IMPORTANCE-PERFORMANCE ANALYSIS: REVIEWING THE EVALUATION OF LICENSING SERVICE FOR PRODUCTION CERTIFICATE OF HOME FOOD INDUSTRY

Abstract

The Importance-Performance Analysis (IPA) method is applied in market research to measure the applicant’s satisfaction level. This research aims to evaluate and highlight the use of IPA as a management tool in measuring the quality of licensing service for production certificate of home food industry (PIRT). We suggest that this method can be easily implemented in licensing services for home production certificate as work results that include service user input. The research was conducted at the health office through a valid questionnaire: SERVQUAL. This instrument explores the level of service quality perceived by users of licensing service. It was carried out in one area of health resource development; the Ponorogo Health Office in 2016 on food processing licenses which included processed dried fish, dried poultry, coconut, flour, oil and fat, jam or jelly and the similar things, sugar or confectionery and honey, soft drinks or powders, spices, and processed fruit. This research was divided into two stages: first, the beneficiaries answered the questionnaire before using the licensing service and second, the same beneficiaries answered the questionnaire after completing licensing service for food production certificate. Based on the data from the graphs produced by SERVQUAL, it was found that tangible dimension has the highest average in both expectations and perceptions. The responsiveness dimension showed the most negative value among the other dimensions. IPA may be effective for use in licensing home food products because it highlights the key points that must be improved in licensing service for production certificate of home food industry.

Keywords

• Service quality
• quality indicators
• licensing
• production certificate
• home food industry (PIRT)
• health service evaluation