EVALUASI KUALITAS JASA SEKOLAH DASAR DENGAN MODEL SERVQUAL UNTUK MENANGANI PENURUNAN JUMLAH PESERTA DIDIK

Abstract

This study aims to evaluate the service quality of Kanaan Christian Elementary School in Banjarmasin. Type of research is evaluative research with descriptive qualitative methods using SERVQUAL model which measures the gap between consumer perceptions and expectations based on dimensions of reliability, responsiveness, assurance, empathy, and tangibility. Data were collected by interview, also using a SERVQUAL and school’s input, process and output aspect questionnaire. The results showed that the perception of service from customers is quite good and able to meet the minimum expectations although it has not reached the desired expectations. The order of SERVQUAL’s five dimensions from most satisfying to least satisfying is: tangibility, reliability, empathy, assurance, and responsiveness. It can be concluded that the dimension of responsiveness is in the most unsatisfactory position because currently the management of Kanaan Christian Elementary School in Banjarmasin seems like there is no one taking a leader role. Things that can be considered by Kanaan Christian Elementary School are to keep and prove the promise that has been delivered so that customers are not easily disappointed and also involve parents in a word of mouth marketing strategy due to the character of target customers are critical, like to gather and chat together.