GAP ANALYSIS COMPARISON USING THE SERVQUAL MODEL FOR GO-RIDE SERVICE IN JAKARTA AND BANDUNG

• Main Author: Satharina Maulida (NIM 19014016), Anyssa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21179
• Institution: Institut Teknologi Bandung

In congested city like Jakarta and Bandung, the citizen become so reliant on ride-hailing <br /> <br /> application that ease their daily life activities on mobilizing and get to places. GO-JEK is <br /> <br /> one of the leading Indonesian based startup company specialized in providing an on <br /> <br /> demand application, including ride-hailing features to book an ojek rides called GORIDE. <br /> <br /> <br /> Initial observation capture the opinion that there is service inequality between <br /> <br /> both cities and the fierce competition between the ride-hailing applications are the <br /> <br /> trigger for the researcher to conduct a measurement on the GO-RIDE service quality and <br /> <br /> propose recommendation on how to overcome the problem. <br /> <br /> This research conducts an empirical study of customer gap analysis for GO-RIDE service <br /> <br /> between in Jakarta and Bandung using the SERVQUAL method. SERVQUAL is a <br /> <br /> multidimensional tool to measure the quality of a service based on five elements, <br /> <br /> Tangibles, Empathy, Reliability, Responsiveness and Assurance. The use of SERVQUAL <br /> <br /> model by Parasuraman (1985) is considered the most suitable method to capture the <br /> <br /> customer’s expectation and perception in both cities. The customer gap, which is the gap <br /> <br /> between customer’s expectation and customer’s perception, serves an adequate result to <br /> <br /> measure the service quality of GO-RIDE service. <br /> <br /> A questionnaire of 69 items is distributed to the respondents who have experienced the <br /> <br /> GO-RIDE service both in Jakarta and Bandung. It contained 23 statements based on the <br /> <br /> GO-RIDE service offerings, and the respondents are asked to assessed it using the 7likert <br /> <br /> <br /> scale three times, the first is based on their expectation towards GO-RIDE service <br /> <br /> in general, their perception on GO-RIDE service in Jakarta, and their perception on <br /> <br /> experiencing GO-RIDE service in Bandung. <br /> <br /> 419 respondents filled out the questionnaire but only the data from 385 respondents are <br /> <br /> able to use. The customer’s expectation scores 5.120 averagely. While the average of <br /> <br /> customer’s perception scores 4.799 in Jakarta and 4.806 in Bandung. The average score of <br /> <br /> customer gap is -0.321 in Jakarta and -0.314 in Bandung. And the average of the overall <br /> <br /> gap difference between customer gap in Jakarta and Bandung is 0.023. <br /> <br /> Turned out that all of the customer gaps are negative except for one item per each city. <br /> <br /> But the average of the overall gap and per dimension shows negative result. It indicates <br /> <br /> that GO-JEK still needs to improve their quality of service and maintain the positive gap <br /> <br /> for better service quality. There are significant difference on the customer gap between <br /> <br /> the city of Jakarta and Bandung. The biggest contributing dimension to the gap is the <br /> <br /> Tangibles, which turned out to be the only dimension that shows better service quality <br /> <br /> in Jakarta. The recommendation is to conduct Performance Management System to <br /> <br /> maintain the competences of the driver and check on the tangibles regarding the service. <br /> <br /> Although GO-JEK already has their performance system, it is only based on their <br /> <br /> customer’s assessment and GO-JEK needs to have more control towards their partner