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1、ANALYSIS OF SERVICE QUALITY AND CUSTOMER SATISFACTION, AND ITS INFLUENCE ON CUSTOMER LOYALTY.(Passengers Survey of Domestic Full Service Airlines Company “Garuda Indonesia” in Indonesia)Mohamad RizanManagement Department of Economics Faculty, State University of Jakarta, Indonesia dr_rizanABSTRACTTh
2、e aims of research are : 1) Analyzing service quality, customer satisfaction and loyalty of full service airlines company (Garuda Indonesia) in Indonesia, and 2) Testing hypothesis on the influence service quality and customer satisfaction on customer loyalty of full service airlines company in Indo
3、nesia. Unit of observation are 160 passengers of ten profitable domestic routes of full service airlines company (Garuda Indonesia) in Indonesia, such as; Jakarta-Surabaya, Jakarta-Makassar, Jakarta-Denpasar, Jakarta-Medan, Jakarta-Yogyakarta, Jakarta-Manado, Jakarta-Padang, Jakarta-Pekanbaru, Palem
4、bang, and Jakarta-Banjarmasin. Design of research is ex post facto (non-experimental), type of research are descriptive and explanatory survey, sampling technique is convenience sampling, and method of analysis is structural equation modeling (SEM). The results of descriptive research are : 1) servi
5、ce quality performance of full service airlines (Garuda Indonesia) is 88.76 % (consists of; reliability is 88.07 %, responsiveness is 86.76 %, assurance 87.39 %, emphaty is 90.52 %, tangible is 91.05 %); 2) customer satisfaction performance of full service airlines (Garuda Indonesia) is 80.15% (cons
6、ists of; service quality 86.76 %, product quality is 81.37 %, price is 85.05 %, personal factor is 67.97 %, situational factor is 79.58 %); 3) customer loyalty performance of full service airlines (Garuda Indonesia) is 85.46 % (consists of; cognitive loyalty is 89.95 %, affective loyalty is 89.46 %,
7、 conative loyalty is 82.35 %, action loyalty is 80.07 %). The results of explanatory research are; 1) Simultaneously, service quality and customer satisfaction influence significantly on customer loyalty (R = 0,8115%); 2) Partially, service quality influences significantly on customer loyalty (R = 0
8、,0729), and customer satisfaction influences significantly on customer loyalty (R = 0,5183). According to hypothesis testing indicate that the influence of service quality on customer loyalty is lower than customer loyalty on customer loyalty. Based on descriptive and explanatory research finding in
9、dicate that full service airlines company (Garuda Indonesia) is excellence performance. Researcher recommend some suggestion, such as; 1) full service airlines company (Garuda Indonesia) must be recondition of old aircraft (B737-300, B737-400, and B737-500) as anticipating strategy of low cost expan
10、ded domestic market share (Lion Air), and implementation of open sky policy in Indonesia; 2) improving sustained competitive advantage by recondition of old wide body aircraft as preparing of international routes expansion. Key words : service quality, customer satisfaction, customer loyalty, domest
11、ic passenger, full service airlines, open sky policy. INTRODUCTIONJames Dicky Dannie Massies research (1998, p.240) shows that the services offered by the five domestic airlines (Garuda Indonesia, Merpati Airlines, Mandala Airlines, Bouraq Airlines and Sempati Air) is not capable of creating satisfa
12、ction of domestic passengers. Various complaints experienced by domestic or foreign passengers when using the service airline of Indonesia, for example; low on time performance, service delievery is not responsive, the plane that is used frequently damaged, unsatisfactory service, cabin crew who are
13、 not friendly, kind of food less varied and loss of baggage handling is inadequate.Diah Natalisa (2000: 177-178) found that 64.8% of the domestic airline customers are not satisfied with the services received. Only 35.2% of all domestic airline customers who were satisfied with the services provided
14、. Customer satisfaction levels are low impact on the domestic customer loyalty. Increasingly high level of competition among domestic airlines is a threat to the survival of firms who are not able to satisfy customers. Companies are required to satisfy the customer by providing appropriate services
15、and value-added for customers. A strong commitment to quality service and customer-oriented is a major prerequisite in supporting business success.Implementation of the upcoming open-sky policy, all international airlines that had allowed only airlines serving the route point to point in Indonesia,
16、such as; Lufhansa, Cathay Pacific and Singapore Airlines will be able to freely serve the domestic flight routes directly to become a threat that must be anticipated by the national airline industry in Indonesia through the creation of competitive advantage.International airlines have a good competi
17、tive advantage and very concerned about the quality of service and customer satisfaction and supported by various recent fleet average age of no more than 7 years. Form a highly preferred service is the ease of check-in, comfortable waiting room arrival and departure, transfer, seat cabin, cabin cle
18、aning, supply dipesawat food, entertainment and services in the aircraft cabin (Angkasa no.8, XIII in May 2003, p. 30-32).Quality of services provided is the most important parameters in determining the ranking of the Reputation Quotient (RQ) and will affect the competitiveness of each airline in th
19、e implementation era of open-sky policy.Table 1. Reputation Quotient (RQ) of International Airlines in 2003.NOINTERNATIONAL AIRLINESRQ1Singapore Airlines80,32Deutsche Lufthansa74,73Scandinavian Airlines System74,44KLM Royal Dutch Airlines74,15Qantas Airways Ltd73,16British Airways72,57Virgin Atlanti
20、c Airways72,38SAir Group (SwissAir)72,09Japan Airlines Company69,610Air Canada68,811All Nippon Airways Co.67,612Societe Air France65,913Alitalia60,314Iberia60,315Korean Airlines54,5Source : Warta Ekonomi ; No. 13/Thn.XV/2 Juli 2003.Reputation Quotient (RQ) is an international-standard parameters and
21、 used to demonstrate the level of safety, comfort and consumer confidence on the quality of service and variety of food & drinks served during in flight. Singapore Airlines (SIA) which occupy the top positions have scores reputation quotient (RQ) the highest among the other world airlines, namely by
22、 80.3; Lufhansa took second place with a score of 74.7; Scandinavian Airlines System ranks third with a score 74.4; KLM ranks fourth with 74.1 score and Qantas Airways Ltd in fifth place with a score of 73.1.As the national flag carriers of Indonesia, Garuda Indonesia is a full service airline which
23、 serve national business traveler segment. Garuda Indonesia must improve international competitiveness to be able to compete in the international routes, Garuda Indonesia must begin to build a sustainable competitive advantage through fleet modernization and quality services in order to create inter
24、national customer satisfaction and loyalty. Through increased domestic competitiveness Garuda Indonesia is expected to be back to compete with international airlines.In domestic routes, Garuda Indonesia is the best airline company in Indonesia that serve the business traveler segment both corporate
25、and personal business passengers. Compared with the low cost airline of Indonesia, Garuda Indonesia is able to provide the best quality service, on time performance that are reliable, the level of flight safety is excellence, and has a very loyal customer.Garuda Indonesia again successfully achieve
26、Service Quality Award 2009 with the classification of Diamond for the two categories, namely Service Domestic Airline and International Airline Service. Garuda Indonesia successfully achieve the highest score of 4.1068 or above the average of other airlines operating in Indonesia, through a customer
27、 satisfaction survey conducted by Carre Center for Customer Satisfaction and Loyalty and the magazine Marketing by involving “middle up” 2400 respondents in Jakarta and Surabaya. Final survey index is called the Indonesia Service Satisfaction Index (ISSI) which is based on two categories, namely Per
28、ceived Service Value PSV) or the value of service that perceived by public (accessibility, process, people, complaint handling), and Perceived Service Quality (PSQ) the quality of services perceived by the passengers. In addition to Service Quality Award 2009, Garuda Indonesia, this year has also ac
29、hieved some of best award including Call Center Award 2009, and Word of Mouth Marketing 2009 (WOMM) Award from SWA magazine and Management Consultants OCTOBRAND. Garuda Indonesia is perceived has strength variables include Talking - Promoting - Selling and put Garuda Indonesia in the highest positio
30、n in the category Airline (Pujobroto, May 12, 2009; www.garuda-,)Based on the above description, the problem of this study are as follows: 1) how are service quality, customer satisfaction and customer loyalty Garuda Indonesia ?, 2) What are service quality and customer satisfaction influence on cus
31、tomer loyalty of Garuda Indonesia?LITERATURE & RESEARCH REVIEWSService QualityKotler (Fandy Tjiptono, 2003: 61) explains that the quality should start from the needs of customers and ends at the customers perception. This means that good quality perception is not based services provider, but based o
32、n the point of view or perception of the customer. Customer perception of service quality is a comprehensive assessment of a service benefits.Benefits gained from creating and maintaining quality of service are greater than the cost to reach or as a result of poor quality. Superior service quality a
33、s a tool to achieve competitive advantage of company. Superior service quality and consistency can lead to customer satisfaction which in turn will provide various benefits, such as: (1) the relationship between the company and its customers will become more harmonious, (2) provide a good basis for
34、re-purchase activities, (3) encourage customer loyalty, (4) creating a recommendation by word of mouth (word of mouth) that benefit the company, (5) to be a good corporate reputation in the customers mind, and (6) companys profit will be increased. The implications of these benefits is that each com
35、pany must realize the strategic importance of quality. Continuous quality improvement is not a cost but an investment to generate greater profits (Hutt and Speh in Tjiptopno Fandy 2001; 78, 79).Zeithaml & Bitner (1996; 117) explains that the quality of service is the excellence or superior service d
36、elivery process to those with consumer expectations. There are two main factors that affect the quality of services, namely: expected service and perceived service. If the service is received as expected then the service quality is good or satisfactory, but if the services received exceed the expect
37、ations will be very satisfied customer and perceived service quality is very good or ideal. Conversely, if the service received is lower than expected then the perceived poor quality of services. Quality of service will depend on how much the service providers ability to consistently meet the needs
38、and desires of consumers.There are two main aspects that describe and affect both service quality; the actual service customers expected (expected service) and services perceived (perceived service). Fitzsimmons & Fitzsimmons (2001: 44) explains that the creation of customer satisfaction for a servi
39、ce can be identified through a comparison between service perceptions with service expectation.Personal needsWord of mouthPast experienceDiemsions of Service QualityReliabilityResponsivenessAssuranceEmpathyTangiblesPerceived Service Quality1. Expectations exceeded ES PS (Unacceptable quality)Expecte
40、d servicePerceived servicePigure 1. Perceived Service Quality ModelSource : Parasuraman, et al., (Fitzsimmons & Fitzsimmons, 2001 : 44)Olson & Dover (Parasuraman, et al., 1995), customer expectation is the customers confidence before buying a service which is used as a standard in assessing the perf
41、ormance of services. Customer expectations are formed by past experiences, talk through word of mouth and corporate promotions. After receiving a service, customer service experience to compare with the expected. If the service suffered under the expected, then the customer will not be interested ag
42、ain, otherwise if the service experience meets or exceeds customer expectations the customer will look to use these providers.Parasuraman et al (Sultan & Simpson, 2000: 193) developed a measurement scheme of service quality dimensions of tangibles, reliability, assurance, responsiveness, and Empathy
43、. Measurements they have developed a term known as Service Quality (SERVQUAL), including in his description suggests the difference between expectation and performance (performance) from a number of criteria that currently services are widely used to measure the quality of service. This tool is inte
44、nded to measure customer expectations and perceptions, and the gap (gap) is in service quality model (Fandy Tjiptono, 1996: 99). Measurement of service quality in this study is based on service performance scores are perceived by customers (Cronin & Taylor, 1992).Quality of services will create cust
45、omer loyalty. Customers must be satisfied, because if they were not satisfied to leave the company and will become customers of competitors, this will decrease sales and in turn will lower corporate profits (Cronin & Taylor, 1992; Rust, et al., 1995). The results of research conducted by Cronin & Ta
46、ylor (1992) and Taylor & Baker (1994) showed that the regression coefficient of interaction with the service quality to customer satisfaction park services, airline and distance telecommunications services, significant buying interest returned.Some researchers did test the influence of service quali
47、ty, customer satisfaction and repurchase interest. Woodside, et al., (1989) proposed an assessment model that specializes relationship between perceptions of service quality, customer satisfaction and interest to buy. Result directing that customer satisfaction is an intervening variable between ser
48、vice quality and interest back. Affect service quality satisfaction, and satisfaction affect the interest purchased. Research Cronin & Taylor (1992); Rust et al. (1995); Zeithaml, et al., (1996); and Gabarino & Johnson (1999); Fullerton & Taylor, 2000) found that the trend in terms of behavior shows the influence of service quality on customer loyalty.Customer SatisfactionTse & Wilton (Fandy Tjiptono, 1997: 24) customer satisfaction or dissatisfaction is a
