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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3

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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

III. METHODOLOGY ………………............…………………………….. 5

IV. RESULTS AND DISCUSSION ...…………………………………….. 5

V. CONCLUSION .................…………………………………………….. 8

VI. REFERENCES .....................………………………………………….. 9

LAMPIRAN …...…………………………………………………………….. 10

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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 ..... 2

Figure 2 Relation Between SERVQUAL and AHP method ............................ 5

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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. 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

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.

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.

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 decision-

making 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. LITERATURE REVIEW

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,

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.

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

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].

There are five criteria and twenty-two sub-

criteria 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 Sub-criteria

Reliability (C1) Provide services as promised (S1)

Dependability in handling customer’s service problems (S2)

Performing services right the first time (S3)

Providing services at the promised time (S4)

Maintaining error-free records (S5)

Responsiveness (C2) Keeping customers information about when services will

be performed

(S6)

Prompt service to customers (S7)

Willingness to help customers (S8)

Readiness to respond to customer’s requests (S9)

Assurance (C3) Employees who instill confidence in customers (S10)

Making customers feel safe in their transactions (S11)

Employees who are consistently courteous (S12)

Employees who have the knowledge to answer customer

questions

(S13)

Empathy (C4) Giving customers individual attention (S14)

Employees who deal with customers in caring fashion (S15)

Having the customer’s best interest at heart (S16)

Employees who understands the customer’s needs (S17)

Convenience business hours (S18)

Tangibles (C5) Modern equipment (S19)

Visually appealing facilities (S20)

Employees who have a neat, professional appearance (S21)

Visually appealing materials associated with services (S22)

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 multi-

criteria 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].

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

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].

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.

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Table 2. Point Scale for Pairwise Comparisons

Scale ɑi,j Definition Explanation

1 Equal Importance Both elements contribute equally to the

level immediately above

3 Moderate Importance Judgment slightly favours element i

than j

5 Strong Importance Judgment strongly favours lement i

than element j

7 Very Strong Importance Element i is favoured very strongly

than element j

9 Extreme Importance There is evidence affirming that

element i is favoured than element j

2, 4, 6, 8 Immediate values between above scale

values

Absolute judgment cannot be given and

a compromise is required

Resiprocal If element i has one of the above non-

zare numbers assigned on it when

compared with element j, j has the

resiprocal value when compared to i

Element i inverse each other with

element j

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. METHODOLOGY

Assessment of performance of service

quality conducted by SERVQUAL method,

by distributing questionnaires to customers.

Evaluation of the Determinant factors of

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 sub-

criteria, in order to gain the sequence of

priority of criteria and sub-criteria for

service quality based on users and

provider’s perception.

The relation between SERVQUAL and

AHP method which is used in this study as

shown in Figure 2.

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Hierarchy

Goal: Assessment the Determination

Factors of Service Quality

Criteria 1

Sub-criteria 1

Criteria 5

Sub-criteria ...

Level - II

Level - IIISub-criteria 22

Level - I

5 Dimensions Criteria ...

SERVQUAL

22 Attributes

Dimensions of

SERVQUAL

AHP

Figure 2. Relation Between SERVQUAL and AHP method

4. RESULTS AND

DISCUSSION

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.

Table 3. Performance of Service Quality

Sub-criteria Score Sequence

S5 4,48 1

S12 4,37 2

S13 4,30 3

S18 4,22 4

S6 4,19 5

S11 4,04 6

S10 4,04 7

S1 3,93 8

S4 3,89 9

S3 3,85 10

S21 3,81 11

S9 3,78 12

S8 3,67 13

S2 3,59 14

S16 3,56 15

S15 3,48 16

S17 3,48 17

S19 3,44 18

S7 3,41 19

S14 3,37 20

S20 3,30 21

S22 3,22 22

Total 83,41

MSS 3,79

CSI 75,82%

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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 4. Weight of Criteria

Weight

Criteria Customer’s

Perspective

Provider’s

Perspective

C1 0,266 0,357

C2 0,347 0,188

C3 0,138 0,249

C4 0,198 0,142

C5 0,051 0,064

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 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.

Table 5. Sub-criteria of Reliability (C1)

Sub-

criteria

Weight

Customer’s

Perspective

Provider’s

Perspective

S1 0,198 0,261

S2 0,301 0,123

S3 0,165 0,221

S4 0,135 0,246

S5 0,201 0,148

Table 6. Sub-criteria of

Responsiveness (C2)

Sub-

criteria

Weight

Customer’s

Perspective

Provider’s

Perspective

S6 0,103 0,276

S7 0,403 0,391

S8 0,278 0,195

S9 0,216 0,138

Table 7. Sub-criteria of Assurance (C3)

Sub-

criteria

Weight

Customer’s

Perspective

Provider’s

Perspective

S10 0,220 0,402

S11 0,291 0,337

S12 0,145 0,097

S13 0,345 0,164

Table 8. Sub-criteria of Empathy (C4)

Sub-

criteria

Weight

Customer’s

Perspective

Provider’s

Perspective

S14 0,194 0,218

S15 0,219 0,192

S16 0,360 0,322

S17 0,141 0,163

S18 0,087 0,106

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Table 9. Sub-criteria of Tangibles (C5)

Sub-

criteria

Weight

Customer’s

Perspective

Provider’s

Perspective

S19 0,217 0,320

S20 0,360 0,179

S21 0,255 0,363

S22 0,168 0,138

The normalization of five criteria and

twenty-two sub-criteria can be shown the

weight and priority of the criteria and sub-

criteria as in Table 10.

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

Criteria Sub-criteria Customer’s

Perspective

Provider’s

Perspective

Weight Priority Weight Priority

Reliability Provide services as promised 0,053 7 0,116 1

Dependability in handling customer’s

service problems

0,080 3 0,055 8

Performing services right the first time 0,044 9 0,098 3

Providing services at the promised time 0,036 13 0,109 2

Maintaining error-free records 0,053 6 0,066 6

Responsiveness Keeping customers information about when

services will be performed

0,036 14 0,043 10

Prompt service to customers 0,140 1 0,061 7

Willingness to help customers 0,097 2 0,030 13

Readiness to respond to customer’s requests 0,075 4 0,022 16

Assurance Employees who instill confidence in

customers

0,030 15 0,081 4

Making customers feel safe in their

transactions

0,040 11 0,068 5

Employees who are consistently courteous 0,020 17 0,020 18

Employees who have the knowledge to

answer customer questions

0,047 8 0,033 11

Empathy Giving customers individual attention 0,038 12 0,031 12

Employees who deal with customers in

caring fashion

0,043 10 0,027 14

Having the customer’s best interest at heart 0,071 5 0,046 9

Employees who understands the customer’s

needs

0,028 16 0,023 15

Convenience business hours 0,017 19 0,015 20

Tangibles Modern equipment 0,011 21 0,018 19

Visually appealing facilities 0,018 18 0,010 21

Employees who have a neat, professional

appearance

0,013 20 0,021 17

Visually appealing materials associated

with services

0,009 22 0,008 22

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

0.357). Evaluation based on customer’s

perspective showed different results, where

the responsiveness criteria (weight 0.347)

as the highest priority. Costumers placing

19

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.

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.

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.

5. 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

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.

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.

6. REFERENCES

[1] Statistic of Indonesia, 2012. National

Statistics Agency. http://www.bps.go.id

[2] Website TX Travel.

http://www.txtravel.com

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

Berry, L. L., 1988. SERVQUAL: A

Multiple-Item Scale for Measuring

Customer Perceptions of Service

Quality. Journal of Retailing, 64: 12-

40.

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

Hierarchy Process: Planning, Priority

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Setting, Resource Allocation, McGraw-

Hill.

[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

Prabhakar, G. V., 2010. Service Quality

(Servqual) and its Effect on Customer

Satisfaction in Retailing. European

Journal of Social Sciences, 6(2): 239-

251.

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Customer: Winners and Losers in the

Battle for Buyer Preference, Palgrave

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9th Edition. PT. Prenhallindo: Jakarta.

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

Smith, J. D., 2005. Developing

Marketing Strategies for Green

Grocers: An Application of

SERVQUAL, Agribusiness, 21(1): 81-

96.

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

Attitudes to Service Quality–the

Expectation Gap. Nutrition and Food

Science, 33(4): 165-172.

[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.

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

Zu’bi, Z. M. F., 2012. Perceived

Service Quality and Customer

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Investigation of the Rebranded

Telecommunication Companies in

Jordan. European Journal of Social

Sciences, 34(1): 118-137.

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

Berry, L. L., (1994). Alternative Scales

for Measuring Service Quality: A

Comparative Assessment Based on

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[14] Iryanto, 2008. Exposition of Analytic

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

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16(1); 69-89.

21

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. Kuesioner ini dibagi menjadi dua bagian, yaitu: identitas responden dan

kuesioner penilaian tingkat kinerja dan tingkat kepentingan layanan

perusahaan.

2. Isilah kuesioner ini sesuai dengan yang anda alami terkait layanan

perusahaan TX Travel Waingapu.

3. 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

22

I. Profil Responden

1. Nama : ........................................ (boleh tidak diisi)

2. Umur : ........ Tahun

3. Jenis Kelamin : Pria Wanita

4. Pekerjaan : Karyawan Wiraswasta

Pelajar Lainnya

5. Frekuensi Penggunaan : < 2 kali/tahun 2-3 kali/tahun

Jasa Perusahaan : 4-5 kali/tahun >5 kali/tahun

6. Tujuan Keberangkatan : Bisnis Wisata

Kunjung Keluarga Lainnya

II. Penilaian Tingkat Kinerja Layanan Perusahaan

No Pertanyaan Kinerja

1 2 3 4 5

A Kehandalan

1 Bagaimana pendapat anda tentang layanan

perusahaan, apakah seperti yang dijanjikan?

2 Apakah perusahaan handal dalam menangani

masalah layanan pelanggan?

3 Bagaimana kesan anda saat pertama kali, apakah

anda mendapat pelayanan yang tepat?

4 Apakah anda memperoleh layanan sesuai waktu

yang dijanjikan?

5 Apakah perusahaan bebas dari kesalahan

pencatatan?

B Daya Tanggap

6 Apakah perusahaan memberikan informasi waktu

pelayanan?

7 Apakah karyawan memberikan pelayanan yang

cepat?

8 Apakah karyawan bersedia untuk membantu

pelanggan?

9 Apakah karyawan sigap dan cepat dalam

menanggapi permintaan pelanggan?

C Jaminan

10 Apakah anda merasa percaya terhadap karyawan?

23

No Pertanyaan Kinerja

1 2 3 4 5

11 Apakah anda merasa aman dalam transaksi yang

dilakukan?

12 Apakah karyawan bersikap sopan?

13 Apakah karyawan memiliki pengetahuan untuk

menjawab pertanyaan anda?

D Empati

14 Apakah karyawan memberi perhatian khusus

kepada pelanggan?

15 Apakah karyawan memiliki rasa peduli terhadap

pelanggan?

16 Apakah karyawan selalu memprioritaskan

kepentingan yang terbaik bagi pelanggan?

17 Apakah karyawan memahami kebutuhan

pelanggan?

18 Apakah anda merasa nyaman dengan jam kerja

perusahaan (sesuai yang dibutuhkan)?

E Fisik

19 Bagaiman pendapat anda tentang peralatan yang

modern, apakah sesuai harapan anda?

20 Apakah fasilitas yang disediakan perusahaan

menarik?

21 Apakah karyawan berpenampilan rapi dan

profesional?

22 Apakah bahan yang disediakan terkait layanan

perusahaan (seperti banner, brosur, pamflet,

spanduk, amplop dll) menarik?

24

LAMPIRAN B

KUESIONER PENILAIAN PERBANDINGAN BERPASANGAN

BERBASIS AHP BAGI PELANGGAN DAN PENYEDIA JASA

Nama : ..................................... Jenis Kelamin : L/P

Umur : ....... Tahun Pekerjaan : .....................................

Skala Penilaian Perbandingan Berpasangan yang digunakan

Skala ɑi,j Definisi Keterangan

1 Sama Penting Kedua elemen sama penting

3 Sedikit Lebih Penting Elemen i sedikit lebih penting dari elemen j

5 Lebih Penting Elemen i lebih penting dari elemen j

7 Sangat Penting Elemen i sangat penting dari elemen j

9 Mutlak Lebih Penting Elemen i mutlak lebih penting dari elemen j

2, 4, 6, 8 Nilai-nilai antara Nilai diberikan bila ragu antara dua nilai

berdekatan

Resiprokal Sifat Kebalikan Elemen i saling invers dengan elemen j

Kriteria dan Sub-kriteria SERVQUAL yang digunakan dalam studi

Kriteria Sub-Kriteria

Kehandalan (C1) Menyediakan layanan seperti yang dijanjikan (S1)

Kehandalan dalam menangani masalah layanan pelanggan (S2)

Melakukan pelayanan yang tepat pertama kalinya (S3)

Menyediakan layanan pada waktu yang dijanjikan (S4)

Mempertahankan bebas dari kesalahan pencatatan (S5)

Daya Tanggap (C2) Memberikan informasi waktu pelayanan kepada pelanggan (S6)

Pelayanan yang cepat kepada pelanggan (S7)

Kesediaan untuk membantu pelanggan (S8)

Kesiapan untuk menanggapi permintaan pelanggan (S9)

Jaminan (C3) Karyawan menanamkan kepercayaan kepada pelanggan (S10)

Membuat rasa aman kepada pelanggan dalam transaksinya (S11)

Karyawan bersikap sopan (S12)

Karyawan memiliki pengetahuan untuk menjawab

pertanyaan pelanggan

(S13)

Empati (C4) Memberikan perhatian individu kepada pelanggan (S14)

Peduli terhadap pelanggan (S15)

Kepentingan yang terbaik bagi pelanggan (S16)

25

Karyawan memahami kebutuhan pelanggan (S17)

Jam kerja yang sesuai (S18)

Bukti Fisik (C5) Peralatan yang modern (S19)

Fasilitas yang menarik (S20)

Karyawan yang berpenampilan rapi dan profesional (S21)

Bahan yang menarik terkait layanan (S22)

Perbandingan Berpasangan Kriteria

No. Atribut Bobot Penilaian

Atribut 9 8 7 6 5 4 3 2 1 2 3 4 5 6 7 8 9

1 C1

C2

2 C1

C3

3 C1

C4

4 C1

C5

5 C2

C3

6 C2

C4

7 C2

C5

8 C3

C4

9 C3

C5

10 C4

C5

Perbandingan Berpasangan Sub-Kriteria untuk Kriteria Kehandalan (C1)

No. Atribut Bobot Penilaian

Atribut 9 8 7 6 5 4 3 2 1 2 3 4 5 6 7 8 9

1 S1

S2

2 S1

S3

3 S1

S4

4 S1

S5

5 S2

S3

6 S2

S4

7 S2

S5

8 S3

S4

9 S3

S5

10 S4

S5

26

Perbandingan Berpasangan Sub-Kriteria

untuk Kriteria Daya Tanggap (C2)

No. Atribut Bobot Penilaian

Atribut 9 8 7 6 5 4 3 2 1 2 3 4 5 6 7 8 9

1 S6

S7

2 S6

S8

3 S6

S9

4 S7

S8

5 S7

S9

6 S8

S9

Perbandingan Berpasangan Sub-Kriteria untuk Kriteria Jaminan (C3)

No. Atribut Bobot Penilaian

Atribut 9 8 7 6 5 4 3 2 1 2 3 4 5 6 7 8 9

1 S10

S11

2 S10

S12

3 S10

S13

4 S11

S12

5 S11

S13

6 S12

S13

Perbandingan Berpasangan Sub-Kriteria untuk Kriteria Empati (C4)

No. Atribut Bobot Penilaian

Atribut 9 8 7 6 5 4 3 2 1 2 3 4 5 6 7 8 9

1 S14

S15

2 S14

S16

3 S14

S17

4 S14

S18

5 S15

S16

6 S15

S17

7 S15

S18

8 S16

S17

9 S16

S18

10 S17

S18

27

Perbandingan Berpasangan Sub-Kriteria untuk Kriteria Bukti Fisik (C5)

No. Atribut Bobot Penilaian

Atribut 9 8 7 6 5 4 3 2 1 2 3 4 5 6 7 8 9

1 S19

S20

2 S19

S21

3 S19

S22

4 S20

S21

5 S20

S22

6 S21

S22

28

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?

29

LAMPIRAN D