IMPROVING SERVICE DELIVERY PERFORMANCE OF AIRPORT SELF-SERVICE TECHNOLOGIES (CASE STUDY: TERMINAL 3 SOEKARNO-HATTA INTERNATIONAL AIRPORT)
In the last two decades, air transport industry has grown tremendously in all over the world. Based on IATA forecast, Indonesia was projected into 282 million new passengers of a total 411 million people in 2030. The airports were transformed from Airport 1.0 to 4.0, when all about traditional proce...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/42497 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In the last two decades, air transport industry has grown tremendously in all over the world. Based on IATA forecast, Indonesia was projected into 282 million new passengers of a total 411 million people in 2030. The airports were transformed from Airport 1.0 to 4.0, when all about traditional processes turned into full-connected with all stakeholders and superior activities. IATA since 2007 developed Fast Travel Program which has main goal to provide a seamless journey to and through the airport. AP2 has introduced some new digital services in Terminal 3 Soekarno-Hatta International Airport (Terminal 3) focused on easing passenger journey, especially for the using of Self Service Technologies (SSTs). The service quality and performance of SSTs was still under unacceptable level and current investment still ineffectively implemented. By using Service Dominant (S-D) Logic approach, this study examines how AP2 should respond for excellent customer experience by exploring the gaps, focus on the technology acceptance, and customer experience.
Using a modified conceptual model by Andreassen & Et.al (2016) about the needs of service design for organizational change and enhanced value creation, this study is a mixed-research with assumptions that problem was caused by organization contribution and the customer acceptance. The analysis viewed the provider and customer perspectives. From the provider perspective, it used Fail Point Identification (Service Blueprint Analysis) and Qualitative Data Analysis, by in-depth interview with key related Senior Leader. SSTQUAL survey with seven dimensions was used to identify and analyze service delivery quality from customers side. All analysis results were used as references to find the root cause of the low service quality and performance by using Ishikawa Diagram and 5-Whys analysis. Six business solutions were proposed based on Digital Experience Improvement Programs, adopted and customized from Arthur D. Little study on AP2 Smart Connected Airport Roadmap (2018). All proposed solutions were prioritized using Analytic Hierarchical Process (AHP).
From the validation survey result, benchmark, and the performance data, the author supposed that the passengers were unfamiliar (on average >60% respondents) with the existing SSTs in Terminal 3. The design interface (UI/UX) was identified as major fail points from Service Blueprint Analysis. From Qualitative Data Analysis, it could be concluded that SSTs services in Terminal 3 still need many improvements to achieve high standard of customer satisfaction from provider perspectives. The highest gap on SSTQual Survey is Design dimensions with -0.357 and the lowest gap is Assurance dimensions with -0.199. From root cause analysis, the under performance were contributed from procedure, people, and plant/technology. Furthermore, six proposed solutions was prioritized using AHP model and alternative 3 for Customer Feedback & Channel as top priority with Normals score 0.2645. The solution will be implemented in short term and mid-term plan, considering budget availability until end of 2020, with total estimated cost IDR 5,350 millions.
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