Analysis of Service Quality to Customer Satisfaction with CSI and Servqual Methods

AHASS Jaya Sakti is a workshop service that provides services to vehicles with Honda motorbikes. AHASS Jaya Sakti can be found on Jl. Jaksa Agung Suprapto No.160, Bojonegoro. Competition in the automotive industry has become so intense that it is no longer limited to product sales, but has begun to extend to the creation of differentiation and competitive advantage through the provision of services. The method used in this study is to use the Service Quality (Servqual) and Customer Satisfaction Index (CSI) methods. The results of data processing carried out at the AHHAS Jaya Sakti workshop as a whole meet customer expectation with a value of 0.10044. This is evidenced by the Customer Satisfaction Index (CSI) value of 83%, which indicates that AHHAS workshop customers are very satisfied with the services provided. Then there are several attributes that have a negative gap value in AHHAS workshop services, namely the reliability dimension of attribute X6 with a gap value of -0.014, attribute X8 with a gap value of - 0.06, attribute X9 with a gap value of -0.03, attribute X10 with a gap value of -0.11, the responsiveness dimension of attribute X11 with a gap value of -0.03, the guarantee dimension of attribute X17 with a gap value of -0.1, attribute X18 with a gap value of - 0.07, and finally the empathy dimension of attribute X22 with a gap value of -0.03, attribute X24 with a gap value of -0.029.


INTRODUCTION
Customer satisfaction reflects the totality of a consumer's behavior towards a product, goods, or services after using or consuming them (Suprapti, 2010).The level of customer satisfaction depends on the quality of service offered by the industry.Kotler (1995) defines satisfaction as the level of a person's feelings after comparing the performance or results experienced with their expectations.Customer satisfaction is related to the quality of service in a particular industry.
The increase in the number of consumers should be accompanied by an increase in services that can strengthen the strong bond between consumers and the industry.The quality of goods or products has an influence on customer satisfaction.Good quality is one of the industry's priorities in achieving competitive advantage.Failure to improve service quality will place the industry in an environmental problem.
Consumers who feel dissatisfied will describe their experiences to potential customers and other consumers, which can impact the industry's performance.Some methods used to measure customer satisfaction are the Customer Satisfaction Index and Service Quality (Servqual) method.The Customer Satisfaction Index method is a measurement instrument for customer satisfaction with received services, which focuses on the physical arrangement (Hsu, 2008).The 5 main measures for assessing customer satisfaction are Price, Service Quality, Product Quality, Emotional Factor, and Efficiency (Irawan, 2007).
Service quality is everything that focuses on meeting the needs and desires of consumers accompanied by accuracy in delivery, resulting in a balanced alignment with consumer expectations (Rizal et al., 2014).For every company, they always strive to provide excellent service to guests and target to attract as many customer guests as possible to remain competitive in the business world.Therefore, companies aiming to attract guests should not only concentrate on marketing but also be supported by other factors that can make guests feel satisfied with what they have received, such as the quality of service provided by the company.
Customer service is the result produced by companies operating in the service sector.One of the strategies to survive in this business competition is to enhance the quality of service to meet customer desires.The level of success in business competition is determined by a high level of service quality.Quality service demonstrates efficiency and the ability to create customer satisfaction, which reflects how well a company's performance meets customer expectations (Hidayati & Prasetyo, 2015).The success of a company can be measured by how responsive it is to customer desires, thereby creating satisfaction, comfort, and loyalty from customers towards the company(Susianti & Arini, 2021).
The researchers selected AHASS Jaya Sakti workshop as the research subject based on observations and information from online media that indicated several issues faced by the workshop.Some customer complaints related to the services include high service costs, unaffordable spare part prices, service delays, excessively long service durations, lack of employee responsiveness in meeting customer needs, and issues related to fair service.Nevertheless, AHASS Jaya Sakti has always strived to provide the best service.However, a service quality analysis is necessary to measure the level of customer satisfaction and ensure if there are customers who feel dissatisfied with the services provided.

METHOD
In this research, various techniques are needed to collect data, and the method used for data collection is primary data.Primary data is information gathered directly by individuals or organizations from the research subjects for the purpose of the respective study.The collection of primary data can be done through interviews, observations, focused discussions, and questionnaire distribution (Sekaran, 2011).In this study, primary data consists of observations and questionnaire distribution.

Data Collection Tool
In the research on Service Quality Analysis and Customer Satisfaction at AHASS Jaya Sakti Workshop in Bojonegoro, questionnaires were used as a supporting tool.Additionally, SPSS software version 16 was utilized to test the validity and reliability of the gathered data.
The attributes of this research are adapted from a previous study (Hasibuan, 2019).
Table 1.Questionnaire statements.24.Fair service without considering social status.25.Attention to customer complaints.

Determination of Sample Size
The sampling technique used in this research is a non-probability technique, namely incidental sampling.In this technique, samples are chosen incidentally, meaning anyone who incidentally encounters the researcher can be considered a sample, as long as they are deemed suitable as a data source (Sugiono, 2012).Below is the formula from Lemeshow (1997): Explanation: n = Sample size z = 90% confidence level z-score = 1.65 P = Maximum estimated proportion = 0.5 d = Alpha (0.1) or sampling error = 10% Therefore, by using the formula above, the sample size is obtained as follows: 2,77.0,25 0,01 n = 68,06 / 68 Source: (Hasibuan, 2019) The calculation above indicates that the minimum required sample size is 68 respondents, specifically from the customer segment.However, in this study, a sample of 70 respondents will be used.

Validity and Reliability Test.
The formula used to measure the instrument's validity is the Pearson Product-Moment correlation formula, which relates the scores of each item in the questionnaire to the overall score.To test reliability, SPSS software is used.The formula used in reliability testing is as follows: To measure the quality of service, it is necessary to compare the perceived or received service by customers with the ideal service they expect or desire.The difference between perceived service and expectations is referred to as a "gap" or reflects service quality (Mustofa et al., 2019).The Servqual score will indicate the extent of the difference between customer perceptions and expectations.To calculate the Servqual score for each statement, the following formula can be used (Parasuraman, 1990): 1.If the result is positive (+), it means that the customer's perception has exceeded expectations, indicating an improvement in the quality of service at the AHASS workshop in the eyes of the customers.2. If the result is negative (-), it means that the AHASS workshop has not yet been able to meet customer perceptions or expectations.

CSI Data Processing
To calculate the CSI value, the following steps can be used (Aritonang, 2005): 1. Calculate the Mean Importance Score (MIS) for each variable, which is the average of the ratings given.2. Determine Weight Factors (WF) for each variable.These weights are the percentage of the MIS value per variable compared to the total MIS of all variables.3. Calculate the Mean Satisfaction Score (MSS) for each attribute, which is the average of the expressed expectations.4. Determine Weight Score (WSk) for each variable.These weights are obtained by multiplying WFk by MSSk (WS), calculated as MIS / total MIS * 100 (WF). 5. Calculate the Customer Satisfaction Index (CSI) by dividing the WS value by the Likert scale used.

Validation Test
Validation test is a test to determine whether data from the questionnaire can be considered valid or not.The purpose of this validity test is to ensure that the answers from the questionnaire can be used with assured validity in the research.Validity testing is carried out by comparing the calculated r value with the tabled r value.In my research, I used a sample size (df=n-2) of 70-2=68 respondents with a 5% significance level in the distribution of the statistical tabled r value, resulting in a tabled r value of 0.231.Here are the results of the validity test of customer assessment and expectation statements using SPSS V16.After conducting the validity test on respondent answers, it is evident that the calculated r value is greater than the tabled r value, which is 0.231.Therefore, it can be concluded that the validity test in Table 2 above is valid.

Reliability test
In the view of Sugiono (2005), reliability is the ability of a set of measurements or measuring instruments to provide consistent results when measurements are repeated using the same measuring instrument.A questionnaire is considered reliable if it can produce relatively similar results when measured again on different subjects and at different times, or if it yields consistent results (Arikunto, 1998).In calculating reliability tests, the Cronbach's Alpha formula is used.If the calculated r value is greater than 0.6, then the data can be considered reliable (Wiratna, 2014).To calculate this reliability test, the researcher used the Statistical Product and Service Solution (SPSS) software, as in the validity test.Here are the results of the reliability test for expectations and assessments.Tangible evidence can be explained as the concrete manifestation of a company, such as the availability of facilities for customers that can be directly experienced by them.Based on the data in Table 4, the average value in the tangible dimension is 0.0716, indicating that customers' perceptions of the services provided in the tangible dimension or tangible evidence have been fulfilled.

Reliability
Reviewing the level of customer satisfaction with the reliability dimension.Reliability is the company's ability to deliver services as promised to customers.From Table 5, it can be observed that the average value in the Reliability dimension is -0.023, indicating that customers' perceptions are lower than customer expectations regarding the services provided in the reliability dimension.

Responsive
Responsiveness is the ability and willingness of employees or the company to assist customers and provide quick and accurate service.From Table 6, it is evident that the average value in the Responsiveness dimension is 0.182, indicating that customers' perceptions of the services provided in the responsiveness dimension have been met.

Assurance
Assurance refers to the knowledge possessed by employees in building customer trust in the company.There are four aspects that can be parameters in this dimension: friendliness, competence, credibility, and security.From Table 7, it can be seen that the average value in the Assurance dimension is 0.1014, indicating that customers' perceptions of the services provided in the assurance dimension have been met.

Emphaty
Empathy is the concern of individuals within the company for customers.In this regard, it is expected that the company has a deep understanding and knowledge of customers, understands specific customer needs, and provides a comfortable operational time for customers.Based on Table 8, the average value in the Empathy dimension is 0.17, indicating that customers' perceptions of the services provided in the empathy dimension have been met.The results of processing the entire gap data indicate that the overall average gap value is 0.10044.This indicates that customer assessments have reached or met the services provided by AHASS, as seen in Table 9. CSI is a method used to assess overall customer satisfaction by considering the importance of measured service quality characteristics.There are 5 criteria for the satisfaction level (Trinoto, 2021), as shown in Table 10.To calculate the CSI value, the following steps can be taken: 1.The first step is to determine the Mean Importance Score (MIS) for each variable, which is calculated from the average of the ratings given by respondents 1 to 70. 2.
The second step is to determine the Mean Satisfaction Score (MSS) for each attribute, which is calculated from the average of the expectations of respondents 1 to 70.
Furthermore, the calculation results show that the total MIS is 105.387 and MSS is 103.818, as seen in Table 11.Explanation: P = Assessment and H = Expectation 3. The next step is to create Weight Factors (WF) for each variable.This weight is the percentage of the MIS value per variable relative to the total MIS of all variables, calculated using the formula MIS / total MIS * 100.

4.
Next, for each variable, Weight Score (WS) is calculated.This weight is calculated as the multiplication of WFk by MSS, using the formula MIS / total MIS * 100.
Table 12.WF and WS Attribute X6 in the reliability dimension has a gap value of -0.014, attribute X8 with a gap value of -0.06, attribute X9 with a gap value of -0.03, attribute X10 with a gap value of -0.11, in the responsiveness dimension there is attribute X11 with a gap value of -0.03, attribute X17 in the assurance dimension with a gap value of -0.1, attribute X18 with a gap value of -0.07, and finally in the empathy dimension, there is attribute X22 with a gap value of -0.03, and attribute X24 with a gap value of -0.029.Therefore, service quality improvement is needed to enhance customer satisfaction.Service improvement priorities should start with attributes that have the highest negative gap values, such as employees completing tasks on time as promised.
of respondents x = Sum of scores for each item y = Total score (factor) xy = Sum of the multiplication of item scores (x) with the total score (y).
Figure 1.Table r

Table 2 .
Validation Test

Table 3 .
Reliability test

Table 4 .
Tangible Evidence Dimension

Table 9 .
Overall Gap Value

Table 10 .
Satisfaction Level

Table 11 .
MIS and MSS