ANALYSIS AND IMPROVEMENT OF SERVICE QUALITY IN ORDER TO ACHIEVE TARGETED OCCUPANCY RATE AT CITI FLYER
In April 2005, Cipularang Toll Road was opened to connect Jakarta and Bandung, accommodating high volume of traffic and become the busiest toll road in Indonesia. In addition to Jakarta City, the numbers of passengers from Bandung to Jakarta International Airport are also high. So, CITI TRANS as exe...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/19666 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In April 2005, Cipularang Toll Road was opened to connect Jakarta and Bandung, accommodating high volume of traffic and become the busiest toll road in Indonesia. In addition to Jakarta City, the numbers of passengers from Bandung to Jakarta International Airport are also high. So, CITI TRANS as executive shuttle company decided to set up new route from Bandung to Jakarta Airport with the name CITI Flyer. However, after 6 months operating, CITI Flyer was unable to achieve the targeted occupancy rate. CITI Flyer has to find out what the causes that affected low occupancy rate and also needs to know do the service provided have met customers’ desires. <br />
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Root causes are determined after performing internal analysis, external analysis and Importance-Performance Analysis for service quality. Internal Analysis were conducted by analyze the corporate strategy, business strategy, Segmenting Targeting and Positioning (STP) and Marketing Mix (7P) of CITI Flyer. External Analysis were conducted by analyze Porter’s Five Forces, Competitor Analysis and Industry Life Cycle. Importance Performance Analysis (IPA) measures five dimensions of service quality, which is described as performance measure of customer perceptions of service quality. Attributes that become root causes for the issue are: limited seat availability on desired departure, the speed of staffs in providing service and long waiting time in making reservation and ticketing in customer service. <br />
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The objective of final project’s research is to propose recommendation in term of improvement of quality service to company accompanied with programs and implementation timeline, and estimated in 12 months. Proposed solutions based on business solution analysis are: Build new reservation system, Revise policy of reservation and Conduct various training. Build upon on the recommendations, company is expected to achieve the target of occupancy rate. |
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