ASSESSING CUSTOMER SATISFACTION TOWARD PACKAGE TRAVEL BY BISMILLAH TOUR TRAVEL AND CUSTOM TRAVEL BY BATTUTA TRAVEL

• Main Author: Qoniah, Nurul
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52100
• Institution: Institut Teknologi Bandung

Travel & Tourism is an important economic activity in most countries around the world. Globally, the total contribution of Travel & Tourism to GDP especially in Indonesia was increase time by time. Based on the World Economic Forum’s Travel and Tourism Competitiveness Index in 2017 Indonesia's tourism competitiveness rose to rank 42 from 50 in 2015. This is in line with the growth of demand of tourism industry in this new millennium era. This situation is a good encouragement to increase the enthusiasm of tourism stakeholders such as Bismillah Tour Travel. Therefore, everyone who is willing to enter this industry needs to put more effort to compete and give innovative offers and services in a more creative way to gain more customers. Bismillah Tour Travel as new comer need to know more about the current trends and customers' assessment for other brands' services by doing a benchmark. Thus, the researcher chose Battuta Travel as a benchmark based on several reasons. The main objective of this research is to know customer satisfaction of package travel by Bismillah Tour Travel and Custom Travel by Battuta Travel. This research used a survey method where data were collected using the instruments of closed quationnaires. The questionnaires were tested to 40 respondents of each travel provider’s customers, Bismilah Tour Travel and Battuta Travel. The research used SERVQUAL dimensions with the five points of likert scale and were analyzed using quantitative analysis to identify the quality of the service. Importance performance analysis will help in assessing existing service and analyzing improvement that need to do to create customer satisfaction by Bismillah Tout Travel and Battuta Travel. As a result, service quality variables gave a positive impact on customer satisfaction both for Bismillah Tour Travel and Battuta Travel. Simultaneously, it was just the responsiveness dimension that gave a significant impact on customer satisfaction for Bismillah Tour Travel.