Gap Analysis Towards Service Quality in McDonald's Dago using SERVQUAL Model

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JOURNAL OF
BUSINESS AND MANAGEMENT
Vol. 4, No.7, 2015: 755-764
GAP ANALYSIS TOWARDS SERVICE QUALITY IN MCDONALD’S DAGO
Ni Putu Radha Naraswari and Ira Fachira
School of Business and Management
Institut Teknologi Bandung, Indonesia
[e-mail]
Abstract.The raising numbers of fast food restaurants nowadays are the result of the increasing demand for
relatively inexpensive, and ready-to-eat food. This condition makes the competition among fast food restaurant is
getting bigger. To deal with the high competition in fast food market, McDonald’s Dago as one of the fast food
restaurant in Bandung should provide the best service to make customer satisfied. By measuring the service
quality, McDonald’s Dago will be able to know whether the service that has been provided satisfies its customers
or not. The purpose of this research is to measure the service quality by using the SERVQUAL method. There are
five dimensions in SERVQUAL method, which are tangible dimension, reliability dimension, responsiveness
dimension, empathy dimension, and assurance dimension. In this research, the service quality of McDonald’s
Dago will be measured by calculating the differences between customers’ expectation and customers’ perception.
This difference is called customer gap. From the customer gap result, it is possible to know which SERVQUAL
dimension that customers’ feel satisfied from service that provided by McDonald’s Dago. The data collection in
this research will be from primary data, which is questionnaire. There are 22 statements in the questionnaire that
are from SERVQUAL model, and the questionnaire will be spread to 100 respondents of ITB Undergraduate
students. The data analysis shows that all of the customer gaps are negative, which means the service that has
been provided by McDonald’s Dago did not meet customers’ expectation.
Keywords: Service quality, SERVQUAL, Customer Gaps, Customer Perception, Customer Expectation, Restaurant
industry
Introduction
Migration from rural areas to urban centers has created a daily need among many working people to
eat outside the home. Demand for relatively inexpensive, ready-to-eat food has increased as
people, have less time to prepare meals (Food Association Organization, 1991). This condition has
stimulated a rise in the number of fast food restaurants in many countries, including Indonesia. The
rising numbers of fast food restaurants create high competition in the market. High level of
competition makes restaurant have to give attention to many factors, one of them is service quality.
According to Malik, Jaswal, & Awan (2013), customers nowadays not only focused on food quality
and taste, but they also focused on other factors such as serving, atmosphere, decoration, tangibles,
and location.
High quality goods and service are important in business. High service quality performance does
make measurable benefits in profits, market share, and cost savings (Anderson, Fornell, &Lehmam,
1994). The other critical factor of business’ success is service quality (Parasuraman, Zeithaml&
Berry, 1988). So, it is important for fast food restaurant to have high quality goods and services.
This research limits on the McDonalds Dago as the subject of Fast Food Restaurant in Bandung.
McDonalds Dago, which is located in Jalan Juanda.In Bandung itself there are more than 5
McDonalds outlets beside McDonalds Dago. This have greater chance if consumer feel that their
expectation did not fulfilled, they will not feel satisfied with the service quality in McDonalds Dago,

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so they will choose another outlet of McDonalds to eat, or other fast food restaurants like KFC,
Wendy’s, or Burger King. In Dago area itself, there are some other fast food restaurants such as KFC
and Pizza Hut. KFC restaurant in Dago, which has almost the same menu and the location is not far
from McDonald’s Dago could be a threat, if McDonald’s Dago’s servicedo not meet the expectation
of the customer, then the customer will choose KFC Dago instead, or another fast food restaurants.
Literature Review
The Definition of Service: According to Philip Kotler (1997) service is an action or an activity, which
can be offered by a one party to another party, and it is basically intangible and cannot be owned.
The Definition of Service Quality: Parasuraman, Berry, ad Zeithaml (1985) defined service quality
as the difference between customer’s expectation and perception of services, which delivered by the
service provider. Service quality is important to service firms because it has been shown to increase
profit levels, reduce costs, and increase market shares
Customer Expectations are beliefs about service delivery that function as standards or reference
points against which performance of service is judged (Zeithaml, and Bitner, 1996) The customer
expectation itself can be determined from WOM (Word of Mouth, personal needs, and past
experience).
Customer Perception. Perceptions are formed through customers’ assessment of the quality of
service that was provided by service provider and whether they are satisfied with the overall service
(Zeithaml and Bitner, 2003).
The Customer Gap. This gap occurs because of the differences between customer expectation and
customer perception, for example, when you visit an expensive restaurant, you expect a high level of
service, when the restaurant does not give the kind of service that you want, you feel disappointed.
This research will focus on customer gap.
Figure 1. Gap Model of Service Quality
One of the most useful measurements of service quality dimensions is the SERVQUAL model. The
first time creation of this model, Parasuraman et al. (1985). Later, the dimensions in the SERVQUAL
model was reduced into 5 dimension:
Tangibility: physical facilities, equipment, and appearance of personnel in the company or
organization
Reliability: ability to perform the promised service dependably and accurately
Responsiveness: willingness to help customers and provide prompt service

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Assurance: knowledge and courtesy of employees and their ability to inspire trust and
confidence
Empathy: caring individualized attention the firm provides to its customers
The zone of tolerance is usually defined as the range of customer perceptions of a service between
desired and minimum acceptable standards (Zeithaml, Berry, and Parasuraman, 1993).
Figure 2. The Zone of Tolerance
Methodology
Problem Identification:To identify the problem, first, the author will define the object of the
research, which is McDonald’s Dago. Then, the author tries to define problems that exist in the
objective of the research. From this, the author decides the topic of the research is “Gap analysis
towards service quality in McDonald’s Dago using SERVQUAL model”.
Research Question:To identify research question, the author do the following steps such as
identify the problem, brainstorming possible research question, preliminary research, and narrow
ideas into top two.
Data Collection:This research use primary data. The data collection of this step is by using
questionnaire. The questionnaire is by using Likert scale, with scale range from 1 – 5 (1=Strongly
Disagree, 2=Disagree, 3=Moderate, 4=Agree, 5=Strongly Agree).
Table 1. Questionnaire Design
Variable Definition Items
Tangible Physical facilities,
equipment, and appearance
of personnel in the
company or organization
McDonald's Dago has modern
looking equipment.
The employees of McDonald’s
Dago appear neat.
Physical facilities in McDonald’s
Dago are appealing.
Materials associated with the
service (such as pamphlets or
logo) are visually appealing at
McDonald's Dago.
Reliability Ability to perform the
promised service
dependably and accurately
McDonald’s Dago performs
services like their promise.
McDonald’s Dago sympathizing
towards their customers.
McDonald’s Dago giving the
accurate service.