ANALYSIS OF SERVICE QUALITY IN MODERN RETAIL BUSINESS DURING COVID-19 PANDEMIC (Case Study: Kadaipapi Convenience Store)

Putri, Saniyah Hidayat (2021) ANALYSIS OF SERVICE QUALITY IN MODERN RETAIL BUSINESS DURING COVID-19 PANDEMIC (Case Study: Kadaipapi Convenience Store). Diploma thesis, Universitas Andalas.

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Abstract

The current pandemic conditions have changed buying and selling activities and increased home food consumption, which has a positive impact on convenience stores. The increase in the population causes an increase in the demand for the fulfillment of daily needs so that the emergence of minimarkets in Indonesia is getting higher. Currently, there are 86 modern retail outlets in Padang, one of which is the Kadaipapi Convenience Store. Kadaipapi Convenience Store is one of the modern retailers in Padang that has a self-service concept. Modern retail businesses are increasingly emerging so that the level of competition in the modern retail sector is high. Therefore, the Kadaipapi Convenience Store needs the right strategy to compete by providing good quality services to build customer trust and pay attention to health protocols during the current COVID-19 pandemic. Based on the above problems, it is necessary to analyze the service quality in Kadaipapi Convenience Store to improve service quality. This study aims to analyze the service quality and provide suggestions for improving the service quality in Kadaipapi Convenience Store. It starts with the identification of indicators of service quality. Data collection is carried out by distributing questionnaires to customers of the Kadaipapi Convenience Store. The SERVQUAL method is used to determine the service quality of the Kadaipapi Convenience Store. Then, the improvement priority is determined using the Importance Performance Analysis (IPA) method. Finally, the PGCV method is used to calculate the PGCV index in improving service quality. The results showed that the level of service quality at the Kadaipapi Convenience Store was still relatively low. This was indicated by the negative value of SERVQUAL Gap for each indicator. Based on the IPA method results, there are four indicators of service quality at the Kadaipapi Convenience Store in Quadrant I. The indicators in Quadrant I are the main priority in improving service quality at the Kadaipapi Convenience Store. Based on the PGCV index value, the order of priority indicators for improvement is the arrangement of goods and goods shelves to make it easier for customers to find the products they want to buy, parking security, use of masks/face shields by employees, and the diversity of product variations sold.

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