MEASURING SERVICE QUALITY USING THE SERVQUAL METHOD AND ITS IMPLICATIONS FOR CORPORATE BRANDING OF PT. PROLAB MEDIKA SERANG CITY: PENGUKURAN KUALITAS PELAYANAN MENGGUNAKAN METODE SERVQUAL SERTA IMPLIKASINYA TERHADAP CORPORATE BRANDING PT. PROLAB MEDIKA KOTA SERANG

Hafidz  Hanafiah

doi:10.53067/ijebef.v2i2.72

Authors

Hafidz Hanafiah Universitas Bina Bangsa

DOI:

https://doi.org/10.53067/ijebef.v2i2.72

Keywords:

SERVQUAL Method, Corporate Branding, Service Quality, Metode SERVQUAL, Kualitas Pelayanan

Abstract

In this study, it used Mix-Methods, which is a combination of quantitative and qualitative. Quantitative measurement of service quality using the Service Quality or SERVQUAL method, while the implications for corporate branding use qualitative. The results showed that customer satisfaction about service quality was still below 80% or 75.90%. The numbers that need to be improved again in the future for the sustainability of corporate branding in the customer perspective

Downloads

Download data is not yet available.

References

Aaker, D., 2004. Managing Brand Equity Capitalizing on The Value of Brand Name, The Free Press, New York.

Aspizain, Chaniago. 2016. The Effects of Service Quality and Corporate Rebranding on Brand Image, Customer Satisfaction, Brand Equity and Customer Loyalty: Study in Advertising Company at TVONE. RJOAS, 12(60), December 2016. DOI : https://doi.org/10.18551/rjoas.2016-12.26

Bick, G., Jacobson, M.C. and Abratt, R. (2003) The Corporate Identity Management Process Revisited. Journal of Marketing Management 19: 835-855

Christopher H. Lovelock dan Lauren K. Wright. 2002. Principles of Services Marketing and Management. Second Edition. (New Jersey: Prentice hall (Pearson education international, Inc. Upper Saddle River)

Creswell, John. 2009. Research Design Pendekatan Kualitatif, Kuantitatif, dan Mixed. Yogyakarta: Pustaka Pelajar

Einwiller, S. and Will, M. (2002) Towards An Integrated Approach to Corporate Branding: An Empirical Study. Corporate Communications: An International Journal 7 (2): 100-109.

Garas, Sally Raouf Ragheb; Mahran, Amira Fouad Ahmed; Mohamed, Hassan Mohamed Hussein; and Balmer, John (2017). Internal Corporate Branding Impact on Employees’ Brand Supporting Behaviour. Journal of Product & Brand Management, (), 00–00. doi:10.1108/JPBM-03-2016-1112. https://doi.org/10.1108/JPBM-03-2016-1112

Gehani, Ray R. 2016. Corporate Brand Value Shifting from Identity to Innovation Capability: from Coca-Cola to Apple. J. Technol. Manag. Innov. 2016. Volume 11, Issue 3 ISSN: 0718-2724. (http://jotmi.org) Journal of Technology Management & Innovation.

Hadi, Dwi Putranto dan Indradewa, Rhian. 2019. The Service Quality Effect on Corporate Reputation, Customers Satisfaction, and Loyalty. Science, Engineering and Social Science Series. Journal of Multidisciplinary Academic (JoMA). ISSN/e-ISSN: 2541 – 0369/2613 - 988X Vol. 3, No. 3, 2019.

Harris, F. and De Chernatony, L. (2001) Corporate Branding and Corporate Brand Performance. European Journal of Marketing 35 (3/4): 441-456.

Kowalik, Kamila and Klimecka-Tatar, Dorota. 2018. Analysis and Evaluation of Service Quality, Quality Improvement - Case Study. Quality Production Improvement. 2018 No 2(9) pp. 92-102.

Melewar, T.C.; Fetscherin, Marc; Usunier, Jean‐Claude (2012). Corporate Branding: An Interdisciplinary Literature Review. European Journal of Marketing, 46(5), 733–753. http://dx.doi.org/10.1108/03090561211212494

Nasution, M. N. 2004. Manajemen Mutu Terpadu. Jakarta: Ghalia Indonesia.

Nugraheni, Syamsiah. 2019. Corporate Branding Strategy of Universitas Wijayakusuma Purwokerto. International Conference on Rural Development and Enterpreneurship 2019: Enhancing Small Busniness and Rural Development Toward Industrial Revolution 4.0 Vol. 5 No.1 ISBN: 978-623-7144-28-1 915

Purnomo, Singgih dan Indriani, Farida. 2018. Analisis Pengaruh Brand Image dan Corporate Branding terhadap Brand Equity serta Dampaknya pada Loyalitas Pelanggan Operator Seluler Telkomsel di Kota Semarang. Diponegoro Journal of Management. Volume 7, Nomor 2, Tahun 2018, Halaman 1-13 ISSN (Online): 2337-3792. http://ejournal-s1.undip.ac.id/index.php/dbr

Peter Mudie dan Angela Pirrie. 2006. Services Marketing Management. Third Ed. Oxford: Elsevier Ltd.

Phillip Kotler. 2000. Marketing Management. (New Jersey: Prentice Hall Inc.

Philip Kotler dan Kevin Lane Keller. 2009. Manajemen Pemasaran. Ed. 13, Jilid 2, Terjemahan: Bob Sabran. Jakarta: Erlangga.

Schultz, Majken., Yun, Mi Antorini., & Csaba, Fabian. F. 2005. Corporate Brandig : Purpose/ People/Process: Towards The Second Wave of Corporate Branding. Denmark : Narayana Press.

Tamia, Megi dan Soediono, Wibisono. 2019. Service Quality, Customer Satisfaction, dan Corporate Image terhadap Customer Loyalty pada Klinik Kecantikan di Jakarta. MEDIA BISNIS P-ISSN: 2085-3106 Vol. 11, No. 2, September 2019, Hal. 163-170 http://jurnaltsm.id/index.php/MB

Wilson, Nicholas. 2020. The Impact of Service Quality and Corporate Reputation Toward Loyalty in The Indonesian Hospitality Sector. Jurnal Muara Ilmu Ekonomi dan Bisnis ISSN 2579-6224 (Versi Cetak) Vol. 4, No. 1, April 2020 : hlm 1-9 ISSN-L 2579-6232 (Versi Elektronik) https://doi.org/10.24912/jmieb.v4i1.6925