Product and Service Quality Analysis: An Empirical Study of Customer Satisfaction in a Bakery


  • Aina Nindiani Mercu Buana University
  • Mohammad Hamsal Bina Nusantara University
  • Humiras Hardi Purba Mercu Buana University



Importance-Performance Analysis (IPA), product quality, service quality, customer satisfaction


This research aimed to analyze the performance of a bakery located in Bekasi from the customer satisfaction on product and service quality. The method applied was Importance-Performance Analysis (IPA). IPA was conducted to determine the status of indicators related to product and service quality. It was to provide input to management in taking strategic actions. The sample size was 127 respondents. The used technique was non probability sampling. The results reveal that the priority of improvement is the taste indicator for product quality. On the other side, courtesy indicator is the priority for service quality that occupies position in Quadrant A. Hence, the bakery should emphasize those indicators as improvement priorities.

Author Biographies

Aina Nindiani, Mercu Buana University

Post Graduate Program, Master of Industrial Engineering

Mohammad Hamsal, Bina Nusantara University

Management Department, BINUS Business School Doctor of Research in Management

Humiras Hardi Purba, Mercu Buana University

Post Graduate Program, Master of Industrial Engineering


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