MEASUREMENT OF CUSTOMER SATISFACTION LEVEL TOWARD UMROH ACCOMODATION SERVICES CASE STUDY PT. MEGACITRA
By :
Dicky Sigit Purnomo NIM: 19004070
UNDERGRADUATE PROGRAM SCHOOL OF BUSINESS AND MANAGEMENT INSTITUT TEKNOLOGI BANDUNG 2007
ABSTRAK
Dicky Sigit Purnomo, Pengukuran Tingkat kepuasan pelanggan terhadap layanan akomodasi umroh (studi kasus PT.Megacitra), di bawah bimbingan Drs. Herry Hoedrasyah, MA Berkembangnya industri biro perjalanan umroh di Indonesia mendorong pula hadirnya berbagai biro perjalanan umroh baru yang menyebabkan persaingan pada industri biro perjalanan umroh semakin ketat. Hal ini terjadi karena pihak pemerintah (DEPAG) tidak menyelenggarakan layanan ibadah umroh, sebagaimana pemerintah menyelenggarakan ibadah haji. Sehingga pemerintah membuka kesempatan bagi pihak swasta untuk menyelenggarakan layanan biro perjalanan umroh. Salah satu biro perjalanan umroh yang ada di Indonesia yaitu PT.Megacitra yang merupakan salah satu biro perjalanan umroh, dan menguasai sebagian besar pasar biro perjalanan umroh karena dianggap sebagai biro yang terpercaya, Hal tersebut diduga karena kualitas pelayanan yang dinilai pelanggan sudah memuaskan. Penelitian ini bertujuan untuk mengetahui persepsi pelanggan umroh mengenai kualitas pelayanan yang diberikan PT.Megacitra, dan untuk mengetahui gambaran tingkat kepuasan pelanggan dalam hal layanan akomodasi umroh yang diberikan pada paket perjalanan umroh PT. Megacitra. Objek dalam penelitian ini adalah Pelanggan (jamaah) umroh reguler PT. Megacitra. Variabel dalam penelitian ini terdiri atas lima layanan akomodasi yang diberikan PT.Megacitra yaitu: hotel, catering, transportasi, penerbangan dan pembimbing ibadah, sedangkan variabel yang diukur pada penelitian ini adalah kepuasan pelanggan secara keseluruhan yang dilihat dari lima layanan akomodasi. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah survei dengan teknik systematic random sampling, dengan jumlah sampel sebesar 50 responden. Teknik pengukuran (analisa) data yang digunakan adalah Servqual. Hasil penelitian menunjukkan bahwa kualitas layanan akomodasi yang diberikan PT. Megacitra terhadap tingkat kepentingan pelanggan baru memenuhi 3 variabel dari 5 variabel yang diukur, yaitu variabel hotel, catering dan pembimbing Ibadah. Sedangkan 2 variabel yang berada di bawah standar tingkat kepentingan pelanggan yaitu; tranportasi dan penerbangan. Oleh karena itu, penulis menyarankan agar PT.Megacitra hendaknya lebih meningkatkan kualitas layanan akomodasi pada aspek transportasi dan penerbangan guna memberikan kepuasan yang maksimal terhadap pelayanan akomodasi yang diberikan PT.Megacitra, juga sebagai upaya untuk mempertahankan loyalitas pelanggan yang sudah terbentuk sejak lama.
ABSTRACT
Dicky Sigit Purnomo, Measurement of Customer Satisfaction level toward umra accommodation services (Case Study on PT. Megacitra), under guidance of Drs. Herry Hoedrasyah, MA Growth of umra travel bureau industry in Indonesia also push the presents of other new umra travel bureau which cause more tight competition in umra travel bureau industry. This thing happened because the side of government ( DEPAG) doesn't organize umra travel services in the same manner as government organize in Hajj travel services. Therefore, the government opens opportunity for the side of private sector to carry out umra travel bureau services. One of umra travel bureau in Indonesia that is PT. Megacitra which is one of the market leader in umra travel bureau industry because considered by customer as trustworthy bureau, The thing is anticipated by quality of service assessed by customer has gratified. This research aim to know perception of umra customer about quality of service given PT. Megacitra, and to know image of customer satisfaction level in the case of umra accommodations services passed to Megacitra’s umra tour package. The object in this research is Megacitra umra’s regular customer. Variable in this research consisted of five accomodation services given by PTMegacitra that is hotel, catering, transportation, air transport and religious service counselor, while variable measured at this research is customer satisfaction as a whole seen out of five accomodation services. Research type applied is descriptive, and method applied is survey with technique systematic random sampling, with number of samples 50 respondents. Measurement technique (analysis) data applied is Servqual. Result of research indicates that accomodation quality of service given PT. Megacitra to level of cutomer importance has just fulfilled 3 variable from 5 variable measured, that is hotel variable, catering and umra counselor. While 2 variable which below standard level of cutomer importance of that is; transportation and air transport. Therefore, writer suggests that PT. Megacitra shall be more increase accommodations quality of service at transportation aspect and air transport to give maximum satisfaction about service of accommodations given PT. Megacitra, also as effort to maintain customer loyalty, which had been form since long time back.
FOREWORD Praises and thanks to Allah, for the bless and power that gave to me to finish this final project, which entitled project “Measurement of Customer Satisfaction Level toward Umroh accommodation services (Case Study PT. Megacitra)
As for this final project purposes and objectives compiled is to fulfill one of covenant for author in reaching college degree at School of Business and Management Institut Teknologi Bandung.
In the process of writing this project, the writer gets much advice and support from many parties. Without their help and support, the writer cannot finish this final report. Because of that, the writer would like to thanks to:
1. Herry Hoedrasyah M.A as the advisor of this final report for guiding and kindness for the writer to finish the project 2. All The Lecturer, tutors, and SBM staff for your support, inspiration and knowledge, which guiding me to find the future. 3. My family, thanks for give me big support, pray and love. So I can be a better man 4. For All My best friend in SBM ITB 2004 and 2005, thanks for your pure friendship that gave me so much experience to know each other. 5. For Rattle Crew uki, dani, arya, eko, ivan, kemal, wana, jejen. Thanks for the opportunity and business experience that you all have shared with me, hopefully rattle can be a major distro someday. 6. And other parties that I cannot mentioned one by one, which help me to finish myproject. Bandung, 3rd August 2007
Dicky Sigit Purnomo Author
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ABSTRACT
Dicky Sigit Purnomo, Measurement of Customer Satisfaction level toward umra accommodation services (Case Study on PT. Megacitra), under guidance of Drs. Herry Hoedrasyah, MA Growth of umra travel bureau industry in Indonesia also push the presents of other new umra travel bureau which cause more tight competition in umra travel bureau industry. This thing happened because the side of government ( DEPAG) doesn't organize umra travel services in the same manner as government organize in Hajj travel services. Therefore, the government opens opportunity for the side of private sector to carry out umra travel bureau services. One of umra travel bureau in Indonesia that is PT. Megacitra which is one of the market leader in umra travel bureau industry because considered by customer as trustworthy bureau, The thing is anticipated by quality of service assessed by customer has gratified. This research aim to know perception of umra customer about quality of service given PT. Megacitra, and to know image of customer satisfaction level in the case of umra accommodations services passed to Megacitra’s umra tour package. The object in this research is Megacitra umra’s regular customer. Variable in this research consisted of five accomodation services given by PTMegacitra that is hotel, catering, transportation, air transport and religious service counselor, while variable measured at this research is customer satisfaction as a whole seen out of five accomodation services. Research type applied is descriptive, and method applied is survey with technique systematic random sampling, with number of samples 50 respondents. Measurement technique (analysis) data applied is Servqual. Result of research indicates that accomodation quality of service given PT. Megacitra to level of cutomer importance has just fulfilled 3 variable from 5 variable measured, that is hotel variable, catering and umra counselor. While 2 variable which below standard level of cutomer importance of that is; transportation and air transport. Therefore, writer suggests that PT. Megacitra shall be more increase accommodations quality of service at transportation aspect and air transport to give maximum satisfaction about service of accommodations given PT. Megacitra, also as effort to maintain customer loyalty, which had been form since long time back.
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ABSTRAK
Dicky Sigit Purnomo, Pengukuran Tingkat kepuasan pelanggan terhadap layanan akomodasi umroh (studi kasus PT.Megacitra), di bawah bimbingan Drs. Herry Hoedrasyah, MA Berkembangnya industri biro perjalanan umroh di Indonesia mendorong pula hadirnya berbagai biro perjalanan umroh baru yang menyebabkan persaingan pada industri biro perjalanan umroh semakin ketat. Hal ini terjadi karena pihak pemerintah (DEPAG) tidak menyelenggarakan layanan ibadah umroh, sebagaimana pemerintah menyelenggarakan ibadah haji. Sehingga pemerintah membuka kesempatan bagi pihak swasta untuk menyelenggarakan layanan biro perjalanan umroh. Salah satu biro perjalanan umroh yang ada di Indonesia yaitu PT.Megacitra yang merupakan salah satu biro perjalanan umroh, dan menguasai sebagian besar pasar biro perjalanan umroh karena dianggap sebagai biro yang terpercaya, Hal tersebut diduga karena kualitas pelayanan yang dinilai pelanggan sudah memuaskan. Penelitian ini bertujuan untuk mengetahui persepsi pelanggan umroh mengenai kualitas pelayanan yang diberikan PT.Megacitra, dan untuk mengetahui gambaran tingkat kepuasan pelanggan dalam hal layanan akomodasi umroh yang diberikan pada paket perjalanan umroh PT. Megacitra. Objek dalam penelitian ini adalah Pelanggan (jamaah) umroh reguler PT. Megacitra. Variabel dalam penelitian ini terdiri atas lima layanan akomodasi yang diberikan PT.Megacitra yaitu: hotel, catering, transportasi, penerbangan dan pembimbing ibadah, sedangkan variabel yang diukur pada penelitian ini adalah kepuasan pelanggan secara keseluruhan yang dilihat dari lima layanan akomodasi. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah survei dengan teknik systematic random sampling, dengan jumlah sampel sebesar 50 responden. Teknik pengukuran (analisa) data yang digunakan adalah Servqual. Hasil penelitian menunjukkan bahwa kualitas layanan akomodasi yang diberikan PT. Megacitra terhadap tingkat kepentingan pelanggan baru memenuhi 3 variabel dari 5 variabel yang diukur, yaitu variabel hotel, catering dan pembimbing Ibadah. Sedangkan 2 variabel yang berada di bawah standar tingkat kepentingan pelanggan yaitu; tranportasi dan penerbangan. Oleh karena itu, penulis menyarankan agar PT.Megacitra hendaknya lebih meningkatkan kualitas layanan akomodasi pada aspek transportasi dan penerbangan guna memberikan kepuasan yang maksimal terhadap pelayanan akomodasi yang diberikan PT.Megacitra, juga sebagai upaya untuk mempertahankan loyalitas pelanggan yang sudah terbentuk sejak lama.
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MEASUREMENT OF CUSTOMER SATISFACTION LEVEL TOWARD UMROH ACCOMODATION SERVICES CASE STUDY PT. MEGACITRA
FINAL YEAR PROJECT
Submitted to the School of Business and Management Institute Technology of Bandung in Partial Fulfillment of the Requirements for the Degree of Bachelor of Business and Management
By : Dicky Sigit Purnomo NIM: 19004070
Advisor : Drs. Herry Hoedrasyah MA
UNDERGRADUATE PROGRAM SCHOOL OF BUSINESS AND MANAGEMENT INSTITUT TEKNOLOGI BANDUNG 2007
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VALIDATION PAGE
MEASUREMENT OF CUSTOMER SATISFACTION LEVEL TOWARD UMROH ACCOMODATION SERVICES CASE STUDY PT. MEGACITRA
By: Dicky Sigit Purnomo NIM: 19004070
Undergraduate Program School of Business and Management Institut Teknologi Bandung
Validated By
Drs. Herry Hoedrasyah MA
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LIST OF CONTENT ABSTRACT .....................................................................................................................i TITLE PAGE.................................................................................................................iii APPROVAL................................................................................................................... iv ACKNOWLEDGEMENT ............................................................................................. v LIST OF CONTENT.....................................................................................................vi LIST OF FIGURE.......................................................................................................viii LIST OF TABLES.........................................................................................................ix LIST OF APPENDICES................................................................................................ x CHAPTER I: INTRODUCTION.................................................................................. 1 1.1
RESEARCH BACKGROUND ........................................................................... 1
1.2
PROBLEM IDENTIFICATION .......................................................................... 2
1.3
RESEARCH LIMITATION................................................................................. 3
1.4
RESEARCH PURPOSE....................................................................................... 4
1.5
RESEARCH BENEFIT........................................................................................ 4
1.6
WRITING SYSTEMATIC................................................................................... 4
CHAPTER II: THEORETICAL FONDATIONS....................................................... 7 2.1
DEFINITION OF SERVICE................................................................................ 7
2.1.1
Service Characteristics ......................................................................................... 8
2.1.2
Classification of Service....................................................................................... 8
2.1.3
Service Marketing Characteristics...................................................................... 12
2.1.4
Dimension Quality of Service ............................................................................ 13
2.2
CUSTOMER SATISFACTION CONCEPT...................................................... 14
2.2.1
Customer Expectation Concept .......................................................................... 15
2.2.2
Measurement Method of Customer Expectation................................................ 17
2.2.3
Customer Satisfaction Strategy .......................................................................... 19
2.3
CUSTOMER LOYALTY CONCEPT ............................................................... 20
2.3.1
Fundamental Principle of Customer Loyalty ..................................................... 23
CHAPTER III: RESEARCH OBJECT & METHODOLOGY............................... 25 3.1
RESEARCH OBJECT ....................................................................................... 25
3.2
RESEARCH METHOD ..................................................................................... 25
3.3
VARIABLE OPERATIONS.............................................................................. 26
3.4
DATA RESOURCES......................................................................................... 28 v
3.5
DATA COLLECTING & SAMPLE DRAWING TECHNIQUE...................... 29
3.5.1
Data Collecting................................................................................................... 29
3.5.2
Sample Drawing Technique ............................................................................... 30
3.6
DATA ANALYSIS PLANNING....................................................................... 30
3.6.1
Validity Test ....................................................................................................... 30
3.6.2
Reliability Test ................................................................................................... 31
3.6.3
Data Analysis ..................................................................................................... 32
CHAPTER IV: DATA ANALYSIS ............................................................................ 35 4.1.
CHARACTERISTIC & CUSTOMER EXPERIENCE ..................................... 35
4.2
CUSTOMER IMPORTANCE LEVEL.............................................................. 40
4.3
COMPANY PERFORMANCE LEVEL............................................................ 46
4.4
CUSTOMER SATISFACTION RESULT......................................................... 52
4.4.1
Customer Satisfaction on Hotel Accommodation .............................................. 53
4.4.2
Customer Satisfaction on Catering Accommodation ......................................... 53
4.4.3
Customer Satisfaction on Transportation Accommodation ............................... 54
4.4.4
Customer Satisfaction on Airlines Accommodation .......................................... 54
4.4.5
Customer Satisfaction on Pilgrim counselor Accommodation .......................... 55
4.5
IMPORTANT-PERFORMANCE ANALYSIS ................................................. 55
CHAPTER V: CONCLUSION & SUGGESTIONS ................................................. 59 5.1
Findings .............................................................................................................. 59
5.2
Conclusion.......................................................................................................... 60
5.3
Suggestions......................................................................................................... 61
REFERENCES ............................................................................................................. 63 APPENDICES .............................................................................................................. 65
vi
LIST OF FIGURES
1.1
Research Limitation ............................................................................................. 3
3.1
Cartesian Diagram Model .................................................................................. 34
4.1
Customer Characteristic based on gender .......................................................... 35
4.2
Customer Characteristic based on Age .............................................................. 36
4.3
Customer Characteristic based on Job................................................................ 37
4.4
Customer Characteristic based on Education..................................................... 38
4.5
Customer Experience on reason using PT. Megacitra ....................................... 38
4.6
Customer Experience on umroh frequency ........................................................ 39
4.7
Customer Experience on Information about Megacitra ..................................... 40
4.5
Cartesian Diagram (Importance-Performance) .................................................. 56
vii
LIST OF TABLES
3.1
Operations Variable............................................................................................ 27
3.2
Likert Scale......................................................................................................... 33
4.1
Customer Characteristics based on gender......................................................... 35
4.2
Customer Characteristics based on Age ............................................................. 36
4.3
Customer Characteristics based on Job .............................................................. 36
4.4
Customer Characteristics based on Education ................................................... 37
4.5
Customer Experience on reason using PT. Megacitra ....................................... 38
4.6
Customer Experience on umroh frequency ........................................................ 39
4.7
Customer Experience on information about Megacitra ..................................... 39
4.8
Customer Importance level on Hotel accommodation ....................................... 41
4.9
Customer Importance level on Catering accommodation .................................. 42
4.10
Customer Importance level on Transportation accommodation ........................ 43
4.11
Customer Importance level on Airlines accommodation ................................... 44
4.12
Customer Importance level on Counselor accommodation ............................... 45
4.13
Recapitulation of Customer Importance............................................................. 46
4.14
Company Performance level on Hotel accommodation..................................... 47
4.15
Company Performance level on Catering accommodation................................ 48
4.16
Company Performance level on Transportation accommodation ...................... 49
4.17
Company Performance level on Airlines accommodation................................. 50
4.18
Company Performance level on Counselor accommodation ............................. 51
4.19
Recapitulation of Customer Importance............................................................. 52
4.20
Customer Satisfaction level on Hotel accommodation ...................................... 53
4.21
Customer Satisfaction level on Catering accommodation ................................. 53
4.22
Customer Satisfaction level on Transportation accommodation........................ 54
4.23
Customer Satisfaction level on Airlines accommodation .................................. 54
4.24
Customer Satisfaction level on Counselor accommodation............................... 55
4.25
Difference score between importance and performance .................................... 55
viii
LIST OF APPENDICES
Appendix A ..................................................................................................................A-1 Appendix B................................................................................................................... B-1 Appendix C................................................................................................................... C-1
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