ASSESSMENT OF SERVICE QUALITY ON THE INTERNATIONAL AIRMAIL SERVICE BY POS INDONESIA AND ITS INFLUENCE TO CUSTOMER SATISFACTION

• Main Author: Boedhi Aji, Alfina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70344
• Institution: Institut Teknologi Bandung

As technological development is rapidly enhanced, the way of communication using postcards and letters no longer becomes the primary channel of communication. While most people have switched their overriding communication channel from letters to phone messaging, this traditional communication using letters and postcards is still popular among some people, however most people do this activity as a hobby. There are approximately 250 active snail mail enthusiasts and around 8,500 people joined a postcard exchange community called Postcrossing in Indonesia currently. These activities mainly use the country’s official postal service to post the letters and postcards, in this case Pos Indonesia is the only courier logistic service in Indonesia which serves the shipment of postage or philatelic items such as stamped letters and postcards. Preliminary research, including questionnaire distribution, netnography, and an interview has been conducted in order to acknowledge the issues in this International Airmail Service by Pos Indonesia. It is indicated that many snail mail and postcard swap enthusiasts encounter unpleasant experiences towards the International Airmail Service. This study aims to assess the service quality of Airmail in Pos Indonesia and how it affects the customer satisfaction. There are ten assessed dimensions of logistic service quality (LSQ) which involves the generic SERVQUAL model including tangibles, reliability, responsiveness, assurance, and empathy, and LSQ dimensions such as timeliness, order condition, personal contact quality and cost, flexibility. This study adapts a quantitative method which collects data from 200 respondents that consists of the users of Airmail Service by Pos Indonesia. The data is processed and analyzed using multiple linear regression in SPSS. The result of the assessment shows that three out of ten dimensions significantly influence customer satisfaction (Reliability, Timeliness, and Flexibility), while the remaining seven dimensions do not have a significant relationship to customer satisfaction (Tangibles, Responsiveness, Assurance, Empathy, Cost, Order Condition, and Personal Contact Quality). Suggestions are provided for PT Pos Indonesia in implementing strategy to maximize their service in order to satisfy customers such as implementing a firm SOP in their service and doing an evaluation regularly, providing a standard of dispatch time, adding alternative ways in serving the customers, and doing collaboration with communities who use Airmail Service regularly. Generally some provided suggestions for the upcoming research includes extending the research scopes into the expected and perceived service quality, supporting the quantitative study by conducting the qualitative method in the main data collection, and finally specifying the target population of this topic and the local cost aspect.