TRANSFORMASI KUALITAS PELAYANAN PASAR SAYUR MODERN DAN PASAR TRADISIONAL DI KOTA PROBOLINGGO

The quality of a service greatly influences and determines the satisfaction of consumers. The dimensions of service quality consist of Responsiveness, Assurance, Tangible, Empathy, and Reliability. In service quality, it can find out the main priorities that must be improved and can find improvement solutions for services that cannot meet customer satisfaction. This research was conducted in a modern market, namely Kang Sayur Supermarket Probolinggo City and a traditional market, namely Pasar Baru Probolinggo City. In this study, the number of items is 15 question items, so the number of respondents used is 15 statement items multiplied by 5 equals 75 respondents. The results of the Service Quality gap analysis at the Kang Sayur Supermarket service quality attribute obtained a positive gap value more than a negative value, while consumers can be declared dissatisfied with the service at the New Market because a negative gap value is obtained more than a positive value. In accordance with the results of the IPA quadrant analysis and the Cartesian diagram, the dimensions of service quality at Kang Sayur Supermarket which are the top priority are the dimensions of Empathy (attentiveness), namely understanding the needs of consumers. The main priority at Pasar Baru is in the Responsiveness dimension, namely providing solutions to product purchase errors and in the Empathy dimension, namely employees being able to communicate well and listen to and accept consumer complaints. The existence of improvement solutions on service quality can increase customer satisfaction at Kang Sayur Supermarket and Pasar Baru Probolinggo City.