ANALISIS KUALITAS PELAYANAN PELANGGAN BERBASIS INTEGRASI SERVICE QUALITY – SIX SIGMA-DMAIC (STUDI KASUS: SUPER DAZZLE YOGYAKARTA)

The business world (retail business) continues to change. So companies are required to continue to grow, survive, fulfill customer desires and provide added value. One of the main factors is the quality of service. The higher the level of competition, it is important to continue to improve the quality of the customer service system. Super Dazzle Store Yogyakarta, Road Kaliurang branch is a retail business that sells various kinds of products in the form of services. Based on observation data from some customers in July 2021 - January 2022 there are still several complaints stating that the quality of service received is not fully appropriate. Strengthened by the results of interviews in February 2022, they still get the same thing. Starting from the inadequate number of cashiers, employees pay less attention to product quality, some of the arrangement of goods is still messy, the existing product stock is incomplete, service to customers is bad, and several other services are still felt by customers to be lacking. This study aims to determine the level of customer satisfaction with the quality of service provided and determine the service quality attributes using servqual. After identifying if there are types of services that are not good, then improvements are made using six sigma - DMAIC. The results of this study note that most customers are not satisfied, this is evidenced by the results of servqual with a negative gap value. So it is necessary to improve the attributes using the six sigma – DMAIC method. From the results of six sigma - DMAIC processing, the priority of store service improvement is obtained, namely the attributes of T5, RE4, T2, R5, T1, E4, T7, RE5, and R3. Then suggestions for improvement can be given based on these attributes. The outline is periodic monitoring, affirmation of SOP, additional working hours, adding employees, making posters of appeal, adding other facilities, selecting quality human resources, paying more attention to employees, renovating, expanding areas, training once a month, other activities carried out when shop conditions are quiet, coordination is improved, intimacy is enhanced, gift giving and so o