IMPROVING QUALITY OF SERVICE GRAHA PARI SRAYA (GRAPARI) PT TELKOMSEL APPROACH TO QUALITY FUNCTION DEPLOYMENT (QFD)

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1 IMPROVING QUALITY OF SERVICE GRAHA PARI SRAYA (GRAPARI) PT TELKOMSEL APPROACH TO QUALITY FUNCTION DEPLOYMENT (QFD) Rino 1) and Indung Sudarso Master s Program in Management of Technology, Institut Teknologi Sepuluh Nopember Jl. Cokroaminoto 12A, Surabaya, 60264, Indonesia 1) rino.manullang88@gmail.com ABSTRACTS Grapari Pemuda Surabaya is one of five Telkomsel s 24/7 Grapari which operates everyday within 24 hours in Indonesia. 24/7 Grapari is expected to meet customer s need about informations and services for 24 hours non stop. To provide the best services, Grapari Pemuda needs continue to improve their service quality for customers sustainably. Telkomsel has to respond quickly what factors that lead to customer dissatisfaction. This research resulted the factors that become voice of customer of services in Grapari Pemuda, hours 22:00 p.m. 06:00 a.m. (day+1). Through approach to Quality Function Deployment (QFD), is obtained what customer needs on Grapari Pemuda services. It can be seen, what the efforts that will do by Telkomsel to answer voice of customer and improve the quality of services at the Grapari Pemuda service hours 10:00 p.m. to 6:00 a.m. every day. There are 7 customer needs that took attention of Telkomsel, three of them are adequate product knowledge officer, the officer is able to convey the information needed by the customer, and service is fast and precise. After analyzing the data, obtained 12 technical responses to efforts made by Telkomsel. Expected that all technical responses can answer 7 Telkomsel customers needs and to improve the quality of service Grapari Pemuda on service hours 10:00 p.m. to 6:00 a.m. each day. Keywords: Quality of Service, Quality Function Deployment, Telkomsel, Grapari Pemuda. INTRODUCTION Grapari Pemuda is one of five Telkomsel s 24/7 Grapari in Indonesia which operates everyday within 24 hours in Surabaya City, East Java. Focus of this research is how to improve service quality Grapari Pemuda at service hour 10:00 pm to 6.00 am (H+1) or Shift 3. There are have several differences service to Shift 3 operational hours : only have two counters to serve customer, service room at first floor, and not serve financial transaction. There are 14% of total customer who came to Grapari Pemuda on Shift 3 was not satisfied. There are 3 main factors cause dissatisfaction : office facilities, process and requirement, and customer service. The purpose of this research is to identify what importance needs to customer and to know efforts that Telkomsel will do to improve service quality Grapari Pemuda on Shift 3 operating hours. A-1-1

2 METHODOLOGY Based on three main factors dissatisfaction to Grapari Pemuda services on Shift 3 (22:00 pm 06:00 am), then is formulated 25 research variables into questionnaire. The variable on Table 1. Table 1. List of Variable Customer Needs of Grapari Pemuda Services There are two questionnaires for customer for this research : Importance Questionnaire (R) and Satisfaction Questionnaire (S). Importance Questionnaire represents customer needs on Shift 3 services. Satisfaction Questionnaire represents real condition that customer feel on Shift 3 services. Scoring of each attributes on both questionnaires to customer in Likert Scale (Scale 1-5) : 1 = Very No Importance 1 = Very No Satisfied 2 = No Importance 2 = No Satisfied 3 = Fair 3 = Fair 4 = Importance 4 = Satisfied 5 = Very Importance 5 = Very Satisfied The population for this research, is Telkomsel customer s who came to Grapari 24/7 Pemuda at Surabaya during November 2015 to February 2016 on Shift 3 service, is 2075 customer. Calculation of sample in this research is using Slovin Formula. There are 95 respondents (with error rate: 10%). After collect the data on questionnaires, had done validity test and reliability test with SPSS Statistics 17.0 software. In validity test, if r calculation > r table, then the questionnaire is valid. R table for this research is (with significance scale 5%). The purpose of reliability test is measure consistency of variables on the questionnaires. Realibility test of this research used Alpha Cronbach formula. Importance questionnaire and satisfaction questionnaire are reliable if had Alpha Cronbach value more than 0.7. Table 2. Reliability Scale No Interval Reliability Scale 1 < Very Low Low A-1-2

3 Fair High Very High After the result of importance and satisfaction questionnaire is valid and reliable, variables on both questionnaires are grouped in Kartesius Diagram to get variable that will improving service quality the variables. Focus improvement service quality Grapari Pemuda is variables on first quadrant (concentrare here). Quality Function Deployment (QFD) Figure 1. Kartesius Diagram In this study, QFD is used to view the attributes which is will be the voice of customer that will be developed in order to improve the quality of service Grapari Pemuda Surabaya at the time of service 22:00 to 06:00 each day. There are several steps to prepare the House of Quality on QFD: 1. Matriks What (Customer Needs) 2. Matriks How (Technical Response) 3. Relationship Matrix This matrix shows the relationship between the matrix how and the matrix What. There are 4 symbols to describe the relationship, called (empty) no relationship, (triangle) may have something to do, (round) medium connection, and (squares) strong relationship. 4. Technical Correlation This section shows the relationship between the technical response to the Matrix How. The symbol to describe the relationship is (++) strongest positive influence, (+) strong enough positive influence, (empty) neutral, (-) quite strong negative influence, and (-) strongest negative influence 5. Planning Matrix The goal of this matrix to determine the value of each attribute priority services contained in the Grapari pemuda Matrix What (voice of customer). Data on this matrix consists of several parts: a. Customer Satisfaction Performance (CSP) CSP is average satisfaction value attribute on matrix what. b. Goal value c. Improvement Ratio value (IR) A-1-3

4 d. Service Point value e. Raw Weight value (RW) Raw Weight Value obtained by multiplying Importance to Customer and IR and Service Point. f. Normalized Raw Weight Value (NRW) NRW value indicates the magnitude of these attributes contribute to the fulfill of Telkomsel s customers need. NRW value obtained by dividing the value of Raw weigt with a total value of Raw Weight. 6. Technical Matrix a. Technical Priorities This section to see the scale of priorities in the technical response will be conducted by the Grapari Pemuda Management according to the ability of the company. Priorities Technical value obtained from the total value of Importance to Customer multiplied by the value of their relationships. b. Own Performance This part is the amount of something that they have done by the Grapari Pemuda management to satisfy Telkomsel s customers. Figure 2. House of Quality on QFD RESULT AND DISCUSSIONS In this study, the result of questionnaires about level of interest and customer satisfaction at Grapari Pemuda on service hours 22:00 to 6:00 (3 rd Shift) in Table 4. A-1-4

5 Table 3. Result of Importance and Satisfaction Questionnaire Result of the questionnaires are tested the validity and reliability by using SPSS Statistics 17.0 software with Pearson correlation. The test results shown in Table 5. Table 4. Result of Validity Test on Importance (R) and Satisfaction (S) Questionnaire Results above are indicated that each attribute in the both of questionnaire are VALID r calculation> r tabel (r tabel = 0.202). Then the reliability test performed on each attribute in both the questionnaire using SPSS Statistics 17.0 software. The results are are in Figures 3 and 4. Figure 3. Result of Reliability Test on Importance Questionnaire A-1-5

6 Figure 4. Result of Reliability Test on Satisfaction Questionnaire The reliability test result of both quistionnaire show that both of the questionnaire has a very high reliability criteria, above 0.8, according to Table 1. After both of questionnaire Valid and Reliable declared, then the group of average importance and satisfaction values on each attribute in a Cartesian diagram, the average value of all the attributes and interests is 4:26 with average value of all the attributes of satisfaction is Figure 5. Kartesius Diagram of Grapari Pemuda Service on Shift 3 The figure above shows there are seven attributes in quadrant 1 which are focus of attention in Telkomsel to improve the quality of services at the Grapari Pemuda 3 rd Shift 3. These attributes are: a. Parking lot availibility, b. 24hrs cashier, c. Neat and clean of toilet d. Customer services product knowledge, e. Customer services ability to give attention customers problems, f. Quick response and to the point, g. Problems SLA (Service Level Agreement). Formulation of House of Quality on QFD in this study has several sequences: 1. Matriks What (voice of customer) All seven attributes in quadrant 1 Cartesian diagram into a customer's voice at Matrix What - House of Quality in QFD (Quality Function Deployment). 2. Matriks How (respon teknis) Resulting 12 effort which have been done by Telkomsel (through a process of discussion with the related management) and adapted to the company's ability to execute it: a. Staff are not allowed to park their car at the office parking lot. b. Valet parking with tenants coorporation, c. Create an 'ATM Grapari' for transaction, d. Toilet are renovated, e. Products knowledge training for customer services (once/month for minimum), f. Grapari s benchmarking, g. Role-play systems to increase CS ability, A-1-6

7 h. Product, system, and new Telkomsel services training, i. AHT (Average Handling Time) target under 15 minutes, j. Dedicated counter for sim card replacing, k. Tickets are monitored until they are done from customer service to BES (Back End Support), l. Communication to another division about ticket problmes, ie : Network team, SQA, RAM Support, IT, dll. 3. Relationship Matrix In the discussion with the Management of the Grapari Pemuda resulting relationship between matrix what with how as shown in Figure 5. Figure 6. Relationship Matriks at Grapari Pemuda Service on Shift 3 4. Technical Correlation In this section, any technical response to the Matrix How will be correlated among other technical responses. These are the result of discussions with the Grapari pemuda s Management. Figure 6 shows any technical response does not have a negative relationship (strong or weak) with other technical responses. It means that any technical response will be conducted by Telkomsel has no negative influence with other technical response. Figure 7. Technical Correlation at Grapari Pemuda Service on Shift 3 A-1-7

8 5. Matrix Planning Matrix Planning phase aims to determine the value of each priority attribute services contained in the Grapari Pemuda on Matrix what (customer needs / voice of customer). Matrix Planning results can be seen in Figure 7. Figure 8. Planning Matriks at Grapari Pemuda Service on Shift 3 In the picture above shows if there are four attributes on Matrix What which has the largest value Normalized Raw with a value is 0:16. The greater the value of NRW indicates that these attributes have an increasingly greater contribution for improving customer satisfaction. 6. Technical Matrix Technical Matrix shown in figur 9. Figure 9. Technical Matrix At Grapari Pemuda Services on Shift 3 CONCLUSIONS AND RECOMMENDATIONS 1. Based on the results of the process and formulation of the problem in this research is to improve the quality of service Grapari Pemuda on 3 rd shift, it can be concluded that: a. CS has enough product knowledge b. CS ability to give information needed by the customers c. Problem solved in SLA (Service Level Agreement) d. Quick response and to the point e. 24 hours cashier f. Availability of parking lot g. Toilet s customer are clean and neat A-1-8

9 2. There are 12 technical responses or attempts to do with Telkomsel to improve Grapari Pemuda s service quality in 3 rd shift (hours 22:00 to 6:00 + 1) that has been sorted by the priorities: a. Product, system, and new Telkomsel services training b. Products knowledge training for customer services (once/month for minimum) c. Grapari s benchmarking, d. Role-play systems to increase CS ability, e. Communication to another division about ticket problmes, ie: Network team, SQA, RAM Support, IT, dll. f. Staffs are not allowed to park their car at the office parking lot. g. Valet parking with tenants corporation, h. Create an 'ATM Grapari' for transaction, i. Toilet are renovated, j. AHT (Average Handling Time) target under 15 minutes, k. Dedicated counter for sim card replacing, l. Tickets are monitored until they are done from customer service to BES (Back End Support), Recommendations or suggestions submitted to Telkomsel related to this study are: 1. There are 4 of 25 variables are considered very important by Telkomsel subscribers (according to the questionnaires were distributed): product knowledge officer improvement, the officer is able to convey the information needed by the customer, in accordance with the SLA problem, and quick an to the point of services, 2. Grapari Pemuda s operating hours remain on 24 hours a day. It is based on the results of a questionnaire that puts the operating hours of 24 hours at 4:04 got the interest and satisfaction score of 3.93 (scale 1-5). REFERENCES Official Web PT. Telekomunikasi Selular. (Sumber : Lupiyoadi, Rambat. (2006). Manajemen Pemasaran Jasa. Jakarta : Salemba Empat. Lovelock dan Wright (2005:5) Lovelock, Christopher dan Wright, Lauren Manajemen Pemasaran Jasa. Jakarta : PT. Intermasa. Sugiyono, (2008). Metode Penelitian Bisnis. Bandung. Alfabeta (2001). Metode Penelitian Administrasi. Penerbit Alfabeta Bandung (2002). Metode Penelitian Administrasi. Bandung : CV Alfabeta (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta. Tjiptono, Fandy. (2004). Manajemen Jasa. Andi. Yogyakarta. Wijaya, Tony. (2011). Managemen Kualitas Jasa Desain Servqual, QFD dan Kano disertai Contoh Aplikasi dalam Kasus Penelitian. Jakarta: PT Indeks A-1-9