Validasi dan penerapan Retail Service Quality Scale [RSQS] untuk memberikan usulan perbaikan kualitas pelayanan di Blossom Factory Outlet

Abstract

As one of the big cities in Indonesia, Bandung has a good growth in retail. It is showed by emergence of factory outlets, food counters, department stores, supermarkets, and hypermarkets. Since Cileunyi-Purwakarta-Padalarang (Cipularang) freeway was operated in 2005, tourists who come to Bandung become more and more, especially domestic tourists. Factory outlet is one of their destinations when they get a holiday in Bandung. Their quality service becomes an important thing for competing with others factory outlets. A good service can make customers satisfied and improve their trust to its factory outlets. The object for this research is Blossom Factory Outlet which is composed of Blossom Dago and Blossom Paskal Hypersquare. Quality service measurement will be done by using Retail Service Quality Scale (RSQS). First, Retail Service Quality Scale (RSQS) is tested for its validation. The method for this research is Structural Equation Modeling. The result from the validation testing shows that five attributes are not valid to be applied for measuring quality service in Blossom Dago and Blossom Paskal Hypersquare. A valid Retail Service Quality Scale (RSQS) will be used in Blossom Dago and Blossom Paskal Hypersquare to measure their quality service by using Importance Performance Analysis. Applying in Blossom Dago shows that five attributes were located in first quadrant, ten attributes were located in second quadrant, four attributes were located in third quadrant, and four attributes were located in fourth quadrant. Applying in Blossom Paskal Hypersquare shows that five attributes were located in first quadrant, eleven attributes were located in second quadrant, three attributes were located in third quadrant, and four attributes were located in fourth quadrant. In this research, the improvement of quality service is focused in attributes which are located in first quadrant. Based on them, suggestion strategies were design to improve the quality service of Blossom Dago and Blossom Paskal Hypersquare.