SERVQUAL MEASUREMENT AND PRICING ANALYSIS BASE ON CUSTOMER PERCEPTION IN PT POS INDONESIA (Case Study : Bandung, Jakarta, Surabaya and Semarang)

• Main Author: GUNAWAN (NIM : 29108077); Pembimbing: Ir. Evo S. Hariandja, MM., IWAN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16136
• Institution: Institut Teknologi Bandung

The era of free competition, the elimination of Postal Monopoly Law and the usage of technology substitution causes of PT Pos Indonesia is no longer in the leading role in the business document and goods delivery service provider in Indonesia. Until now, delivery service still exist because no technology can replace whatever. With these characteristics, the authors believe that the freight business will be the future business of freight forwarding companies. On the other hand the competition in the freight business is extremely stringent. This resulted in PT Pos Indonesia as a deliery service provider should have the tips in providing services to their customers. The decrease in production volume, reduced revenue growth in 2009, and the still high number of consumer complaints, probably due to an increase in tariffs and a lack of quality of service. Management of PT Pos Indonesia should make efforts in improving performance of service quality and determining the appropriate tariff strategy. This final project focused on the analysis of PaketPos services in four Post Office (Bandung, Jakarta, Surabaya and Semarang) using SERVQUAL method which is divided into four quadrants with three perceptual evaluation of high leverage to improve attributes, attributes to maintain, low leverage attributes to deemphasize . Dimensions of service quality are the focus of improvement there is in quadrant I (high leverage to improve attributes), namely the dimensions: Reliability: the promised timeliness (Rl1), safety and integrity of shipments either lost in transit PaketPos (Rl2). Assurance: Knowledge workers in the answer and provide an explanation for the problems of customers (As4), Suitability of opening hours counter (AS3). Tangible: The ingredients of easily understandable information (such as brochures and forms) (Tg4). Empathy: Concordance counter time of opening (Em2). <br /> <br /> <br /> While pricing is measured by comparing the prices and attributes of the services provided. According to consumer perceptions: affordable rates, cheaper but still not in accordance with the quality provided. Implementation of improved quality of service performed each level of management in accordance with the authority and responsibility. Which can be directly carried out by the post office management as the technical execution of the unit: coaching staff about the importance of commitment to quality services, re-socialization and evaluation supervision of operation process, test quotation. Some things that need further research; Setting segmenting, targeting and positioning of PaketPos, the review of tariffs which is used for local purposes that are not served by competitors, and improvement of existing technology (I-Pos, SMS8161, and Website Pos).