STRATEGI PENGEMBANGAN KUALITAS PELAYANAN MELALUI METODE IMPORTANCE PERFORMANCE ANALYSIS (Studi Empiris pada Pelanggan PT. Kimia Farma Apotek Unit Bisnis Yogyakarta)

Abstract

Modern drugstore franchise network that recently entered the Indonesian market retail pharmacy industry is bringing new concepts in retailing of pharmaceutical products. This makes the competition in the pharmaceutical world especially the drugstore increasingly competitive. One effort to increase the competitive advantage of the pharmaceutical products retailers is through quality of service strategy. This study was conducted to develop a strategy based on the quality of service at PT. Kimia Farma Pharmacy business unit Yogyakarta. Key success factors of the quality of service based strategy are developed from the policies in PT. Kimia Farma Pharmacy business unit Yogyakarta related with the quality of service that includes speed of service, range of products, hospitality services, and professionalism of the officers. Data about the performance and the customer expectations regarding speed of service, range of products, hospitality services, and professionalism of officers were obtained through interviews with 291 customers who arrived at the Kimia Farma pharmacy Yogyakarta business unit during the study period. The data were then analyzed using Importance Performance Analysis. The result of the Importance Performance Analysis shows that speed of service variable indicator which is non-stop service, located in keep up the good work quadrant, service time warranty of non dispensing drugs and dispensing drugs are in possible overkill quadrant, the availability of service delivery is at the low priority quadrant. The range of products variable indicator, namely the completeness of imported drugs in the low priority quadrant while the other four indicators, namely the completeness of the local production, the authenticity of drugs guarantee, OTC drugs completeness, and completeness of generic and patent drugs quadrant are keep up the good work; variables hospitality services, namely officer responsiveness indicators in quadrant concentration here, the ability to sell, said hello tenderness, and thank you in keep up the good work quadrant; greeting in the low priority quadrant, and customer orientation in possible overkill quadrant; salesperson professionalism variable shows two indicators that are in keep up the good work quadrant which are the pharmaceutical field experience and pharmacy management capabilities and one indicator in low priority quadrant which is product knowledge.