: PROGRAM STUDI MAGISTER SISTEM INFORMASI FAKULTAS TEKNOLOGI INFORMASI UNIVERSITAS KRISTEN SATYA WACANA SALATIGA JUNI

ASSESSMENT OF THE DETERMINANT FACTOR OF SERVICE QUALITY IN TRAVEL AGENT COMPANY USING SERVQUAL DAN AHP METHOD (CASE STUDY: TX TRAVEL WAINGAPU, INDONESIA)

TESIS

Oleh : Dirk Andy Langgandjandji Moekoe 972011012

PROGRAM STUDI MAGISTER SISTEM INFORMASI FAKULTAS TEKNOLOGI INFORMASI UNIVERSITAS KRISTEN SATYA WACANA SALATIGA JUNI 2013

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KATA PENGANTAR

Puji syukur kepada Tuhan Yang Maha Kuasa, yang telah memberikan anugerah, kesempatan dan kemampuan sehingga penulis dapat menyelesaikan studi dan penulisan tesis ini. Dalam penyusunan tesis ini, penulis menyadari begitu banyaknya bantuan dari berbagai pihak. Pada kesempatan ini, penulis ingin mengucapkan terima kasih kepada: 1.

Prof. Dr. Ir. Eko Sediyono, M.Kom., sebagai pembimbing pertama, yang telah meluangkan waktu dalam mengarahkan serta mendorong penulis untuk penyusunan tesis ini;

2.

Dr. Ir. Wiranto H. Utomo, M.Kom., sebagai pembimbing kedua, yang juga telah mengarahkan penulis dan merangsang pemikiran dalam menyelesaikan penulisan tesis ini;

3.

Bupati Sumba Timur, Bapak Drs. Gidion Mbilijora, MSi, dan Pimpinan Badan Lingkungan Hidup, Bapak Marthen U. Z. Wolagole, SH., MSi., yang telah

memberikan

kesempatan

kepada

penulis

untuk

melanjutkan

pendidikan; 4.

Bapak Dekan Fakultas Teknologi Informasi UKSW, yang memfasilitasi penulis untuk mendapatkan beasiswa PPSDM-KTI;

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5.

Bapak Ketua Program Studi Magister Sistem Informasi FTI UKSW, Bapak/Ibu Dosen dan Staf Administrasi yang tak mungkin penulis sebut satu per satu, yang telah memberikan banyak masukan serta melayani selama perkuliahan;

6.

Bapak Manfred S. Kitu, S.Kom., selaku Pimpinan TX Travel Waingapu, yang telah memberikan izin kepada penulis untuk melakukan riset di perusahaannya;

7.

Rekan-rekan MSI angkatan VIII yang turut mendukung dengan kehangatan dan keakraban selama mengikuti perkuliahan, serta membantu dalam diskusi-diskusi untuk memperkaya pengetahuan dalam penulisan tesis ini.

8.

Istri dan anak-anak tercinta, serta keluarga penulis baik di Waingapu maupun di Salatiga, yang tak henti-hentinya memberikan dukungan dan dorongan semangat dalam penyelesaian tesis ini. Dengan tulus, penulis mengucapkan terima kasih kepada para pihak yang

tidak dapat penulis sebutkan satu per satu, yang telah membantu dengan berbagai cara dalam penulisan tesis ini. Kiranya tesis ini dapat memberikan manfaat, terutama bagi FTI UKSW dan pihak lainnya yang berkepentingan.

Salatiga, 10 Juni 2013 Penyusun

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DAFTAR ISI

LEMBAR PENGESAHAN ..............................................................................

i

SURAT PERNYATAAN KEASLIAN TESIS ………………..............…......

ii

KATA PENGANTAR …….………………………………………………….

iii

DAFTAR ISI ……………..…………………………………………………..

v

DAFTAR TABEL ……..……………………………………………………..

vi

DAFTAR GAMBAR ..………………………………………………………..

vii

DAFTAR SINGKATAN …………………………………………………….. viii DAFTAR LAMPIRAN ..……………………………………………………..

ix

INTISARI …...……………………………………………………………......

x

I.

INTRODUCTION ……………………………………………….……..

1

II.

LITERATURE REVIEW ..……………………………………………..

2

2.1 Service Characteristics .......................................................................

3

2.2 SERVQUAL Method ........................................................................

3

2.3 AHP Method ......................................................................................

4

METHODOLOGY ………………............……………………………..

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IV. RESULTS AND DISCUSSION ...……………………………………..

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CONCLUSION .................……………………………………………..

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VI. REFERENCES .....................…………………………………………..

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LAMPIRAN …...……………………………………………………………..

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III.

V.

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DAFTAR TABEL

Table 1 Criteria and Sub-criteria of SERVQUAL which used in the study ....... 3 Table 2 Point Scale for Pairwise Comparisons ................................................... 4 Table 3 Performance of Service Quality ............................................................. 6 Table 4 Weight of Criteria .................................................................................. 6 Table 5 Sub-criteria of Reliability (C1) .............................................................. 6 Table 6 Sub-criteria of Responsiveness (C2) ...................................................... 6 Table 7 Sub-criteria of Assurance (C3) ............................................................... 7 Table 8 Sub-criteria of Empathy (C4) ................................................................. 7 Table 9 Sub-criteria of Tangibles (C5) ................................................................ 7 Table 10`Weight and Priority of Criteria and Sub-criteria .................................... 7

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DAFTAR GAMBAR

Figure 1 Statistics of Passengers Departing from Waingapu Airport 2009-2011 and Ticket Sales of TX Travel Waingapu 2010-1012 .....

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Figure 2 Relation Between SERVQUAL and AHP method ............................

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DAFTAR SINGKATAN

AHP

= Analytic Hierarchy Process

CR

= Consistency Ratio

CSI

= Costumer Satisfaction Index

MSS

= Mean Satisfaction Score

SERVQUAL = Service Quality

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DAFTAR LAMPIRAN

Lampiran A Kuesioner Penelitian Kinerja Layanan Perusahaan ....................... 10 Lampiran B Kuesioner Penilaian Perbandingan Berpasangan .......................... 13 Lampiran C Pedoman Wawancara Mendalam .................................................. 17 Lampiran D Letter of Acceptance ...................................................................... 18

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INTISARI

Tujuan penulisan makalah ini adalah untuk menilai kinerja kualitas layanan dan mengidentifikasi faktor yang berperan penting dalam kualitas layanan jasa perusahan agen perjalanan. Penilaian kepuasan pelanggan terhadap kinerja layanan perusahaan dilakukan berdasarkan metode SERVQUAL. Penilaian tingkat kepentingan faktor kualitas layanan dilakukan dengan metode AHP dengan dua perspektif berbeda yaitu persepsi pelanggan dan penyedia jasa. Penelitian ini dilakukan pada TX Travel Waingapu, yaitu suatu agen perjalanan terbesar di kota Waingapu, Provinsi Nusa Tenggara Timur, Indonesia. Faktor kualitas layanan yang dievaluasi adalah lima kriteria atau dimensi SERVQUAL beserta dua puluh dua atribut didalamnya. Penilaian kinerja layanan menunjukkan pelanggan puas dengan kinerja layanan perusahaan dengan Costumer Satisfaction Index (CSI) sebesar 75,82%. Hasil priorisasi faktor kualitas layanan dengan metode AHP menunjukkan adanya pandangan yang berbeda terhadap prioritas kinerja kualitas layanan antara pelanggan dan penyedia jasa. Penyedia jasa harus mampu melihat dari perspektif pelanggan, dimana daya tanggap merupakan kriteria terpenting dan tiga atribut dibawahnya sebagai sub-kriteria terpenting yang harus diprioritaskan dalam pelayanan pada pelanggan, agar perusahan dapat terus bersaing di lingkungan bisnis agen perjalanan yang kompetitif.

Kata Kunci: Agen Perjalanan, Service Quality, Analytic Hierarchy Process.

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Assessment of the Determinant Factor of Service Quality in Travel Agent Company Using SERVQUAL and AHP Method (Case Study: TX Travel Waingapu, Indonesia) Dirk A. L. Moekoe, Eko Sediyono and Wiranto H. Utomo Postgraduate of Information System, Faculty of Information Technology, Satya Wacana Christian University, Jln. Diponegoro 52-60 Salatiga, Indonesia, 50711

1.

industry. Travel agent industry grows so fast. It could be seen from the amount number of franchise offers in this field. TX Travel is one of them, which is the first travel agency in Indonesia ever being franchise which has 150 branches over [2]. One of the branches (franchisee) is TX Travel Waingapu, which was founded since mid of 2010. The services in this agent such as airlines tickets, hotels reserved, tours, and cruises. At this time, TX Travel Waingapu dominate market share of domestic airlines ticket sales in Waingapu and handled about twenty percent of the total domestic passenger departures from Umbu Mehang Kunda Airport in Waingapu, as shown in Figure 1.

INTRODUCTION

The positive growth of Indonesian economic today influences the air transportation industries as well. Local economic growth and the improvement of people income push users of air transportation services, whether for business, tourism, and various other pusposes. Indonesian geographical condition as an archipelagic country, also support the sector. This fact can be seen from the average in the number of domestic departures and passengers in Indonesia which improve each about 16% and 18% in the last three years, from 2009 to 2011 [1]. The growth of air transport industry is followed by the growth of travel agent

Figure 1. Statistics of Passengers Departing from Waingapu Airport 2009-2011 and Ticket Sales of TX Travel Waingapu 2010-1012 (Source: Data from East Sumba Statistic Agency and TX Travel Waingapu) To keep the domination for the same target market, because this agent realized that there are many competitors upcoming, TX Travel Waingapu should be more competitive by keep improving the service quality performance which focus on

customer satisfaction and oriented. The aim of this orientation is to achieve the customer loyalty. Service excellence should be implemented to be a competitive company. This paper examines the important factors of service quality in TX Travel Waingapu

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from two points of view are based on customers and provider’s perspective. This study not only from the customer’s perception, which is generally conducted by Service Quality (SERVQUAL) method, but also from provider’s perspective. The company can not just a side doing nothing if they want to survive in this competitive business environment. The company should be proactive to evaluating the service performance to achieve the customer satisfaction.

91 % of the new customer will never come back to the store. It will cause the negative business impact, because the customer will tell the bad things of the store, especially through internet which can be used to complain unrestrained [7].

2.1 Service Characteristics Service has unique characteristics which distinguishes from goods [8]:

2.1.1 Intangible Service is unperceivable, untouchable, unobservable, untested, and unlistenable. Before and after purchasing, Service quality appraisal is more difficult, because it tends to be difficult in showing the characteristics value before purchasing.

Service quality factors which observed were the five dimensions of service quality in the SERVQUAL method and twenty-two attributes within, which improved by Parasuraman et al in 1980’s [3]. Assessment of performance of service quality based on customer’s perception conducten by SERVQUAL method. Determining of priority factors of five dimension SERVQUAL and twenty-two attributes conducted by the Analytic Hierarchy Process (AHP) method, based on costumers and provider’s perspective. AHP method is used as an effective approach in decisionmaking to describe the complex problems and multiple criteria in selecting the best alternative from a set of alternatives [4,5]. The output of this study is the priority factor of service quality as a reference for the company to improve service quality performance which is oriented on customer satisfaction.

2.1.2 Inseparability Service could be produced and consumed in the same time, and it may be submitted to the other party, so it can be the part of this service.

2.1.3 Heterogeneity/variability Service is always changing, depends on the service provider, recipient, and provided condition. This characteristic makes services unstandarized and different than goods.

2.1.4 Perishability Service cannot be kept, stocked into the warehouse as a supply.

2.2 SERVQUAL Method 2.

LITERATURE REVIEW

Service quality (SERVQUAL) connects consumers and the providers in term of service quality related to the service offered. SERVQUAL method has been tested and adapted in measuring the service quality especially in customer satisfaction in some studies ever conducted, such as retail unit service [6,9], hospital service [10], fast food restaurant service [11], and telecommunication operator service quality [12].

Customer satisfaction closely related to service quality which is given from the company. To make the customers satisfy is one of the main goals in every business. Theory of management and marketing underlines the important of customer satisfaction for the success of a business [6]. The effect of customer satisfactory is business profitability. Word of mouth theories is the more efficient and effective concept of the business. The cost of getting new customer is 10 times bigger than maintaining customer. If the service is poor,

There are five criteria and twenty-two subcriteria in SERVQUAL method which used to evaluate the service quality [3,13]:

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Table 1. Criteria and Sub-criteria of SERVQUAL which used in the study Criteria Reliability

(C1)

Responsiveness (C2)

Assurance

(C3)

Empathy

(C4)

Tangibles

(C5)

Sub-criteria Provide services as promised Dependability in handling customer’s service problems Performing services right the first time Providing services at the promised time Maintaining error-free records Keeping customers information about when services will be performed Prompt service to customers Willingness to help customers Readiness to respond to customer’s requests Employees who instill confidence in customers Making customers feel safe in their transactions Employees who are consistently courteous Employees who have the knowledge to answer customer questions Giving customers individual attention Employees who deal with customers in caring fashion Having the customer’s best interest at heart Employees who understands the customer’s needs Convenience business hours Modern equipment Visually appealing facilities Employees who have a neat, professional appearance Visually appealing materials associated with services

(S1) (S2) (S3) (S4) (S5) (S6) (S7) (S8) (S9) (S10) (S11) (S12) (S13) (S14) (S15) (S16) (S17) (S18) (S19) (S20) (S21) (S22)

benefit from a set of alternatives, find the best combination of alternatives, compare a process or a system to others, and quality management [5]. AHP has been used to determine the best alternative by considering various of criteria options in many studies in the fields of: agriculture [15], public healthcare [16], and project management [17].

2.3 AHP Method Analytic Hierarchy Process (AHP) is a decision making method which is developed by Saaty in 1970’s. The development based on the capability of human appraisal to construct the hierarchycal perception from a multicriteria problem. With this hierarchy, a complex problem can be described into groups which can be arranged in form of hierarchy in a way for the problem more structured and systematic [4]. The decision which is taken, using logical factors, intuition, experience, knowledge, emotion, and feeling to be optimized in a systematic process. It can be able to compare touchable and untouchable thing, quantitative and qualitative data [14].

AHP has basic methods [14]:

2.3.1 Decomposition Describe problems into elements in a hierarchy of decision making process, where an element interconnect to each other.

2.3.2 Comparative Judgment Conducted by making judgments about the relative importance of two elements at a certain level in relation to the level above it. This judgment is the core of AHP. It will affect to the priority elements. Scale values are used as shown in Table 2.

Since it was developed by Saaty, AHP has been applied in a various decision making scenarios such as: selection an alternative from a set of alternatives, determine a

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Table 2. Point Scale for Pairwise Comparisons Scale ɑi,j 1

Definition Equal Importance

3

Moderate Importance

5

Strong Importance

7

Very Strong Importance

9

Extreme Importance

2, 4, 6, 8

Immediate values between above scale values If element i has one of the above nonzare numbers assigned on it when compared with element j, j has the resiprocal value when compared to i

Resiprocal

service quality conducted by providing the AHP-based questionnaire is given to customers and the service provider to make an assessment based on AHP pairwise comparisons, in order to assessed priority of service quality factors from two different perspectives. AHP-based assessment conducted toward five dimensions/criteria and twenty-two sub-criteria SERVQUAL by using Saaty scale. Results of the assessment is in form of pairwise comparison matrix were normalized to the weight of each elements of criteria and subcriteria, in order to gain the sequence of priority of criteria and sub-criteria for service quality based on users and provider’s perception.

2.3.3 Synthesis of priority From every pairwise comparison matrix, eigenvector value is searched to get local priority. This thing conducted using eigenvector method to gain relative weights for each elements of decision making.

2.3.4 Logical consistency Achieved by aggregation all the eigenvector from hierarchy level, so vector composite show the sequence of decision making. Comparison matrix can be accepted if the value of consistency ratio (CR)<10%. If CR>10%, the assessment should be revised.

3.

Explanation Both elements contribute equally to the level immediately above Judgment slightly favours element i than j Judgment strongly favours lement i than element j Element i is favoured very strongly than element j There is evidence affirming that element i is favoured than element j Absolute judgment cannot be given and a compromise is required Element i inverse each other with element j

METHODOLOGY

Assessment of performance of service quality conducted by SERVQUAL method, by distributing questionnaires to customers. Evaluation of the Determinant factors of

The relation between SERVQUAL and AHP method which is used in this study as shown in Figure 2.

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SERVQUAL

AHP

Dimensions of SERVQUAL

Hierarchy Goal: Assessment the Determination Factors of Service Quality

5 Dimensions

22 Attributes

Criteria 1

Sub-criteria 1

Criteria ...

Sub-criteria ...

Level - I

Criteria 5

Sub-criteria 22

Level - II

Level - III

Figure 2. Relation Between SERVQUAL and AHP method

4.

Table 3. Performance of Service Quality

RESULTS AND DISCUSSION

Sub-criteria S5 S12 S13 S18 S6 S11 S10 S1 S4 S3 S21 S9 S8 S2 S16 S15 S17 S19 S7 S14 S20 S22 Total MSS CSI

Forty questionnaires were distributed to customers to assess the service performance of TX Travel Waingapu, and a number of 27 valid questionnaires received. Generally, customers are satisfied with the performance of services quality with the Customer Satisfaction Index (CSI) 75.82%. The results shows that the highest score is assurance criteria (C3=4,19), followed by reliability (C1=3,95), responsiveness (C2=3,76), empathy (C4=3,62), and tangibles (C5=3,44), with the Mean Satisfaction Score (MSS) 3,79. From twenty-two SERVQUAL attributes, the attribute with the highest score is maintaining error-free records (S5=4,48) and the lowest scores are visually appealing materials associated with services (S22=3,22). Assessment of the company's service quality performance are shown in Table 3.

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Score 4,48 4,37 4,30 4,22 4,19 4,04 4,04 3,93 3,89 3,85 3,81 3,78 3,67 3,59 3,56 3,48 3,48 3,44 3,41 3,37 3,30 3,22 83,41 3,79 75,82%

Sequence 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

Results of the assessment of significance to the five criteria and twenty-two sub-criteria of service quality based on customer and provider’s perception, were analyzed using Expert Choice 9.0 software to obtain the weight of each criteria and sub-criteria are shown in Table 4.

Table 5. Sub-criteria of Reliability (C1) Subcriteria S1 S2 S3 S4 S5

Table 4. Weight of Criteria Criteria C1 C2 C3 C4 C5

Weight Customer’s Provider’s Perspective Perspective 0,266 0,357 0,347 0,188 0,138 0,249 0,198 0,142 0,051 0,064


Table 6. Sub-criteria of Responsiveness (C2) Subcriteria S6 S7 S8 S9

The table above shows that the sequens of criteria which plays a significant role in the service quality as perceived based on customer’s perspective is responsiveness criteria (C2=0.347), reliability (C1=0.266), empathy (C4=0.198), assurance (C3=0.138) and tangibles (C5=0.051), with consistency ratio (CR) = 0.06. This is in contrast with the assessment based on provider’s perspective, which is reliability as the most important criteria (C1=0.357), followed by assurance (C3=0.249), responsiveness (C2=0.188), empathy (C4=0.142) and tangibles (C5=0.064), with consistency ratio (CR) = 0.03. This suggests there is a difference point of views between users and providers, where users prioritize the responsiveness criteria that readiness to help, respond and provide fast service to customers. The provider has a different point of view that prioritize the ability of the company to provide quality services related to the core business of the company.

Weight Customer’s Provider’s Perspective Perspective 0,103 0,276 0,403 0,391 0,278 0,195 0,216 0,138

Table 7. Sub-criteria of Assurance (C3) Subcriteria S10 S11 S12 S13


Table 8. Sub-criteria of Empathy (C4) Subcriteria S14 S15 S16 S17 S18

Weight of twenty-two sub-criteria that are attributes of five main criteria are shown in Table 5, Table 6, Table 7, Table 8, Table 9, with each of consistency ratio (CR) are less than ten percent.

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The normalization of five criteria and twenty-two sub-criteria can be shown the weight and priority of the criteria and subcriteria as in Table 10.

Table 9. Sub-criteria of Tangibles (C5) Subcriteria S19 S20 S21 S22


Table 10. Weight and Priority of Criteria and Sub-criteria Criteria Reliability

Responsiveness

Assurance

Empathy

Tangibles

Customer’s Perspective Weight Priority 0,053 7 3 customer’s 0,080

Sub-criteria

Provide services as promised Dependability in handling service problems Performing services right the first time Providing services at the promised time Maintaining error-free records Keeping customers information about when services will be performed Prompt service to customers Willingness to help customers Readiness to respond to customer’s requests Employees who instill confidence in customers Making customers feel safe in their transactions Employees who are consistently courteous Employees who have the knowledge to answer customer questions Giving customers individual attention Employees who deal with customers in caring fashion Having the customer’s best interest at heart Employees who understands the customer’s needs Convenience business hours Modern equipment Visually appealing facilities Employees who have a neat, professional appearance Visually appealing materials associated with services

Provider’s Perspective Weight Priority 0,116 1 0,055 8

0,044 0,036 0,053 0,036

9 13 6 14

0,098 0,109 0,066 0,043

3 2 6 10

0,140 0,097 0,075 0,030

1 2 4 15

0,061 0,030 0,022 0,081

7 13 16 4

0,040

11

0,068

5

0,020 0,047

17 8

0,020 0,033

18 11

0,038 0,043

12 10

0,031 0,027

12 14

0,071 0,028

5 16

0,046 0,023

9 15

0,017 0,011 0,018 0,013

19 21 18 20

0,015 0,018 0,010 0,021

20 19 21 17

0,009

22

0,008

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0.357). Evaluation based on customer’s perspective showed different results, where the responsiveness criteria (weight 0.347) as the highest priority. Costumers placing

Evaluation of the importance factors which plays significant in service quality based on company’s perspective puts the reliability criteria as the highest priority (weight

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reliability (0.266) on the second priority. Companies should be able to see from customer’s perspective where responsiveness is the most important criteria, so that the company can direct resources to improve the performance through the company's employees for help, respond and provide fast service to costumers in order to achieve customer satisfaction.

conducted by SERVQUAL method. An AHP-based questionnaire to assess the significance factor of service quality provided to customers and providers. Factors that are evaluated were five criteria or dimensions of SERVQUAL and its twenty-two sub-criteria therein. Determining of the priority weight of criteria and sub-criteria using AHP method. The results of this research shows that, based on costumer’s assessment conducted by SERVQUAL method, concluded that costumers are satisfied with the performance of company’s services by costumer satisfaction index (CSI) 75,82%. From twenty-two attributes of SERVQUAL, five attributes with the lowest score score is a concern to the company in improving the performance of services to achieve customer satisfaction.

From twenty-two sub-criteria which has been evaluated based on provider’s perspective, three of the five most important sub-criteria are the attributes of reliability and two attributes from assurance criteria. Customer’s perspective showed different results, where three of the five most important sub-criteria are the attributes of responsiveness the criteria of, one comes from reliability and one from empathy criteria. The results of customer’s assessment indicate that there are five important sub-criteria that should be prioritized to improve the service quality performance of the companies, which are prompt service to customers, willingness to help customers, dependability in handling customer’s service problems, readiness to respond to customer’s requests, and having the customer’s best interest at heart.

Evaluation of critical factors of service quality dimensions conducted by AHP method, showing the difference point of view about the priorities of service quality performance between customers and providers perception. The provider should be able to look from customer’s perspective, so that it can redirect all of the organization resources to improving the service performance by focusing on the priority of criteria and sub-criteria within, in order to accomplish the best performance of service quality with orientation on customer satisfaction.

TX travel Waingapu company should give more attention to these criteria in improving the quality of customer’s service in order to survive in the competitive business environment today. All employees should have the same perspective about the company’s priority in improving the service quality to achieve the customer satisfaction. If customers are satisfied, they will become loyal customers. The positive impact of it all, they will spreading the good news to others about the company.

6.

REFERENCES

[1] Statistic of Indonesia, 2012. National

Statistics Agency. http://www.bps.go.id [2] Website

TX http://www.txtravel.com

Travel.

[3] Parasuraman, A., Zeitmal, V. A., and

5.

Berry, L. L., 1988. SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, 64: 1240.

CONCLUSION

This research conducted to assess the service performance and evaluate the important factor which influences in the service quality of TX Travel Waingapu. The research questionnaire of customer satisfaction on the performance of services

[4] Saaty, Thomas L., 1980. The Analytic

Hierarchy Process: Planning, Priority

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Setting, Resource Allocation, McGrawHill.

[12] Haddad, A. E., Al-Dmour, H., and Al-

Zu’bi, Z. M. F., 2012. Perceived Service Quality and Customer Satisfaction: An Empirical Investigation of the Rebranded Telecommunication Companies in Jordan. European Journal of Social Sciences, 34(1): 118-137.

[5] Bhushan, N., and Rai,

K., 2004. Strategic Decision Making: Applying the Analytic Hierarchy Process, Springer-Verlag London Limited, London.

[6] Naik, C. N. K., Gantasala, S. B., and

[13] Parasuraman, A., Zeithaml, V. A. and

Prabhakar, G. V., 2010. Service Quality (Servqual) and its Effect on Customer Satisfaction in Retailing. European Journal of Social Sciences, 6(2): 239251.

Berry, L. L., (1994). Alternative Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria. Journal of Retailing, 70: 201-230.

[7] Fornell,

C., 2007. The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference, Palgrave Macmillan: New York.

[14] Iryanto, 2008. Exposition of Analytic

Hierarchy Process in Operations Research: Effective Ways to Decision Making, Medan.

[8] Kotler,

Philip, 1997. Marketing Management: Analysis, Planning, Implementation and Control, Volume I, 9th Edition. PT. Prenhallindo: Jakarta.

[15] Wasike, C. B., Magothe, T. M., Kahi,

A. K., and Peters, K. J., 2011. Factors that influence the efficiency of beef and dairy cattle recording system in Kenya: A SWOT-AHP analysis. Tropical Animal Health & Production, 43: 141152.

[9] Eastwood, D. B., Brooker, J. R., and

Smith, J. Marketing Grocers: SERVQUAL, 96.

D., 2005. Developing Strategies for Green An Application of Agribusiness, 21(1): 81-

[16] Mukherjee, B., and Mukherjee, R. N.,

2009. A Study on The Role of Water on Human Health by Analytic Hierarchy Process. International Journal of Academic Research, 1(2): 48-51.

[10] Douglas, L., and Connor, R., 2003.

Attitudes to Service Quality–the Expectation Gap. Nutrition and Food Science, 33(4): 165-172.

[17] Torfi, F., and Rashidi, A., 2011.

Selection of Project Managers in Construction Firms Using Analytic Hierarchy Process (AHP) and Fuzzy Topsis; A Case Study. Journal of Construction in Developing Countries, 16(1); 69-89.

[11] Aryani, D., dan Arosinta, F., 2010.

Effect of Service Quality on Customer Satisfaction in Shaping Customer Loyalty. Bisnis dan Birokrasi, 17(2): 114-126.

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LAMPIRAN A KUISIONER PENELITIAN KINERJA LAYANAN PERUSAHAAN BAGI PELANGGAN TX TRAVEL WAINGAPU Pengantar

Pertama-tama, saya mengucapkan terima kasih atas partisipasi Anda dalam penelitian ini. Kuesioner ini dirancang untuk mengukur tingkat kepuasan pelanggan terhadap kinerja layanan yang diberikan kepada pelanggan Perusahaan TX Travel Waingapu. Saya menjamin kerahasiaan informasi yang Anda berikan. Terima kasih atas partisipasi anda dalam penelitian ini yang akan sangat berarti bagi peneliti, perusahaan maupun Anda sebagai pelanggan agar mendapatkan kualitas layanan yang terbaik. Petunjuk Pengisisan Kuesioner

1.

2. 3.

Kuesioner ini dibagi menjadi dua bagian, yaitu: identitas responden dan kuesioner penilaian tingkat kinerja dan tingkat kepentingan layanan perusahaan. Isilah kuesioner ini sesuai dengan yang anda alami terkait layanan perusahaan TX Travel Waingapu. Berilah tanda silang (x) pada satu jawaban yang sesuai. Anda diminta untuk menjawab pertanyaan yang diajukan dengan petunjuk pengisian dengan skala nilai (1,2,3,4,5) pada pilihan jawaban.. Alternatif jawaban untuk penilaian tingkat kinerja : 1 = Sangat tidak baik 2 = Tidak baik 3 = Kurang baik 4 = Baik 5 = Sangat baik

21

I.

Profil Responden

1. Nama 2. Umur 3. Jenis Kelamin

: ........................................ (boleh tidak diisi) : ........ Tahun : Pria Wanita

4. Pekerjaan

:

5. Frekuensi Penggunaan : Jasa Perusahaan

:

6. Tujuan Keberangkatan :

Karyawan

Wiraswasta

Pelajar

Lainnya

< 2 kali/tahun

2-3 kali/tahun

4-5 kali/tahun

>5 kali/tahun

Bisnis

Wisata

Kunjung Keluarga

Lainnya

II. Penilaian Tingkat Kinerja Layanan Perusahaan No

Pertanyaan

A 1

Kehandalan Bagaimana pendapat anda tentang layanan perusahaan, apakah seperti yang dijanjikan? Apakah perusahaan handal dalam menangani masalah layanan pelanggan? Bagaimana kesan anda saat pertama kali, apakah anda mendapat pelayanan yang tepat? Apakah anda memperoleh layanan sesuai waktu yang dijanjikan? Apakah perusahaan bebas dari kesalahan pencatatan? Daya Tanggap Apakah perusahaan memberikan informasi waktu pelayanan? Apakah karyawan memberikan pelayanan yang cepat? Apakah karyawan bersedia untuk membantu pelanggan? Apakah karyawan sigap dan cepat dalam menanggapi permintaan pelanggan? Jaminan Apakah anda merasa percaya terhadap karyawan?

2 3 4 5 B 6 7 8 9 C 10

1

22

Kinerja 2 3 4

5

No

Pertanyaan

11

Apakah anda merasa aman dalam transaksi yang dilakukan? Apakah karyawan bersikap sopan? Apakah karyawan memiliki pengetahuan untuk menjawab pertanyaan anda? Empati Apakah karyawan memberi perhatian khusus kepada pelanggan? Apakah karyawan memiliki rasa peduli terhadap pelanggan? Apakah karyawan selalu memprioritaskan kepentingan yang terbaik bagi pelanggan? Apakah karyawan memahami kebutuhan pelanggan? Apakah anda merasa nyaman dengan jam kerja perusahaan (sesuai yang dibutuhkan)? Fisik Bagaiman pendapat anda tentang peralatan yang modern, apakah sesuai harapan anda? Apakah fasilitas yang disediakan perusahaan menarik? Apakah karyawan berpenampilan rapi dan profesional? Apakah bahan yang disediakan terkait layanan perusahaan (seperti banner, brosur, pamflet, spanduk, amplop dll) menarik?

12 13 D 14 15 16 17 18 E 19 20 21 22

1

23

2

Kinerja 3 4

5

LAMPIRAN B KUESIONER PENILAIAN PERBANDINGAN BERPASANGAN BERBASIS AHP BAGI PELANGGAN DAN PENYEDIA JASA Nama : ..................................... Umur : ....... Tahun

Jenis Kelamin : L/P Pekerjaan : .....................................

Skala Penilaian Perbandingan Berpasangan yang digunakan Skala ɑi,j 1 3 5 7 9 2, 4, 6, 8

Definisi Sama Penting Sedikit Lebih Penting Lebih Penting Sangat Penting Mutlak Lebih Penting Nilai-nilai antara

Resiprokal

Sifat Kebalikan

Keterangan Kedua elemen sama penting Elemen i sedikit lebih penting dari elemen j Elemen i lebih penting dari elemen j Elemen i sangat penting dari elemen j Elemen i mutlak lebih penting dari elemen j Nilai diberikan bila ragu antara dua nilai berdekatan Elemen i saling invers dengan elemen j

Kriteria dan Sub-kriteria SERVQUAL yang digunakan dalam studi Kriteria Kehandalan

(C1)

Daya Tanggap (C2)

Jaminan

(C3)

Empati

(C4)

Sub-Kriteria Menyediakan layanan seperti yang dijanjikan Kehandalan dalam menangani masalah layanan pelanggan Melakukan pelayanan yang tepat pertama kalinya Menyediakan layanan pada waktu yang dijanjikan Mempertahankan bebas dari kesalahan pencatatan Memberikan informasi waktu pelayanan kepada pelanggan Pelayanan yang cepat kepada pelanggan Kesediaan untuk membantu pelanggan Kesiapan untuk menanggapi permintaan pelanggan Karyawan menanamkan kepercayaan kepada pelanggan Membuat rasa aman kepada pelanggan dalam transaksinya Karyawan bersikap sopan Karyawan memiliki pengetahuan untuk menjawab pertanyaan pelanggan Memberikan perhatian individu kepada pelanggan Peduli terhadap pelanggan Kepentingan yang terbaik bagi pelanggan

24

(S1) (S2) (S3) (S4) (S5) (S6) (S7) (S8) (S9) (S10) (S11) (S12) (S13) (S14) (S15) (S16)

Bukti Fisik

(C5)

Karyawan memahami kebutuhan pelanggan Jam kerja yang sesuai Peralatan yang modern Fasilitas yang menarik Karyawan yang berpenampilan rapi dan profesional Bahan yang menarik terkait layanan

(S17) (S18) (S19) (S20) (S21) (S22)

Perbandingan Berpasangan Kriteria No. Atribut 1 2 3 4 5 6 7 8 9 10

9 8 7 6 5 4

Bobot Penilaian 3 2 1 2 3 4

5

6 7

8

9

C1 C1 C1 C1 C2 C2 C2 C3 C3 C4

Atribut C2 C3 C4 C5 C3 C4 C5 C4 C5 C5

Perbandingan Berpasangan Sub-Kriteria untuk Kriteria Kehandalan (C1) No. Atribut 1 2 3 4 5 6 7 8 9 10

9 8 7 6 5 4


S1 S1 S1 S1 S2 S2 S2 S3 S3 S4

5

6 7

8

9

Atribut S2 S3 S4 S5 S3 S4 S5 S4 S5 S5

25

Perbandingan Berpasangan Sub-Kriteria untuk Kriteria Daya Tanggap (C2) No. Atribut 1 2 3 4 5 6

9 8 7 6 5 4


5

6 7

8

9

S6 S6 S6 S7 S7 S8

Atribut S7 S8 S9 S8 S9 S9

Perbandingan Berpasangan Sub-Kriteria untuk Kriteria Jaminan (C3) No. Atribut 1 2 3 4 5 6

9 8 7 6 5 4


5

6 7

8

9

S10 S10 S10 S11 S11 S12


Perbandingan Berpasangan Sub-Kriteria untuk Kriteria Empati (C4) No. Atribut 1 2 3 4 5 6 7 8 9 10

9 8 7 6 5 4


S14 S14 S14 S14 S15 S15 S15 S16 S16 S17

5

6 7

8

9

Atribut S15 S16 S17 S18 S16 S17 S18 S17 S18 S18

26

Perbandingan Berpasangan Sub-Kriteria untuk Kriteria Bukti Fisik (C5) No. Atribut 1 2 3 4 5 6

9 8 7 6 5 4


S19 S19 S19 S20 S20 S21

5

6 7

8

9


27

LAMPIRAN C Pedoman Wawancara Mendalam (Indepth Interview) Bagi Penyedia Jasa No

Daftar Pertanyaan

1

Apakah penting kepuasan pelanggan bagi perusahan?

2

Apakah kualitas pelayanan berpengaruh terhadap kepuasan pelanggan?

3

Apakah penting meningkatkan kualitas pelayanan bagi perusahan?

4

Bagaimana kualitas pelayanan yang diberikan kepada pelanggan selama ini?

5

Bagaimana peran karyawan dalam kualitas pelayanan kepada pelanggan selama ini?

6

Apakah dilakukan evaluasi terhadap kualitas layanan yang diberikan kepada pelanggan selama ini? (Ya/Tidak)

7

Jika Ya (Jawaban No. 5), Apa perbaikan pelayanan terhadap pelanggan yang telah dilakukan?

8

Bagaimana dengan evaluasi kualitas pelayanan dengan 5 dimensi SERVQUAL? Apakah ada perbedaan temuan evaluasi berdasarkan SERVQUAL dengan evaluasi yang telah dilakukan selama ini?

9

Adakah manfaat/nilai tambah yang diperoleh dari evaluasi kualitas layanan berbasis AHP terhadap 5 dimensi SERVQUAL?

10

Apa rencana aksi perusahan dengan temuan hasil evaluasi kualitas layanan berbasis AHP terhadap 5 dimensi SERVQUAL ini?

28

LAMPIRAN D

29

: PROGRAM STUDI MAGISTER SISTEM INFORMASI FAKULTAS TEKNOLOGI INFORMASI UNIVERSITAS KRISTEN SATYA WACANA SALATIGA JUNI

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