Analysis of Lion Air's service quality on route Yogyakarta-Jakarta to achieve customer satisfaction

AYULIASTUTI, Silvina, Prof.Dr. Dibyo Prabowo, MSc

2004 | Tesis | Magister Manajemen

Penelitian ini bertujuan untuk mengidentifikasi kesenjangan antara harapan dan persepsi konsumen terhadap kualitas layanan jasa Lion Air pada rute Yogyakarta-Jakarta. Subyek penelitian ini berjumlah 100 penumpang atau pelanggan dewaasa yang pernah atau sedang menggunakaj jasa Lion Air. Penelitian ini menggunakan Analisa Kesenajangan (Gap Analysis) untuk mengetahui kepuasan atau ketidakpuasan konsumen terhadap kualitas layanan jasa Lion Air. Analisa ini diperoleh melalui kuesioner sebagai alay ukur/instrument penelitian. Kuesioner ini memuat 21 pernyataan SERVQUAL untuk mengukur tingkat harapan dan persepsi konsumen terhadap kelima dimensi (reliability, responsiveness, assurance, tangible, and empathy) kualitas layanan jasa Lion Air. Hasil Penelitian ini menunujukkan bahwa secara keseluruhan atribut terdapat kesenjangan negatif antara harapan dan persepsi konsum en. Dengan kata lain, konsumen tidak puas terhadap kualitas layanan jasa Lion Air untuk rute Yogyakarta-Jakarta. Hasil penelitian ini juga menunjukkan tingkat harapan konsumen yang tertinggi terhadap pentingnya ketepatan waktu dan yang terendah terhadap keserasian penampilan staf Lion Air dalam memberikan pelayanan jasa penerbangan. Atribut dimensi layanan jasa yang dominan dalam penelitian ini adalah ketepatan waktu, yang ditunjukkan oleh tingkat harapan sekaligus tingkat persepsi konsumen yang tertinggi terhadap atribut tersebut.

Airline companies should be able to meet customer expectation toward the services in order to give customers’ satisfaction. Customer satisfaction can be used basic competitive advantage, which is related to marketing strategy that give qualified service that meet customers’ needs and wants. Customer satisfaction can be meet through the satisfying service quality of flight industry. Measuring service quality of airline companies will consider several dimensions such as tangibility, reliability, assurance, responsiveness and empathy that are used by customers in evaluating the service. Airline companies can design its supply and image in such competition process through its service quality, which can be used as a basic for company positioning. This thesis provides an analysis of customer satisfaction toward service quality of Lion Air on route Yogyakarta-Jakarta. Using SERVQUAL tool developed by Berry and Parasuraman, this research uses Gap analysis to measure the customer satisfaction. Questionnaires, which capture customers’ expectation and perception toward Lion Air’s service quality on route Yogyakarta-Jakarta, are distributed to 100 customers of Lion Air. The general result shows negative gap score, which means customers are dissatisfied with service quality delivered by Lion Air on route Yogyakarta-Jakarta. Most of respondents highly expect on-time service and cheap airfare as the most important attributes that should be delivered by Lion air. In customer perception point of view, ontime service is the most satisfactory attribute, while Lion Air’s social concern and awareness is the least satisfactory attributes. Moreover, this research has found that ontime service is a dominant attribute because it has both the highest level of importance (customer expectation score) and the highest level of perceived performance (customers perception score).

Kata Kunci : Manajemen Layanan,Kualitas Jasa,Persepsi dan Harapan Konsumen, Service quality, customer expectation, and customer perception.