Service blueprint design at automotive dealers with integration of Servqual method and Kano Model

Indonesia is the largest automotive market in Asia whose development potential is still very large. Increasingly fierce competition forces vehicle manufacturers to continue to innovate both in terms of products and services. An increase in customer retention of at least 5% is believed to result in an increase in profit of 25-95% so that not only finding new customers, manufacturers must also try to keep and retain their customers. Several previous studies have stated that service quality has a significant influence on customer satisfaction and loyalty, so that innovation in order to improve service quality is needed to be able to overcome existing problems. This study aims to determine the performance of each service attribute, determine the service attributes that must be maintained and improved, and design a service blueprint by considering the priority aspects of improvements that must be made. The service blueprint design process is carried out by integrating the Servqual and Kano Model methods where the respondents are B2B customers from one of the commercial vehicle brands in the Jabodetabek area. Based on Servqual's assessment, the service attribute that has the largest gap score is the attribute "service time that is not in accordance with the previous promise". Then from the 25 service attributes assessed, they are classified using the Kano Model where 6 service attributes are included in the Must-be category and 19 service attributes are in the One-dimensional category. The Servqual measurement results are then integrated with the Kano Model to determine priority improvements which will later be used as the voice of the customer in the service blueprint design process. The 5 priority improvements that must be made are related to service delivery times that have not been in accordance with previously promised, dealer employees who have not provided good service, dealer employees have not been able to answer customer questions correctly, dealer employees have not shown concern regarding customer problems, and work the services provided are not in accordance with customer requests and needs. With this research, it is hoped that it can become a solution and reference for automotive dealers to improve the quality of their services so that efforts to maintain and retain their customers can be achieved.