International Journal of Information Technology and Business Management
29th September 2013. Vol.17 No.1
© 2012- 2013 JITBM & ARF. All rights reserved
ISSN 2304-0777
www.jitbm.com
CUSTOMER SATISFACTION ANALYSIS ON BIRTH CERTIFICATE
REGISTRATION IN DEPOK, WEST JAVA
Amita Rizka Windyani*1, Aida Vitayala S.Hubeis1, and Idqan Fahmi1
1)
Department of Management and Business, Bogor Agricultural University, Jl. Padjadjaran Raya, Bogor 16151 Indonesia
* Corresponding Author Email: amitarizkawindyani@yahoo.com
ABSTRACT
Birth certificate is a basic civil right that should be granted to every citizen. Population and Civil Registration
Offices (Disdukcapil) as a birth certificate registration organizers seek to provide excellent service with attention to
people's satisfaction. This study aim to analyse the commitment of Disdukcapil in the service of registration of birth
certificate, analyse the level of public satisfaction about Disdukcapil’s public service, and formulate a strategy to
improve the quality of service. The research method is descriptive analysis. The data used are primary and
secondary derived from observations, interviews, and questionnaires. Internal officer’s perceptions were analyzed
using the test of customer service and customer-focused test characteristics. Customers's perceptions were analyzed
using SERVQUAL method, Importance Performance Analysis, and Customer Satisfaction Index. The results show
that Disdukcapil structural officers have had community-oriented in the implementation of public service.
Characteristics that stand out in the application of quality management is readiness to find and eliminate the
problems of the people on birth certificate registration. Servqual analysis results show that acceptable performance
is still below people's expectations so that the gap is negative. Importance-performance analysis show that the
attributes need immediate attention is the service support materials, attitude immediately provide service and a
helpful attitude when busy. Overall community satisfaction index had reached Satisfied level.
Keywords: public service, customer satisfaction, service quality dimension
respondents of 40 people. While the average numbers
entry files in the range of 100-150 files per day. This
has led to the results obtained do not describe the
actual level of satisfaction regarding the services
birth certificate at registration. Thus this study was to
gain a better picture of the level of public satisfaction
with the use of an adequate number of respondents.
This study aims to analyze the level of
Disdukcapil’s commitment in providing excellent
public service regarding the registration of a birth
certificate, to analyze the level of public satisfaction
with public services were held by the institution, and
formulate strategies for improving public service
birth certificate.
There are many studies that have been
conducted regarding customer satisfaction with
public services received. Among them is a study by
INTRODUCTION
Satisfaction of today's society has become
orientation of a state public institution on delivering
service. Disdukcapil Depok is one of the public
services providers. Public Satisfaction Index (IKM) is
used as an indicator of public services by local
governments since 2007. Birth certificate service had
reached high HPI was 82.12% in 2012. Trend figures
HPI since 2007 on the birth certificate services is
constantly increasing, but the increase slows down
every year.
In 2012 IKM measurements regarding
satisfaction with the services performed by using
80
International Journal of Information Technology and Business Management
29th September 2013. Vol.17 No.1
© 2012- 2013 JITBM & ARF. All rights reserved
ISSN 2304-0777
www.jitbm.com
Syarifudin (1999) on East Jakarta Population
Services Offices showed that employee perceptions
of the service that the Department is in good
criterion. Servqual analysis services provide results
do not meet expectations on the dimensions of
reliability, security and responsiveness. Kitcharoen
(2004) examined the quality of the academic division
at a private university in Thailand. The study was
conducted to determine the level of student
satisfaction as users of services and employee
perceptions of academic as organizers. The results
show that according to the perception of students and
academic personnel, services performed good and
was maintained at the level.
and offers a satisfaction even though the results are
not tied to a physical product.
Formally, the scope of the definition of
public service in Kepmenpan RI No. 63 of 2003 is
defined as all service activities undertaken by public
service providers as addressing the needs of service
recipients as well as the implementation of the
provisions of the legislation. The definition makes
clear that public services can be driven by two things:
the public needs and applicable regulatory
requirements. Thus, it can be said of public services
must always be applied if it is set in the legislation
even if the public does not make the most of.
According Tjiptono (1996), quality of
service can also be defined as a strategic and
integrated management system that involves all
managers and employees as well as the use of
qualitative methods and quantitative ongoing basis to
improve organizational processes, in order to meet
and exceed the needs, desires and expectations
customers. Thus, public services deliveries were in
need of a strategy to continuously improve the
quality of public services.
Public Service Management
Management can be defined as a set of
processes and the utilization of available resources to
achieve the goals set. Wrihatnolo and Dwidjowijoto
(2007) provides a view that development needs to be
viewed from a management perspective, as a
continuous process of value creation, for whatever
reason, whoever rulers, however the challenge.
If all the management functions in an
efficient and effective running of government will
encourage actions that orderly, organized, systematic,
fast, dynamic and targeted. In accordance with the
basic functions of government that deliver public
services that in turn will be available and held
properly and satisfy the public. Thus placed
government officials to carry out the functions as a
servant of the state as well as a public servant. Public
service activities in this context is the embodiment
and the elaboration of the duties and functions of the
government officials in the course of the common
tasks of government and development (Istianto,
2011).
At first the concept of excellent service
arises from the creativity of the business, which was
then followed by non-profit organizations and
government agencies, so that today excellent service
is no longer confined to the business world but it
belongs to all people (Barata, 2003). Service can
basically be defined as the activities of a person,
group and / or organization either directly or
indirectly, to meet the needs (Pasolong, 2010).
Sinambela et al (2008) defines public service as any
activity undertaken by the government against a man
who has any gainful activity in a collection or entity,
Customer’s Performance and Expectation
Evaluation of services not only in terms of
the service providers. Other factors that also affect
the quality of service is customer satisfaction with the
services provided. In this case the customer is a
consumer or society. Expectations of the community
with the services provided is believed to have a major
role in determining the quality of services and
customer satisfaction.
Service quality or excellent service-oriented
customers rely heavily on customer satisfaction
(Pasolong, 2010). Gerson in Pasolong (2010) stated
that internal quality measurement is essential. But it
all means nothing if the customer is not satisfied with
the given. To make measurements more meaningful
and appropriate quality, it is necessary to ask the
customer what they want which could satisfy them.
Further, customer satisfaction is the level of one's
feelings (customers) after comparing the perceived
performance compared to expectations (Tjiptono,
1996).
According Gaspersz (1997) there are various
service quality dimensions that must be considered
by the management of the service industry, especially
in determining costs associated with the customer to
pay for services received. Customers are demanding
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International Journal of Information Technology and Business Management
29th September 2013. Vol.17 No.1
© 2012- 2013 JITBM & ARF. All rights reserved
ISSN 2304-0777
www.jitbm.com
the fulfillment of all the people of a certain quality
standard, and because it will affect the quality of the
performance of public services.
Quality of care has two sides that will
always interrelated that compliance with the
standards already set internally and simultaneously
the fulfillment of expectations / customer
expectations. People's satisfaction with public
organizations is very important because of the trust
relationship of society. The better the system of
governance and the quality of services provided, the
higher the confidence (high trust) (Pasolong, 2010).
Evaluation of service quality using the
SERVQUAL includes calculating the difference
between the value given by the customer for each
pair of statements regarding the expectations and
perceptions (Tjiptono, 2008). Zeithaml et.al (1990)
formulated the SERVQUAL score calculation as
follows:
SERVQUAL = Perception – Expectation
Analysis Servqual originally came from the business
world, but can also be used to measure the
performance of public services held by government
agencies.
Test of Customer Service for Institutions
Customer service test is an analytical tool to
measure the extent of organizational commitment in
implementing customer service system. Customer
service test developed by Gaspersz (1997) in the
form of a question posed to internal employee or an
employee organization. Gasperz (1997) have also
developed assessment criteria are grouped into
several levels of internal commitment. Outcome
scores obtained from employees of an organization,
then summed and then interpreted according the
score.
Importance and Performance Analysis
Services will be something useful when
based on customer interests and performance for the
company. Companies should devote attention to the
things that are considered important by the customer
(Nasution, 1998). Analysis of the level of interest and
customer satisfaction is often the reference is
expressed by Martilla and James and known as
Importance-Performance Analysis (Martilla and
James, 1977). This concept actually comes from
Servqual where customer interest rate is measured in
relation to what should be done by companies that
produce products or services of a high quality
(Rangkuti, 2003). IPA has also been applied in a
number of other studies with relatively little
modification (Kitcharoen, 2004). While Supranto
(2001) suggested that the IPA is an analysis that can
indicate variables that are considered important by
customers but less attention so that performance
becomes less good and the customers are not
satisfied. Thus further analysis in this tool is to
position each attribute services to the Cartesian
diagram to determine the attributes that have the
highest priority.
Test of Characteristics Customer Company’s
Focused
Self-test characteristics of a customerfocused company is also a tool developed by
Gaspersz (1997) to measure the extent of
organizational commitment in implementing quality
management system that focuses on the customer.
This test consists of a number of questions that will
be posed to the employee or the company's internal
employees.
Servqual Analysis
The most popular and widely used model as
a reference in the management and marketing
research services is the SERVQUAL (stands for
service quality) developed by Parasuraman, Zeithaml
and Berry (Tjiptono, 2008). At SERVQUAL,
Zeithaml et.al (1990) proposed five dimensions to
measure the quality of corporate services. The fifth
dimension is physical evidence (tangibles), reliability
(reliability),
responsiveness
(responsiveness),
guarantee (assurance) and empathy (empathy).
RESEARCH METHODS
Research Design
The study was conducted in the Population
and Civil Registration Offices of Depok in May
2013 - June 2013. The research method was
descriptive analysis using primary and secondary
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International Journal of Information Technology and Business Management
29th September 2013. Vol.17 No.1
© 2012- 2013 JITBM & ARF. All rights reserved
ISSN 2304-0777
www.jitbm.com
data obtained through observation, interviews and
questionnaires, as well as data from the relevant
agencies. Respondents consisted of structural
Disdukcapil 13 people and community respondents
numbered 100 people.
(responsiveness)
Guarantee (assurance)
Statement 14-17
Empathy (empathy)
Statement 18-22
Sources. Zeithaml, et al. (1990)
Further analysis of perceptual mapping
performance servqual is received with hope into the
Cartesian diagram by means of ImportancePerformance Analysis (IPA) proposed Martilla and
James (1977). This tool measures the respondents'
level of compliance between the performance score
assessment compare to the level of importance of
attribute.
Analysis of Employee Perceptions Disdukcapil
Internal perception of the respondents were
analyzed using an independent test set out Gaspersz
(1997) consists of a test of customer service and
customer-focused test characteristics. Customer
service test questionnaire consisted of 15 questions.
Respondents are required to provide scores on each
question with a Likert scale of 1-5, with the criteria
for a very low score of 1 to 5 for very high. Self-test
characteristics of institutions that focus on the
customer is a tool to measure the extent of the
organization's commitment to implement the quality
management system that focuses on the customer.
Statement in this test consists of 40 characteristics
that are divided into seven groups rated the same
category as the test of customer service.
Tki = rate appropriateness of respondents
Xi = organizational performance
Yi = customer expectation
Customer Satisfaction Index used to
determine the position of respondent satisfaction
categories based on the percentage obtained. CSI
categories are presented in Table 2.
Analysis of Public Perception
People's perceptions were analyzed with a
model consisting of five SERVQUAL dimensions of
service (Zeithaml et.al, 1990) that the physical
evidence (tangibles), reliability, responsiveness,
assurance and empathy. Furthermore, from the fifth
dimension is translated into 22 statements to be
measured using a Likert scale. Table 1 describes the
questions in the questionnaire.
RESULTS AND DISCUSSION
Employees perception on birth certificate services
Disdukcapil official perception is measured
by the extent to which service-oriented approach to
customers as well as the elements of quality
management applied in the Office environment.
Perception is known because officials can obtain an
idea of the importance of service excellence for
Disdukcapil in providing services to the community.
Table 1 Dimensions of quality corporate services
Dimension
Statements related to
the dimension
Physical evidence
Statement 1-4
(tangible)
Reliability (reliability)
Statement 5-9
Responsiveness
Statement 10-13
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Table 2 Free customer satisfaction index
No.
Index score (100%)
1
81% - 100%
2
66% - 80.99%
3
51% - 65.99%
4
35% - 50.99%
5
0% - 34.99%
Category
Very satisfied
Satisfied
Enough
Less Satisfied
Not Satisfied
the communities have been at the level of good.
Officers in this case is considered to represent the
implementation of the public service as a whole has
understood the importance of quality service to the
institution. Thus Agency officials have also been able
to conduct a self assessment of the service delivery of
birth certificates.
Analysis of Customer Service
Analysis of customer service made to
measure the extent to which services are organized
has been oriented towards the needs of the
community. Table 3 presents the results of the test
data processing customer service.
Figures obtained by the perception of each
respondent gave an average of 53.69 which is
included in the criteria for good. What it means is
that the perception Disdukcapil officials, service
performed by all employees during the Department of
Table 3 The results of the test of customer service
No.
Questions
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Understanding of the needs of the community service officer
Orientation leaders in the community
Institutional care as a positive force
Empowering employees to solve public problems
The importance of service parts by leaders
Understanding of each department of the public service fungi
Provision of services exceed the specifications promise
Evaluation of community service on a regular basis
Implementation of service standards to ensure consistent quality
Efforts to handle pressure
Understanding of the impact of the service personnel to leadership
Efforts to provide the leadership needed resources in service
Mission statement relating to the service in the community
Officers attempt to address public complaints
Community service-oriented incentive system
Number
The average per respondent (698 ÷ 13responden)
Sources: Primary data (processed)
Description: Score 15-39 = bad customer service from the institution
Score 40-49 = Ministry of institutional customers fairly
Score 50-64 = good customer service from the institution
Score 65-72 = Customer service is very good of the institution
84
Total
Points
48
50
50
48
53
49
48
43
48
47
49
45
49
48
23
698
53 .69
International Journal of Information Technology and Business Management
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sought to apply the elements of service quality
management in service delivery of birth certificates.
Table 4 gives the results of processing of primary
data on institutional characteristics of the category
element.
Analysis of Institutional Characteristics Customer
Focused
Analysis of the characteristics of the
customer focused institution aims to measure the
extent to which the leadership of the Department
Table 4 The results of the test characteristics of customer focused institution
No.
Category
Average
1
2
3
4
5
6
7
Vision. commitment and institutional climate
Aligning with community institutions
Readiness find and eliminate the problem
Use and communicate information society
Reaching out to the community
Competence. capabilities and employee empowerment
Continuous improvement of service process
26 .15
18 .38
15 .38
26 .31
15 .15
25 .31
22 .54
Percentage
(%)
74 .73
73 .54
76 .92
75 .16
75 .77
72 .31
75 .13
Servqual Analysis
This analysis calculates the percentage score
Disdukcapil official perceptions about the
characteristics of each category to the maximum
number that can be obtained that category. Categories
of competence, capability and empowerment of
employees providing the lowest percentage level is
72.31%. Meaning is compared with other categories,
the categories have the greatest difference with
maximum level of 100%. According Gaspersz
(1997), a category that gives low numbers that
require immediate managerial action.
Servqual analysis measures the gap between
the performance of the services that are received by
the public's expectations on all the dimensions
proposed services Zeithaml et al. (1990). Table 5
shows the scores servqual by service dimension.
Based on Table 5 note that all dimensions
give servqual score negative (-). This means that the
five dimensions of service, can not meet people's
expectations. Dimensions of reliability (reliability)
gives the highest score servqual. It means that this
dimension has the best performance so far from the
expectations of society requires immediate attention
from internal Disdukcapil.
Servqual score calculation is obtained by
considering the weight of the public interest is
subjectively determined for each dimension. To find
servqual score on each service attribute, it is assumed
that the weight of each attribute in a dimension are
the same. Thus obtained servqual score for each
service attributes by considering their respective
weights. Based on service attributes in each
dimension, scores servqual shown in Table 6.
Customer Satisfaction Level on Birth Certificates
Services
Customer satisfaction obtained through the
approach to the assessment of the performance and
the level of expectation on the birth certificate
registration services in Disdukcapil Depok.
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Table 5 Score servqual by service dimension
No. Dimension
Performance
1
2
3
4
5
No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
Tangible
Reliability
Responsiveness
Assurance
Empathy
Hope
3,430
3,674
3,640
3,763
3,660
Gap
4115
4,396
4,273
4,330
4,238
Table 6 Score servqual by service attributes
Service attributes
Weight
-0685
-0722
-0633
-0568
-0578
Performance Hope
The latest modern equipment
Reception counter and lounge area
Appearance officers
Other support materials
Timely service in accordance with
Help resolve the problem
Services targeted
Service according to the time promised
Records regarding the service needs
Information regarding the required service time
Attitude immediately provide services
Attitude is always willing to give help
Attitude of trying to help when busy
Community service officers can trust
People feel safe when requesting service
Service officer always be polite
Officers were able to answer the question
Pay attention to each individual officer
Convenient service hours
Officers sympathetic to citizen complaints
Attitudes in the public interest
Officers understand the specific needs of the community
Average
3, 240
3, 200
3, 710
3, 570
3,750
3,700
3,680
3,640
3,600
3,690
3,600
3,650
3,620
3,670
3,740
3,900
3,740
3,450
3,620
3,710
3,800
3,720
3.6364
3, 910
3, 960
4, 300
4, 290
4,520
4,450
4,360
4,460
4,190
4.210
4,360
4,240
4,280
4,130
4,330
4,530
4,330
4,110
4,170
4,230
4,430
4,250
4.2745
20:35
23:51
19:25
18.83
18:06
Score
servqual
-0139
-0170
-0122
-0107
-0104
Gap Weight Score
Servqual
-0, 670 5:09 -0034
-0, 760 5:09 -0039
-0, 590 5:09 -0030
-0, 720 5:09 -0037
-0770 4.70 -0181
-0750 4.70 -0176
-0680 4.70 -0160
-0820 4.70 -0193
-0590 4.70 -0139
-0520 4.81 -0025
-0760 4.81 -0146
-0590 4.81 -0114
-0660 4.81 -0127
-0460 4.71 -0022
-0590 4.71 -0111
-0630 4.71 -0119
-0590 4.71 -0111
-0660 3.61 -0119
-0550 3.61 -0099
-0520 3.61 -0094
-0630 3.61 -0114
-0530 3.61 -0096
service should be back again to repeat the filing
requirements.
Attributes that have the highest scores
servqual is appropriate services at the promised time
-1193. Based on the interview, obtained by reason of
the condition of these attributes is the length of time
in the public service. Recording files that have been
added to the Department and there is a lack of
requirements, did not immediately inform the public.
This resulted in the length of time since the public
Importance-Performance Analysis
Importance-performance analysis is used to
determine the level of compatibility between the
performance with the interests of the service
attributes. In this case the expectation scores obtained
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International Journal of Information Technology and Business Management
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ISSN 2304-0777
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are considered to represent the interests of the
community against the attribute level. Compliance
rate is the percentage of interest in the performance
of the maximum value of 100% compliance. This
analysis further mapped the position of each attribute
to the Cartesian diagram. Mapping results will
provide information about the attributes that require
priority performance due to a lower than average
level of expectation but has a higher than average.
Table 7 provides data on the level of compliance with
the performance based on the dimensions of interest.
Table 7 Levels of interest according to the suitability of performance-dimensional
Dimension
Performance
Interest
The level of compliance to (%)
Tangible
3,430
4115
83.29
Reliability
3,674
4,396
83.61
Responsiveness
3,640
4,273
85.22
Assurance
3,763
4,330
86.93
Empathy
3,660
4,238
86.35
Average
85.08
the other supporting material (4), attitude
immediately provide service (11) and a helpful
attitude when busy (13). These attributes require
immediate attention because of its performance
assessment under the average valuation was above
expectations while expectancy on average.
Mapping the coordinates of each attribute is obtained
through the performance of (x) the interest (y).
Coordinates (x, y) in Table 5 is mapped on a
Cartesian diagram with the assumption that the value
of interest can be represented by the expected value.
Mapping results are presented in Figure 1.
Based on Figure 1 in mind that there are
three attributes of services in the area of Quadrant I,
Figure 1. Level of importance and performance of service attributes
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Support materials related to other services,
according to the public announcement of the terms
associated with filing and other notices should be put
in place that is easily readable society. Media
announcement that there lies precisely in the position
away from the entrance booth and do not contain the
necessary information society. Precisely the
information required to use the media HVS small and
scattered affixed at some point. People who do not
know how this eventually asked the officer who was
serving on the information that should be obtained
easily.
The condition can lead to dissatisfaction
with appropriate officials the next attribute, which
immediately gives service attitude and the attitude of
trying to help even when it is busy. Community
service officer will put the documents that are in the
process than people who ask and need further
information. As a result, people feel that officers are
reluctant to provide services immediately.
Managerial Implications
Based on an analysis of official perception
that the Department has not made known to the
public
evaluation
conducted
periodically
Disdukcapil. Evaluations that have been conducted so
far only through IKM measurements conducted once
a year and not done by Disdukcapil. It would be very
beneficial to Disdukcapil if interesting feedback from
the community independently. The reason is the
Department can measure a variety of variables with
more detail tailored to the needs of the service
provided. Information obtained from the evaluation
can be considered for internal Department.
When viewed from the aspect of the
characteristic of the lowest category in the
implementation is the competence, capability and
empowerment of employees. According to field
observations, the element that makes the low-value
category is not applied system of various levels of
employee
involvement
in
decision-making.
According to the working climate and institutional
environment in the office, in these conditions is
unenforceable. Decision making is only done by
officials (leadership). However, in its efforts to
increase the implementation of this category may
target other elements such as increasing the
frequency of primary care training for officers and all
employees. Excellent service training on an as
needed basis for the training of service personnel.
Service delivery in the birth certificate
Disdukcapil by society still has not met expectations.
The measurement results indicate servqual all service
dimensions is negative (-). Dimension that has the
greatest gap was reliability officers (reliability).
Efforts to do, among others, is to do the arrangements
workflow queues at service counters. Directed
according to the needs of the public service of the
birth certificate of each with a specific officer so the
officer concerned will focus on the specific services
provided. This may minimize the inappropriateness
of service to the community. Officers will be able to
do a better job with a uniform set of services, on the
other hand people can easily know the officers who
can be contacted to help them appropriate services
needed.
Customer Satisfaction Index
In this study, there are 22 attributes of
service that measured the level of satisfaction of the
community. Refer to the customer satisfaction index
by 72.82% in the category Satisfied. It means that
measured respondents in this study indicate the level
satisfied with the services that the birth certificate
was held Disdukcapil.
When compared with IKM in 2012
regarding services of birth certificate registration
number obtained is 82.12%. CSI analysis results give
a lower figure than the number of IKM. Such
differences may be caused due to different analytical
tools used, the number of different respondents, as
well as the current situation of data collection is
done. The research was conducted in June-July 2013,
which is the culmination of a birth certificate records.
According to the results of interviews this condition
because it is a period of time before the new school
year so a lot of parents who register their child's birth
certificate as a condition of attending school
completeness. The density of the number of records
that go to make trouble handling all public officers
with a limited number of officers. As a result people
officer assessing the performance is not satisfactory.
Conclusion
Thus it can be summarized that suggested to
Disdukcapil to be able to consider the results of
88
International Journal of Information Technology and Business Management
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ISSN 2304-0777
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research in an effort to improve service quality and
increase public satisfaction with the service.
Additionally Disdukcapil also need to give priority
attention to the service attributes service support
materials other birth certificates, which immediately
gives the attitude of officers and service personnel
attitude always willing to help even when it is busy.
7.
8.
9.
10.
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