ABSTRACT
An Analysis on the Customer Satisfaction Toward the Service of Bouraq Indonesia Airlines
Tommy Pardamean
The aims of this study are (1) segmenting the consumer base on psychographical and demographical, (2) identifying and analizing the attributes wich affect/influence the consumer satisfaction score, (3) evaluating wheter there are similarities in the consumer satisfaction score between the three segments, (4) evaluating the discrepancies in the expected Likert scale and the actual Likert scale, and (5) formulating the recommendation for enhancement the consumer satisfaction of Bouraq Indonesia Airlines.
This study is carried out through a survey method involving 100 respondents in the boarding room of Bouraq Cengkareng-Jakarta. The sampling selection method used is non-probability sampling (convenience sampling). The analytical tools used are : Cluster Analysis, Cross Tabulation, Wilcoxon Test, Marginal Homogeneity Test and Kruskal Wallis.
The result show that there are three segments based on psychographical and demographical, which are affluent segment, achievers segment and anxious segment. There are any attributes for the attantion are office services, flight safety, conveyor belt and complaint to the baggage services (affluent segment), reservations services, flight safety and connecting flight services (achievers segment) and the last are take off or landing time, flight safety and connecting flight services (anxious segment).Meanwhile, the service categories in flight are divided into three goups i.e. before flight (pre-flight service), during (in-flight service) and after flight (post-flight service). The three service categories in airlines are universal in nature.
