Optimization of Service Quality Improvement in Tour and Travel Services to Enhance Customer Satisfaction

Abstract

The service industry, especially the tour and travel sector, faces stiff competition in meeting customer expectations regarding service quality. Customer satisfaction is a key factor in maintaining loyalty and winning the competition. This research was conducted on CV Mutiara Katulistiwa, a tourism service company in Indonesia, to evaluate and improve the quality of services provided. The purpose of the research is to identify service attributes that affect customer satisfaction and formulate improvement priorities based on Importance–Performance Analysis (IPA) and Kano Model. The IPA method is used to evaluate the level of importance and performance of each service attribute, while the Kano Model classifies attributes based on their effect on customer satisfaction. Data was collected through a questionnaire distributed to 250 customer respondents with 25 attributes that refer to the five dimensions of SERVQUAL's service quality. The results of the IPA analysis showed that most of the attributes were in Quadrant II (Keep Up the Good Work), indicating that the company was good enough to meet customer expectations. Attributes in Quadrant I (Concentrate Here), such as the Availability of on-demand service (X7), Sense of security in transactions (X10), and Tour Guide Competencies (X16), require immediate improvement. The Kano model classifies several attributes as Must-be (transaction security and travel timeliness) that must be met so that customers don't feel disappointed. Attributes such as Hospitality on the go (X13) and personal touch (X22) belong to the Attractive category, which if managed well can improve customer satisfaction. Based on these findings, it is suggested that companies focus on improving the attributes in Quadrant I and the Must-be category according to the Kano Model, as well as strengthening the Attractive attributes to create a better customer experience to increase customer satisfaction and loyalty.