<![CDATA[Surveying the differences of importance level of service variables is a must for service providers. The ten service variables are tangible, reliability, responsiveness, competence, courtesy, credibility, security, access, communication, and understanding the customer. The categories of service providers to be compared are recreative (represented by supermarket and restaurant) and non recreative (represented by hospital and education/university) characteristics. The result shows there are no differences among recreative and non recreative service providers. But there are some differences among each service providers, because of unique characteristics of each service provider. Abstract in Bahasa Indonesia : Diduga ada perbedaan tingkat kepentingan variabel layanan pada jasa yang bersifat rekreatif (supermarket, restoran) dan non rekreatif (rumah sakit, pendidikan/perguruan tinggi). Penelitian ini bertujuan membandingkan tingkat kepentingan variabel-variabel layanan pada bidang-bidang jasa tersebut. Dalam penelitian ini terdapat sepuluh variabel layanan yang akan disoroti, yaitu tangible, reliability, responsiveness, competence, courtesy, credibility, security, access, communication, dan understanding the customer. Hasil perbandingan menunjukkan tidak ada beda tingkat kepentingan variabel layanan antara jasa rekreatif dan non rekreatif. Namun terdapat perbedaan tingkat kepentingan pada masing-masing jasa, karena adanya perbedaan karakteristik jasa. Kata kunci: Servqual, tingkat kepentingan.]]>
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