QUALITATIVE STUDY ON SERVICE QUALITY OF PT (X)

Abstract

This study aims to find out what is the service quality of PT (X) Manado from the customer perspective. This study used stratified random sampling method to ensure that the sample was systematically representative as population frame as the researcher need which are 8 different occupations. This study used generic qualitative inquiry approach by using structured interview as data collection method so enable the interviewer to ask each respondent the same questions in the same way. Structured interview was used to find out respondent’s perceptions and expectations on the service quality of PT (X). The result indicates that all of the five dimensions of service quality performed poorly. Furthermore, the service quality had a negative impact on customer satisfaction and concludes that the service quality deserves improvement.