Chapter 3. RESEARCH METHODOLOGY

Transcription

1 Chapter 3. RESEARCH METHODOLOGY In order to discover the final conclusion of this study, there were several steps to be conducted. This chapter contains the detailed steps of what has been done in this study. The steps of the research are explained systematically as shown in Figure 3.1: Problem Identification Research Objective Literature Study Variables Identification Questionnaire Design Word Ambiguity Test Questionnaire Distribution Data Analyzing and Interpretation Conclusion Figure 3.1 Research Flow

2 3.1 Problem Identification SBM ITB has never conducted SERVQUAL before. It is important to know its customer satisfaction, in order to achieve its vision and mission, and to maintain SBM S PERFORMANCE in the future. 3.2 Research Objective The objective of this study was to measure SERVQUAL in SBM and to identify SBM s strengths and weaknesses in its service delivery. 3.3 Theoretical Foundation Literature study was conducted to gain more theoretical foundation related with the study. The theoretical foundation was used to design the questionnaire, data analysis and interpretation. 3.4 Variables Identification Variables identification was done to identify the important variables in service especially in the education area, specifically in SBM and PL. 3.5 Questionnaire Design This study used a formatted SERVQUAL questionnaire from Parasuraman et.al. The original questionnaire is contained an expectations section consisting 22 statements and a perceptions sections also consisting 22 statements using a seven point scale (Likert Scale) ranging from 7 (strongly agree) to 1 (strongly

3 disagree). The detailed statements pertaining to the dimension are shown in Table 3.1 Table 3.1 Pertaining to Dimension Dimensions Tangibility Reliability Responsiveness Assurance Empathy Pertaining To The Dimension Description Appearance of physical facilities, equipment, personnel, and other materials. Ability to perform the promised service dependably and accurately. Willingness to help customers and provide prompt service. Employees knowledge and courtesy and their ability to inspire trust and confidence. Caring, individualized attention given to customers. The last section contained student s assessment of the relative importance of the five dimensions. Each question in each service dimensions has already been tested, for that reason no pre-test is needed before the questionnaire distribution. 3.6 Word Ambiguity Test Word ambiguity test was needed because the formatted SERVQUAL questionnaire was in English, therefore the Indonesian translated version needed to be tested before. The word ambiguity test was done to 6 random people, it turns out there was one variable that seem overlapping with another question. As a result, the final questionnaire used only 21 statements. The original questionnaire and the translated version that has been modified to service in education can be seen in Appendix A.

4 3.7 Questionnaire Distribution The questionnaire was distributed amongst students of SBM ITB and PL. SBM was the main object of this study, and PL as the additional comparison. PL was chosen randomly as a representation of other department in ITB. The detailed number of questionnaire distribution is presented in chapter IV. 3.8 Data analyzing and Interpretation After the questionnaire has been distributed and returned, the data needed to evaluate service quality in SBM and PL was available. Below is the process during the data analyzing and interpretation: Reliability and Validity Test Reliability and validity test was conducted using SPSS 13.0 software. Reliability test was executed by observing at its Cronbach s alpha value. The bigger the Cronbach s alpha value the better the reliability. Validity test was executed by observing at its corrected item total correlation. The variable that has less than 0.3 item statistic score is categorized as an invalid variable. The reliability and validity test was needed as a confirmation that the data used during the study was valid and reliable statistically. SERVQUAL Measurement Evaluating the quality of service using SERVQUAL involves computing the difference between the ratings students assign to the paired expectations perception statements.

5 The Gap 5 or SERVQUAL score is computed as follows: SERVQUAL Score = Perception Score Expectation Score There was two ways in evaluating the SERVQUAL score; by observing at its unweighted score and weighted score. The detailed step of SERVQUAL measurement can be seen in Appendix B. A. Unweighted Score 15 Unweighted score is the measurement where it does not take into account the relative importance that students attach to various dimension. B. Weighted Score 16 Weighted score is the measurement where it does take into account the relative importance of the dimensions; therefore it yields lower than unweighted score. The SERVQUAL measurement was conducted per (i) each item, (ii) each dimension and (iii) as an overall measure. Inter-item correlation Test By observing at the inter item correlation matric, generated through SPSS 13.0, it can be seen which one of those 21 variables that has the most relation to other variable. At the end, it can be concluded which one of SBM s weakness that should be highlighted by SBM in order to improve its service quality. 15 Zeithaml, Parasuraman & Berry, 1990 : Zeithaml, Parasuraman & Berry, 1990 : 176