Competition in the current era of globalization is becoming increasingly stringent, and the challenges that must be overcome are also becoming increasingly complex. Every organization must be able to anticipate it by preparing quality human resource. The quality of human resources owned can encourage the development and success of an organization. There are many ways that organizations/institutions can do in meeting needs, one of which is by giving a good impression or image of particular services in the field of Education.

Public awareness of today's educational needs is increasing. The community views increasing the level of Education as not just an increase in individual intellect but rather an effort to increase competence to support work professionalism in their respective fields. Educational institutions are public organizations. In order to be able to provide quality services, it is necessary to change the resources they have in the form of improving service devices and maximizing the role of existing servants. Steps that need to be taken by educational institutions to improve these services: optimizing the capabilities of their human resources and improving facilities and infrastructure that support the smooth running of educational services [1].

Tadulako University is a State Institution/Higher Education within the Ministry of Education, Culture, Research, and Technology. In carrying out its duties and vision, Tadulako University is expected to be able to organize the Tri Dharma of Higher Education, carry out Education, and conduct research and community service in the framework of sustainable development. The community's interest in attending Tadulako University is very high. Every year it ranges between 9 thousand and 10 thousand students _ new. With this number of students, the management of Education must be balanced with the provision of good service, following the established academic rules, as a basis for implementation by the entire academic community, namely administrative staff, lecturers, students, and the management of this education manager. 

To be able to synchronize these academic regulations with the expected goals requires a strong commitment from each party, namely students, lecturers, administration, and management staff, to carry out and evaluate their activities so that the goals can be achieved by the vision and mission of this institution [2]. The priority in the services provided to students is, of course, in the field of academic services. Quality academic services are expected to provide student satisfaction, and students who receive services can provide evaluations of the services they receive. Both parties have a reciprocal relationship to get the same satisfaction.

As the most crucial element in educational institutions, students must be heard whether the services have met their expectations. Evaluation of the quality of service needs to be done to find out what is expected and what has been perceived by students for the quality of service they receive. Thus the quality of academic services can be used as a basis for satisfaction to increase student loyalty in the future development of Tadulako University. Reality shows that competition to seize the market (prospective students) in educational institutions is very tight; more is needed to provide reasonable physical facilities, but it also must be accompanied by a process of providing satisfactory academic services to make students loyal. Even though, in this case, Education is not a profit-making organization, the more students who are interested in entering the educational institution concerned will increase the value of the educational institution, which in turn will provide a good image.

Literature Reviews

Service Quality: Service quality or service quality is centered on efforts to fulfill customer needs and desires and the accuracy of their delivery to match customer expectations. Quality is "everything that can fulfill the desires or needs of customers" [3]. According to Goetsch in Suwanto, quality is "a dynamic condition associated with products, services, people, processes, and the environment that meets or exceeds expectations." Tjiptono [4] defines the quality of services/services as focusing on efforts to fulfill customer needs and desires and the accuracy of their delivery to balance customer expectations. The concept of quality itself is relative and depends on the perspective used to determine the characteristics and specifications.

Sviokla in Lupiyoadi [5] suggests that quality has eight measurement dimensions consisting of the following aspects:

Performance refers to the character of the core product, which includes the brand, measurable attributes, and individual work aspects. The performance of several products is usually based on the subjective preferences of customers, which are general.

Product features, it can be in the form of additional products from a core product that can add value to a product. Product diversity is usually measured subjectively by each individual (in this case, the customer), which indicates differences in the quality of a product (service). Thus, the development of the quality of a service product requires the character of flexibility in order to adapt to market demand.

Reliability/reliability, this dimension relates to the emergence of the possibility of a product experiencing a malfunction in a period. The reliability of a product that indicates the level of quality is significant for consumers in choosing products (services). This becomes even more important considering the large replacement and maintenance costs that must be incurred if a product considered unreliable is damaged.

Conformance, another dimension related to an item's quality is the product's conformity with the industry's standards. The suitability of a product in the service industry is measured by the accuracy and completion time level, including the calculation of errors that occur, unanticipated delays, and several other errors.

Durability or durability, the measure of a product's durability includes economic and technical aspects. Technically, the durability of a product is defined as the number of uses a person gets before experiencing a decline in quality. Economically, durability is defined as the economic age of a product, seen from the number of uses that can be obtained before damage occurs and the decision to replace the product.

Serviceability, service capability can also be called speed, competition, usability, and product repairability. This dimension shows that consumers pay attention to not only a decrease in product quality but also the time before it is stored, service scheduling, communication processes with staff, frequency of product damage repair services, and other services. These variables can reflect differences in individual standards regarding the service received, where the serviceability of a product results in a conclusion about product quality subjectively assessed by consumers.

 Aesthetics is the most subjective measurement dimension. The aesthetics of a product is seen from how customers hear a product. Thus, aesthetics is an assessment and reflection that consumers feel.

Perceived quality, consumers only sometimes have complete information about product (service) attributes. However, customers generally have information about the product indirectly, for example, through the brand, name, and country of manufacture or service provider. Quality of service is two interrelated and integral syllables; these two must be done properly and correctly. The concept of service quality provides a concrete perception of the quality of service. The concept of service quality is a revolution as a whole, permanent in changing the perspective of humans in carrying out or pursuing their efforts related to dynamic, ongoing, continuous processes in fulfilling expectations, desires and needs, and perceptions.

Dimensions of Service Quality 

Many dimensions can be used to measure service quality or service quality. There are at least four service quality measurement concepts, namely: Nordic Model, SERVQUAL model, Three-component Model, and Multi-Model. Brady and Cronin (2001) measure service quality based on the Multi-Model, which includes three dimensions: interaction quality, physical environment quality, and outcome quality. The following reviews the service quality dimensions according to Parasuraman et al. [6] and Brady and Cronin [7].

Parasuraman et al. [6] compiled the main dimensions which are the main determinants (determinants) of service quality as follows: 

• Reliability (reliability). Namely, the ability to realize the promised service reliably and accurately

• Responsiveness, namely the ability to help consumers by providing fast and appropriate service

• Assurance (guarantee) includes knowledge, ability, courtesy, personal kindness, and the ability to gain trust and desire

• Empathy, which includes maintaining and providing individual or personal attention to the needs of consumers

• Tangible (direct evidence) includes physical facilities, tools or equipment, facilities and infrastructure, personal appearance, and written materials

These service quality dimensions can be used to measure the service quality of an institution/service company. Measuring service quality means evaluating or comparing the performance of a service with a set of predetermined standards [4]. Parasuraman et al. [6] created a multi-item scale called SERVQUAL for the measurement model. The Seroquel scale was first published in 1985 and consists of twenty-two item questions distributed over the five service quality dimensions.

The Seroquel scale measures customer expectations, perceptions, and gaps (GAP) in the service quality model. If the perceived service is as expected, the quality is perceived as good and satisfactory. If the service received exceeds consumer expectations, then service quality is perceived as an ideal quality. Conversely, the quality is perceived as wrong if the service received is lower than expected; thus, whether or not the quality of service depends on the service provider's ability to meet consumer expectations consistently.

Brady and Cronin [7] compiled the main dimensions which are the main factors determining the quality of service as follows:

• Interaction quality. Interaction quality is measured based on attitude, behavior, and expertise

• The quality of the physical environment. The quality of the physical environment is measured based on ambient conditions, design, and social factors

• Yield quality. Outcome quality is measured by waiting time, physical evidence, and valence

The above theory can still be used to measure the performance of public services provided by government agencies because service personnel need more reason not to be oriented toward total customer satisfaction. Even customer satisfaction can be used as a barometer in measuring success in service. To achieve this, the government must be bold in the principle of service being carried out wholeheartedly [8].

Self-Motivation (Work)

One of the factors in an employee's self that determines the success or failure of employees in the work process is intrinsic motivation. Motivation is the overall driving force within employees that creates a feeling of wanting to work, which ensures the continuity of these work activities. Work motivation is a stimulus given in various forms to encourage an increase in employee performance. If this stimulus synergizes well with the employee, it will give high work motivation and vice versa. If the stimulus provided does not synergize well with the employee, it will result in low work motivation [9].

Moekijat [10] explains, in general, the factors that can affect employee motivation are

• Providing compensation to employees in a fair and reasonable manner

• Creating exciting physical working conditions for all parties

• There is motivation from the leader so that employees have a great interest in their work; personnel set an example for their subordinates

• Leaders establish interests in the interests of the organization as a whole

• Give attention in the form of awards to employees who excel

• Opportunity for employees to provide suggestions or aspirations to the organization

• Harmonious relations between employers and employees or with the community

 According to Nitiseminto [11] that the factors that influence employee motivation are as follows:

• Compensation

• Job promotion

• Work environment

• Employee development

This type of research is descriptive qualitative research with phenomenological methods. Qualitative research is research to provide clarification or information on findings that can be justified as propositions that form the basis of theory. The study method is to make in-depth observations of the focus by raising the problems. This research focuses on identifying the determinant factors that determine the quality of service performance at Tadulako University BAKP. The research phase begins with observation, design development, preparation, implementation, data collection, processing, analysis, and reporting. Data analysis methods include data reduction, data display, and data verification.

Efforts to realize the quality of integrated academic services at the Tadulako University Academic Bureau of Student Affairs and Planning (BAKP) must be realized to provide services that are by the satisfaction provisions applied by the public, in this case, students in managing academic service administration. According to Parasurahman et al. [6], the form of public service quality is an economic activity that produces time, place, form, or psychological use. Furthermore, service quality is the customer's perception of service superiority. Only customers judge the service quality of a company or institution of quality or not. Based on this understanding, the quality of service can be measured by its quality through a comparison between the services offered and the perception of customer acceptance, whether by customer expectations or not.

The main factor in determining student (customer) satisfaction is customer perception of service quality, in this case, service quality. If the services offered are what consumers expect, the service can be good and vice versa.

In general, what is felt by students in receiving services provided by officers in terms of academic services is still far from the satisfaction desired by recipients of these services (students). The service mechanism runs in BAKP.

The public service referred to in the service mechanism is an activity or a series of activities fulfilling basic needs by civil rights for every citizen and resident over an item, service, or administrative service provided by public service providers. Public service standards are benchmarks used as guidelines in implementing service mechanisms and proposals for evaluating service quality as a commitment or promise from service providers to the community to provide quality services. The steps are meant:

• Inventory of tasks and functions. This step determines the types of services that need to be carried out in each service unit, both primary and supporting, including the legal basis for public service delivery

• Inventory of service users to determine the type of customer and service classification

• Service procedure analysis is carried out by identifying all service activities sequentially, starting when the service recipient receives the service. In preparing service procedures, the following matters need to be considered

The working mechanism or order of service must be as simple as possible, meaning that the number of nodes/tables that are passed in the service process must be simple, arranged in a series of processes that only flow or pass through table nodes or officers who have a functional relationship in the service process.

Suppose you must involve many nodes/tables or officials in the service process. In that case, you should consider those with interests relevant to the legal requirements of a service implementation so that they are not solely linked to the interests of the unit/work unit concerned.

The workflow process in the provision of services must be clearly described in the form of a flow chart, as well as information regarding supporting facilities (such as the name of the counter/officer's desk) must be made complete and clear according to their function.

The sequence or flowchart of service handling and the names of the counters and officers of each order need to be visualized clearly.

Analysis of service requirements in compiling each type of service is carried out by identifying all existing service requirements and reviewing the new requirements needed for each activity and or service activity stages that are directly related to the substance of the service product. In order for service requirements to be clear and easy to understand, in analyzing service requirements, it is necessary to pay attention to, among others:

• Identify the requirements needed by paying attention to the stages of service activities that are directly related to the substance of the service product and are formulated clearly and easily understood by the public

• Conduct an assessment of the results of the requirements identification by taking into account the nature and characteristics of the type of service so that the requirements to be determined are genuinely appropriate and related to the type of service

• Eliminate all duplicative requirements from units related to service processes

Service completion time is analyzed by identifying experiences, expectations of service recipients, and internal capabilities. The identification process can be carried out through a survey taking into account the effectiveness, efficiency, and level of productivity. The determination of service completion time needs to pay attention to, among others:

• The number of personnel available to carry out this type of service depends on the workload and facilities.

• Facilities and infrastructure owned to support the smooth completion of tasks by the type of service provided, such as service rooms equipped with cold storage facilities and a comfortable atmosphere, so that the service process runs well

• The workload can be used as a benchmark to determine the number of personnel needed while considering the level of productivity

• The stages of the service process are carried out according to the number of personnel owned

• Human resource capabilities and skills in providing services

• Service process linkages with other units that require completion time

• Analysis of service facilities and infrastructure is carried out by identifying the necessary needs in the form of facilities and infrastructure that must be provided in the framework of the service process, including formulas, data processing facilities, and telecommunications, while service support facilities are in the form of waiting rooms, restrooms, and parking

• Personnel analysis is carried out to identify workload, type of activity, level of difficulty, availability of facilities, and infrastructure in order to be able to carry out service duties properly and correctly

• Supervision analysis is needed to formulate a pattern of supervision that aims to be controlled and supervised by unit heads by service recipients

Based on the formulation of the problem and research results developed in the analysis and discussion, conclusions are formulated as the final answer to the research problems as follows:

The elements of the five dimensions of service quality for academic services provided by the registration/statistics subsection and the academic/evaluation subdivision are determinant factors that have a solid relationship in shaping the quality of academic services in the Academic, Student Affairs, and Planning Bureau (BAKP). Tadulako University.

Elements of the five dimensions of service quality with the RATER concept (reliability, assurance, tangible, empathy, Responsiveness) were successfully studied with several determining factors, namely:

Tangible (physical evidence), namely about the attractiveness of facilities, facilities and infrastructure, equipment, the beauty of the office interior, cleanliness and completeness of the office, the comfort of the service space, the neatness of the appearance of staff or officers and the availability of internet networks and communication tools. a considerable influence in shaping the quality of academic services at BAKP; tangible factors (physical evidence) are minimal, significantly affecting other aspects of service quality dimensions. So it is essential to fix this dimension.

Responsiveness is related to the willingness and ability of staff to help customers (students) and provide instant service. Responsiveness can be in the form of certainty about the length of service and the readiness of staff to serve students. Most of them are strong enough to shape the quality of Academic Services. In other words, Responsiveness is a quality dimension that stands out after tangible evidence as a basis for measuring customer (student) satisfaction with the services they receive.

Reliability is the ability of institutions to carry out services according to what has been promised accurately and reliably, a dimension that measures the reliability of companies/institutions in providing services to their customers. The results of the research (observation), analysis, and observations show that the reliability carried out at the sub-registration, Academic, and BAKP evaluations have a strong enough relationship in shaping the quality of academic services.

Empathy is the individual care and attention given to students. Most of BAKP's registration, academic, and evaluation sub-service officers have shown empathy with vital enough relationships in academic services to students.

Assurance is the behavior of staff/officers who can foster student trust in institutions (universities), and universities can create a sense of security for staff/officers and their students. Most of the assurances carried out in sub-registration, academic, and BAKP evaluations have a strong enough relationship in shaping the quality of academic services. The five aspects of the service quality dimensions (Servqual) above influence each other and are related.

The dimensions of self-motivated factors or variables strengthen and have a significant influence on the quality of Academic Services; self-motivated factors play a huge role in improving the quality of academic services at BAKP; self-motivation is one of the factors in an employee's self that determines the success or failure of a person in the work process, motivation is the overall driving force within the employee, the feeling of wanting to work as much as possible and create positive opportunities for the work environment.

Suggestion

Based on the research findings, the following are some suggestions that need to be considered, namely:

• It is hoped that the Academic, Student Affairs, and Planning Bureau will continue improving various physical facilities, facilities and infrastructure, communication networks, and the Internet, which are very important for Bendwidht's increase

• Changing the way of managing the Internet Network, which so far has several servers, especially Academic service applications, to one-stop application management (ONEKLICK)

• Improving the welfare of employees and staff from several aspects that have been an inhibiting factor in increasing self-motivation, including salary increases, training, and technical guidance, as well as giving rewards to employees/staff who excel

For future researchers, there is a need for further research using a different (quantitative) research methodology to calculate the contribution of more accurate service quality dimensions.

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