ANALISIS PERBANDINGAN KUALITAS LAYANAN PADA RESTORAN CEPAT SAJI McD DAN KFC MEGAMAS DI KOTA MANADO

Abstract

Tight business competition including business of fast food restaurant in Manado underlines this background of research. A company should concern its service quality to get customer loyalty. KFC just recently opened new outlet in the early year of 2012 with location next to McDonalds Megamas and offers facilities to compete McD. data obtained shows there has been a transaction reduction in McD. Certainly, profit is decreased also. Therefore, service quality of each fast food restaurant is examined and compared to find if there is a significant differences in overall service quality and in dimensions of service quality, namely: tangible, reliability, responsiveness, assurance, and empathy.

This research is a comparative research that uses quantitative approach. Primary data is obtained with judgment sampling technique by distributing questionnaire to 300 respondents. To each respondent is asked expectation and facts felt by customers through 22 items of questions that represent dimensions of service quality and tested with t-test independent samples using SPSS 14.0 software.

The result shows that there is a significant difference in each dimension: reliability, responsiveness, assurance, empathy and in overall service quality. However, only tangible dimension has no significant differences. In overall, service quality at KFC Megamas has fulfilled customer expectation while McD Megamas has not yet fulfill customer expectation.

  

Keywords:       Service Quality, Tangible, Reliability, Responsiveness, Assurance, Empathy, Servqual Model, T-Test Independent Samples