Customer satisfaction index for transport services

Abstract

Marketing activities through e-marketing and mobile marketing technology operated by online taxi players, such as, Grab and Uber have an impact on the transportation sector, especially operators which serve the Greater Jakarta / Jabodetabek (Jakarta, Bogor, Depok, Tangerang and Bekasi) area to and from Soekarno Hatta International Airport (SHIA). Operators were worried that the advancement of online taxis could ruin their market share. Thus, customer insight information is needed. Exploratory research which measures customers’ perception and focuses on Product Quality and ServQual was applied in this research. Non-probability, purposive sampling was used, with 134 loyal bus customers were chosen. These matched the criteria of having travelled the specified route at least five times within the last 12 months. Importance Performance Analysis (IPA), which measures the relationship between customer perception and priority on increasing product or service quality, was applied. IPA combines the measurements of importance (degree of care) and performance (degree of satisfaction) in two dimensions which would make it easier to explain and describe practical suggestions. Customer Satisfaction Index (CSI) was applied and scored 75.05 which means that customers were satisfied. This was derived from the overall weighted score of five ServQual dimensions: tangibles, assurance, reliability, responsiveness, and empathy. This study concluded that even though the CSI result was satisfactory, to defend and enhance the market share, new innovative marketing strategies were needed, including the introduction of new technology in marketing and operations, in order to increase the overall quality of services to customers.