ANALYSIS OF CUSTOMER SATISFACTION LEVEL IN EVA FASHION STORE SERVICE MEDAN JOHOR

Abstract

The purpose of this research is to find out customer satisfaction with the quality of service that has been provided by the Eva Fashion Store. This study used 34 respondens and using the likert scale through Servqual method as research instruments. The research method uses a qualitative method with in-depth interview results. The results of this study include 5 dimensions of service quality so that reliability (realibility) is obtained and a gap value of -0.16, Tangible evidence of -0.21, assurance of -0.13, Emphaty of -0.28, responsiveness of -0.14. Empathy gets the largest gap value which means that it is at the highest priority that must be further corrected, with this it is hoped that the Eva Fashion Store can evaluate again and improve more deeply on customer responses. These findings are expected to provide insights for Eva Fashion Stores to improve service quality and customer satisfaction.