Strategic Quality Public Service Using Matrix Importance Performance Analysis

Transcription

1 European Journal of Academic Essays, Special Issue, , 2017 ISSN (online): ISSN (print): Special Issue: 2 nd International Conference on Economics & Banking 2016 (2 nd ICEB) Strategic Quality Public Service Using Matrix Importance Performance Analysis Yudi Wahyudin Suwandi STIE EKUITAS Bandung Abstract The purpose of this study was to examine how high the perception of people in XYZ on the performance of government services in the process of Population and Civil Administration. The study used survey method by sampling using simple random sampling. The total sample of 100 people there. Based on the analysis of five variables, namely the reliability of service, physical, empathy, assurance and responsiveness, there is an average value of service and the average importance with Gap : Under these conditions, the city government XYZ must be able to improve performance, especially in the variable empathy with the highest Gap Kewords : Matrix Importance Performance, Public Service, ServQual. 1. INTRODUCTION The public service is a manifestation of the government's commitment to provide public services. Changes or reforms toward better in providing services to the public is considered strategic (Dwiyanto, 2005). Reforms in question is delegated to the leaders of the region in this district, sub-district in order to improve the efficiency and effectiveness of the provision of excellent service to the community. The ultimate purpose of public service is the creation of a social order that is empowered to take care of the problem each in accordance with Law No. 32 of 2004 as an amendment to Act No. 22 of 1999 on Regional Government that has brought a change in the paradigm of governance in Indonesia, A fundamental change of the law enforcement is the shift from structrural efficiency models pressing on improving the efficiency, effectiveness and uniformity into local democrazy model that suppress the democratic values and uniformity in the administration of local government.

2 The government's success in reforming the bureaucracy will greatly affect the public perception of public services, such as processing of identity cards, residence permits letters, birth certificates, letters moved, family card and others. In accordance with the decision of the Minister of State Apparatus with regard to public services must be properly -Right benefit to society. XYZ city is a city that is currently in full swing reform the bureaucracy, especially in the field of population and civil registration. Various attempts were made in order to facilitate the public in accessing the letter and with regard to civil registration and population, especially in terms of bureaucracy. Currently XYZ Government is already doing repair service by setting up village, district as a place of residence remarks services, making it easy to reach by public do not need to come to the city government. This study wanted to see how high the public perception of the services provided, and of the many variables of service, it is known which services should be repaired, maintained and even ignored. 2. FRAMEWORK THEORY Services are often viewed as a complex phenomenon. Said service itself has many meanings, ranging from personal care to service as a product. Various concepts of service often mentioned by experts as Haksever et al (2000) suggest that the service is defined as an economic activity that generates the time, place, form and usability psychological. According Evardsson et al (2005) also services the activities, processes and interactions as well as a change in the condition of the person or thing in the possession of the customer. Sinambela (2010, p: 6), theoretically the purpose of public service is basically dalah satisfy the community. To achieve the satisfaction demanded excellent service quality that is reflected from: 1. Transparent: Services that are open, easy and accessible to all those in need and provided adequately and easily understandable. 2. Accountability: Services that can be accounted for in accordance with the provisions of the laws and regulations. 3. Conditional : Services in accordance with the conditions and the ability of providers and recipients of services by sticking to the principles of efficiency and effectiveness. 4. Participatory: Services to encourage community participation in the implementation of public service with the aspirations, needs and expectations of society. 5. Equal Rights : Services that do not discriminate from the aspect of any particular tribe, race, 181

3 religion, class, social status, etc. 6. Balance of Rights and Obligations: Services that considers the aspect of justice between providers and recipients of public services. In Services, there are five dimensions of SERVQUAL as follows (Parasuraman et al, 1998) 1. Tangibles, or physical evidence of the ability of a company to demonstrate its existence to external parties. Appearance and abilities of physical infrastructure companies and the state of the surrounding environment is tangible proof of the services provided by the service provider. Which includes the physical facilities (buildings, warehouses, etc.), equipment and tools used (technology), as well as the appearance of Personnel 2. Reliability, or reliability of the ability of companies to provide services as promised are accurate and reliable. Performance should be in accordance with customer expectations, which means the timeliness, the same service, for all customers without error, sympathetic attitude, and with high accuracy. 3. Responsiveness, namely an ability to assist and provide fast service (responsiveness) and right to the customer, with the delivery of clear information. Allowing consumers to wait without any apparent reason causing a negative perception in service. 4. Assurance, or guarantees and assurances that knowledge, politeness,and the ability of the company's employees to gain confidence of the customers to the company. Consists of several components, among others, communication, credibility, security, competence and courtesy. 5. Empathy, which gives genuine concern and the individual or individuals that is provided to customers by striving to understand the desires of consumers. Where a company is expected to have the understanding and knowledge of the customer, understanding customers' specific needs, and has the operating time that is convenient for customers. In analyzing these services, for the improvement strategy would be to use a matrix. Importance- Performance Matrix ( HDI ) proposed by Imartilla & James ( 1997) in Tjiptono (2005 ) in an article entitled " Importance- Performance Matrix ", published in the Journal of Marketing. This technique compares the performance with the importance which will then be plotted on a Cartesian diagram consisting of four quadrants. Each quadrant describes the occurrence of a condition that is different from the other quadrants. ( Cherliyana : 2014). In the process of analysis of the use of this diagram, divided into four quadrants, namely as appears in the picture below : 182

4 In analyzing these services, for the improvement strategy would be to use a matrix. Importance- Performance Matrix ( IPM ) proposed by Imartilla & James ( 1997) in Tjiptono (2005 ) in an article entitled " Importance- Performance Matrix ", published in the Journal of Marketing. This technique compares the performance with the importance which will then be plotted on a Cartesian diagram consisting of four quadrants. Each quadrant describes the occurrence of a condition that is different from the other quadrants. ( Cherliyana : 2014). In the process of analysis of the use of this diagram, divided into four quadrants, namely as appears in the picture below : Strategies that can be performed on the position of each variable in all four quadrants can be explained as follows: (Kotler : 2005) 1. Quadrant 1 (Concentrate Here), which is the area that contains the variables that are considered important by the respondents, but in reality is not appropriate as expected (still a low level of satisfaction). The variables included in this quadrant must be improved. 2. Quadrant 2 (Keep Up The Good Work), which is the area that contains the variables that are considered important by the respondents and is in conformity with that he felt that the level of satisfaction is relatively high. The variables included in this quadrant must be maintained for all these variables makes the system superior in the eyes of respondents. 3. Quadrant 3 (Low Priority), which is the area that contains the variables that are considered less important by the respondents and in fact performance is not too special. 4. Quadrant 4 (Possible Overkill), which is the area that contains the variables that are considered less important by respondents but felt already quite satisfactory. The variables included in this quadrant must be maintained. 183

5 Ficture 2 Grounding Literature Research Source: Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), RESEARCH METHODOLOGY The method used in this study is a survey research, the emphasis on descriptive research that is studying the exposure of the description of the quality of service. According Singarimbun and Effendi (1989 : 3 ), survey research is research taking sample from a population and using questionnaires as a data collection tool that principal. While the purpose of the survey method is to test a specific hypothesis for the purpose of justifying or strengthen the hypothesis ( Arikunto, 1998: 243 ). Mechanical Sampling The samples are part of the population and is determined based on the characteristics of the population by taking a representative, as emphasized by Al - Rasjid (1994 : 1 ), that : "The sample is a set of psychological objects that are part of a population that is collected through a specific sampling process ".According Sugiyono (2007 : 92 ), that probability sampling is a sampling technique that provides equal opportunity for each element ( member ) of the population to be elected as members of the sample. Data collection technique 184

6 In obtaining the data, this study uses a variety of data collection techniques include:questionnaire, Observation and Interview. 4. THE RESULT AND DISCUSSION This study presents the results of five dimensions of SERVQUAL as follows (Parasuraman et al, 1998). Based on analysis of 100 respondents, the following is the perception of the respondents regarding the performance of the Department of Civil Service and city of residence XYZ. Table 1 : respondent's perception of the level of performance and level of importance of public service variables variable expectations value performance value Reliability X1 right appointment X2 Reliable service in the process of handling problems X3 bureaucratic X4 clarity administrative requirements gap X5 Handle paperwork and administration without errors X6 service time phisical X7 Layout room service X8 Spacious room service X9 The number of counters available X10 the comfort and cleanliness of the lounge X11 parking lot X12 Overall a very good room service X13 computers and other equipment worked well X14 There are written rules that are easy to read and understand information about administrative requirements that must be met empathy X15 friendliness of service personnel X16 X17 understanding of customer service to the requirements of Administrative and service procedures of service personnel serving with highly skilled and friendly X18 When complained, the clerk remained calm and friendly

7 responsive ness X19 X20 X21 X22 X23 X24 Work desk service personnel clean and well ordered Care workers wear a neat, polite and professional At the time of the first service, the concierge greetings In the service process is finished, the clerk said " there are those who can be helped? Care workers often play the hand phone while serving Care workers often have a chat with colleagues while serving assurance X25 free services There are billboards / leaflets / articles X26 regarding the duration of the service process X27 Officers can understand and anticipate the specific needs of customers X28 All employees at the location to be friendly and willing to help when asked though not care workers From table 1 can be seen there are 28 indicators to assess the terjabar palayanan on five variables : reliability, tangibles, responsiveness, assurance and emphati. Based on these data we can conclude several points : Average performance level of service is with the value of the highest performance there on variable responsiveness to the value of and service performance value was lowest in reliability variable. This indicates that the government " XYZ " According to the society's perception of service personnel who have had a relatively good responsiveness, by taking seriously the current airport, not chatting and say hello when you first want to be served. While there is a low value on reliability or ability to fulfill the promise of service, simplicity of procedures that have not been achieved and is still an error in the process of settlement services. Average level of public expectation towards municipal services XYZ is with the highest expected value is on empathy variable with a value of and the expected value of service was lowest in the physical variable with a value of This condition shows that people know 186

8 well the condition of equipment, rooms, parking and services infrastructure that is inadequate, while the expected very high there is the performance of empathy performed by care workers, in this case relate to taste friends of service personnel, courteous mannered in spoken word, understand the requirements and procedures, not cluttered work desk and the clerk who was always smiling and well-dressed. Average value of the expectations is the performance value , so there is a gap value of Gap interests and highest performance there on variable empathy of Thus the government XYZ should be able to improve the competence of employees in the service department demonstrated ability to empathize with the hospitality, friendly, always smiling and understanding of Administrative procedures and services. For Indicator totaling 28 services are the highest value of the performance indicator is the cost of service followed by a free concierge service does not talk when serving. While the indicators of service performance is lowest in obscurity indicator in the service process requirements of Administrative residence.for the expectations indicator, there is the highest value on people's desire for care workers do not use mobile phones at a time serving with the expectation value by 483, and the value of the indicator is lowest expectations need rules in writing of the terms of service administrative circumstances expectations value performance value 187

9 Axis Title 2 nd International Conference on Economics & Banking 2016 (2 nd ICEB) Figure 1 : Importance Perfomance Matriks of Figure 1 is visible all the indicator is in quadrant one and two, where almost all the indicators are above the interests of performance. Thus the city authorities should be able to analyze further relates to improved service. As for the widening gap between expectations and performance appears on the image below Axis Title Figure 2 : Gap Analisys 5. Conclusions and Recommendations 1. XYZ city government must understand what is perceived by the public with regard to the services provided. Based on the study shows that the highest gap between the performance and the interest is there on empathy. According to respondents score highest interest in empathy pathy variable with a value gap variable with a value of 484 and the lowest value of the interest is in physical evidence. Thus concluded that the community understands XYZ city budget limitations to the government's efforts to improve services to the public, but they require care workers to be able to improve care in the service process. 3. Of the five variables of service : reliability, empathy, physical and assurance has an average value of , This condition indicates that urban services XYZ in the recording process of population and civil registration is still in the category enough, the next government should be able to increase the XYZ up well in the category with a minimum score of Of the 28 indicators of service performance is only one indicator that exceeds the level of interest that is related to the opening greeting when the start will be served, with the value of 188

10 the interests of the 386 and 413 performance. 5. There are two variables that Gap between Importance and Performance above 100 is variable empathy and reliability. While 3 other variables : physical, assurance and responsiveness under a value of 100, the smallest gap is in variable assurance. REFERENCE Alexandria dan Curry, Adrienne. (2001). Service improvements in public services using Servqual, Managin Service Quality, Vol. 11 (6), pp Cherliyana T.W. Yuniar, Arie Deseianty. Usulan Perbaikan dan Peningkatan Kualitas Jasa Pelayanan Taman Bacaan Menggunakan Metode Importance Performance Matrix (Studi Kasus di Taman Bacaan X Bandung). Reka Integra ISSN: Jurusan Teknik Industri Itenas No.02 Vol. 02 Jurnal Online Institut Teknologi Nasional Oktober Dwiyanto, Ajis 2005, Mewujudkan Good Governance melalui pelayanan public, Gajahmada University Press Yogyakarta. Fathoni. Analisis Kualitas Layanan Sistem Informasi Menggunakan Metode Servqual. Dalam Konferensi Nasional Sistem dan Informatika, 14 Nopember 2009 di Bal (Prosiding) Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), Sulistiyowati1, Wiwik; Hari Supriyanto,Mokh.Suef. Integrasi Metode Servqual Lean Dan Six Sigma Implementasi : PT.PLN (Persero) Distribusi Jawa Timur, APJ Surabaya Selatan UPJ Ngage Suparman Mungkinkah Model Servqual di Terapkan di Pelayanan Kesehatan. Dalam Warta Widyaiswara,Edisi Desember Sugiyono (2011). Metode Penelitian Kombinasi (Mixed Methods). Alfabeta Bandung. ISBN Mc Leod, R. (2007). Management Information Systems. 10th.ed., Upper Saddle River: Pearson Education. 189