PENGEMBANGAN STRATEGI PENINGKATAN KUALITAS JASA PEMESANAN TIKET KERETA API ONLINE MENGGUNAKAN CZIPA DAN QFD PADA KAI ACCESS

Abstract

ABSTRAK

Di era perkembangan digital, semakin banyak perusahaan yang memanfaatkan Electronic Customer Relationship Management (E-CRM) dalam melakukan pemasaran, pelayanan, dan berkomunikasi dengan pelanggan. PT KAI menjadi salah satunya melalui aplikasi Online Travel Agents yaitu KAI Access. KAI Access merupakan aplikasi resmi PT KAI yang menyediakan layanan pemesanan tiket kereta api secara online. Rendahnya rating yang diperoleh aplikasi ini pada Appstore dan Play Store serta masih terdapat keluhan-keluhan pengguna ketika menggunakan aplikasi ini membuat masyarakat memilih untuk menggunakan aplikasi lain untuk melakukan pemesanan tiket kereta, salah satunya yaitu Traveloka. Hal ini menunjukkan bahwa pihak manajemen perusahaan perlu melakukan pengembangan strategi peningkatan kualitas jasa pemesanan tiket kereta api online, sehingga akan meningkatkan pula kepuasan pelanggan. Penelitian ini bermaksud untuk menerapkan Customer Zone of Tolerance-based Service Quality (CZSQ) untuk menilai kualitas pelayanan KAI Access berdasarkan Competitive Zone of Tolerance (CZOT) yaitu persepsi pelanggan tentang kinerja layanan yang diinginkan dari perusahaan dan membandingkanya dengan pesaingnya, menentukan prioritas perbaikan menggunakan Competitive Zone of Tolerance-based Service Quality-based Importance-Performance Analysis (CZIPA) dan serta usulan perbaikan yang diolah menggunakan Quality Function Deployment (QFD). Diperoleh lima atribut yang diprioritaskan untuk dilakukan perbaikan dan sepuluh respon teknis yang akan dirumuskan menjadi rekomendasi perbaikan.

Kata kunci: online travel agents, competitive zone of tolerance-based service quality-based importance-performance analysis, quality function deployment

ABSTRACT

In the era of digital development, many companies are utilizing Electronic Customer Relationship Management (E-CRM) in marketing, serving, and communicating with customers. PT KAI is one of them, through the KAI Access application. KAI Access is PT KAI's official application that provides online train ticket booking services. The low rating obtained by this application on the App Store and Play Store and the fact that there are still user complaints when using this application have made people choose to use other applications to order train tickets, one of which is Traveloka. This shows that the company's management needs to develop a strategy to improve the quality of online train ticket booking services so that it will also increase customer satisfaction. The purpose of this study is to use the Customer Zone of Tolerance-based Service Quality (CZSQ) to assess the quality of KAI Access services based on the Competitive Zone of Tolerance (CZOT), namely the customer's perception of the desired service performance from the company and compare it with its competitors, to determine priority improvements using Competitive Zone of Tolerance-based Service Quality-based Importance-Performance Analysis (CZIPA), and to propose improvements that are five attributes were obtained that were prioritized for improvement, and ten technical responses were obtained that would be formulated into recommendations for improvement.

Keywords: online travel agents, competitive zone of tolerance-based service quality-based importance-performance analysis, quality function deployment