Factor Influencing Decision and Perception of Service Quality in Yoghurt Stores in Jakarta - Binus e-Thesis
BINUS UNIVERSITY INTERNATIONAL
BINUS UNIVERSITY
Marketing Major
Sarjana Ekonomi Thesis
Odd semester year 2008
FACTORS INFLUENCING DECISION AND PERCEPTION OF SERVICE QUALITY
Wirya Atmaja (0900826866)
Class/ Group: 07PAE
AbstractObjective. The thesis was to analyze customers’ perception toward the service quality in
yoghurt stores in Jakarta by adapting the research done by Josiam & Monteiro (2004) regarding
the perception of Indian restaurants in America.
Method. 400 questionnaires were distributed to a sample of yoghurt consumers. Data were then
analyzed using Cross-Tabulation and Analysis of Variance (ANOVA).Results. Resulting in 400 usable data, of which sixteen factors were extracted using Analysis of
Variance (ANOVA) and Mean Value Analysis. The Analysis of Variance explained that all the
factors were significantly different from each store; meanwhile the Mean Value Analysis
explained the level of importance on the factors influencing decision and level of satisfaction on
respondents’ perception.
Conclusion. Service quality in yoghurt stores positively influenced customers’ satisfaction. The
sixteen factors that influenced decision were mostly rated important, whereas respondents’
perception were mostly rated to be slightly satisfying. Expanding the study coverage to more
yoghurt stores was suggested for the future research.
Key words. Customer Perception, Customer Satisfaction, Cross-Tabulation Analysis, Analysis
of Variance (ANOVA).iii
ACKNOWLEDGEMENT
The author foremost would like to thank God for His almighty grace and blessings, and to all the people that had spared their time to provide guidance and help in the writing of this thesis, especially: 1.
Author’s parents, Paiman Suling and Cynthia Laniyati T. for the encouragements and support, financially as well as through prayers, and advise. Also for the author’s brothers for the supports during the writing of this thesis.
2. Mrs. Lydia M. Iswara, MBA, as the thesis supervisor for her help and guidance throughout the thesis writing process; her critics, guidance, and supports had been the ones that made the writing process successful.
3. Mrs. Tara Farina Srihadi, M.Sc., as the Program Head of School of Marketing and thesis coordinator—who positively encouraged the author to finish the thesis on time.
4. All Bina Nusantara lecturers, especially Mrs. Nelly Nailatie N. Maarif, M.M. and Prof. Dr. Nizam Jim Wiryawan, and Mrs. Luki Safittri Wihandoyo, M.M., who did not only teach and guide the author within his study in Bina Nusantara International University but also to give encouragements and understanding of the difficulties in balancing class attendance and thesis writing.
5. Ir. Pierre Wirawan, MBA, as the former Head of School of Marketing and mentor who encouraged and gave his time and recommendations for the author.
6. Benediktus Glenn Bongsosartono, Muhammad Miftah, Vindya Asfiari, I Made Jana Sukarya, Eko Prayitno, Muhammad Fendyan, and Hasoloan Tulus Aldo, the author’s classmates who always have been supporting throughout his study in BiNus International University and helpful throughout the thesis writing process.
7. Agustina Pritta, Regitha Musaddiq, Jaskiran Johal, and Isabella Wibowo, the author’s classmates who have moved to London to continue their study, for always been there to listen and helpful to the author.
8. Michael Purwadi Limarga, Della Gunawan, Winston Tjahjadi, Erly Tedja, and Margareth, the author’s close friends for always be there to have fun with and to support the author with his thesis writing process.
9. Grace Tjugiarto, Stella Claudina, Cecilia Saroinsong, Vina Vionita, Azizah Hadi, Abdul Mujib, Rian Hamzah, Edgar Kharismaraldi, Ferwanto, and Willy for their great friendship and assistance during the author’s study in Bina Nusantara International University.
10. Other Bina Nusantara International University marketing students from batch 2008 to batch 2010 as classmates who have been working together with the author since the very first beginning of his study in the university. Nevertheless, to those who can not be mentioned one by one in such a limited space, who have been nice throughout all these times and supportive yet helpful in this thesis writing process.
TABLE OF CONTENTS
Cover Page Title Page ............................................................................................................................. i Certificate of Approval ....................................................................................................... ii Abstract ............................................................................................................................. iii Acknowledgment ............................................................................................................... iv Table of Contents ............................................................................................................... vi List of Tables ..................................................................................................................... ix List of Figures ..................................................................................................................... x
CHAPTER 1 INTRODUCTION ............................................................................... 1 1.1 Background ...........................................................................................................
1
1.1.1 The Journey of Yoghurt ............................................................................... 3 1.1.2 Company Profile ..........................................................................................
4 1.1.2.1 J.Co Donuts & Coffee ........................................................................
4 1.1.2.2 Yogen Fruzz .......................................................................................
4 1.1.2.3 New Zealand Natural .........................................................................
5 1.1.2.4 Sour Sally ...........................................................................................
5 1.2 Scope ............................................................................................................
6
1.3 Aims and Benefits ................................................................................................. 7 1.4 Structure ............................................................................................................
7 CHAPTER 2 THEORETICAL FOUNDATION ..................................................
9 2.1 Service Culture .....................................................................................................
9
2.2 Service Quality ................................................................................................... 10 2.3 Customer Perception ...........................................................................................
11 2.4 Customer Satisfaction .........................................................................................
13 CHAPTER 3 RESEARCH METHODOLOGY .................................................
16
3.1 Overview of Previous Methodology ................................................................... 16 3.2 Research Objective .............................................................................................
17 3.2.1 Questionnaire Design ...................................................................................
17
3.3 Scope of Research ............................................................................................... 18 3.4 Research Design ................................................................................................
19
3.5 Data Collection Method ...................................................................................... 19 3.6 Sampling Plan ................................................................................................
19 3.7 Language ................................................................................................
24
3.8 Data Analysis Methods ....................................................................................... 24
83
APPENDIX K: ANOVA – Factors Influencing Decision ....................................... 116 APPENDIX L: ANOVA – Perception of the Visited Stores .................................. 119 APPENDIX M: Perception Differences of male and Female Respondents from New
APPENDIX J: SPSS – Mean Value of Customers’ Perception regarding the Experience of Purchasing Yoghurt in Sour Sally .......................... 115
APPENDIX I: SPSS – Mean Value of Customers’ Perception regarding the Experience of Purchasing Yoghurt in Yogen Fruzz ...................... 114
APPENDIX H: SPSS – Mean Value of Customers’ Perception regarding the Experience of Purchasing Yoghurt in J.Co Donuts & Coffee ....... 113
APPENDIX G: SPSS – Mean Value of Customers’ Perception regarding the Experience of Purchasing Yoghurt in New Zealand Natural ......... 112
APPENDIX B: Preliminary Research Question ........................................................ 97 APPENDIC C: Preliminary Research Result .......................................................... 100 APPENDIX D: Questionnaire Form (English Version) .......................................... 101 APPENDIX E: Questionnaire Form (Indonesian Version) ..................................... 106 APPENDIX F: SPSS – Frequency .......................................................................... 111
88 APPENDIX A: Journal by Bharath M. Josiam and Prema A. Monteiro (2004) ....... 88
84 CURRICULUM VITAE ................................................................................................ 86 APPENDICES ................................................................................................
5.4 Future Research Recommendations ................................................................... 83 REFERENCES ................................................................................................
5.2.4 Recommendations for Sour Sally .............................................................. 82 5.3 Limitations ................................................................................................
CHAPTER 4 RESULTS AND ANALYSES ....................................................... 26 4.1 Reliability Test ................................................................................................
5.2.3 Recommendations for Yogen Fruzz .......................................................... 82
5.2.2 Recommendations for J.Co Donuts & Coffee ........................................... 81
5.2.1 Recommendations for New Zealand Natural ............................................ 80
80
78 5.2 Managerial Implications .....................................................................................
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS ......................... 78 5.1 Conclusion ................................................................................................
4.4 ANOVA and Mean Value Analysis ................................................................... 69
4.3 Cross-Tabulation Analysis – Bivariate ............................................................... 43
4.2 Demographic Statistics of Respondents ............................................................. 27
26
Zealand Natural .............................................................................. 121
APPENDIX N: Perception Differences of male and Female Respondents from J.Co Donuts & Coffee ............................................................................ 125
APPENDIX O: Perception Differences of male and Female Respondents from Yogen Fruzz .............................................................................................. 129
APPENDIX P: Perception Differences of male and Female Respondents from Sour Sally .............................................................................................. 134
LIST OF TABLES
Table 4.3.2 Cross-Tabulation of Stores and Respondents’ Age ................................... 45Decision ..................................................................................................... 69
Table 4.4.1 ANOVA and Mean Value Analysis – Respondents’ Factors InfluencingTable 4.3.12 Cross-Tabulation of Stores and Will Respondents Recommend the Store 67Table 4.3 11 Cross-Tabulation of Stores and Will Respondents Visit Again ................ 65Table 4.3.10 Cross-Tabulation of Stores and Reasons on Consuming Yoghurt ............ 6359 Table 4.3.9 Cross-Tabulation of Stores and Habits on Consuming Yoghurt ............... 62
57 Table 4.3.8 Cross-Tabulation of Stores and Respondents’ Average Monthly Spending on Food ......................................................................................................
Table 4.3.7 Cross-Tabulation of Stores and Respondents’ Average Monthly Spending ...................................................................................................................Table 4.3.6 Cross-Tabulation of Stores and Respondents’ Income per Month ............ 55Table 4.3.5 Cross-Tabulation of Stores and Respondents’ Residential Area ............... 52Table 4.3.4 Cross-Tabulation of Stores and Respondents’ Occupation ....................... 50Table 4.3.3 Cross-Tabulation of Stores and Respondents’ Level of Education ........... 48Table 4.3.1 Cross-Tabulation of Stores and Gender of Respondents ........................... 43Table 3.6.1 Modifications on the Questionnaire .......................................................... 22Table 4.2.12 Will Respondents Recommend the Store .................................................. 42Table 4.2.11 Will Respondents Come Again ................................................................. 41Table 4.2.10 Reason on Consuming Yoghurt ................................................................. 39Table 4.2.9 Habits on Consuming Yoghurt .................................................................. 38Table 4.2.8 Average Monthly Spending on Food ........................................................ 36Table 4.2.7 Average Monthly Spending ...................................................................... 34Table 4.2.6 Income Level of Respondents ................................................................... 33Table 4.2.5 Residential Area of Respondents ............................................................... 31Table 4.2.4 Occupation of Respondents ....................................................................... 30Table 4.2.3 Level of Education .................................................................................... 29Table 4.2.2 Respondents’ Age ...................................................................................... 27Table 4.2.1 Gender ....................................................................................................... 27Table 4.1.1 Reliability Test Table ................................................................................ 26Table 4.4.2 ANOVA and Mean Value Analysis – Perception of Visited Stores ......... 74LIST OF FIGURES
Figure 4.2.2 Age of Respondents ................................................................................... 28Figure 4.2.3 Level of Education .................................................................................... 29Figure 4.2.4 Occupation of Respondents ....................................................................... 30Figure 4.2.5 Residential Area of Respondents ............................................................... 32Figure 4.2.6 Income Level of Respondents ................................................................... 33Figure 4.2.7 Average Monthly Spending ....................................................................... 35Figure 4.2.8 Average Monthly Spending on Food ........................................................ 37Figure 4.2.9 Habits on Consuming Yoghurt .................................................................. 38Figure 4.2.10 Reason on Consuming Yoghurt ................................................................. 39Figure 4.2.11 Will Respondents Come Again ................................................................. 41Figure 4.2.12 Will Respondents Recommend the Store .................................................. 42Figure 4.3.1 Cross-Tabulation of Stores and Gender of Respondents ........................... 44Figure 4.3.2 Cross-Tabulation of Stores and Respondents’ Age ................................... 46Figure 4.3.3 Cross-Tabulation of Stores and Respondents’ Level of Education ........... 49Figure 4.3.4 Cross-Tabulation of Stores and Respondents’ Occupation ....................... 51Figure 4.3.5 Cross-Tabulation of Stores and Respondents’ Residential Area ............... 53Figure 4.3.6 Cross-Tabulation of Stores and Respondents’ Income per Month ............ 56Figure 4.3.7 Cross-Tabulation of Stores and Respondents’ Average Monthly Spending ...................................................................................................................58 Figure 4.3.8 Cross-Tabulation of Stores and Respondents’ Average Monthly Spending on Food ...................................................................................................... 60