PERANCANGAN ATRIBUT JASA TRAVEL JACKAL HOLIDAYS

• Main Author: Faiz Mu'tasim, Ahmad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/87490
• Institution: Institut Teknologi Bandung

Public transportation plays a crucial role in the mobility of Indonesian society, including travel services like Jackal Holidays, which faces challenges in enhancing customer satisfaction. This study aims to evaluate service attributes using service blueprint, the Kano model, SERVQUAL, and the IPA matrix to identify service gaps, determine key attributes influencing customer satisfaction, and provide recommendations for prioritizing service improvements. The findings are expected to assist Jackal Holidays in meeting customer expectations and maintaining its position as a leading travel choice in Indonesia. The data collection and processing stages of this study include identifying the service blueprint to systematically understand the service journey, validating attributes using CVR and CVI methods to assess their relevance, and evaluating attributes through the Kano model to classify their impact on customer satisfaction. Subsequently, the SERVQUAL method measures the gap between customer expectations and perceptions, while the IPA matrix maps attributes based on importance and performance levels. The results of these three methods are integrated to provide strategic recommendations on effective directions and priorities for service improvements. The findings indicate that most of Jackal Holidays' service attributes fail to meet customer satisfaction. Based on the Kano classification, expectation-perception gaps, and the IPA matrix, key attributes requiring improvement include ease of ticket purchasing, punctual departures, and station security. These priorities are expected to guide Jackal Holidays in enhancing its service performance.