Gap Analysis of Price and Service Quality in Service Industry (The Case Study of CV Jasamas Surya)

Abstract

As a se^,ice cotupany, adverrising agency *iil also face tbe eme conrperilioD during thc Ascan Economic Community as other busineses. As such,adve ishg agency slrolld inlrovc ih seryico in ordcr to compcto in this borderlc$ maiket, and Cv rxsenas sn.ya (Js) is no exceptioD. Js, a ne*spaler ad!.fiising age!c). found that thougl its mcnrrly rvenue is indeased, (he numb{s of Dlonthll, olle6 and rortine custonre.s wcre decreased. It can be bEcause the l.ice is increard every year. Additionally. lle contany also receivcd complainls Aon its cusiomer. Ii highr ihdic.le low custoner salisfaction, Thus, this rese!.ch is conducrod to find out the g.p benveen cunomers' p.rccptioD aDd expedation ofpri.e lnd seflice qualiry in.lS. Tle populxtion ofdris rcs.aich is JS's cuslomcN qno have used.lS's scflicc at Icasl lhree titues in this last oDc yc!r. Dara garhcrcd rhrolgh dislributiug drc qucsllomaire to 94 clstomers lvere anal)zed lsing gap aralysis. The resear.h rc$rlt shorvs th!t llre gat bet\vee! cusro0reN'perception and exp.ct!ilon of Frice and senice quality is -07l and -0.49 respeciively li indi.ates drxt tri.ing poLicy and s*vi.e qrilily thll corhpany giles could not tul1l11 cusrotuers expectaiion. h additio!, lPA nxtix shorvs one indicator oa! ce a:'d lhrcc iidicaloB olservice qualill should be ihproled .s high p.iority Js !c.ds to rcducc the sap by bahncihg tbe scnice quality it provides to cusromcr with the price.