Analysis on Quality of Service at Design and Engineering Department by Using Servqual, IPA, and QFD Methods

― PT. Semen Indonesia develops the cement business in Indonesia by striving to be at the forefront in the world of the cement manufacturing business, as well as trying to be a calculated player in the cement derivative business. To achieve this goal, the Department of Design & Engineering, as a supporting function, always strives to provide the best service for customers, namely other work units within PT. Semen Indonesia group. There are 20 service attributes used as indicators in the questionnaire, covering five dimensions of service quality, namely tangible, empathy, responsiveness, reliability, and assurance. The measurement of the level of customer satisfaction of the Design & Engineering Department is carried out by Service Quality (Servqual), Importance Performance Analysis (IPA), Quality Function Deployment (QFD) methods. The results show that based on Servqual analysis, in general, customers are still not satisfied with the resulting performance. Based on the results of the IPA analysis, five service attributes are the top priority for improvement, namely: coordination with customers, completion of Engineering work according to the agreed time, solutions to customer problems, able to meet customer needs, and product engineering by customer desires. Based on the results of the QFD analysis, there are six strategic steps in the work program carried out to improve service quality in the Design & Engineering Department.


I. INTRODUCTION
N CONJUNCTION with the Indonesian population and economic growths, PT. Semen Indonesia (Persero) Tbk. serves as the government's medium to ensure the fulfillment of cement needs for infrastructure and building constructions in Indonesia. Semen Indonesia has four strategics to increase the volume of production capacity; those are constructing new plants, acquiring other cement factories, building new cement distribution facilities, and de-bottlenecking the existing cement factory facilities. To apply those four strategics, Semen Indonesia assigns Engineering & Project Directorate, particularly Design & Engineering Department. This specific department plays an essential role in producing research, FEED (Front End Engineering Design), and DED (Detail Engineering Design).
The most complained problems are the long duration required to finish a product and the accuracy of the department's products. The Basic Design, which is the basis for estimating the budget and length of time of the project, contains errors that cause inaccuracy of budget calculation. This prompts the long duration for procurement and dispute and postpones the project.
This study focuses on understanding the gap between the expectation and perception of the service received by internal customers. The gap is seen from various dimensions at Design & Engineering Department: tangibles, empathy, reliability, responsiveness, and assurance. This research also aims at pointing out priority steps to overcome the problem.
The researcher hopes to contribute to improving the service quality of the department by identifying services requiring improvement and maintained to meet customer's satisfaction.

A. Service Quality (Servqual)
Service Quality Analysis, also known as SERVQUAL, is a descriptional approach used to represent customer's satisfaction. This model was developed in 1985 by A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry. Based on Parasuraman [1], Service Quality is defined as how far the gap between customer perception and expectation about the service they get. This method divides service quality into five dimensions, which are tangibles, empathy, reliability, responsive, and assurance.
Gap analysis is a method to compare customer's expectations and perceptions. This measurement is done by calculating the difference between attributes influencing the I Figure 1. Servqual Method.
perception the customer has and their expectation about the service. The following formula can calculate the difference of customers satisfaction: Service Quality = Perception (P) -Expectation (E) According to the gap analysis equation, the result may become one of these following possibilities: 1. When the result is positive (+), consumer perception exceeds the expectation. This implies that the company has good service quality in the eyes of the consumer. 2. If zero (0), the service quality meets the expectation. 3. If the result is negative (-), the service quality of the company is lower than consumer expectation.

B. Importance and Performance Analysis (IPA)
Importance and Performance Analysis (IPA) instrument was firstly introduced by Martilla and James (1977) to measure customer satisfaction in the company's service or product. Based on the result of the instrument, the IPA Cartesian Diagram is divided into four quadrants as follows: 1. Quadrant I (Concentrate These): this quadrant implies that the indicator is considered important by the customer, but the company's performance is lower than customer expectations. 2. Quadrant II (Keep Up The Good Work): this area shows that the indicator of customer satisfaction is considered important, so that is should be maintained.
3. Quadrant III (Low Priority): this quadrant indicates that the attribute is not considered important, and the performance is lower than customer expectations. 4. Quadrant IV (Possible Overkill): this quadrant shows that the attribute is less important, but the performance exceeds expectations.

C. Quality Function Deployment (QFD)
QFD is a method to engineer a structured product which allows the development team to determine customer expectations and needs, and evaluate the product or systematically provides service to meet customer satisfaction.
QFD is used to improve the company's understanding of the customer, as well as to develop its products, services, and processes focused on the customer. Matrix House of Quality (HoQ), or the house of quality, is the most popular representation of QFD. This matrix consists of two main parts. The first part is the horizontal section, also known as the customer table, which has any information related to the consumer. The second part, called a technical table, contains technical information as a response to the customer's table [2].
HoQ is used by various industries to translate customer requirements, the result of market research, and data are benchmarking into several important technical targets.

III. RESULT AND DISCUSSION
A structured questionnaire collects the data for this research. Attributes used in the survey are the attributes that resulted from Pre-FGD at Design & Engineering Department. There are 20 questions, which represent 20 attributes in 5 dimensions of Servqual, as shown in Table 1.
There are 67 respondents of the research. Those respondents are the customers of Design & Engineering Department from January until October 2019.

A. Validity and Reliability Test
The test is applied to learn the appropriateness of the questions in defining a variable. The validity coefficient is measured by Pearson product moment (r). R-count is matched with R-table significant level (r). If R-count is larger than 5% R-table, it means the questions are valid. Tables 2 show that the questions are valid.
The reliability test is used to determine the consistency of respondents' responses to the questions. The reliability test used in this research is Cronbach Alpha. The result is that the Cronbach Alpha value is as much as 0.93 for Perception Test and 0.93 for the Expectation Test. Since the Cronbach Alpha value is above 0.6, the result of the questionnaire is considered reliable.

B. Servqual Analysis
The researcher applies the Servqual model by calculating the Gap to separating attributes that have positive Gap from those that have negative Gap. The analysis results in showing that all attributes on the questionnaire have negative Gap towards the existing service quality attributes. In other words, Design & Engineering Department is still far from satisfying the customers.
Based on the Servqual dimension, Empathy and Responsiveness have the most significant gaps, among other dimensions, as shown in Figure 4.

C. Importance-Performance Analysis (IPA) Analysis
Importance-Performance Analysis is used to measure customer satisfaction about the service provided and performance done, as well as to determine how far the company understands customer expectations about the service. This is done by determining coordinates for each existing attribute by using points resulted from Perception as the x-axis and Expectation as the y-axis. Meanwhile, Center Point represents the average of all Perception and Expectation attributes.
IPA analysis of the Cartesian diagram for Quadrant A contains indicators that are considered significant by the customers, but the company's performance is lower than the customer's expectations. In this case, the company should pay more attention to improving these indicators. The result as shown in Figure 5 and Table 3.

D. Quality Function Deployment (QFD) Analysis
Quality Function Deployment (QFD) is a systematic approach to determine customer's expectations and to accurately translate the expectations into technical design and proper production planning. In essence, QFD assists the service provider to take notes on customer's expectations and to make sure that the expectations are included during a brainstorming session at the Development Team to fulfill customer's expectations.
The researcher uses the House of Quality to determine indicators that are influencing the level of service quality at Design & Engineering Department. The improvement process mainly focuses on customer expectations, so that the design and development process can be in line with customer expectations.

1) Creating What's Customer Requirement Matrix.
The first step to create this HoQ is by listing top priority indicators in Quadrant A. These attributes serve as Voice of Customer (VOA) on What's Customer Requirement section.

2) Designing How Technical Response Matrix.
The second step is determining How Technical Response, how the management of the department takes improvement actions to fulfill customer expectations. The technical proposal for the improvement actions is carried out through Focus Group Discussion (FGD) among internal members of Design & Engineering Department.

3) Relation between Matrix What and Matrix How.
This phase starts with identifying the relationship between Matrix What and Matrix How. Matrix What serves as the question and Matrix How the answer; this means that these matrices have a relationship. The following symbols show the value of the relationship between the Matrix: (Table 4)    The relationship between corrective actions in the technical response may reinforce each other or contradict each other. If the relationship among the improvement steps is mutually beneficial, the implementation will be admirable, and vice versa. If the relationship contradicts each other, it implies that the implementation should be reviewed, as shown Table 5.

5) Designing Prioritized Customer Requirement.
Prioritized Customer Requirement is a technique to set up a planning matrix that is used to translate customer expectations into a prioritized work program. The basis to make this matrix is data of customer expectations. a. Perception Level (Customer Satisfaction Perfor-mance) Increase the number of Drafter and Engineer.
Prepare outsourcing to meet Engineering demand.
Monitor the progress of Engineering periodically.
Coordination with users follows Customer Requirements.
Quality periodic training for Engineers.

Share Knowledge Engineer with customers.
Benchmark of other Engineering Service Providers.
Conduct a field survey to provide the best solution.
Customers are asked to give a PIC to coordinate.
Communication with customers periodic.  Target