Analysis of Integrated Bus Terminal Services and Their Impact on Customer Satisfaction at Pulo Gebang
Purpose: This study aims to analyze the service level of the Pulo Gebang Integrated bus terminal in increasing customer satisfaction.
Research Methodology: The study uses a descriptive quantitative approach based on Creswell’s stages, with data collected through observations, surveys, and interviews at the Pulo Gebang Integrated Bus Terminal. Data were analyzed using SERVQUAL, Importance Performance Analysis (IPA), and Quality Function Deployment (QFD) to evaluate service quality and determine improvement priorities.
Results: Based on the analysis and discussion, the results of the gap analysis between customer perceptions and expectations of 22 service attributes are all negative (-) with a range of -0.15 to -1,49. This indicates that the quality of service is still far from customer expectations, the attributes of interest after analyzing with the Importance Performance Analysis, the priority for improvement is obtained as well as in an effort to improve the quality of customer service at the Pulo Gebang Integrated bus terminal, after analyzing the approach with the Quality Function Deployment method, seven order of priority improvement.
Conclusions: All service attributes show negative gaps, indicating unmet customer expectations. Priority improvements focus on key aspects such as timeliness, access, comfort, staff competence, security, facilities, and cleanliness.
Limitations: This study is limited to a single terminal and short-term survey data, which may not fully represent broader conditions or long-term trends.
Contributions: This study provides an integrated evaluation of service quality using SERVQUAL, IPA, and QFD, and identifies priority improvements to enhance customer satisfaction.
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