Analyzing the quality of service by service quality models toward customer satisfaction: a study on asia pulp and paper (app)
APPis one of the world's leading pulp and paper companies and is ranked one of the largest vertically integrated pulp & paper producer in Asia, excluding Japan. Its combined pulp, paper and packaging capacities in Indonesia amount to over 7 million tones, using fiber from plantations and wood residues of plantation development. This research is aimed to understand degree of customer satisfaction within the quality of service of APP. A secondary purpose is to determine whether the APP's strategy in maintain their quality of service is fit to future of organization.Analysis use is based on dominated model of ServQual in APP. rnIt is 30 samples were taken conviniently from APP's client only in Jakarta, Indonesia. Furthermore, this study use ServQual Approach related to the dimension of Tangibles, Responsiveness, Reliability, Assurance and Emphaty to measure the level of customer satisfaction and also the correlation between the performance of APP's service quality to the level of customer satisfaction. rnThe interpretation of the analysis in this research shows is the comparation of Quality of Service in APP, if it is compared to APRIL Asia as the competitors, the APP Quality of Service ranged by 3.5 until 4.5, while APRIL Asia ranged by 3.5 until 4.15, thus APP is better in term of quality of service to its customers. And based on interpretation, the willingness to help and provide prompt service ( responsiveness ) and the right to the customer by delivering clear information is become the most influence factors to its customer satisfaction based on the level of conformity between the quality of service and customer satisfaction. In this research, APP has shown that their commitment to maintain their customer satisfaction through a best service quality given to their clients. It also happened to the way APP maintain their customer satisfaction. It reflected ffromthe thequestionairres that the clients of APP are satisfied with the APP's products and service quality as well. The recommendation of this research aimed to APP and the result indicates that the service quality has been processed well but it still needs improvement in order to achieve optimum results. Thereby the service quality is suggested to be processed better and it must be improved.
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