CUSTOMER SATISFACTION ANALYSIS WITH IMPORTANCE PERFORMANCE ANALYSIS METHOD IN PT TUNGGAL IKA MAHAKARYA (TIM TRAVEL)
DOI:
https://doi.org/10.21009/melancong.802.03Keywords:
Customer Satisfaction, Importance Performance Analysis, TIM TravelAbstract
This study aims to analyze customer satisfaction with PT Tunggal Ika Mahakarya (TIM Travel) services using the Importance Performance Analysis (IPA) method. The research was conducted quantitatively with a descriptive approach through distributing questionnaires to 30 respondents. IPA is used to measure the gap between the level of importance and performance of 15 service attributes. The results showed that the average level of importance was 86.93% and the performance was 86.76%. Gap analysis shows most attributes have small differences, although some attributes such as overall satisfaction and staff ability have negative values. Through IPA quadrant mapping, it was found that four attributes are in quadrant I (top priority), two attributes in quadrant II (maintained), and the rest are spread across quadrants III and IV. This study recommends that companies prioritize service improvements on attributes that enter quadrant I and maintain the strength of services that have satisfied customers.
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