Diah Natalisa (2024) Pengaruh Komitmen Manajemen terhadap Kualitas Layanan untuk Meningkatkan Kepuasan Pelanggan Maskapai Penerbangan Domestik: Sudut Pandang Pelanggan dan Penyaji Jasa. Disertasi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

At the present time, the market condition for the domestic airline is very competitive. The deregulation policies acted by the Indonesian govemrnent since 1990 have resulted in over supply in the domestic airline industry, which in turn induced even tighter competition. The study reported in this dissertation was a conclusive research, which was carried out through survey. The current works were aimed to study the effect of management commitment to service quality on the customers' level of satisfaction. Samples used in the present study were 887 passengers of Bouraq, Garuda, Mandala, and Merpati airlines who departed from Cengkareng airport, Jakarta. Samples of the service providers included up to 180 frontJiners respondents and 66 high rank officers and managers. The data was subsequently analyzed by employing regression, discriminant, factor, and path analysis. The results showed that majority of the customer respondents (64.8%) were not satisfied with the service provided. The customers' level of satisfaction was positively affected by the five dimensions of service quality; among those dimensions, assurance performed the strongest effect on the level of customers' satisfaction. The customers' levels of satisfaction or dissatisfaction were not differentiated by the price and personal variables, but rather by other variables, those are: 1) the customers' perception of service quality, 2) the appropriation between the service quality and the external communication (promotion), and 3) the situational variable (on time performance). The situational variable (on time performance) was proved to be the differentiating variable in the level of satisfaction or dissatisfaction for customers of business segment. Moreover, the price variable was not the differentiating variable in the level of satisfaction or dissatisfaction for customers of vacation (holiday) and visiting friends and relatives (VFR) segments. Simultaneously, employees' job satisfaction did not positively affect customers' perception of service quality and customers' level of satisfaction. On the other hand, management commitment to service quality has indirect positive effects on customers' perception of service quality and customers' level of satisfaction. In other words, the level of customers' dissatisfaction was due to the interaction between customers and frontliners, not due to the lack of management commitment to service quality. It may be concluded that management commitment to service quality affected customers' level of satisfaction. Based on the finding of this study, further investigation is needed on the internal marketing aspects, especially the management of customer-contact service employees. Further research could examine issues such as leadership and training for customer contact service employees.

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