OPTIMIZING SERVICE QUALITY AS AN EFFORT TO INCREASE CUSTOMER SATISFACTION OF PASSENGER TRANSPORT USERS

Abstract

Service quality is a major factor in the service industry, including transportation. PT Kereta Api Indonesia (Persero) Daop 5 Purwokerto as a passenger transportation service provider has challenges in increasing customer satisfaction. This study aims to analyze strategies for improving service quality to increase customer satisfaction of rail transportation service users. The results of the analysis show that good service quality contributes to increasing customer loyalty. The main factors affecting customer satisfaction include service reliability, officer responsiveness, safety assurance, empathy towards passengers, and available physical facilities. Evaluation was conducted by reviewing the effectiveness of service improvement strategies based on customer data and input from service users. Based on the results of the study, it is recommended to implement a service improvement strategy based on technological innovation, optimizing customer communication, and improving supporting facilities at the station and on the way. Thus, continuous improvement in service quality is expected to increase customer satisfaction and loyalty to rail transportation services.