Taxi X is one of the pioneers of taxi companies in Indonesia. Until 2015, Taxi X is the ruler of the largest market share in the taxi industry. But the presence of online taxi immediately make rival that of conventional taxi such as Taxi X. In order to retain the market, Taxi X is required to improve service quality. This study integrates SERVQUAL, Importance Performance Analysis, and Quality Function Deployment (QFD). SERVQUAL is an instrument to assess customer perceptions and expectations of service quality. To be able to identify the attributes of service that should be prioritized for development, attributes of SERVQUAL mapped in Importance Performance Analysis (IPA). Then, the mapping of IPA assimilated into the Quality Function Deployment (QFD), a method for planning and development of services in a structured way that makes it possible to determine customer needs, and
systematically evaluate the ability of services to meet those needs. From the research, there are five main service attributes that need to be improved, such as attributes associated with physical evidence,
reliability, assurance, and empathy. Two of them became a priority to be improved, namely passenger easy to get a cab anywhere and anytime that weighs 7.47 and the cab remained willing to take the passengers to their destination without being influenced by external conditions (rain, rush hour) which has a weight of 6.87. To be able to meet customer needs, the company should maintain and improve the competence of the driver. maximize the use of taxi booking application, maintain a good time management, using the GPS feature for the driver, the routine in caring for the fleet, quick to serve passenger complaints about items left behind in taxis, and providing taxi hygiene standards and SOPs to
return items that left behind in the cab. |