Service Quality Affecting the Image of the Office of Commercial Affairs, Kalasin Province

Abstract

The purposes of the research were 1) to study the opinions of service users towards service quality of the Office of Commercial Affairs, Kalasin province, 2) to study the opinions of service users towards the image of the Office of Commercial Affairs, Kalasin province and 3) to study the influence of service quality on the image of the Office of Commercial Affairs, Kalasin province. The sample group used in the research included 198 juristic person registration service users at the Office of Commercial Affairs, Kalasin province.  The instrument used for collecting the data was 5-level rating scale questionnaire. The statistic used were percentage, mean, standard deviation (S.D.), and Multiple Regression Analysis (MRA).

The research results were found that the majority of the participants were 18-27 years old female who gained bachelor’s degree. Their occupation was company’s employees. The information from the juristic person registration was collected through website of the Department of Business Development. The opinions of service users towards service quality of the Office of Commercial Affairs, Kalasin province were averagely at 4.59. The highest aspect was reliability with an average of 4.78, followed by assurance with an average = 4.75, empathy with an average = 4.68, responsive with an average = 4.43. The aspect with the lowest mean was tangibles with an average = 4.32. The opinions of service users towards the image of the Office of Commercial Affairs, Kalasin province were found that the average was rated at 4.68. The highest aspect was the aspect of personnel at 4.72 level, followed by performance with an average of 4.71. The lowest aspect was service characteristics with an average of 4.61 level. The service quality, in aspect of empathy, assurance, reliability, tangibles, and responsiveness affected the image of the Office of Commercial Affairs, Kalasin province with statistical significance at 0.05 level. All 5 service quality variables affected on the image of the Office of Commercial Affairs, Kalasin province by 73.40 percent.