The business world continues to grow and the retail companies are required to survive and fulfill the customer desires. One of the important factors in business is the service quality. To survive in the competition, the company must improve the quality of customer service. The Super Dazzle store in Kaliurang Yogyakarta branch is a retail business that sells various kinds of gadget accessories. Based on observations and interviews data from some customers in July 2021-January 2022, several complaints were found stating that the quality of service received was not good. Some of the complaints obtained are the number of cashiers was inadequate, employees paid less attention to product quality, some product arrangements were messy, the existing product stock was incomplete, service to customers was bad, and several other services were unsatisfactory. This study aims to determine the level of customer satisfaction with the quality of service provided. The steps are to determine the service quality attributes, to measure the level of satisfaction using the servqual method, then to recommend improvements using the six sigma - DMAIC method. The results showed that most of the customers were not satisfied, this was evidenced by the servqual results with a negative gap value. So, it is necessary to improve the attributes using six sigma - DMAIC. From the results of six sigma -DMAIC processing, the priority of store service improvements is obtained. The priority attributes are uncomfortable parking area (T5), employees are less willing to help customers (RE4), the shop environment is not clean (T2), slow cashier service speed (R5), poor arrangement of goods (T1), employees are lacking in paying attention to consumers (E4), lack of product completeness (T7), unskilled employees (RE5), products have not been fully maintained such as cleanliness and seal (R3). Then the suggestions for improvement can be given based on these attributes. The priorities of improvements recommendations are providing the regular monitoring, enlarge the parking facility, making posters of customer satisfaction, adding customer facilities, maintain the cleanliness of the store and products, selecting quality human resources for employee, providing the employee training, increasing the number of cashiers and adding the variety of products and availability.

Keywords: Service, Customer Satisfaction, Service Quality, Six Sigma – DMAIC

Rizki Julia Fani

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Customer Satisfaction Analysis Based on Service Quality Method and Six Sigma-DMAIC (Case Study at Super Dazzle Yogyakarta)