Recommendations of Service Quality Improvement for Grab Padang Services Using Quality Function Deployment

Muhammad, Fadel Veromisa (2023) Recommendations of Service Quality Improvement for Grab Padang Services Using Quality Function Deployment. Diploma thesis, Universitas Andalas.

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Abstract

Grab, as has been demonstrated by preliminary research conducted by the Author, as a Transportation Service Company in Padang still faces many challenges in regard to its services, such as customer dissatisfaction, declining number of users associated with several factors, and fierce competition with similar companies in Padang. In order to improve customer satisfaction and loyalty, Service Quality Improvement is necessary. This is because there is a strong relationship between service quality, customer satisfaction, and customer loyalty. One way of service improvement is the Quality Function Deployment (QFD) method. QFD is a process that includes input from customers at the product design or service improvement step. This paper aims to propose service quality improvements using Three-Phase Quality Function Deployment (QFD) Method with the basis of five service quality elements. This paper uses thirty service attributes which are derived from various other papers, journals, or references which have the same object as this paper. The First Phase of Quality Function Deployment, the House of Quality yields the priorities of the Service Characteristics, which is the proposed improvement of the service quality of Grab. The next Phase, the Process Control Characteristic Matrix yields the quantifiable elements of the service characteristics, and set the target that the Company wishes to achieve. The final Phase, the Action Plan Matrix, explain the activities with which the target set in the previous matrix can be achieved. The result of this paper is eight Voices of Customers (VOCs) that are identified from customers from younger demographic in Padang, and nine Service Characteristics which are identified from the discussion with Grab Padang Representative which are hoped to answer the needs and wants of the customers.

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