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ABSTRAKIndustri perawatan pesawat terbang sedang berada pada momentum yang
sangat penting untuk digarap. Prospek dan peluang bisnis industri ini terbuka lebar,
contohnya dengan akan diberlakukannya ASEAN open sky. Namun, hal ini juga
memberikan indikasi bahwa persaingan antara AMO akan semakin tajam dan headto-
head diantara AMO lintas negara bahkan regional. Untuk menangkap peluang
tersebut, AMO harus mampu memahami kustomernya dan memberikan pelayanan
berkualitas berdasarkan pemahaman tersebut. Perhatian manajemen AMO terhadap
Perceived Value dan Service Quality diperlukan, mulai dari penawaran kepada
kustomer hingga proses evaluasi oleh kustomer.
Penelitian ini berusaha untuk mengidentifikasiperceived value dan indikatorindikator
service quality yang ditawarkan oleh AMO kepada pemegang keputusan
hingga ke perwakilan dari kustomer yang merasakan langsung pelayanan yang
diberikan. Dari penelitian terhadap service quality tersebut, teridentifikasi gap lain
yang perlu ditambahkan di dalam model service quality klasik. Gap tersebut adalah
bahwa pada industri B2B, kemungkinan besar akan terjadi kesenjangan di dalam
organisasi konsumen tersebut, yakni antara pengambil keputusan dengan yang
langsung merasakan proses ataupun hasil dari pelayanan jasa tersebut.
Proses untuk mengidentifikasi indikator-indikator apa yang dianggap penting
oleh kustomer cukup sulit. Sebagai bahan masukan untuk perancangan awal sistem
service quality bagi AMO, penelitian ini berusaha menginvestigasi indiktor-indikator
yang memiliki kemungkinan dampak yang signifikan terhadap terjadinya gap pada
layanan jasa yang diberikan dan relasinya dengan tingkat kepentingan dimensidimensi
service quality.
Satu set kuesioner disusun untuk membentuk manajemen pelayanan kualitas
yang solid di dalam tubuh AMO. Kuesioner tersebut terdiri dari:
Kuesioner untuk mengidentifikasi kesenjangan yang terjadi diantara
organisasi pembeli. Sekaligus, kuesioner untuk mengidentifikasi
kesenjangan antara ekspektasi konsumen dengan persepsinya.
Kuesioner untuk mengidentifikasi kesenjangan antara persepsi
manajemen AMO terhadap ekspektasi konsumen dibandingkan
dengan apa ekspektasi kustomer sebenarnya.
Kuesioner untuk mengidentifikasi penyebab terjadinya perbedaan
persepsi antara manajemen AMO dengan ekspektasi kosumen. Kuesioner untuk mengidentifikasi apakah ada formalitas standard
pelayanan yang disusun oleh manajemen AMO.
Kuesioner untuk mengidentifikasi formalitas standard pelayanan
dijalankan oleh seluruh karyawan dalam organisasi AMO.
Kuesioner untuk mengidentifikasi apakah terjadi kesenjangan antara
pelayanan yang diberikan dengan janji yang dikomunikasikan.
Kuesioner penunjang lain yang telah disusun oleh peneliti
sebelumnya, yakni, untuk mengidentifikasi gap yang terjadi pada
front-liner, contohnya gap pada employee empowerment.
Relationship quality sama pentingnya dengan service quality dalam
memberikan dampak terhadap kepuasan konsumen pada industri yang membutuhkan
trust. Kuesioner yang dirancang oleh Durvasula et.al dapat dimanfaatkan untuk
melengkapi program peningkatan kepuasan konsumen.
ABSTRACTAircraft maintenance industry is on the truth of moment to grap. Business
prospects and opportunities of this industry is now widely opened, for example,
ASEAN open sky policy which would be enacted this year. However, it also
indicates that the competition among the AMO?s will be sharper and AMO?s might
be faced head-to-head across country and regional. In order to capture these
opportunities, AMO should understand the customers and be able to provide quality
services consistently with their wants and needs. AMO management must be paid
attention to service quality demanden by them, from the offering process to them
until the evaluation process by them.
This aim of this study is to identify perceived quality and the indicators of
service quality offered by AMO. These indicators are identified from the decision
maker to the customer?s representatives of who directly evaluated the services
provided. This study identified an additional gap to the classical model of service
quality. There is a gap in B2B organization, which is between the decision makers
and who directly evaluated the processes/results of theservices.
Process for identifying indicators importantly considered by customers is
quite difficult. In order to designed the tools for management of service quality (a
aset of questionnaires), this study investigates the factors that significantly impacted
on service qulity and its dimension. In order to form an integrated management of
service quality of AMO, a set of questionnaires are developed, consisted of:
Questionnaire to identify gaps in the buyer organization, among
team of decision makers, or between the decision maker and the
customer?s representatives who directly evaluated the services
provided.
Questionnaire to identify the gaps between consumer expectations
and consumer perceptions.
Questionnaire to identify gaps between management perceptions
against consumer expectations, if compared to what customers
expected.
Questionnaire to identify the causes of perception differences
between management and consumer expectations.
Questionnaire to identify if there are formalizatons of service
standards prepared by AMO management Questionnaire to identify if the service standards /procedures are
executed by employees in AMO organization.
Questionnaire to identify the gaps between the service delivery and
the promises that has been communicated by AMO.
Other supporting questionnaires that had been developed by
previous researchers, to identify the gaps that occurs in the frontliner,
for example is the gap of employee empowerment.
In industry requiring trustworthiness, relationship quality is the same
important as service quality for customer satisfaction. Questionnaire of relationship
quality that developed by Durvasula et.al. can be utilized as well to improve
customer satisfaction, Aircraft maintenance industry is on the truth of moment to grap. Business
prospects and opportunities of this industry is now widely opened, for example,
ASEAN open sky policy which would be enacted this year. However, it also
indicates that the competition among the AMO’s will be sharper and AMO’s might
be faced head-to-head across country and regional. In order to capture these
opportunities, AMO should understand the customers and be able to provide quality
services consistently with their wants and needs. AMO management must be paid
attention to service quality demanden by them, from the offering process to them
until the evaluation process by them.
This aim of this study is to identify perceived quality and the indicators of
service quality offered by AMO. These indicators are identified from the decision
maker to the customer’s representatives of who directly evaluated the services
provided. This study identified an additional gap to the classical model of service
quality. There is a gap in B2B organization, which is between the decision makers
and who directly evaluated the processes/results of theservices.
Process for identifying indicators importantly considered by customers is
quite difficult. In order to designed the tools for management of service quality (a
aset of questionnaires), this study investigates the factors that significantly impacted
on service qulity and its dimension. In order to form an integrated management of
service quality of AMO, a set of questionnaires are developed, consisted of:
Questionnaire to identify gaps in the buyer organization, among
team of decision makers, or between the decision maker and the
customer’s representatives who directly evaluated the services
provided.
Questionnaire to identify the gaps between consumer expectations
and consumer perceptions.
Questionnaire to identify gaps between management perceptions
against consumer expectations, if compared to what customers
expected.
Questionnaire to identify the causes of perception differences
between management and consumer expectations.
Questionnaire to identify if there are formalizatons of service
standards prepared by AMO management Questionnaire to identify if the service standards /procedures are
executed by employees in AMO organization.
Questionnaire to identify the gaps between the service delivery and
the promises that has been communicated by AMO.
Other supporting questionnaires that had been developed by
previous researchers, to identify the gaps that occurs in the frontliner,
for example is the gap of employee empowerment.
In industry requiring trustworthiness, relationship quality is the same
important as service quality for customer satisfaction. Questionnaire of relationship
quality that developed by Durvasula et.al. can be utilized as well to improve
customer satisfaction]"
