The workshop should show empathy towards customers by paying attention to their needs and concerns, creating a positive experience for customers.

By implementing these recommendations, the Auto 2000 workshop can continue to strengthen its position as the first choice for customers, ensuring high customer satisfaction and loyalty.
Frequently Asked Questions (FAQs) about the Effect of Service Quality on Customer Satisfaction at Auto 2000 Workshop

Q: What is the main objective of this research?

A: The main objective of this research is to investigate the effect of service quality on customer satisfaction at Auto 2000 workshop.

Q: What are the dimensions of service quality that were studied in this research?

A: The dimensions of service quality that were studied in this research are physical evidence, reliability, responsiveness, assurance, and empathy.

Q: How was the data collected for this research?

A: The data was collected through a survey of 100 customers who visited the Auto 2000 workshop.

Q: What statistical methods were used to analyze the data?

A: Multiple regression, classic assumption tests, and hypothesis testing such as the T test, F test, and the coefficient of determination were used to analyze the data.

Q: What were the findings of this research?

A: The findings of this research showed that partially, the dimensions of service quality - namely physical proof, reliability, responsiveness, and guarantee - had a significant impact on customer satisfaction.

Q: What is the level of influence of service quality on customer satisfaction?

A: The level of influence of service quality on customer satisfaction can be seen from the R Square value which reaches 0.716 or 71.6%. This means that 71.6% variations in customer satisfaction can be explained by the dimensions of the quality of service analyzed.

Q: What are the implications of this research for the Auto 2000 workshop?

A: The implications of this research for the Auto 2000 workshop are that it should focus on improving its service quality by paying attention to the dimensions of service quality that were found to have a significant impact on customer satisfaction.

Q: What are the recommendations for the Auto 2000 workshop based on this research?

A: The recommendations for the Auto 2000 workshop based on this research are to invest in employee training, improve facilities, increase responsiveness, provide assurance, and show empathy towards customers.

Q: How can the Auto 2000 workshop use this research to improve customer satisfaction?

A: The Auto 2000 workshop can use this research to improve customer satisfaction by implementing the recommendations outlined above and continuously monitoring and evaluating the effectiveness of these efforts.

Q: What are the limitations of this research?

A: The limitations of this research are that it was based on a survey of 100 customers and may not be representative of all customers who visit the Auto 2000 workshop.

Q: What are the future research directions based on this research?

A: The future research directions based on this research are to conduct a more in-depth study of the dimensions of service quality and their impact on customer satisfaction, as well as to investigate the role of other factors such as employee engagement and customer loyalty in determining customer satisfaction.

Q: How can the Auto 2000 workshop use this research to improve its competitive advantage?

A: The Auto 2000 workshop can use this research to improve its competitive advantage by focusing on providing high-quality services that meet the needs and expectations of its customers, and by continuously monitoring and evaluating the effectiveness of its efforts to improve customer satisfaction.