Evaluation of Service Quality on Customer Satisfaction at YZ Bookstore through the Customer Satisfaction Index, Importance Performance Analysis, and Potential Gain in Customer Value
Keywords:
Service Quality, Customer Satisfaction, Customer Satisfaction Index, Importance Performance Analysis, Potential Gain in Customer ValueAbstract
The YZ Bookstore is the first of its branches in South Sulawesi to be located outside a mall, adopting a stand-alone concept that tends to raise customer expectations. However, in the face of intense competition, especially from online bookstores offering greater convenience, the company must strengthen its commitment to service quality to meet these expectations. This study aims to identify, measure, and prioritize service quality attributes influencing customer satisfaction at YZ Bookstore, as well as to provide practical recommendations for service improvement. The analysis was conducted using the Customer Satisfaction Index (CSI), Importance Performance Analysis (IPA), and Potential Gain in Customer Value (PGCV) methods. The researchers distributed questionnaires and collected data from 163 respondents who had visited YZ Bookstore and were aged 18-59 years, representing the active customer group. Based on IPA mapping, the main improvement priorities are: providing a complete range of books and stationery (P3); staff being able to direct customers to the items they need (P4); staff being responsive to customer needs (P6); providing adequate and convenient parking facilities (P24); and providing information computers to help customers find items easily (P26). The PGCV analysis further suggests the following priority order for improvement: P26, P3, P4, P6, and P24. Based on these findings, the company is recommended to improve its Production Planning and Inventory Control (PPIC) system, conduct market research, and provide targeted employee training programs to enhance service quality and customer satisfaction.
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