Consumer Satisfaction with Service Quality at Warung Dedy in Sanda Village, Pupuan District, Tabanan Regency Based on the Kano Method

Abstract

Service quality is a crucial factor influencing customer satisfaction in the culinary business. Therefore, Warung Dedy needs to identify the service attributes that most significantly impact customer satisfaction to establish priorities for service improvement. This study aims to analyze customer satisfaction levels regarding service quality and to formulate strategies for enhancing customer satisfaction at Warung Dedy, located in Pupuan District, Tabanan Regency. The study employs the Kano Method, which categorizes service attributes based on their impact on customer satisfaction. A survey approach was used, utilizing a Kano questionnaire comprising both functional and dysfunctional questions. The sample consisted of 94 respondents selected through purposive sampling. The research instrument was tested for validity and reliability before being used in the main data collection, then the questionnaire data were analyzed using the Kano Method to determine the category of each service attribute, and Better and Worse coefficients were calculated. The results indicate that all service attributes fall into the One-Dimensional (O) category, meaning customer satisfaction levels are strongly influenced by the quality of service provided. The attribute with the greatest impact on increasing customer satisfaction is the friendliness and politeness of the staff, while the attribute most likely to cause dissatisfaction if unmet is the cleanliness of the premises. Based on the Better and Worse analysis, service improvement priorities include premises cleanliness, staff friendliness and politeness, the ability to respond to customer complaints, staff patience, and accuracy in order recording and payment processing. These findings are expected to serve as a reference for Warung Dedy in continuously improving service quality and customer satisfaction.