MEASURING THE SERVICE QUALITY OF UPNORMAL RESTAURANT

Abstract

Upnormal has become one of the most successful restaurant companies in Indonesia and keep growing into something more as innovations keep coming abundantly. Upnormal started as MSE (micro and small enterprises) back in 2015 and managed to grow into more than 100 branches just in 5 years. MSE plays a very important part in Indonesia’s economic growth, data suggest that there are more than 62,928,077 units in 2017 and that is 99,9% of total business units in Indonesia. But, it also has become well known that many of them are struggling to survive, let alone to grow bigger, according to a data by Indonesia’s Ministry of MSE in 2020. Previous studies have revealed that good service quality leads to high customer satisfaction and more satisfied customers lead to higher profit. A research was conducted among Upnormal’s customers, using the modified SERVQUAL method which focuses on assessing restaurant quality of services and by using IPA (Importance Performance Analysis) through an online questionnaire with 276 respondents across Indonesia. The aim of this study is to find out which services of Upnormal that perform the best and whether those services meet the expectations of Upnormal’s customers or not The result reveals that the services of Upnormal that perform the best are dominated by the cleanliness dimension. Although overall, Upnormal’s customers mostly feel dissatisfied with 28 attributes of services out of 29 with the gap between average perception and average expectation is -0.6. The result also hints that all attributes of cleanliness and reliability are having high expectations from the customers. The attributes that customers agreed to be the least satisfying of all are dominated by reliability and responsiveness attributes which highly suggests that Upnormal need to focus in improving the service quality on those sectors.

Keywords : service quality, customer satisfaction, profit, restaurant, MSE, IPA (Importance Performance Analysis), customer’s perception, customer’s expectation