Service Quality Towards Consumer Satisfaction: SERVQUAL Model and Islamic Service Perspective

Abstrak

Introduction/Main Objectives: To attain organizational excellence in a time when consumer expectations are only going to climb, Micro, Small, and Medium-Sized Enterprises (MSMEs) need to implement creative quality management techniques. This study uses the service quality variables tangible, reflective, responsive, assured, and empathic to investigate how customer satisfaction at PLUT-KUMKM Tulungagung Regency is affected by service quality. Furthermore, this study examines how well service quality aligns with Islamic service values, such as ta'awun, at-taysir, musawah, muhabbah, al-layin, and ukhuwah. Research Methods: A mixed method with Explanatory Sequential Design was used in this study to produce comprehensive analysis results. Observations, questionnaires, and documentation were used to gather data, and non-probability sampling approaches were used to choose a sample size of 60 respondents. Multiple linear regression tests and SPSS 20 were used for quantitative data analysis.  Following that, qualitative data analysis was carried out using the findings from observations, interviews, and documentation pertaining to SERVQUAL's suitability with indicators of the Islamic service perspective. Finding/Results: The results of the study demonstrate that PLUT-KUMKM Tulungagung's customer satisfaction is positively and significantly impacted by the five service quality criteria, which are in line with Islamic service principles. The tangible, assurance, and empathy factors, which represent the the principles of ta'awun, at-taysir, muhabbah, and ukhuwah in providing convenience, comfort, and an empathetic attitude to consumers. The reliability variable shows a significant negative effect, although in Islam the principle of musawah emphasizes justice and ta'awun demands reliable service. Meanwhile, responsiveness does not have a significant effect, but the principle of al-layin still emphasizes the importance of gentleness in service. Conclusion: This finding confirms the importance of improving tangible, assurance, and empathy aspects, as well as the need for evaluation of reliability and responsiveness to improve consumer satisfaction at PLUT-KUMKM Tulungagung Regency in accordance with Islamic service.