APPLICATION OF QFD IN SERVICE QUALITY IMPROVEMENT: THE CASE OF PASAR MALAM BATUBULAN SERVICES

Dewa Ayu Anom Yuarini; G.P. Ganda Putra; Luh Putu Wrasiati; Gede Wahyu Wardana; I Gede Arie Mahendra Putra; Luh Dian Rna Fajarini

doi:10.14710/agrisocionomics.v10i1.26697

DOI: https://doi.org/10.14710/agrisocionomics.v10i1.26697

APPLICATION OF QFD IN SERVICE QUALITY IMPROVEMENT: THE CASE OF PASAR MALAM BATUBULAN SERVICES

*Dewa Ayu Anom Yuarini

- Department of Agroindustrial Technology, Faculty of Agricultural Technology, Udayana University, Indonesia

G.P. Ganda Putra

- Department of Agroindustrial Technology, Faculty of Agricultural Technology, Udayana University, Indonesia

Luh Putu Wrasiati

- Department of Agroindustrial Technology, Faculty of Agricultural Technology, Udayana University, Indonesia

Gede Wahyu Wardana - Department of Agroindustrial Technology, Faculty of Agricultural Technology, Udayana University, Indonesia

I Gede Arie Mahendra Putra

- Department of Food Technology, Faculty of Agricultural Technology, Udayana University, Bali, Indonesia, Indonesia

Luh Dian Rna Fajarini

- Department of Food Technology, Faculty of Agricultural Technology, Udayana University, Bali, Indonesia, Indonesia

under http://creativecommons.org/licenses/by-sa/4.0.

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Abstract

Dewi Sri Market, located at Batubulan Terminal, Sukawati District, Gianyar, Bali, is one of Bali’s tourist destinations that offers a unique shopping experience with a variety of culinary offerings, performances, clothing, and entertainment for children known as Pasar Malam Batubulan. The objective of this research is to identify the attributes considered important by the public regarding Pasar Malam Batubulan, measure the level of importance and satisfaction with service quality, and formulate strategies to improve the service quality of Pasar Malam Batubulan. The analysis method used in this research is Quality Function Deployment (QFD), with variables based on service quality dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Based on the QFD analysis, the attribute with the highest importance value is the tangibles dimension, specifically toilet facilities (4.8). Meanwhile, the attribute with the highest satisfaction score is the assurance dimension, namely polites behavior of vendors in serving customers (4.5). The product development strategy recommended based on respondent characteristics is that the management of Pasar Malam Batubulan should provide digital payment systems such as QRIS or e-wallets.

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Keywords: Customer satisfaction; Pasar Malam Batubulan; Quality Function Deployment; Service quality

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In Vol 10, No 1 (2026): Maret 2026

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