The Strategy of Servicescape Approach in an Effort to Improve Trijaya Ban's Service Quality

摘要

The strength of SMEs is commonly how to provide unique products and services but not all SMEs can deliver it well. Some SMEs still encounter difficulties in delivering the quality service in creating a consumer's experience especially in service context. Servicescape can be defined as a service environment represented the artificial and psychological, it is organized and delivered by service provider and experienced by consumer. This research conducts in Trijaya Ban, one of SMEs in Jakarta, Indonesia. It is an exploratory research by employing some methods in collecting data; interview, questionnaires, observation, and documentation. The questionnaire explores customer's perception and expectation based on literature and information obtained from in-depth interview. The questionnaire was distributed to 60 respondents that was randomly selected by convenience sampling method. The distribution aimed at exploring the existing condition about servicescape in Trijaya Ban. The analysis method employed is Importance-Performance Matrix (IPA matrix) in building recommendations to increase service quality.