THE ROLE OF SERVICE QUALITY IN IMPROVING CUSTOMER SATISFACTION AT EAGLE DECAL MSME

Amelia Trisfiani; Hersusetyati Hersusetyati

doi:10.61397/mfc.v4i1.575

Authors

Amelia Trisfiani Universitas Sangga Buana YPKP
Hersusetyati Hersusetyati Universitas Sangga Buana YPKP

DOI:

https://doi.org/10.61397/mfc.v4i1.575

Keywords:

service quality, customer satisfaction, responsiveness, MSMEs, creative industry, Eagle Decal, Bandung Regency

Abstract

This study aims to analyze the role of service quality in shaping customer satisfaction at Eagle Decal, a Micro, Small, and Medium Enterprise (MSME) specializing in custom motorcycle decal stickers in Bandung Regency, Indonesia. The study employed a qualitative descriptive approach. Data were collected through direct observation, semi-structured interviews with the business owner, customer service staff, and three customers, documentation, and internal customer satisfaction surveys. Data were analyzed through data reduction, data display, and conclusion drawing, supported by source and methodological triangulation. The findings indicate that service quality was generally adequate across several dimensions. Reliability was reflected in order accuracy and timely completion, while assurance was demonstrated through secure transactions and customers’ trust in online purchasing processes. Empathy was also relatively strong, particularly through personalized assistance concerning designs, materials, and pricing. However, responsiveness emerged as the weakest service-quality dimension, with customer satisfaction below 50%, primarily due to delayed responses to customer inquiries and chats. Documentation also showed that sales declined from IDR 715 million in 2021 to IDR 355 million in 2022, although the qualitative evidence does not establish a direct causal relationship between service quality and the decline. The study concludes that improving responsiveness through customer-service training, standardized operating procedures, and optimized digital communication is essential for strengthening customer satisfaction and supporting MSME business sustainability.

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