Fuzzy-Dineserv for Service Quality Improvement (Case Study of Amareto Resto)

Abstract

Nowadays, people have some standard in choosing restaurant. Not only based on the quality of the food, but also on quality of its services. Restaurant that does not meet that standard, will have unsatisfied customer and finally will not survive the competition. The subject of this research is Amareto Resto that is located in Ciumbuleuit. The location is considered strategic because it near several popular university in Bandung, and close to Cihampelas. Despite its strategic location, initial observation and interview identify that there are still many unsatisfied customer. This research used Fuzzy Dineserv model to identify and measure the service quality of Amareto Resto. Dineserv model is an adaptation of Servqual model, it is using 29 attributes to measure service quality in restaurant (Stevens et al., 1995). This model will be integrated with fuzzy logic to better represent the result of human thought which is essentially fuzzy or ambiguous (Zadeh, 1965). Using questionnaire, data was collected from 150 customer that have already been in Amareto Resto. The data was calculated using fuzzy-dineserv to know the gap between customer’s expectation and customer’s perception for each dimension. The result indicated that the tangible dimension has the biggest gap, so it will become a first priority. Attributes that was included in tangible dimension are parking area, building exterior, dining area, employee’s attitude, restaurant’s decoration, book menu, and toilet. Some suggestion for each attribute were made based on observation, interview, and data from questionnaire.