SERVICE QUALITY

DABHOLKAR

MUTU PELAYANAN
KESEHATAN
1.

Service = standart pelayanan

2.

Pelayanan = jasa

3.

Konsep pelayanan = industri, output/penawaran, dan

proses

Mutu pelayanan kesehatan adalah derajat kesempurnaan atau

tingkat kesempurnaan penampilan pelayanan kesehatan
untuk memenuhi kebutuhan dan harapan pelanggan.

PERSEPSI PELANGGAN
Jika jasa yang diterima melampaui yang diharapkan maka
kualitas jasa dipersepsikan ideal.
Sebaliknya apabila kualitas jasa yang diterima lebih rendah
daripada yang diharapkan, maka kualitas jasa dipersepsikan
buruk.

CIRI PELAYANAN JASA

1.

INTANGIBILITY (tidak berwujud)

Suatu pelayanan jasa tidak dapat dirasakan dan dinikmati
sebelum dibeli oleh konsumen

2.

VARIABILITY (bervariasi)
Kualitas pelayanan jasa berbeda-beda tergantung pada
pemberi layanan dan tempat pelayanan

3.

INSEPARATABILITY (tidak dapat dipisahkan)

Kualitas jasa pelayanan diproduksi dan dirasakan oleh
konsumen dalam waktu bersamaan

4.

PERISHABILITY (tidak tahan lama)

Daya tahan layanan jasa tergantung situasi yang
diciptakan oleh berbagai macam faktor

SERVICE QUALITY MODELS

1.

Technical and functional quality model (Gro

nroos, 1984)
2. GAP model (Parasuraman et al., 1985)
3. Attribute service quality model (HaywoodFarmer, 1988)
4. Synthesised model of service quality
(Brogowicz et al., 1990)
5. Performance only model (Cronin and Taylor,
1992)
6. Ideal value model of service quality
(Mattsson, 1992)
7. Evaluated performance and normed quality
model (Teas, 1993)
8. IT alignment model (Berkley and Gupta, 1994)
9. Attribute and overall affect model (Dabholkar,
1996)
10. Model of perceived service quality and
satisfaction (Spreng and Mackoy, 1996)

10.
11.
12.
13.
14.
15.
16.
17.
18.

PCP attribute model (Philip and Hazlett,

1997)
Retail service quality and perceived value
model (Sweeney et al., 1997)
Service quality, customer value and
customer satisfaction model (Oh, 1999)
Antecedents and mediator model
(Dabholkar et al., 2000)
Internal service quality model (Frost and
Kumar, 2000)
Internal service quality DEA model
(Soteriou and Stavrinides, 2000)
Internet banking model (Broderick and
Vachirapornpuk, 2002)
IT-based model (Zhu et al., 2002)
Model of e-service quality (Santos, 2003)

ATTRIBUTE AND OVERALL AFFECT

There
is two alternative
models of service
quality for technologyMODEL
(DABHOLKAR,
1996)
based self-service options. Self-service is becoming popular day
by day owing to high cost of labour in service deliveries.

The models is :
1. Attribut Based Models
2. Overall affect Models
In both the models expected service quality would influence
intentions to use technology-based self-service option.

The attribute model is based on what consumers would expect from such option. It is based on
cognitive approach to decision making, where consumers would use a compensatory
process to evaluate attributes associated with the technology based self service option in
order to form expectations of service quality.
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The overall affect model is based on the consumers feeling towards the use of technology. It is
based on an affective approach to decision making where consumers would use overall
predispositions to form expectation self-service quality for a technology-based self-service
option.
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PERBANDINGAN TEORI DABHOLKAR

Attribute and overall affect model,
1996
Keyfindings :
The attribute-based model is
favored in forming the
evaluations of service quality
for technology-based selfservice options
The overall affect model is also
supported but it does not add
further explanatory power to
the attribute-based model
Weakness/Limitation :
Needs to be generalized for
different self-service options
Effect of demographic
variables, price, physical
environment etc. is not
considered

Antecedents and mediator model, 2000

Key Findings :
Consumers evaluate different factors related
to the service but also form a separate
overall evaluation of the service quality
(which is not a straightforward sum of
the components)
The antecedents model can provide
complete understanding of service
quality and how these evaluations are
formed
Customer satisfaction is a better predictor of
behavioral intentions.
A strong mediating role was found,
confirming that it is important to
measure customer satisfaction
separately from service quality when
trying to determine customer
evaluations of service
Weakness/Limitation ;
Antecedents of customer satisfaction have
not been explored.
The model measures behavioural intention
rather than actual behaviour
Needs to be generalized for different service
settings

DIMENSI KUALITAS JASA (1)

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DIMENSI KUALITAS JASA (2)

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DIMENSI KUALITAS JASA (3)

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DIMENSI KUALITAS JASA (4)

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SERVQUAL
1. Tangibles (bukti langsung)
dimensi ini meliputi kualitas produk, fasilitas fisik, perlengkapan,
pegawai, dan saran komunikasi.
2. Reliability (keandalan)
kemampuan memberikan pelayanan yang dijanjikan dengan segera,
akurat dan memuaskan.
3. Responsiveness (daya tanggap)
yaitu keinginan seluruh karyawan untuk membantu para konsumen dan
memberikan pelayanan dengan tanggap.
4. Assurance (jaminan)
mencakup pengetahuan, kemampuan, kesopanan dan sifat dapat
dipercaya yang dimiliki para staf, bebas dari bahaya atau keragu-raguan.
5. Emphaty (empati)
meliputi kemudahan dalam melakukan hubungan komunikasi yang baik,
perhatian pribadi, dan memahami kebutuhan konsumen

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DABHOLKAR
1. Physical Aspects
Merupakan dimensi yang mencakup tentang daya tarik dari aspek
fisik dan kemudahan pelanggan dalam mendapatkan pelayanan yang
dibutuhkan. Dimensi ini dalam SERVQUAL disebut dimensi tangible.
2. Reliabilty
Merupakan dimensi yang mencakup ketepatan pemenuhan janji kepada
pelanggan. Dimensi ini sama dengan dimensi reliability dalam
SERVQUAL.
3.

Personal Interaction
Merupakan interaksi personal antara pelanggan dengan karyawan.
Dalam SERVQUAL disebut sebagai responsibility, assurance dan
empathy.

4.

Problem solving
Merupakan dimensi yang berkaitan dengan pemberian solusi terhadap
masalah pelanggan ketika sedang mendapatkan pelayanan atau
solusi terhadap keluhan yang disampaikan oleh pelanggan atas layanan
yang diterima.

5. Policy
Merupakan dimensi yang berhubungan dengan kebijakan pemberi
pelayanan dalam merespon tuntututan atau kebutuhan pelanggan.

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MODEL SERVQUAL BERUBAH

MENJADI MODEL ANTECEDENTS
AND MEDIATOR MODEL

Sumber : Dabholkar, 16
et al
(2000)

APLIKASI DIMENSI DABHOLKAR

Profile chart merupakan teknik analisis yang digunakan untuk
melihat performa atau kinerja perusahaan atau organisasi.
Dasar perhitungan profile chart adalah penilaian dan harapan
pelanggan yang menghasilkan kekuatan dan kelemahan dari
pelayanan dan service gap.

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CONTOH DI RS X
1.

Physical aspect
Kelengkapan peralatan medis di ruang periksa

2.

Reliability
Ketepatan penentuan diagnosis oleh petugas kesehatan

3.

Personal Interaction
Kejelasan petugas kesehatan dalam memberikan informasi
tentang status kesehatan pelanggan dan jenis pelayanan
kesehatan yang diberikan

4.

Problem solving
Kemampuan dalam memberikan solusi atas keluhan pelanggan

5.

Policy
Kepastian keberadaan petugas kesehatan di ruang periksa
sesuai dengan jadwal pelayanan

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CONTOH :

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PHYSICAL ASPECT - APPEARANCE :

P1. This store has modern-looking
equipment and fixtures.
P2. The physical facilities at this store are
visually appealing.
P3. Materials associated with this store's
service (such as shopping bags, catalogs,
or statements) are visually appealing
P4. This store has clean, attractive, and
convenient public areas (restrooms, fitting
rooms).

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PHYSICAL ASPECT - CONVENIENCE

P5. The store layout at this store
makes it easy for customers to
find what they need.
P6. The store layout at this store
makes it easy for customers to
move around in the store.

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RELIABILITY PROMISES :

P7. When this store promises

to do something by a certain
time, it will do so.
P8. This store provides its
services at the time it
promises to do so.

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RELIABILITY DOING IT RIGHT

P9. This store performs the service
right the first time.
P10. This store has merchandise
available when the
customers want it.
P 11. This store insists on error-free
sales transactions and records.

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PERSONAL INTERACTION
INSPIRING
CONFIDENCE
:
P12. Employees
in this store have
the
knowledge to answer customers'
questions.
P13. The behavior of employees in this
store instill
confidence in customers.
P14. Customers feel safe in their
transactions with this store.

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PERSONAL INTERACTION - HELPFUL :

P15. Employees in this store give prompt service
to customers.
P16. Employees in this store tell customers
exactly when services will be performed.
P17. Employees in this store are never too busy to
respond to customer's requests.
P 18. This store gives customers individual
attention.
P19. Employees in this store are consistently
courteous with customers.
P20. Employees of this store treat customers
courteously on the telephone.

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PROBLEM SOLVING :
P21. This store willingly handles
returns and exchanges.
P22. When a customer has a problem,
this store shows a sincere interest
in solving it.
P23. Employees of this store are able
to handle customer complaints
directly and immediately.

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POLICY :
P24. This store offers high quality
merchandise.
P25. This store provides plenty of
convenient parking for customers.
P26. This store has operating hours
convenient to all their customers.
P27. This store accepts most major credit
cards.
P28. This store offers its own credit card.

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TERIMA KASIH

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