INTEGRASI SERVQUAL, ZONE OF TOLERANCE, DAN MODEL FISHBEIN UNTUK MENGUKUR KEPUASAN PELANGGAN JASA LAUNDRY

Abstract

This study evaluates service quality and customer attitudes at M Laundry by integrating SERVQUAL, the Zone of Tolerance (ZOT), and the Fishbein multi-attribute model. A quantitative descriptive survey obtained 50 complete responses from an estimated population of 150 customers. Because a complete sampling frame and randomization records were unavailable, the responses were treated as a voluntary nonprobability sample. Twenty-five attributes were assessed on five-point scales for adequate, perceived, and desired service. The perception and expectation scales were valid and reliable, with Cronbach's alpha values of 0.960 and 0.912. Mean perceived service was 4.28, while desired service was 4.46, producing an overall gap of -0.18. Parking capacity had the largest gap (-0.44), whereas on-time completion had the smallest (-0.06). All attributes remained within the ZOT, and the Fishbein score of 476.80 indicated a positive attitude. The expectation score was used as a proxy for Fishbein evaluation. Improvements should prioritize parking and handover arrangements, pickup and delivery services, and order-status communication, with the A1 gap targeted at ≥ -0.20 in the next evaluation cycle.