tugas dimensi dabholkar

SERVICE QUALITYDABHOLKAR

ELVIRA YUNIARTII’AH NOVI MASLAHAH

NORITA RACHMAN

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MUTU PELAYANAN KESEHATAN

1. Service = standart pelayanan2. Pelayanan = jasa3. Konsep pelayanan = industri,

output/penawaran, dan proses Mutu pelayanan kesehatan adalah derajat

kesempurnaan atau tingkat kesempurnaan penampilan pelayanan kesehatan untuk memenuhi kebutuhan dan harapan pelanggan.

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PERSEPSI PELANGGAN

Jika jasa yang diterima melampaui yang diharapkan maka kualitas jasa dipersepsikan ideal.

Sebaliknya apabila kualitas jasa yang diterima lebih rendah daripada yang diharapkan, maka kualitas jasa dipersepsikan buruk.

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CIRI PELAYANAN JASA

1. INTANGIBILITY (tidak berwujud)Suatu pelayanan jasa tidak dapat dirasakan dan dinikmati sebelum dibeli oleh konsumen

2. VARIABILITY (bervariasi)Kualitas pelayanan jasa berbeda-beda tergantung pada pemberi layanan dan tempat pelayanan

3. INSEPARATABILITY (tidak dapat dipisahkan)Kualitas jasa pelayanan diproduksi dan dirasakan oleh konsumen dalam waktu bersamaan

4. PERISHABILITY (tidak tahan lama)Daya tahan layanan jasa tergantung situasi yang diciptakan oleh berbagai macam faktor

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Service Quality Models1. Technical and functional quality model (Gro¨

nroos, 1984)

2. GAP model (Parasuraman et al., 1985)

3. Attribute service quality model (Haywood-Farmer, 1988)

4. Synthesised model of service quality (Brogowicz et al., 1990)

5. Performance only model (Cronin and Taylor, 1992)

6. Ideal value model of service quality (Mattsson, 1992)

7. Evaluated performance and normed quality model (Teas, 1993)

8. IT alignment model (Berkley and Gupta, 1994)

9. Attribute and overall affect model (Dabholkar, 1996)

10. Model of perceived service quality and satisfaction (Spreng and Mackoy, 1996)

10. PCP attribute model (Philip and Hazlett, 1997)

11. Retail service quality and perceived value model (Sweeney et al., 1997)

12. Service quality, customer value and customer satisfaction model (Oh, 1999)

13. Antecedents and mediator model (Dabholkar et al., 2000)

14. Internal service quality model (Frost and Kumar, 2000)

15. Internal service quality DEA model (Soteriou and Stavrinides, 2000)

16. Internet banking model (Broderick and Vachirapornpuk, 2002)

17. IT-based model (Zhu et al., 2002)

18. Model of e-service quality (Santos, 2003)

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Attribute and overall affect model (Dabholkar, 1996)

There is two alternative models of service quality for technology-based self-service options. Self-service is becoming popular day by day owing to high cost of labour in service deliveries.

The models is :

1. Attribut Based Models

2. Overall affect Models

In both the models expected service quality would influence intentions to use technology-based self-service option.

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The attribute model is based on what consumers would expect from such option. It is based on cognitive approach to decision making, where consumers would use a compensatory process to evaluate attributes associated with the technology based self service option in

order to form expectations of service quality.

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The overall affect model is based on the consumers’ feeling towards the use of technology. It is based on an affective approach to decision making where consumers would use overall predispositions to form expectation self-service quality for a technology-based self-service

option.

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Perbandingan teori Dabholkar Attribute and overall affect model,

1996

Keyfindings : The attribute-based model is favored

in forming the evaluations of service quality for technology-based self-service options

The overall affect model is also supported but it does not add further explanatory power to the attribute-based model

Weakness/Limitation :

Needs to be generalized for different self-service options Effect of demographic variables, price, physical environment etc. is not considered

Antecedents and mediator model, 2000

Key Findings : Consumers evaluate different factors related

to the service but also form a separate overall evaluation of the service quality (which is not a straightforward sum of the components)

The antecedent’s model can provide complete understanding of service quality and how these evaluations are formed

Customer satisfaction is a better predictor of behavioral intentions.

A strong mediating role was found, confirming that it is important to measure customer satisfaction separately from service quality when trying to determine customer evaluations of service

Weakness/Limitation ; Antecedents of customer satisfaction have not

been explored. The model measures behavioural intention

rather than actual behaviour Needs to be generalized for different service

settings

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DIMENSI KUALITAS JASA (1)10

SERVQUAL

1 . Tangibles (bukti langsung)

dimensi ini meliputi kualitas produk, fasilitas fisik, perlengkapan, pegawai, dan saran komunikasi.

2 . Reliability (keandalan)

kemampuan memberikan pelayanan yang dijanjikan dengan segera, akurat dan memuaskan.

3. Responsiveness (daya tanggap)

yaitu keinginan seluruh karyawan untuk membantu para konsumen dan memberikan pelayanan dengan tanggap.

4. Assurance (jaminan)

mencakup pengetahuan, kemampuan, kesopanan dan sifat dapat dipercaya yang dimiliki para staf, bebas dari bahaya atau keragu-raguan.

5. Emphaty (empati)

meliputi kemudahan dalam melakukan hubungan komunikasi yang baik, perhatian pribadi, dan memahami kebutuhan konsumen

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DABHOLKAR1 . Physical Aspects

Merupakan dimensi yang mencakup tentang daya tarik dari aspek fisik dan kemudahan pelanggan dalam mendapatkan pelayanan yang dibutuhkan. Dimensi ini dalam SERVQUAL disebut dimensi ta ng ible .

2 . Reliabilty

Merupakan dimensi yang mencakup ketepatan pemenuhan janji kepada pelanggan. Dimensi ini sama dengan dimensi re lia bility dalam SERVQUAL.

3 . Personal Interaction

Merupakan interaksi personal antara pelanggan dengan karyawan. Dalam SERVQUAL disebut sebagai re s p o ns ibility , a s s ura nc e dan e m p a thy .

4. Problem solving

Merupakan dimensi yang berkaitan dengan pemberian solusi terhadap masalah pelanggan ketika sedang mendapatkan pelayanan atau solusi terhadap keluhan yang disampaikan oleh pelanggan atas layanan yang diterima.

5 . Policy

Merupakan dimensi yang berhubungan dengan kebijakan pemberi pelayanan dalam merespon tuntututan atau kebutuhan pelanggan.

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Model servqual berubah menjadi Model Antecedents and Mediator Model

Sumber : Dabholkar, et al (2000)

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APLIKASI DIMENSI DABHOLKAR Profile chart merupakan teknik analisis yang

digunakan untuk melihat performa atau kinerja perusahaan atau organisasi.

Dasar perhitungan profile chart adalah penilaian dan harapan pelanggan yang menghasilkan kekuatan dan kelemahan dari pelayanan dan service gap.

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Contoh di RS X1. Phys ic a l a s p e c t

Kelengkapan peralatan medis di ruang periksa2. Re lia bility

Ketepatan penentuan diagnosis oleh petugas kesehatan3. Pe rs o na l Inte ra c tio n

Kejelasan petugas kesehatan dalam memberikan informasi tentang status kesehatan pelanggan dan jenis pelayanan kesehatan yang diberikan

4. Pro ble m s o lvingKemampuan dalam memberikan solusi atas keluhan pelanggan

5. Po lic yKepastian keberadaan petugas kesehatan di ruang periksa sesuai dengan jadwal pelayanan

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Contoh :19

Physical Aspect - Appearance :

P1. This store has modern-looking equipment and fixtures.

P2. The physical facilities at this store are visually appealing.

P3. Materials associated with this store's service (such as shopping bags, catalogs, or statements) are visually appealing

P4. This store has clean, attractive, and convenient public areas (restrooms, fitting rooms).

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Physical Aspect - Convenience

P5. The store layout at this store makes it easy for customers to find what they need.

P6. The store layout at this store makes it easy for customers to move around in the store.

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Reliability – Promises :

P7. When this store promises to do something by a certain time, it will do so.

P8. This store provides its services at the time it promises to do so.

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Reliability – Doing it right

P9. This store performs the service right the first time.

P10. This store has merchandise available when the

customers want it.P 11. This store insists on error-free sales

transactions and records.

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Personal interaction – Inspiring confidence :

P12. Employees in this store have the knowledge to answer customers' questions.

P13. The behavior of employees in this store instillconfidence in customers.P14. Customers feel safe in their transactions with

this store.

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Personal interaction - Helpful :

P15. Employees in this store give prompt service to customers.

P16. Employees in this store tell customers exactly when services will be performed.

P17. Employees in this store are never too busy to respond to customer's requests.

P 18. This store gives customers individual attention.P19. Employees in this store are consistently courteous

with customers.P20. Employees of this store treat customers courteously

on the telephone.

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Problem solving :

P21. This store willingly handles returns and exchanges.

P22. When a customer has a problem, this store shows a sincere interest in solving it.

P23. Employees of this store are able to handle customer complaints directly and immediately.

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Policy :

P24. This store offers high quality merchandise.

P25. This store provides plenty of convenient parking for customers.

P26. This store has operating hours convenient to all their customers.

P27. This store accepts most major credit cards.

P28. This store offers its own credit card.

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TERIMA KASIH

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