GUIDELINE FOR DEVELOPMENT SERVICE QUALITY INFLUENCING WORD OF MOUTH OF USERS AGENCIES UNDER REGIONAL EXCISE OFFICE 4

Abstract

The researcher has seen guidelines for the development service quality of agencies under Region Excise Office 4. At present, the agency does not have guidelines for developing service quality according to the concept of Parasuraman, Zeithaml, and Berry (1988), which has defined five dimensions for evaluating service quality, which consist of concreteness, trustworthiness, responsiveness, assurance, and knowing and understanding. The objectives of this research were 1) to study the level of service quality and the level of word of mouth of user agencies under Region Excise Office 4, 2) to study the influence of service quality on the word of mouth of user agencies under Region Excise Office 4, and 3) to study development guidelines. Service quality was affected
the word of mouth of user agencies under Region Excise Office 4. This research was a mixed-methods research, both quantitative . and qualitative study. The sample group were 400 people who came to use the service by requesting the permission to sell liquor, tobacco, and playing cards from the agencies under Region Excise Office 4. The research findings revealed that the majority of respondents had the highest level of opinion on the service's quality. The aspect with the highest average value was trust, following by responsiveness concreteness, assurance, knowing, and understanding, respectively. The most respondents had opinions on word of mouth at a high level. An analysis of the relationship between service quality and word of mouth found that service quality has a high influence on word of mouth at the 0.05 level in the positive direction. According to the assumptions the development guidelines state that the office should have facilities for service recipients. Providing services must consider the service recipient. When an error occurs, the agency should take action in mediathy. This will make the service recipient impressed by the service. and spread the word of the good experience to other service recipients.