Analysis of Service Quality on Customer Satisfaction at SPBU Pasti Pas (Case Study: Politeknik Gas Station)

Abstract

This research analyzes service quality in relation to consumer satisfaction at the Politeknik's Pasti Pas gas station using a quantitative method. The SERVQUAL approach is used to measure the gap between consumer perceptions and expectations across eleven service dimensions, the Kano Model to categorize service attributes, and simple regression to test the influence of service quality on consumer satisfaction. The research respondents were gas station consumers selected thru questionnaires. The research results show an average service suitability level of 66.45%, indicating a significant gap. Five dimensions—communication, responsiveness, reliability, empathy, and competence—need to be improved, while the other six should be maintained. Kano Model analysis identifies attributes in the Performance Needs and Must-Be Needs categories as priorities for improvement. The regression results show that service quality has a positive and significant effect on consumer satisfaction, with r = 0.799 and R² = 0.638 (63.8%). Thus, the service quality is considered good but still needs to be maximized thru appropriate and sustainable improvement strategies.