Service Innovation Design For Platinum Members In Garuda Indonesia Sales And Service Office

Garuda Indonesia as one of the best airlines in Indonesia offers a wide range of services, one of which is sales office service. Based on previous surveys indicates that the customer satisfaction rating for sales office service is relatively low compared to the other services. It is due to the service design for sales office service does not yet include the voice of customer comprehensively. Therefore, this study uses the Kano Model and Customer Journey Mapping to determine services attributes which in line with customers (Platinum Members) preferences. The Kano Model shows that there are several service attributes on Garuda Indonesia sales office included in attractive and one dimensional category. Customer Journey Mapping indicates that there are two disfavored activities, which is when waiting queue and waiting for service process. Therefore, this study followed by conducting the Focus Group Discussion to determine the problem's causes as well as recommendations for improving current services. This study further followed by determining the priority recommendations using importance-performance analysis. The result shows that there are four recommendations need to be priorities, which are increasing the number of frontliners during peak hours, providing charging station, providing self city check-in machine and providing supporting facilities in the Platinum Lounge.