Service Science Perspective on Customer Satisfaction for Improving Airport Performance

T H E S I S SERVICE SCIENCE PERSPECTIVE ON CUSTOMER SATISFACTION FOR IMPROVING AIRPORT PERFORMANCE

(CASE STUDY: ADISUTJIPTO AIRPORT AND GOTEBORG LANDVETTER AIRPORT)

Submitted by :

Rossi Danny Sakti 820712-T313

FACULTY OF ECONOMICS, COMMUNICATION AND IT KARLSTAD UNIVERSITY SWEDEN 2010

T H E S I S SERVICE SCIENCE PERSPECTIVE ON CUSTOMER SATISFACTION FOR IMPROVING AIRPORT PERFORMANCE

(CASE STUDY: ADISUTJIPTO AIRPORT AND GOTEBORG LANDVETTER AIRPORT)

A Thesis Submitted in partial fulfillment of the requirement for the Double Degree Master Programme in Transport System and Engineering and in Transport Service Management

Submitted by :

Rossi Danny Sakti 820712-T313

ii iii

DECLARATION

I hereby declare that the work described in this thesis, except where

“For you make me glad by your deeds, LORD; I sing for joy at what Your hands have done. How great are Your works, LORD, how profound your thoughts!”

(Psalm 92 : 4 – 5)

“Life is a game, no matter and how many you fail, just do with your brave and have fun with it” (Honji)

“Do What you can do with your best,

there is no chance to second opportunity”

I dedicate my works for

My Grandma For Her Blessing

My father and Mother For Their Prayer

My Sister and My Brother For Their Support

ACKNOWLEDGEMENTS

Praise and Worship to The Almighty Jesus Christ, The Saviour for His light that guidance the writer accomplish this thesis as a partial fullfillment of the requirements for the degree of Master of Science in Transport System and

Engineering in Gadjah Mada University and Transport Service in Karlstad

University.

The author would like to express his gratitute to those who have contributed in this thesis as mention in following :

1. Prof. Dr. Ir. Siti Malkhamah, M.Sc as Director of Master Programme in

Transport System and Engineering, Gadjah Mada University and as the

main supervisor for all the advice, guidance and assistance in this thesis.

2. Prof. Lars Hoglund as a bitr professor, for guidance and assitance in this

thesis and for allowing me to study in Karlstad University.

3. Pattrick Gottfridson, Ph.D as the main supervisor in Karlstad University

for all the advice, correction, guidance and assistance that make the thesis

more colourful.

4. Ir. Djoko Murwono, M.Sc and Ir. Wardhani Santoso, M.Sc as the thesis

examiner for their evaluation.

5. Board of Education and Training, Ministry of Transportation under the

Indonesia for endowing financial support, so the author can enroll Master

Programme at University of Gadjah Mada and Karlstad University.

6. Director of Air Transport and his Deputy of Air Transport, Ministry Of

Transportation, for his approval and enable the writer to study and reach

Master Programme in Gadjah Mada University and Karlstad University.

7. General Manager of Adi Sutjipto Airport and his staff, for giving

permittion, so the author could have information for this thesis.

8. Lectures, Staffs and Friends at Gadjah Mada University and Karlstad

University, for giving the author more knowledges, share the time together

for good and bad time.

9. All of My Big Family for encouragement and support that make the this

thesis done.

10. Friends, for encouragement and for wonderful moments and time.

The author realize that this thesis still need improvement, so the author with openness heart could receive any suggestions from readers as an input to refine this for further research.

Yogyakarta, December 2010

Rossi Danny Sakti 08/275818/PTK/5159

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Table of Contents

Title ...... i Abstract ...... xiii Table of Contents...... viii List of Figures...... xi List of Tables...... xii

I. INTRODUCTION...... 1 A. Background...... 1 B. Practical Problems...... 2 1. Theoretical and Conceptual Views of The Problems...... 5 C. Research Questions...... 7 D. Objective...... 7 E. Limitation...... 8 F. Thesis Outline...... 8

II. THEORETICAL FRAMEWORK...... 11 A. Customers and Services...... 11 B. The Way of Services...... 15 1. Customer Oriented...... 15 2. Customer Involvement...... 15 3. Service Development Logic...... 19 4. Service Standard...... 19 5. Dimension Of Service...... 21 6. Value in Customer’s Perspective...... 22 C. Customer Satisfaction...... 25 1. Customer Satisfaction in Service Quality and Expectancy Disconfirmation.... 29 2. Theoretical Framework as A Guidance of The Research...... 30

III. RESEARCH METHODOLOGY...... 32 A. Research Approach ...... 32 1. Case Study Research...... 34 2. Data Collection...... 35 B. Design Of The Questionnaire...... 36 C. The Practical Data Collection...... 39 D. Data Analysis...... 40 E. Validity...... 42

IV. EMPIRICAL STUDIES...... 43 A. General Term of Airport as A Part of Air Transportation...... 43 B. Air Transportation and Airport in Indonesia...... 45 C. PT. ANGKASA PURA 1 as a State-owned Enterprises Airport Company...... 46

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D. Adisutjipto Airport In Yogyakarta...... 47 1 .General Description About Adisutjipto Airport...... 47 2. Adisutjipto Airport Design and Traffic...... 48 3. Adisutjipto Airport Operations...... 51 E. Sweden and Swedavia As A State – Owned Company...... 52 1. Sweden on A Customer Satisfaction Perspective Side...... 52 2. Swedavia As A State – Owned Company...... 53

V. RESULTS AND DISCCUSSIONS ...... 56 A. Internally Qualitative Findings ...... 58 1. Internally Discussion Phone Call with The Official of Angkasa Pura, Ltd...... 58 2. Internally Regulation Findings...... 59 3. Internally E-mail Correspondence...... 60 4. Internally Summarize Analysis...... 60 B. Externally Qualitative Findings...... 61 1. Externally Discussion Findings from Customers Questionnair using CIT Technique...... 61 1.1 Externally Summarize Findings Results From Customer Questionnair using CIT Technique ...... 79 2. Traffic Flow Analysis based on Customers Questionnaire...... 80 2.1 Traffic Flow Summarize ...... 85 3. Externally Phone Interview with Official of Swedavia – Sweden Airport...... 85 C. Innovation Findings Analysis ...... 91 1. Innovation on Swedavia, Ltd – Sweden...... 91 2. Another Innovations from Public Transports Company...... 94 D. Comparison Summary Analysis based on Qualitative Data Findings...... 95 E. Quantitative Findings Analysis...... 96 1. General Quantitative Analysis...... 96 2. Respondent Scoring Analysis...... 96 3. Mean Scoring Analysis...... 98 VI. INTERPRETATION...... 101 A. Interpretation based on The Prioritized Dimension of Service...... 101 1. Interpretation in Operational – Infrastructure Area...... 101 2. Interpretation in Policy Area...... 104 B. Another Interpretation based on Another Qualitative Analysis...... 105 1. Another Interpretation in Operational-Infrastructure Area...... 105 2. Another Interpretation in Policy Area...... 107 C. Innovations for Improvement...... 108

VII. CONTRIBUTION...... 111 A. Conclusion...... 111 B. Research Obstacles...... 114 C. Suggestions for The Next Research...... 115

References...... 116

Appended Material Research...... 120

Appended Material for Chapter 1...... 138

Appended Material for Chapter 3...... 140

Appended Material for Chapter 4...... 140

Appended Material for Qualitative Data Findings...... 148

Appended Material for Quantitative Data Findings...... 159

Appended Material for Picture in Adisutjipto Airport...... 162

List of Figures

Figure 1.1 Airport Service Charge Complaint ...... 138 Figure 1.2 Comment From Forums...... 139 Figure 1.3 Flowchart Diagram of The Thesis ...... 139 Figure 2.1 The Molecular Model...... 14 Figure 2.2 Value as A Trade-off in Consequences...... 24 Figure 2.3 The Expectancy disconfirmation with performance model...... 26 Figure 2.5 Customer Assessment of Service Quality...... 29 Figure 2.6 Customer Assessment of Satisfaction to Improve Service Quality...... 30 Figure 2.7 Theoretical Framework Flow Chart...... 31 Figure 3.1 The Framework Design of Customer Satisfaction ...... 37 Figure 3.2 Practical Research Design ...... 140 Figure 4.1 Organizational Structure on PT. Angkasa Pura I...... 46 Figure 4.2 Existing Terminal Layout...... 49 Figure 4.3 Airport Facility Arrangement ...... 50 Figure 4.4 Existing Traffic Condition on Adisutjipto Airport on 2004, 2006-Sept,2009.. 51 Figure 4.5 The industry trends enlightening Swedish Quality Index 1989 – 2009...... 53 Figure 4.6 The Swedavia Management Structure...... 54 Figure 4.7 The Airport Existing Layout...... 146 Figure 4.8 Sweden on EPSI...... 146 Figure 4.9 Location on Swedavia Airports...... 147 Figure 5.1 Analyse Certain Process Link Between Government, Operator and Customers 60 Figure 5.2 The Existing Traffic Flow when Entering to The Airport...... 80 Figure 5.3 The Existing Traffic Flow when Leaving The Airport...... 83 Figure 6.1 The Example Concept of Special Airport Busses...... 110

List of Table

Table 2.1 Historical Definition Of Service...... 13 Table 2.2 A Comparison between Customer Value and Customer Satisfaction...... 24 Table 3.1 The Design of Questionnaire...... 37 Table 3.2 SKEP 284 based on Services Directly on Customer...... 149 Table 4.1 Passenger Handling System Processes...... 44 Table 4.2 National and International Traffic in Indonesia...... 46 Table 4.3 Arrival and Departure Passenger on Adisutjipto Airport...... 50 Table 4.4 Routes and Airlines which are served in Adisutjipto Airport...... 51 Table 4.5 The Facts on Goteborg Landvetter Airport...... 55 Table 4.6 The Information about Indonesian Airport...... 141 Table 4.7 Technical Data of Adisutjipto Airport, Yogyakarta...... 144 Table 4.8 The Traffic on Swedavia Airports...... 147 Table 5.1 Comparison between SKEP 91 and SKEP 84...... 59 Table 5.2 Raw Material from Respondent Questionnaire...... 71 Table 5.3 Summarize problems from CIT questionnaires...... 79 Table 5.4 Comparison Analysis between Adisutjipto Airport Vs Goteborg Landvetter Airport ...... 95 Table 5.5 Rank in Respondent Questionnaire...... 98 Table 5.6 Quantitative Data Findings...... 159 Table 5.7 Scoring on Questionnaire...... 160 Table 5.8 Mean Scoring on Questionnaire...... 161 Table 6.1 Interpretation in Operational – Infrastructure Area...... 102 Table 6.2 Interpretation in Policy Area...... 104 Table 6.3 Interpretation in Operational – Infrastructure Area...... 105 Table 6.4 Another Interpretation in Policy Area...... 107 Table 6.5 Innovations for Improvement...... 108

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ABSTRACT

Serving public needs in transport is crucial in every country, especially for air transport which is needed by people because of its advantage for fast, comfort, and reliable. Airport todays, does not only discharge the passengers, but for serve the passengers in business via service development logic, except for just build many facilities, it is important to know “what really happens” from customers perspective and mixed with conceptual and practical view to improving airport performance.

This research was done by combining qualitative and quantitative method. The qualitative method including CIT Technique using questionnaire by involving the customer to find the problems and gathering the ideas, discussing via Phone Call with

Gotebord Landvetter Airport Manager and Angkasa Pura II,Ltd to compare what should Airport Company do due to improve their performance and learn from many public transportation in Sweden by literature and field study to making innovation which could be done in Indonesia. Quantitative method is needed to formulated the worst problems and prioritized the solution by making rank in dimension. It is not only one method but by combining the two methods to get deep analysis, fruitful ways to get rich information and could see many perspectives and solutions to improve airport performance.

The results of this research which are expected to offer the solution to fix the infrastructure that affect the airport operational, change or build a new policy in airport performance that encourage the airport to build its services policy and making innovations to improving airport performance.

Keyword : Service science, Service, Airport, Airport Performance

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I. INTRODUCTION

A. Background Serving public needs in transport is crucial in every country (Hensher and

Button, (2003)). Constrastly, people are always demanding a better service every time, but at the same time, the classical problem still exists every year such as poor on time public transport performance, poor accessibility to and go from destination and poor general public transport services. The same situation is also experienced with air transportation. Traffic factors such as passengers, bags, post and routes, also deregulations influence directly or indirectly in the demand itself

(Hensher and Button, (2003).

Since in the beginning, the customers want to use the air transportation because of its benefits rather than any public transports, so that years by years, it was proven that the traffic for air transportation always tend to positive increasing rather than any public transports and then the deregulation role that made a positive traffic progress which bring good and bad side if it could not be carefully maintained.

The passengers or customers, seen fro smervice science perspective, have unique characteristic in how they evaluate and decide what kinds of services they want (Woodruff & Gardial, 1996). That is why the customers as the one of the biggest factor could influence directly to public transportation. If the public transport organization can not response to “what are really happen” about passengers, they can lose it or as Wayland & Cole (1997, p. 131) say "As customers change, learn, and evolve in response to the pressures they face,

1 businesses that serve them must change with them or lose out”. Like two side of a coin if the services run well, they will probably be satisfied or if the services run worst, they will probably be dissatisfied and choose another services.

In globalisation context and with very fluctuative market challenges in the world which forces many companies to improve their services, it has became a important issues how the company could identify the customers and their needs and their problem and to be able to provide a solution together with the customers in order to improve the service providers.

All of the studies both qualitative and quantitative researches including airport services case in Indonesia, especially in Yogyakarta are conducted to reveal the problems which clearly affected the passenger satisfaction while they were at the airport and to identify the steps to create solutions.

B. Practical Problems A basic problem is defined that there is an indication of low, or poor, service quality which offers imbalance with the the passenger’s willingness to pay. People believe that they should be given more worthy service since they pay the charges that also increases every year (see : appendix), it means that the company still could not understand how to satisfy the customers and how to deal with the customers through the services.

Lack of capacity has existed ever since the implementation of air transport deregulation in Indonesia in 1998. Due to this deregulation, many airlines came in and compete, and due to that there is not enough capacity when it comes to, so that nowadays, the better improvement is needed to fix this problem.

Based on Indonesia Statistic Agency (BPS) data, the people who travelled

(deplaned) in 1999 were 10.970 and in 2008, there were 43.442 people, and it will increase yearly, so that it has significantly increased 396 %. The airport facility, services and airport regulation. This fact is clear since the today capacity in

Adisutjipto is 1 million traveller/ year and it is not enough since the passenger traffic in Adi Suciptjo airport that reach 3millions traveller / year, even there are now planning to increase the capacity to 2.5millions/ years (Tender Indonesia,

2010) .

It means that the lack of capacity occured because of the imbalance between passenger and airport capacity, facility, services and passengers traffic in airport itself, for that, it makes gap that affect the customers feeling (satisfy or dissatisfy) which the facts could be found on appendix chapter 1.

Another fact revealed that passenger were disappointed about parking charge which is not suitable for parking standard, even more expensive than

“middle-up or up” classified airport, poor road parking environment, unadequate security and unadequate passenger seats (Batavia, co.id , 2010). The critics are also raised because there are no really service standards among all the airports, while at the same time, the airport priorities are to make money rather than improve their services to passenger (Investor daily, 2009). All of the facts are strengthed by the fact that Indonesian Minister of Transport told has asked the airport authority to focus on passenger traffic management, the airport’s cleanness and their poor environment in Soekarno Hatta Airport Which is the Indonesia’s

Main Airport (Gafeksi Magazine, 2009).

Other problem which still dominating poor organization’s transparency and accountability are people’s behaviour in Indonesia in which most of them ignored their rights to complain, because most of them think that is useless for complaining and the authority will not respond seriously about it and another opinion tells that they don’t want to questioned about a little things such as toilet, or cleanness of the airport even they know there is something wrong about that.

But, even there were a investment which began to built more “comfortable” toilet, still there are some people complain about the toilets and their unpleasant staff behaviour because sometime they asked the passenger to give the souvenir especially for abroad passenger which have been arrived in the airport (Gatra,

2000).

So that, many people believed the indication of main problems are defined that the airport authority ignored the passenger services, late respond to make better services , and pretend to making money in their business. For this case, the performance of airport is really important and innovations is still needed to anticipate that problems.

Discussing about performance that affected to passengers/customers satisfaction means how customers view an organization’s products or services in light of their experiences with that organization (or product), as well as by comparison with what they have heard or seen about other companies or organizations (Kogan Page, 2005).

1. Theoretical and conceptual view of the problems Improvement of public transport services, especially airport which is a part of air transportation must be considered not just only to balance supply and demand and provide with quantitative infrastructure, it is also about to know

“what happen there” and what the customer need and want. To answer that, knowing the customer’s need, finding the gap, between customer and company by measuring the satisfaction level performance and all of the process, the customers must be involved.

However, It should be noted that customer satisfaction comes from the customers that only them could judge the quality of the service delivered as

‘good’ but they may not have had satisfaction from the experience (Randall and

Senior, 1996). Rather than service quality are just the attributes of the service itself (Crompton and MacKay, 1989), but they are always connected and interdepent to measure the satisfaction.

Discussing about the customer, the company should know itself in positioning to offer services by knowing :

a. Who is Our Customers?

b. What are our Customers legitimate?

c. How well the company serve our customer’s need?

(Alan Tripper, 1999)

5 a. Knowing : who is our customers?

By knowing the customer, it can be identified how to assess the gap between the customers and company, basically there are three characteristic that usually founded in customers (Joe Tidd and Frank M. Hull , 2003) :

(1) Things are not being done for customer which inhibit their ability to get a

desired outcome.

(2) Things are being done badly for the customer, which impedes the

seamless experience that leads to a desired outcome.

(3) Things are being done by customers themselves-with concomitant cost in

time, money, effort and overall hassle – and which could either better by

the provider, or be done in an integrated fashion to minimize customer

costs. b. What are Our Customers legitimate?

The customers legitimation are the basic customer’s need when they measure their experience with “what happen” when the company offer the service.

The previous research infered that the lens of customers when travelling include in some criteria such as accessibility, esthetics, sitting comfort, electronic, equipment and cleanliness (Wakefield and Blodgett, 1996). c. How well the company serve our customer’s need?

Paternoster (2007) said that it is difficult to manage the airport (serve our customer’s need) because there are a lot of infrastructures, systems, workers and regulation which are affected directly or indirectly with (customers).

Furthermore, she mentioned airport management need to take serious

6 consideration on strategic and holistic approach to customer service and airport branding. Positive experience of airport passenger was significantly improved airport net revenue. It is can be tracked from direct relationship between passenger satisfaction and airport revenue. The approach key uses synergy which is created when their offering met with customer’s need an expectation. Responsibility for customers complains, services, facilities , procedures, systems and standards are crucial to built and met the standard of customer’s need.

Overall, performance of airport in Indonesia is not good enough compared to the customer’s expectation. Many problems occurred because of lack of poorly airport management to serve customers, over capacity rather than passengers traffic, lack of customer’s need such as security and comfortness should be concerned to improve customers satisfaction (Kompas, 2009).

C. Research Questions The research wants to questioning about:

1. What are major problems which influenced the customers related to

satisfaction?

2. What are the alternative solutions including the service mechanism and design

that can met customer’s need according to satisfy or dissatisfy of airport

services?

D. Objective The problems which is stated in the chapter above explain all of the real conditions that still occur until now, it means that there are indications of lacking

7 airport management and dissatisfy from the customers. Based on this statement, the objective of this research are :

1. To find out “what really happens” when people ever experiences while using

airport services

2. To investigate and formulate the problems behind airport services.

3. To offer the solutions for airport authority especially limited in Adisutjipto

Airport as a learning point to another airport authorities in Indonesia how

should the company view and run the services based on customer’s

perspective.

E. Limitation

The comparison of Adisutjipto Airport, Yogyakarta - Indonesia and

Gotebord Landvetter Airport – Sweden was taken for this research which is concerning about customer satisfaction and the land side research area for the main research study in Airport. The research is only concerned on about the customers satisfaction and find out the dissatisfy variable on research questionnaire and use it with qualitative and quantitative method.

F. Thesis Outline The outline of thesis is used to give the guidance for reader the sequence works and steps in this research and gives a quick overview and understanding of this research.

The thesis outline which is presented in detail on appendix begin in Chapter

1 which is identified the background and problems on the research area including some practical or theoretical view, then when the problem can be identified, the research should find the objective based on the problems and questioning that the researcher should do on this research with some limitation and using the data.

Chapter 1, Introduction and research problem will presented the background, problems and objective. Chapter 2, Theoretical Framework will give the theories which support this research as a basis of the analysis. Chapter 3, Empirical Studies present about the case on Airport condition in Indonesia, especially in Adisutjipto and studies in Goteborg Landvetter Airport Chapter 4, Research Methodology present about how the research will run in this thesis Chapter 5, Discussion will give analysis deeply about qualitative and quantitative research. Chapter 6, Interpretation will give an recommendation, solutions and innovation practically for airport company.

Chapter 2 describes the theories to support the research by using the literature, books, journals and giving some definitions and method how to the

9 research works in structure way, and Chapter 3, focus on the case based on the data, giving the real condition about customer’s need and perception according to customers satisfaction. Chapter 4, focused on how the research will conduct in qualitative and quantitative, then give an further explaination the foundation of the research. Chapter 5 gives the analysis based on chapter 3 and how to interpret the data on the field , and also on the literature and previous studies, comparing the situation in Adisutjipto Airport, Indonesia and Goteborg Landvetter Airport,

Sweden. Chapter 6 is the solution how to overcome that kind of problems occurred, and gives some feedback, recommendation to Adisutjipto Airport,

Indonesia and some recommendation about the future research, also it prescribes some important thing to know base on the customer’s.

II. THEORETICAL FRAMEWORK

Based on the purpose of the research above, this chapter describes clearly the foundation of the research by asking “how should the company view and run the services based on customer’s perspective”, so that the company not lose their direction.

It is important to discuss about the customer as a important and critical person that can or should be involved in the business process.

Beside this, Understanding the services as a logic part for develop the business, so that the company know how to create the service standardize based on the service dimensions is also very important.

By creating framework based on customers, services and their involvement in the innovation and solution process give a possibility to create a deep understanding about and paradigm in services logic: how should services must be delivered to customers.

However, this chapter also will be a guidance how to use this framework for the research to improve the company performance via customer satisfaction research.

A. Customers and Services In the modern era, many companies and experts believe if they want to win the business competition and make profits, they must know, listen and understand the customer (Wooddruff and Gradial, 1996).

According to Zeithamal et. al (1990), L.L. Bean- the successful direct-mail marketer says

“What is a customer? A customer is the most important person even

in this office... in a person or by mail. A customer is not dependent

on us-we are dependent on him. A customer is not an interruption of

our work... he is the purpose of it. We are not doing a favor by

serving him... he is doing us a favor by giving us the opportunity to

do so. A customer is not someone to argue or match wits with.

Nobody ever won an argument with a Customer. A Customer is a

person who brings us his wants. It is our job to handle them

profitably to him and to ourselves”.

According to Johnson (1998), the term customers’ is used to include any individual, group, or organization that purchases and consumes a product and/ or service offering.

Some experts make a definition of customer by using a correlation between willingness to pay and perceived satisfaction with service. According to Blumberg

(1991), there are at least three types of customers in the market place with regard of price :

1. Price – sensitive customers. There is a class of customers who are extremely

price – sensitive.

2. Price – quality customers. A large percentage of the marketplace

(approximately 50%) tends to make a balance trade-off between price and

quality.

3. Time and quality-sensitive customers. The third class of customers is

extremely sensitive to time and service quality and is relatively price sensitive.

Based on understanding of customer above, basically it is about serving the customer and focuses on serving the customer, regardless of whether its core product is a physical good or an intangible (Joby John 2003).

Today, when the concept services already are implemented, it had been argued that the term services is still not used in a consistent way (Cowell 1985).

The summary of service in different perspective can be described in Table 2.1

(Walter & Bergiel 1982).

Table 2.1 Historical Definition of Service

Historical Definition Of Service The Physiocrats (c. 1750) All activities other than agricultural production Adam Smith (1723 – 90) All activities that do not end in tangible products J.B. Say (1767 – 1832) All non-manufacturing activities that add utility to goods Alfred Marshall Goods (services) that pass out of existence at the moment (1842 – 1924) of creation Western Countries Services do not lead to a change in the form of a good (1925 – 60) Contemporary An activity that does not lead to a change in the form of a good

American Marketing Association (1960) define the services as those separately identified , essentially intangible activities which provide want- satisfaction, and that are not necessarily tied to the sale of a product or another service. To produce a service may or may not require the use of tangible goods.

However when such use is required, there is no transfer of title (permanent

ownership) to these tangible goods.

In transport view, there are some definitions that categories transport as

services :

1. Foote and Hatte (1953) suggest a further classification of transport in

‘Quaternary’ level.

2. Whiteman (1981) defines Transport - both goods and passengers, by bus, rail ,

air and sea but excluding private motoring.

3. Shostack (1977) stress the importance of intangibility as a fundamental

characteristic of services including in transportation. In Airline (or Air

Transportation), it cannot be physically possessed, only experienced. The

inherent benefit is a service (Figure 2.1).

KEY Distribution

Price Tangible Elements Vehicle Intangible Elements Service Frequency Transport In-Flight Service

Pre and post flight Food and service Drink

Marketing Positioning (weighted toward evidence) Figure 2.1 The Molecular Model

Based on the figure 2.1, the transport plays important and fundamental

factor that connect every part of intangible and tangible elements. But otherwise,

14 it could be said that the tangible elements could be a part of the services and represent about that services itself.

B. The Way of Services

Understanding and defining the customer and the services as one whole package is not enough to define what is the customers like as an individual and their needs. So that it is really important to understand the general perception on the customer’s need , involving then to get new perspective and innovation, so that it could be seen how service development logic could work in business.

1. Customers oriented

How the company runs in business always consider about customers, when they can define the customers and how to deal their customer in their services, it is time to consider to focusing what the customers want needing in customer’s perspective to make the services more competitive and acceptable for customers.

According to Kotler (1987, p. 41) A customer orientation holds that the main task of the organization is to determine the perceptions, needs, and wants of target markets and to satisfy them through the design, communication, pricing, and delivery of appropriate and competitively viable offerings.

2. Customers involvement

When the customers talked about many things – their expectation, their priorities and their experiences, manage and commitment to drive the company is not enough. Knowing what the customers expect is the first and possibly most

15 critical step in delivering the service quality. Being a little bit wrong can mean expending money, time and other resource on things that don’t count to customers. Being a little bit wrong can even mean not surviving in fiercely competitive market (Zeithamal et.al 1990).

According to Edvardsson et al., (2000), the services are one of the main bases for profitable business, today, In the service-driven economic, companies try to increase their competitiveness by introducing new products and services that create value for existing customers and then attract new customers.

To attract and create value-in use, the new service concept which is customer involvement that focused on customer orientation are developed. It means by involving existing or potential customers in new and fruitful ways during different phases of the service development process.

Customer involvement means "coming close to customers" in order to learn from and with them in new and fruitful ways using methods beyond traditional focus groups, questionnaires, and interviews. The perspective is thus value creation for, by, and with customers. The intensity of involvement may vary based on various aspects such as type of business, level of complexity, or simply the routine behavior of a company. For a through categorization of user involvement,

(Alam 2002) and by a true understanding of the customer is the driver of competitive advantage in today's business environment. The service perspective consequently refers to a focus on business from a customer's point of view, focusing on how to create customer value when using or consuming the service and the other hand, the customer involvement means those processes, deeds, and

16 interaction where a product or service provider collaborates with current (or potential) customers at the program, project, and / or stage level of innovation, to anticipate customers' latent needs and develop new product or service accordingly.

The customer involvement has different purposes that can be linked to a specific stage in the service development process. In the beginning of the development process, the purpose of involving customers is to generate ideas or to help a company decide where to focus their business development.

The benefits for Customer involvement are a. Superior and differentiated service

With customer interaction, it is possible to develop a differentiated new

service with unique benefits and better value for the customers. It is a key

issue because today's customers are more sophisticated and demanding and

search for superior value in a new service. According to Nicholas Donofrio ,

senior VP of IBM global services, "Our interaction with customers gives us a

more refined process for identifying problems that will fulfill our purpose of

providing competitive value faster. b. Reduced Cycle Time

Customer interaction / involvement may help shorten development cycle time,

also known as “time to market”. The process of customer interaction may

yield the most up-to-date information about customer preferences and needs

that are changing fast. This potentially reduces the need for alterations in

service delivery process in the later stages, because a firm can collect and

process customer information for its New Service Development (NSD)

projects on a concurrent basis. c. Rapid diffusion

Customer involvement in the NSD process helps in rapidly diffusing

innovation. This may help accelerate the market acceptance of a new service.

This "time to acceptance" is key success factor for many new services. One

rationale for this assertion is that the interaction process may educate a

customer about the specifications, attributes and use of a new service which in

turn helps in building a quick support for the innovation. Customer interaction

also provides crucial assistance in the diffusion of many technical oriented

services mainly in the financial services industry. d. Long-Term relationships

Providing potential customers with the experience of participation in the NSD

process helps win their loyalty, and can improve a customer-service producer

relationship. For example, the customer may feel that the firm listens to what

he has to say and may decide to buy the new service or may even promote it to

other users.

One of the technique that can be used for “problem solving” focus is a typical one-on-one interview probes a customer’s whole situation to discover both general and detailed needs of the customers (Griffin and Hauser, 1993).

3. Service development logic

In traditional way, the company see the customer as a part of goods, when the company produce goods/ infrastructure (GDL) to identify the customers’ satisfaction, but Gronroos (2000) view of a service perspective on all business and the "service - dominant logic (SDL)" championed by Vargo and Lusch (2004a). In this sense, it is talked about service development which view the goods element as an integral part of an offering, rather than view goods and services as two separate types of marketing (Edvardsson et al. 2006).

Vargo and Lusch (ibid.) argue that a service-centred view of the relationship between supplier (providers) and customers implies that ‘value’ must be defined by and co-created with, customers- rather than being embedded in notions of output, defined products, or services attributes. This ‘value’ is perceived by the customer in terms of ‘value-in-use’.

Further, the goods – dominant logic (GDL) focused on value in exchange, contrast with the service-dominant logic that emphasizing value-in-use and value- in-context (Vargo and Lusch, 2004).

4. Service standards

Many people believe that services are difficult to measure because the services are too intangible. When these things happen, all the activities are vague and they can loose standard setting with little or no measurement or feedback

(Zeithamal et.al 1990). Zeithamal argued that in reality, many service tasks are routine (such as cleaning a toilet, security inspection, spraying lawn for insects),

19 and for these spesific rules and standards can be fairly easily established, measured and effectively executed.

According to Harvard’s Ted Levitt, a long-time of service industries, standardization of service can take three form: a. Substitution of hard technology ;

Hard technology can simplify and improve customer service, particularly by

handling routine, repetitious tasks and transactions. Customer-service

employees can then spend more time on the personal and possibly more

essential portions of the job. b. Improvement in working methods or soft technology;

Standardizing some aspects of the services process is often desirable in

providing consistent service quality. It can reduce time and keep same level of

services to keep customer satisfaction. c. Combinations of these two methods.

Another important advantage of standardizing routine transactions is that the

firm can free the resources to personalize and improve service to its best

customers.

In another definition, Service Standard is a fixed minimum or maximum value of a specific performance or other indicator that should not be exceeded

(Giannopoulos 1989).

5. Dimension of service

Zeithamal et. al. (1990) said that the only criteria that count in evaluating

the service quality are defined by customers. He founded ten general criteria or

dimensions based on their research, they are a. Tangible: Appearance of physical facilities equipment, personnel and

communication materials b. Reliability: Ability to perform the promised service dependably and accurately c. Responsiveness: Willingness to help customers and provide prompt service d. Competence: Possession of the required skills and knowledge to perform the

service e. Courtesy: Politeness, respect, consideration, and friendliness of contact

personnel. f. Credibility: Trustworthiness, believability, honesty of the service provider. g. Security: Freedom from danger, risk or doubt h. Access: Approachability and ease of contact i. Communication: Keeping customers informed in language they can

understand and listening to them j. Understanding the customer: Making the effort to know customers and their

needs.

In the context of public transport, Stradling et.al (2007) found that

satisfaction with bus services depends on a variety of non-instrumental factors

such as cleanliness, privacy, safety, conveniences, stress , social interaction and

scenery. Attributes in Service Dimension like reliability, frequency, comfort,

21 information, driver (staff) behavior, and cleanliness are shown to be key elements of public transport user satisfaction (Bates et al. 2001, Beirao & Cabral 2007,

Friman & Garling 2001, Hencher et al. 2003).

On the other hands, the report from SAMOT (Service and Market Oriented

Research Group) at Karlstad University ( 2009 ), identify the public service dimension on four basic factors: safety/security, system (with supply and reliability items), comfort and staff behavior (refers to the authors or to (SAMOT,

2009).

According to Felleson & Friman (2008), in spite of many differences on service dimension and without going into details regarding the critique against the generic models and ensuing debate, it makes sense to apply the idea of generic service quality dimensions with some care. Even within the same industry, there are might be considerable differences in how the service is perceived by the customers, due to various ways of producing the actual service and due to customer differences.

6. Value in customer’s perspective

Words in value terms have different meaning in many perspectives, but when the value which is related to customers has a few meaning. According to

Joby John (2003), customer value is what the customer thinks he or she is getting in return for what the customer has to be a part with, reflecting an implicit comparison akin to “give and receive”. Further, Customer values are : a. Is what the customer believes that a product or service provides in a certain

use situation.

22 b. Is an implicit comparison between what the customer receives from the

provider and what the customer provide in time, effort and money. It is not

only just the price, but also the ease and convenience in the acquisition and

use the product (service) and the whole interactive experience the customer

has with the firm. c. Is the customer’s rather than the provider’s perspective. d. Is dynamic, in that it can change over time before, during, and after the

purchase, the use, over repeated use of the product, and during all the various

stages in the relationship with the providing firm. e. Can vary over different use situation f. Can be shaped by attitudes, opinions, and behaviors of others, such as friends,

family, media, and the the providing firm. g. Determines customer satisfaction. h. Is hard to measure and keep track of. Customers may find it hard to articulate

all the different dimensions of customer value and firms may find it a rather

onerous task to keep track of all the manifestations of customer value.

In other hands, Woodruff and Gardial (1996) view the customer value as the customers’ perception of what they want to have happen (i.e, the consequences) in a specific use situation, with the help of a product of service offering, in order to accomplish a desired purpose of goal. There are three important elements of this definition : (1). The purpose of the products/services use can be broadly classified as value-in-use, (2). The outcomes that are experienced by the customer, (3) The

23 customers’ judgements in value which is highly influenced by and best determined within the constraints of a particular use situation.

The ability of customers to attain their desired purposes or goals is determined by the consequences of product use which are outcomes that are experienced by the customer as a result of product (service) use. (Figure 2.2).

Perceived positive consequences (benefit or desired outcomes) Value

Perceived negative consequences (sacrifices or costs) Figure 2.2 Value as A Trade-off in Consequences Considering that value as the result of the trade-off between positive and negative consequences of services / products use as perceived by the customer, service providers must keep in mind that customers will receive multiple consequences as a result using a product/service and that it would be highly unusual for these consequences to be all positive or all negative (Woodruff and

Gardial 1996). So that, by improving the positive consequences (benefit), it will affect how the customers perceived value, and it will be improve the satisfaction.

When we see the value and satisfaction, it seems the same but they have different perspective. Table below which can describe in holistic perspective about value and satisfaction difference.

Table 2.2 A Comparison between Customer Value and Customer Satisfaction Customer Value is.... Customer Satisfaction is... 1. What the customer desires from the The customer’s reaction to or feeling about product or service what he or she received 2. Exhibit a future orientation is Tends to exhibit a historical orientation; is a independent of the timing of the judgement formed during or after product/

product use/ consumption service use or consumption

3. Exists independent of any particular Is an evaluation directed at a particular product/service offering product / service offering 4. Provides direction for the Provides a report card3. for Exists the ...... organization. organization: what they should do to create value

C. Customer Satisfaction

When someone angry and upset with unprofessional customer service officer, at the time he/ she needs help, it means that he dissatisfied with the service. In many cases, satisfaction is known to be a great value in understanding customers perception and evaluation (Oliver 1997). So that, many experts try to make definition and theoretical framework about how should services perform and how to delivery service quality to improve customer satisfaction.

According to Woodruff and Gardial (1996), customer satisfaction is a customer’s positive or negative feeling about the value that was received as a result of using a particular organization’s offering in specific use situations. This feeling can be a reaction to an immediate use situation or an overall reaction to a series of use situation experience. Further, Determining whether a product/ service is satisfying or dissatisfying is essentially an evaluation process. The customer is required to make a performance judgement. It should be noted that it doesn’t matter how the product/ service actually performed. Satisfaction is strictly tied to the customer’s perception or product performance. Next, perceived product

(service) performance is compared with a standard representing the service performance that the customer expected.

In the same meaning, it said that The expectancy disconfirmation with performance (EDP) framework (Oliver, 1997) is one of the most common theories of consumer satisfaction. A basic assumption is that satisfaction or dissatisfaction results from a comparison of expectations with actual performance. Imagine a person using public transport in her everyday life. One day, she thinks about whether the service was as good as expected. Initial expectations are confirmed in some cases whereas actual performance is disconfirmed in other cases.

If a person has higher or lower expectations regarding performance than a service provides, disconfirmation beliefs will arise (called the disconfirmation effect). As illustrated in Figure 1, expectations and performance are linked by curved, double-headed arrow implying a correlation between expectations and performance. Oliver assumes that this correlation varies with the service being investigated. A positive relation between expectations and performance could emerge when perceiving oneself to be in control of performance, no relation when performance is completely outside one’s control and negative relation when, for instance, high expectations cause moderate performance to be weighted as poor.

Expectations

Satisfaction/ Disconfirmation Dissatisfaction

Performance Outcomes

Figure 2.3 The Expectancy disconfirmation with performance model (adapted from Oliver, 1997)

The disconfirmation effect, which is separated to the effect of expectations and performance, has been described as the subjective difference between expectation and performance. Confirmed or disconfirmed expectations affect whether one feels satisfied or dissatisfied with the service and implies an evaluation of better or worse than expected. Thus, satisfaction often starts with the expectations a person has. Expectations seem to be based on and influenced by personal needs, word-of-mouth communication, and past experiences (Oliver,

1997).

Also, Woodruff and Gardial (1996) said that the comparison of perceived performance with the comparison standard result in disconfirmation, or the difference between what was expected and what was received. A means that an area immediately surrounding the comparison standard is labeled the “zone of indifference”. This zone indicates that, the customer’s perspective, there may be some latitude within which product/ service performance may vary but will still be evaluated as “meeting expectations”.

Of great importance is what happen when the performance of the product or service deviates significantly from the standard of comparison and falls outside the zone of indifference. If the performance falls well short of expectations, the customer will experience what is known as “negative disconfirmation” - the expected product/ service performance is disconfirmed ( the product/ service did not meet the comparison standard goal) and the direction of the disconfirmation is negative (i.e., is significantly less than what was expected).

In other direction to the right of the zone of indifference is product performance that increasingly exceeds the comparison standard and thus represent superior or unexpectedly good product or service performance. This is known as

“positive disconfirmation” – while expected performance is not confirmed, the direction of the disconfirmation is positive, or better than what the costumer expected and then satisfaction is also the evaluation or feeling that result from the disconfirmation process.

In other hands, some experts say that to improve service performance, it is needed to know how company delivering the service quality. According to

Zeithamal (1990), customer assessment of service quality has a dimension of services which is discussed on chapter 2.4 and factors that influencing expectation as a comparison in perceived service. There are several key factors that might shape customers’ expectation. First, what customers hear from other customers – word-of-mouth communications-is a potential determinant of expectations.

Second, personal needs of customers might moderate their expectation to a certain degree, Third, the extent of past experience with using a service could also influence customers’ expectation levels, and fourth, external communications from service providers play a key role in shaping customers’ expectations. The summary will be presented on Figure 2.5.

Dimensions of Service Quality: Word of Personal Past External Tangibles Mouth Needs Experiences Communications

Reliability

Responsiveness

Expected Competence Service

Courtesy Gap Perceived Service Credibility Perceived Quality Service / Security Performance Occur

Access

Communication Figure 2.5 Customer Assessment of Service Quality.

Understanding 1. Customer satisfaction in service quality and expectancy disconfirmation

From the expectancy disconfirmation with performance model (adapted from Oliver , 1997), it is generally assumed that satisfaction judgment originate in a comparison of the performance perceived by the person using some form of evaluative standard. Meanwhile, Zeithamal (1990) said to improve service performance by delivering service quality. But it is argued to know how to deliver the service quality if there are no customer assessment on customers satisfaction / dissatisfaction.

Firstly, it should know by measuring the result of customer’s perceived and expectancy and know the gap between expected service and perceived service which is service’s performance that company offer and then fixing the gap to improve service performance.

Dimensions of Service Quality : Word of Personal Past External Repeated Tangibles Mouth Needs Experiences Communications Experiences

Reliability

Responsiveness

Competence Expected

Service Courtesy Customer Gap Credibility Disconfirmation Satisfaction

Security Perceived Service / Access Performan ce Occur

Communication

Understanding the customer Figure 2.6 Customer Assessment of Satisfaction to Improve Service Quality

2. Theoretical frame work as a guidance for the research

As a guidance for the research, the theoretical framework which is

summarized in figure 2.7 in order to support the research by giving a basic

explanation about why the research involve the customers and why the research

want to improve the airport service performance. It also gives a summary

explanation process how should the company view and run the services based on

customer’s perspective.

Figure 2. 7 Theoretical Framework Flow Chart

The first section that the company must do, is to define the customers and services based on theory and then mapping their bussiness by view and review their bussiness with service logic, the ways of services logic run is by understanding the service development perspective, service standard, customers involvement and dimension of service quality.

The second section is about research area that will be decribed on how to identify the problems and customer’s need by doing a research and then processing the data with qualitative and quantitative method to get innovations and solutions based on customer’s perspective.

III. RESEARCH METHODOLOGY

In this chapter, the information about research and the approach of the research will be described and it will discussed about validity and reliability to get quality standard of the research.

A. Research Approach

Based the aim of the research to know “what really happen” with customers satisfaction while using the airport services , the approach used paralel both both qualitative and quantitative although they have diffferent purposes. The qualitative research using rich techniques to get the different perspectives and ideas from customers and the quantitative research using a statistic technique to make it more structuralize. The qualitative research was conducted by using internally findings from the officials from The Government and Angkasa

Pura,Ltd, while at the same time, the externally findings from the passengers. The quantitative research also was taken from the passengers. (see : appendix).

Based on that findings, the result could be an evidences to improve the airport performance. But, basically, the foundation of this research could be divided into two data: qualitative and quantitative data. The quantitative data were gathered by conducted to rank and to know what is the most dissatisfy variable and then mixed it into the qualitative data (see : appendix for the model process of both practical approach research method).

This scenario using the two methods when the qualitative measures could be used to develop quantitative tools or to explain the qualitative results (Tashakkori and Teddlie, 1998).

More about qualitative and quantitative method, there are some technique that used for this research :

1. Qualitative Research Method

a. In-depth Customer Interview

The Interview has structured questions with predetermined questions as a method

for extensive service reviews. The set questions enabled comparisons to be made

from one interviewee to another and from one review to another (Berry, 1995).

b. Critical Incident Technique

This technique has a simplistic way, citing the monitoring of customer

complaints and the ability to identify when a customer is not satisfied with the

service received as examples, and for public transports area, this technique can

identify stated that customer dissatisfaction is caused by an event and suggested

that the study of these occurrences will aid continuous improvement.

(Edvardsson, 1998 a&b), and by identifying and concentrating on managing

critical incidents, organizations can begin the process of achieving continuous

improvement (Williams, C. , 2003).

2. Quantitative Research Method

Survey

Survey is a method for collecting data from people about who they are, how they

think, and what they do. Survey usually take the form of a questionnaire that a person

fill out alone or by interview schedule in person (Mark Balvanes and Peter Caputi,

2001)

Threre are three major reasons for conducting surveys in modern societies (Fink and

and Kosecoff, 1985)

a. Planning a policy or programme

b. Evaluating the effectiveness of programme

c. Assisting research and planning generally

1. Case study research This research covered all of the previous research based on customer satisfaction even it was not in same object but, previous research can be compared to measure “what really happen” in customers need, the previous research also be taken in Europe ,especially in Sweden and Indonesia.

Qualitative method was used as a basic guidance to identify the customer’s experience, and what happen in real situation to make a solution, and Quantitative

Method used to know satisfaction or dissatisfaction.

Yin (2003) stated that a case study could allow intensive research including holistic and meaningful characteristics of the research projects. According to this statement, the research involved customers in an intensive research and take steps to know spesifically about customers satisfaction without ignoring the basic criteria about human being’s satisfaction and taking an holistic solutions “what should to improve the airport performance base on customers satisfaction?”

2. Data collection

Collect the data always useful for listing any customer’s dissatisfaction and the base guidance for making solutions how to improve airport services. In this thesis, the researcher use many approaches to get data.

There are :

a. Through official website/ user website/ internet forum and another user of

Adisutjipto Airport to receive the satisfaction data on primary data.

b. Through interview from the Goteborg Landvetter Airport, Goteborg and

requesting information from Airport Authority through PT. Angkasa Pura I or

Adisutjipto Airport by phone call on primary data.

c. Through literature, book, articles and online internet materials on secondary data.

The questionnaire were given in mix qualitative method using Critical

Incident Technique to get evidence of the customer’s experiences, idea and holistic understanding and quantitative method by asking their satisfaction or dissatisfaction, and via interview was created in the in-deep interview with open interview method,in an open interview the interview is allowed to proceed at its own pace, in a conversational style. Thus, the interview is guided, but also permitted and even encouraged by the interviewer to make detours (Johns and

Lee-Ross, 1998).

Collecting the secondary data which is included the information needed by

Airport Authority or Adi Suciptjo Airport, Yogyakarta – Indonesia and Gotebord

Landvetter Airport - Sweden, any literatures, books, journals as long as supporting the research.

B. Design of The Questionnaire

Based on chapter 2.7, the researcher developed the framework research design measurement based on mixed into SAMOT Research, Service Dimension on transport and previous studies. Service quality measurement is basically based on tangible, responsiveness, security, access (Zeithamal, 1990); Cleanliness,

Safety (Stradling, 2007); comfort, information, staff behaviour (Bates et al. 2001,

Beirao & Cabral 2007, Friman & Garling 2001, Hencher et al. 2003) and system and facility (Final report on Samot in Research Doing Satisfaction in Eight

Cities).

The variables on the questionnaire were developed from nine basic service dimension into eighteen questionnaires, they are: accessibility to airport and out to airport, parking handling, traffic smoothness, securely, safely, seat availability, comfortness, cleanliness, staff behaviour, easiness to complain/ find staff related to problem, responsiveness, tools / facilities readiness for safety and security, information about safety and secureness, public information availability and integration with another modes, facility availability for disable/infant/ older people, technology information system purpose.

Dimensions of Their Own Past / New Service Quality : Personal External Repeated Understanding Needs Experiences Communication Experience Tangibles

Reliability Dimensions of Service Quality in Research : Responsiveness Expected Tangibles Competence Service

Reliability Gap Customer Courtesy Disconfirmation Satisfaction Responsiveness Perceived Credibility Service / Security Performan Security Accessibility ce Occur

Access Cleanliness

Communication Comfortness

Understanding Information the customer Staff Behaviour

Figure 3.1 The Framework Design of Customer Satisfaction

The Questionnaires are divided into third pattern, first , they are main

questionnaire including :

Table 3.1 The Design of Questionnaire No. Respondent Questionnaire Dimension of Services 1. Accessibility to reach / go to Airport when using public Accessibility transport (e.g. Taxi, Trans Jogja, Train, etc) in the morning, (to and from airport) afternoon or evening ? 2. Accessibility to reach town / go out from Airport when using public transport (e.g. Taxi, Trans Jogja, Train,etc) in the morning, afternoon or evening ? 3. Manage the vehicle parking areas for private (cars and Parking handling (Reliability) motorcycles) including payment systems, the availability of parking areas, road conditions/ pavement, road markings / signs for parking, and parking service hours applicable? 4. Queuing while waiting for check-in ? Traffic smoothness based on Reliability which is affected for Comfortness.

No. Respondent Questionnaire Dimension of Services 5. Security Assurance (feeling safe) when it was at the airport Feel Securely on security (waiting for a flight, waiting for friends / family who came and left the airport at the time) (e.g. presence of officers who often go for a walk, related staff who monitor the state of the airport, etc.)? 6. The availability of a seat when they want to relax on while Seat availability (Tangible) waiting for flights, waiting for friends / family and when leaving the airport? 7. Comfort when it was at the airport (such as air temperature Comfortness (AC), Toilet, Seat, while in the waiting area inside the airport, passenger transport space, food court area)? 8. Cleanliness in the airport (such as waiting rooms in airports, Cleanliness passenger transport space, food court area, parking area, etc.)? 9. Hospitality and the good attitude of airport staff for help and Staff behaviour receive complaints from passengers at the airport? 10. Ease to get (searching) airport staff / customer reach office Easiness to complain/ find staff related (information) when it relates to asks about the flight, to problem (Tangible) complaints, and other problems? 11. Response handling of airport staff in providing information Airport Responsiveness on and real action on the critical situation in and during the flight Management and consumer issues (such as weather, flight delays, acts of criminality at the airport, etc.). 12. Availability of facility security and safety for public users and Tangible Infrastructure, Feel Safety, passengers in the airport (e.g. first aid facilities, emergency rooms in case of accidents, portable fire extinguishers, emergency exit, etc.)? 13. Safety and security of information addressed to the users of Information guidance about safety and public facilities at the airport. (Simple map to avoid the fire secureness safety instructions, information, safety / secureness instructions avoid and against terrorist attacks / bombs, etc)? 14. Information aimed for the needs of users of public facilities in Information availability, and accuracy the airport related to the flights, information on other public systems. facilities (such as information on the arrival / departure of trains, trans jogja, and others) and the accuracy of the information conveyed. 15. Costs that you have to pay (such as parking fees, a toilet, the Overall Feeling related between their passenger service charge, etc.) versus / comparing between sacrifices (money and time), their facilities and service that has been given to passengers (such as parking facilities, toilets, waiting rooms for passengers, the expected services and services were space shuttle, the food court area, security, flight information, offered by airport. etc.). 16. Facilities for the disabled, the elderly, infants (such as special Readiness or Availability especially for toilets, chairs, sitting, wheelchair spaces? disable/infant/ older people (Tangible). 17. Information Technology Facilities for passengers / airport Tangible facilities which could be users of public facilities (e.g. ATM, wifi, ticket machines, integration between another modes and complaints systems, flight scheduling system, the public transportation system that is integrated with flight schedules, schedule and another facilities such as flight schedules - train schedules, etc 18. In general, according to you, how (whether) do you feel Overall condition satisfied with the service provided by Adisutjipto airport?

Respondents were asked to rate their satisfaction to the item of overall satisfaction; 17 items in satisfaction questionnaire were related to quality attribute for public transport. The Likert-Type scale rate was ranged from strongly dissatisfy, dissatisfy, neither satisfy nor dissatisfy (neutral), satisfy and strongly satisfy which is scored / scale for “VS” for Very Satisfied = 5 ; b. “S” for

Satisfied = 4; c. “N” for Neutral = 3; d. “DS” for Dissatisfied = 2; e. “VDS” for

Very Dissatisfied = 1.

The Second part is about demographic data such as age, sex, occupation, latest educational, their income and third , their travel frequency to use airlines.

C. The Practical Data Collection

There were two different approach used in collecting the data through survey. The first approach is via e-mail/ forum/ or web such as Google docs

,because it depends on situations while the people have much time to do and can fill the qualitative survey too (added into quantitative questionnaire), and the second approach is field survey and because the condition is difficult to find people who have so much time to fill in, the researcher did not add too much on the qualitative method, but added them into the next questionnaire when the respondent willing to involve in next survey.

Randomise respondent is taken on first approach to give wider perspective in customer satisfaction based on their past experience, personal needs, word of mouth, external communication, but on the second approach, the researcher selected the respondents based on ongoing time and condition, their repeated

39 experience and also past experience in their expected service in that time comparing with perceived service in ongoing time/ condition.

Target respondents are all these who have travelled to Yogyakarta and

From Yogyakarta, or been in Yogyakarta Airport. The emphasis was given to the travellers who have experienced in critical situation, with random selection so respondent will be in good perspective to know how the services is delivered by airport.

It was sufficient evidences on “what really happen” on customers perspective by taking samples at least 250 respondents on this research and mostly

, the respondents data were collected on field survey at Adisuciptjo Airport during the Airport working hours on 08.00 am – 04.00 pm , and the rest of data were collected on online survey in website. The days for collecting data are flexible during the flights and airport working hours.

The questionnaires were filled out and administrated by two independent surveyor and coded by one survey person in Yogyakarta. These surveyors were chosen due to their past experience in handing similar surveys to make sure that all data were handled in the same way. Guidance for coding was provided to guarantee an equal administration.

D. Data Analysis

Both qualitative and quantitative data were analysed with different purpose based on the approach method. However, the qualitative data were analysed case by case both internal findings data and external findings data to make a summary

40 comparison and then get the ideas and innovations into solutions. Otherwise, the quantitative data were analysed based on what the most dissatisfied service dimension to make structuralized problem solutions.

This analysis approach could be a new approach for airport company which would be useful for delivering the services effectively

The analysis of the data were done on organizing and structured steps which are based on qualititative method. Data were analysed when the researcher take the questionnaire which has been filled in by the respondent, and then generate it to separate which one the dissatisfied or satisfied data. Collected the dissatisfied data and then generate it again to list which one the most important thing that company should prioritize, and give the alternative solutions preffered by the customer, and proceed into deep interview with open interview with some customers to know deeply what satisfaction means in their minds.

This sequence works give an illustrating how the research had been done.

Taking a carefull attention on each step when the researcher give an alternative solution that will mix with customer’s opinion by using Critical Incident

Technique to avoid double solutions or solutions that deviate or bias to customers and give more structured way when the researcher makes an interview with the customers and the Gotebord Landvetter airport, Sweden. All of data were used to create a holistic and structured view and perception of customer’s satisfaction with solution how to improve and manage the problems which is believed often occured in Air Transportation, especially in Airport services.

Statistical tool using SPSS were used for data input and analysis. In order to support qualitative data, the descriptive analysis is were used to get and identify the range of satisfaction: most dissatisfied until most satisfied customers based on variables in questionnaires, and all of the data were discussed and analysed together and mixed into qualitative data to get final result.

The objective of this research is to know in overall the customer satisfaction which is influenced by airport services and investigate what the most important factors that influence customer satisfaction, and to improve the airport performance and make recommendation for Adisutjipto Airport.

E. Validity

Whereas, the validity concepts has three distinct aspects, such as construct, content and criterion validity. Construct validity is a slightly more complex issues, because it relates to internal structure of an instrument and the concept which is measured, second, the content validity refers to the content of the manifest variable which is right to the measure the latent concept that the study are trying to measure. And the third, criterion validity is related to the theory and expectation for predicting certain outcomes.

On this research, the researcher uses construct validity which is designed for descriptive analysis in appropriate with the aim of the study.

IV. EMPIRICAL STUDIES

Empirical Studies present the case on Airport condition in Indonesia, especially at Adisutjipton, Yogyakarta and Goteborg, Sweden. The structure about Air Transport condition in Indonesia and the traffic condition of previous years were presented, Airport Background in Indonesia, including design, specification, the operational in Adisutjipto Airport and the general regulation which regulates how to handle customer in airports were also presented. A comparison studies about customer handling using qualitative methods was presented.

A. General Term of Airport as A Part of Air Transportation

A general term of transportation is about moving goods or people from one place to another. The main purpose of public transport is to provide good service and feasible for the people. The measurement of good services are simple, affordable, reliability, accessibility, secure, comfortability and fast (Warpani,

1990).

In air transport term, The Indonesia Regulation Law Act No 1 of 2009 states that any activity that uses aircraft to transport passengers, cargo and / or heading for one trip or more from one airport to another airport. Further, air transport term in business is related to advantage of speed that can be used to more in long- distance transport. On air transportation, it offers the advantage of speed and can be used for long-distance transport to load perishable goods (Clinton , 1998).

Discussing air transport cannot be separated from the role of airport. Air

Plane need a place to land or to take off. So that , airport can be defined as areas

on land and / or waters with certain limits which are used as the aircraft landed

and take off, discharge the passengers, ...... (The Indonesia Regulation Law Act

No 1 of 2009).

There are many ways to interpret the role of the airport, according to Price

(2006) , airports which are transport interchange – derived demands, business

gateways and main driver of tourism growth has a important role as economic

development driver and also could create employment. In the same sense, The

Indonesia Regulation Law Act No. 1 of 2009 stated that the several role in airport

can be defined as the gate of economic activity, intra and inter modes of

transportation, as a main and support driver in industrial and / or trading

activities.

Further, according to Wells and Young (2003) as the development of age,

airports have divided into two sides : land side and air side or passenger handling

system.

It is not only land side, but passenger handling system involve the process

and link that facilitate the transfer of passengers.These processes include the flight

interface, passenger processing, and access/processing interface which could be

summarize on table 4.1.

Table 4.1 Passenger Handling System Processes The flight interface: 1. gate lounges; 2. service counters,  Provides the link between the 3. moving sidewalks; 4. busses aircraft gates and passenger 5. mobile lounges; processing facilities.

Passenger processing Primary Activities: ticketing, baggage check, security, passport check, baggage  Accomplish the major claim, customs, and immigration. processing activities required to Facilities: ticketing and baggage check-in counters, baggage and passenger security prepare departing passengers for stations, information kiosks, baggage claim carousels, customs facilities, and rental use of air transportation and car and other ground transportation desks arriving passengers to leave the airport for ground transportation. The access/processing : Primary Activities: loading and unloading of passengers and baggage from vehicles  Makes up the facilities that at the curb and transit stations, and pedestrian circulation from vehicle parking coordinate and connect the facilities. transfer of passengers between Facilities : the vehicular drive and terminal curb, sidewalks, shuttle buses, ground transportation and the automated conveyance systems to and from parking facilities, and bus stops, taxi terminal building stands, and rail stations

B. Air Transportation and Airport in Indonesia Indonesia, which is an archipelago country comprising of 17,500 islands

spread over an area of 1.905.000/km2 (approximately five times larger than Japan)

that extends 5,150 km east to west (equivalent to continental USA) has the

world’s fourth largest population of more than 200 million. With this huge and

wide geographic, the air transportation is significant, especially when another

transport mode cannot reach the location such as in Papua or West Region in

Indonesia.

Today, the air transport does not only make dominant role for transporting

people and goods but also support economic growth, the factors (passengers and

goods) can be seen on table 3.2 and The National Traffic and airport can be seen

detail on appendix.

Table 4.2 National and International Traffic in Indonesia Domestic Departure International Departure Passengers Goods Passengers Goods Year (in Thousand) (Ton) (in Thousand) (Ton) 2006 32 687 265 940 5 672 141 676 2007 34 865 297 683 6 581 174 418 Domestic Departure International Departure Passengers Goods Passengers Goods Tahun (in Thousand) (Ton) (in Thousand) (Ton) 2008 36 144 300 170 7 298 169 181 Source : The Indonesia Central Statistical Agency (BPS Indonesia)

C. PT. ANGKASA PURA 1 as a State-owned Enterprises Airport Company According to Government Regulation No. 5 Year 1992, today PT. Angkasa

Pura 1 becomes a stated-owned public enterprise company which manages 12

airports and 2 warehouses (the history about PT. AP1 and its airports can be seen

on appendix).

Organizational Structure of PT. Angkasa Pura I can be viewed in Figure 4.1

Member of Member of Principal Member of Member of

Commisioner IV Commisioner III Commisioner Commisioner I Commisioner II

President HRD Finance Director Commercial and Operational & Director Director Business Development Technical Director Director

Figure 4.1 Organizational Structure on PT. Angkasa Pura I

The summary of their specific direction on their vision and mission based on their

strategist planning on year 2009 – 2013 are ;

a. Customer Relationship Management Effectivity

b. Safety and Quality Management System

c. Operation Excellent with supporting in integrated business process, IS-IT and HRM

d. Integrated IT Implementation

e. Focus in Improving Tourism Facility

f. Effectiveness Leadership

g. HR Management System Effectiveness

h. Improving Airport Facility to anticipate Open Sky Policy

D. Adisutjipto Airport In Yogyakarta 1. General description about adisutjipto airport On April 1, 1992, pursuant to Regulation No. 48 Year 1992, Adisutjipto

Airport was officially joined the management of Perum Angkasa Pura I. Started on January 2, 1993 its status was changed into PT (Persero) Angkasa Pura I

Adisutjipto Airport in accordance with Government Regulation No. 5 Year 1993

(the history about Adisutjipto Airport and airport technical data can be seen on appendix).

Today, Adisutjito Airport which is an international – regional airport based on Indonesian Act Law and as a part of Angkasa Pura I, Ltd is the most important gateway for air travel JOGLOSEMAR triangle area (Jogja-Solo-Semarang). With a service area which covers an area of Yogyakarta, Central Java and East Java in the South West Section and the number of passengers always increasing, Jogja has placed itself as the 3rd busiest airport in Java, after Soekarno-Hatta Airport in

Jakarta and Surabaya Juanda, and also the airport contributed to support

Yogyakarta as a second alternative trip for traveller destination after Bali.

Its missions, can be summarized as follows; to provide services for flights accordance to many flights “actors” in Yogyakarta, initiate and support

Yogyakarta as an activity centre “Business and Entertainment” also to conduct efficiently in business with support of employees”

2. Adisutjipto airport design and traffic Generally, Based on Yogyakarta Transport Agency , the terminal and facility arrangement layout existing design of adisutjipto airport can be illustrated on Figure 4.3, The facility in Domestic/ International Terminal include : a. Transit / Waiting Boarding Lounge has a waving gallery, cafe/ restaurant and

smoking area, shopping area, toilet, information board and entertainment via

TV. b. Check In Area including waiting seat, cafe/restaurant, smoking area, security

equipment c. Public hall/ Departure Lobby including waiting seat for passengers or guest,

food court, information board via TV, ticketing office, toilet, money changer,

ATM, information office tourism office and taxi counter. d. Arrival Hall include baggage area, toilet.

Facility Arrangement by Adisutjipto Airport can be seen on Figure 3.4, which affect for passengers are

1) Commercial Facility

2) Transport Facility such as Train Shelter, Bus & Trans Yogya Shelter, Taxi

3) Parking Area

4) Pedestrian / Passenger Walking Area (Access through in or out Airport)

5) Arrival/ Departure Facility

6) Information , Safety and Security Facility ; 7) Public Facility

Figure 4.2 Existing Terminal Layout

Figure 4.3 Airport Facility Arrangement According to Directorate General of Civil Aviation, Ministry of

Transportation in Indonesia, Total Passengers in Yogyakarta in 2004, 2006, 2007,

2008 and Sept-2009 reached 12,830,365 Passengers with Total Average per 5

Years reached 2,566,073 Passengers. The data can be seen on table 4.3

Table 4.3 Arrival and Departure Passenger on Adisutjipto Airport Description Year Total 2004 2006 2007 2008 Sep-09 Total Passenger Per Year 2,442,915 2,564,144 2,598,549 2,793,769 2,430,988 12,830,365 Average Passenger Per Year 203576.3 213678.7 216545.8 232814.1 270109.8 1,136,725 Total Average Passenger Per 5 Years 227,345 Average Total Passenger Per 5 Years 2,566,073 Passengers Increase/ Decrease (%) 5% 1% 8% -13% Note : The passengers traffic on Sep-09 is still in temporary data, but if the data could be combined with the average passengers for the next three months, it will increase to be 3,113,023 or + 11% than on 2008.

Figure 4.4 Existing Traffic Condition on Adisutjipto Airport on 2004, 2006-Sept,2009

3. Adisutjipto airport operations The main activities for airport are to support both airlines activities and provide passengers movement from their source to airplane and from the airplane to their destination. Based on Adisutjipto Airport data, the route and airlines which served in Adisutjipto Airport are

Table 4.4 Routes and Airlines which are served in Adisutjipto Airport Routes Airlines Domestic Domestic a. Jakarta a. Garuda Indonesia b. Denpasar b. Merpati Nusantara c. Surabaya c. Mandala Airline d. Balikpapan d. Lion Air e. Banjarmasin e. Batavia Air f. Pontianak f. Air Asia Indonesia g. Makasar g. Sriwijaya Air h. Batam h. Wings Air i. Bandung Internasional Internasional j. Singapura i. Malaysia Air System k. Malaysia j. Air Asia Singapura

E SWEDEN AND SWEDAVIA AS A STATE – OWNED COMPANY

1. Sweden on a customer satisfaction perspective side Sweden which is a Scandinavian countries located on the Western Europe, has a 174,000 sq mi (450,000 km²) and it is recognized that Sweden is the third largest country in Western Europe and today’s the country has 9,3 million inhabitants (www.sweden.se).

According to EPSI – Pan European Customer Satisfaction Index, from 1999 to 2009, Sweden has been relatively low for customer satisfaction but has in recent years has had steady positive development and has passed both Denmark and Norway among Nordic countries (see : appendix)

It shows that, Sweden can manage customer handling well year by year to the positive development. Especially for passengers (persontransport) in Figure

3.7, the industry trends enlightening Swedish Quality Index 1989 - 2009 shows that the personal transport (persontransport) made a positive development.

Airlines however, fared slightly better among another public transports. In spite of, today’s, the people tend to use trains rather than airplanes.

Figure 4.5 the industry trends enlightening Swedish Quality Index 1989 - 2009

2. Swedavia as a state – owned company On April 1, 2010, Swedavia became the airport state – enterprise which responsible for airport business (the history about the Swedavia, its airports and the passenger traffic can be seen detail on appendix).

According to Swedavia website (www.swedavia.se), Swedavia as a state owned company owns, operates and improves 14 airports by the Swedish state for civil aviation. The Group which consists of one company – Swedavia – and its subsidiaries and associated companies. The Group has some SEK 5 billion in revenue and 2,600 employees.

Swedavia’s operations are not financed by taxes but are financed by revenue from the services and products provided by Swedavia’s airports and by air navigation services. The State also sets requirements for Swedavia’s financial return.

Most revenue is generated by charges related to the air traffic at Swedavia’s airports. Other revenue comes from airport shops, parking spaces, conference

53 facilities, restaurants etc. Shops and restaurants are operated by tenants and partners while parking facilities are operated under the company’s own auspices.

The task is to be responsible for the operation and improvement of cost- effective, safe and well-functioning airports in a way that is profitable based on sound business principles. The management structure of Swedavia can be view in

Figure 3.8

Swedavia, formerly LFV, is a State-owned company that finances its operations through traffic charges and commercial revenue. Traffic charges are

Swedavia's largest source of income and account for about 2/3 of the total revenue. The charges yielding the highest revenue are en-route, passenger and take-off charges.

Swedavia's charges are in line with international practice which prescribes that charges should not be of a discriminatory nature and not exceed the actual costs involved and include a reasonable profit for the owner.

Figure 4.6 The Swedavia Management Structure

Their current charges are Take-off Charge, Emission Charge, Noise Charge,

Passenger Charge, Parking Fee for aircraft, Terminal Navigation Charge (TMC) ,

Route Charge, and En Route Charge.

Passenger charges are paid by every passenger. These charges should cover the cost of terminals, passenger access bridge and docking system connecting aircraft with terminal. These charges should go someway to covered the cost of airport security incurred by air travel. This charge is different because passengers travelling on international flights pay more than those on domestic flights.

One of The Swedia Airport, built in Goteborg, the facts about Goteborg

Landvetter Airport are :

Table 4.5 The Fact on Goteborg Landvetter Airport

Officially opened 1977 Total number of employees at 3500 airport in different business

Number of passengers in 2008 4,3 Million Travel time from city centre 30 minutes Number of landings & Take off in 64 845 Airport bus Yes 2008 Size of terminal floor space 4 500sq m Petrol station Yes Length of runway *) 3 300 m Taxfree shop Yes Charter traffic Yes Restaurant Yes Air postal service Yes Cash dispenser Yes Number of Swedavia employees 450 Conference Yes

V. RESULTS AND DISCUSSIONS

Based on previous chapter I and II,the analysis could be taken to find out

“what really happen” in airport service based on customers perspective and analyse what the customers want regarding on qualitative and quantitative survey.

In this chapter, the researcher discuss case by case based on the facts in the finding (See: appendix) both internal and external qualitative data from phone call and quantitative data from questionnaires, and then the result from internal and external qualitative data could be compared and discussed.

All of the findings (results) and discussion will be structurized into different section regarding to make it more understandable and easy to analyse : a. Section Internally Qualitative Finding Analysis which is included on internally

findings on internal organization that affect directly to handle policy and

regulation in Indonesia such as Angkasa Pura, Ltd and Official of Ministry of

Transportation would be taken to discuss the internal organization and

company which could affect or support the certain condition such as

1) Internal discussion phone call with the official of Angkasa Pura, Ltd

2) Internal regulation finding which support the services regulation on airport

3) Internal e-mail correspondence with the official of Ministry of

Transportation

4) Internal summarize analysis

This first theme is relevant to find out “what happen” in the case: how well the organization serve the customers directly or indirectly. This findings could be

56 a learning point for organization to make the regulation or policy which focuses on customers. b. Section External Qualitative Finding Result Analysis which is included on

external organization such as customers and Goteborg Airport would be taken

to discuss, compare and summarize such as;

1) External discussion findings from customers questionnair using CIT

Technique

2) External Traffic Flow analysis based on customers questionnair

3) External phone interview with official of Swedavia on Goteborg Airport,

Sweden

This second theme is very important to find out “what really happen” in the real condition based on customers experiences, feeling in the precisely time and also to find out how should the sweden airport manage and serve their customers. c. Section Innovation Finding Analysis which are included on the policy in

Swedavia and another Swedia public transport organizations would be taken to

discuss and summarize such as;

1) Innovation on Swedavia, Ltd – Sweden

2) Another Innovation from Public Transports Company

Another discussion for innovation finding could be good example how to

involve customers and get the new ideas to improve airport performance d. Section Comparison Summary Analysis based on qualitative data findings

The Fourth theme will be discussed a bit on comparison between Indonesian

Airport Vs Sweden Airport which are summarized from previous theme. This

themes could be a reference and back ground how should the airport company

learn from another “modern” airport to serve the customers. e. Section Quantitative Finding Analysis

Based on the purpose of the research methodology to find out the dissatisfy

variable, this theme will be discussed in the variable with statistical

descriptive.

1) General Quantitative Analysis

2) Respondent Scoring Analysis

3) Mean Scoring Analysis

A. Internally Qualitative Findings 1. Internal discussion phone call with the official of angkasa pura, ltd According to the findings on phone call (see : appendix), it was clearly enough that the operator e.g Angkasa Pura I, Ltd still confuse how they should serve the customers because they don’t have service standard or measurements. They just followed the regulations from the Ministry of Transportation although it was not enough to control the airport operational and performance in serving customer. The operator just provide the most of infrastructures without knowing what really customer in directly feels about it and their services, they just keep in traditional ways, try hard to analyse the customers with their thinking and in the same ways or theoretically they only follow the productions without involving the customers.

2. Internally regulation findings Table 5.1 Comparison between SKEP 91 and SKEP 284 SKEP 91 – V - 2007 SKEP 284 / X/ 1999 LACK OF MEASUREMENT INFORMATION ON DIDN’T COVER OR PROVIDE ENOUGH SKEP 91 ON INFRASTRUCTURE BASED ON SERVICES MEASUREMENT. BASICALLY ON THE THEORY, IT WAS SAME FOLLOW SKEP 284 REGARDING FOR SERVICES BASED ON CONTROLLING THE PRODUCTION AND GOODS RATHER THAN HANDLING THE CONSUMERS. IT WAS NOT ENOUGH. CHECK IN SERVICE AND PROCESS TIME : IT WAS NOT ONLY RESPONSIBLE FOR AIRLINES, THE OPERATOR SHOULD RESPONSIBLE TOO , IN THE CASE TO PROVIDE THE ENOUGH INFRASTRUCTURE IN THE TYPE OF SERVICE. FIRST BAGGAGE AND LAST BAGGAGE : IT WAS NOT ENOUGH TO LOOK AT THE BAGGAGE PROCESS DELIVERY TO CUSTOMERS, BUT IT SHOULD BE REVIEW ON MEASURE HOW LONG THE FIRST CUSTOMER GET THE BAGGAGE UNTIL THE LAST CUSTOMER GET THE LAST BAGGAGE IN ONE FLIGHT. EASINESS FOR PASSENGER FOR LIFT UP THEIR BAGGAGE : IT WAS NOT ENOUGH TO PROVIDE THE TROLLIES BUT, IS WAS SKEP 284 EASY FOR PASSENGER TO LIFT UP THEIR BAGGAGE UNTIL THEY REACH THEIR VEHICLES?PUBLIC TRANSPORTS?. IT SHOULD BE MEASURE ON THE AIRPORT POLICY FOR EASINESS IN PASSENGERS. PUBLIC INFORMATION SYSTEM, PUBLIC ADDRESS SYSTEM AND FLIGHT PROGRESS DISPLAY, IT WAS NOT ENOUGH FOR FACILITY READINESS, BUT IT IS IMPORTANT TO SEE HOW PASSENGERS EASY TO ACCESS THAT INFORMATION, THE RELIABILITY OF THAT SYSTEM, INTEGRATED SYSTEM IN ANOTHER INFORMATION SYSTEM. ALL OF THIS MUST BE MEASURED BOTH BY AIRPORT OR GOVERNMENT.

If it is connected to the regulations, On SKEP 91 – V – 2007 about Airport

Performance Assessment (see: appendix), the researcher found that even they have many tangible infrastructures should be evaluated and each of them should be given a standardized score, but it was still lack of measurement. It was not clearly enough what measurement or procedures should be operated to evaluate airport performance.

3. Internal e-mail correspondence

These things above was strengthened by the discussion via e-mail correspondence

with The Official of Ministry Of Transportation (see: appendix), until now, SKEP 91

keep and still follow SKEP 284/ X / 1999 for airport performance evaluation which

almost concern about Passenger Service Charge and their measurements mostly based on

safety and security aspects, otherwise, SKEP 9 – V -2007 concern about airport

operational. Both of them, they keep small portions on services. For the researcher

analyse, it was contrast if compare both of SKEP 91 with SKEP 284 on services, the

researcher found that SKEP 284 91 , although in SKEP 284 itself didn’t cover and

provide enough tangible infrastructure or services measurement on SKEP, it was also lack

of measurement of services which is detailed described in table above.

Consenquently, this situation resulted on newpaper which is discussed in previous

chapter that consumers are very dissatisfied with the certain condition , also via forums

and newspapers, so it showed that there were something wrong with airport performance

and consumers satisfaction on consumers perspective.

4. Internally summarize analysis

This certain condition could be formulated and analysed on the process link

between Government, Operator and Customers on Figure V.1. Newspapers Evaluated The Services Offer The Services Government Operator Customers Expressing Their feeling/ Claimed Via Their Feeling Just Follow The regulation satisfy/ dissatify Forums

Gap

No services standards Court Lack of Regulations to control / evaluate airport services directly affect to costumers Traditional ways to providing the services mostly based on infrastructure No Information related to published assesment to community Something wrong this services?how to improve?

Figure 5.1 Analyse Certain Process Link Between Government, Operator and Customers

So that, based on this explanation on analysis, it is important consideration for the operator itself for providing services standards on their operational to improve airport performance and keep the customer satisfy because the operator meet face to face with customers and offer the services directly and also affect directly to customers satisfaction rather than government.

B. Externally Qualitative Findings 1. Externally discussion findings from customers questionnair using cit technique

According to chapter 3 and chapter 2, questionnaires can be useful for collecting data in order to learn and study about customer’s perspective. In this research, the researcher found and build the qualitative data as a critical incident technique which are expressed by customers what they felt when they used airport services (see data detail in appendix). To support the CIT, The researcher also built nine dimension which was developed into 17 questionnaires (see in Chapter

IV) and each answers from customers are carefully researched from their personal opinion before categorized in the dimension because frequently, customers made several additional comments.

a. Accessibility

This means that how easy customer get / reach the destination (where they live) from their source (airport) or the source (airport) to their destination (where they live). It means also that , at that time, how the company provides and arranges together with other public transport companies (taxi, bus, and train) to

61 serve customers to make it available, simple and easy to access and shorter time travelling in all the conditions. The results are

The description of the dimension Classifications are 1) Lack of coordination between the flights (arrival) and the public transport

availability

2) Lack of frequencies for providers to provide public transport availability usually

in the morning and late of night (in the case of delay)

3) Limited Operating Time

4) Lack of public transport accessibility directly from outside Yogya (eg. Boyolali

and Magelang)

5) Rotating Route from Public Transport even for Trans Jogja takes longer time

waiting and travelling (not directly)

6) It was not easy to access for customer who carried a large enough baggage into

bus shelter

This table shows that less coordination between airlines, airport and public transport because when the flights delayed, the public transport especially for trains and transjogja closed their operating time and then the customers hardly to access the the public transport availability, even for the taxi, they must walk into big street and wait for that. It means that the public users feel useless if they take public transport, moreover when they should waiting and travelling for longer time because of the transjogja rotating route.

Accessibility from airport to the regions which are closed to Yogya still limited, but in fact, the people from outside Yogya demand for the access in

62 public transport, even now Damri serves in some regions outside Yogya, they still have limited covered area.

On this explanation, it should be considered that Public Transport should operate in simple, easy to access and directly , and also give more benefit in shorter time than private vehicles , so that public transport can be attractive, Then it can reduce the car utilize and the traffic generally ,especially in airport.

b. Reliability

For transport, it seems that the problem is to manage the customers with smoothness, precisely schedule and another thing such as parking handling. It means also show at that time, how the company manage the customer mobility , parking handling that affect customer’s smoothness, even in precisely time and provide the availability. The results are

The description of the dimension classifications are

1) Certain Time on arrival and departure to pick up customers in airport on another

shelters to go to airport.

2) Parking payment systems

3) Limited fleets in trans jogja make it not reliable

4) Lack of public transport availability directly from out side Yogya

5) Lack of public transport availability directly from inside Yogya (exception for

Taxi)

6) Lack of private parking area availability (cars and motorcycle)

7) No clear overnight parking rules about motorcycle.

8) It is not allowed to brings trolley near car park and reduces the mobility for the

customers.

9) Quequeing for passenger drop – off to check in because of parking charges

10) Customer check in queuing in the case of peak hours, special events/ national

holidays

11) Customer check in queuing because of they are low cost carrier customers

12) Customer check in queuing because of they work low and mix-queue between

passenger who didn’t carry no baggage and with carry baggage.

13) Less consistent to provide “Line” check-in

In the table, the researcher found that the reliability goal is about the smoothness, mobility and availability which influence the customers. Because of the limited fleet in trans jogja, there was no certain time on schedule , lack of availability on public transport directly from outside or inside Yogya affects the customers smoothness and mobility, if it could not be fixed, the customer will move into private cars.

In the other hands, the customers still have difficulties when using private cars in airport, they charges double when they went into different parking area, they had trouble to park near airport, even they could park in another parking area, it is not easy because they are not allowed to bring trolley near car park.

Other stories are about queuing when they trouble to reach main gate to drop off the baggage because of limited lines for private cars to drop-off passengers, moreover because they should pay before they entered. On this explanation, it should be more considered that, there are two options that airport can fix, availability for public transport that can be more utilized and should be double production to give more availability or invest some money to build parking handling and private cars infrastructures.

64 c. Security

In this category, the researcher propose the study how the customer feel secure in the airport and what happen to customer if they didn’t feel secure and it also means, how the company provide secureness to their customers at that time.

The results are;

The description of the dimension classifications are 1) Because of the “street children”, they didn’t feel secure

2) Less officer in the airport to monitor any suspicious activities

3) They never see guard walking to make it feel safety

4) Based on her father past experiences and word of the mouth and then comparing

between Soetta airport and Adisutjipto Airport

The importance thing on public transport operators is about safety, it is not only about the existing condition that naturally make safety but how to make the customers feel about that. The researcher found that some people didn’t feel secure because of “street children” maybe they can rob if they have opportunities to do that or compare to the past experiences at another airport. In this findings, the airport should consider about the policy or services standards that improve the safety.

d. Tangible

This dimension based on the appearance of the physical facilities , systems and equipment and tangible of the airport staff which gives the information and easy for customers to know and understand the tangible things. At the time, it is

65 revealed how airport company provide the tangible to their customers. The results are

The description of the dimension classifications are 1) Lack of facility (special gate) to control the the vehicles in and out

2) Lack of facilities at the parking area including parking and marking signs, road

and pedestrian walking in the parking area and motorcycle shelter parking

facilities

3) Lack of facilities in trains and bus shelter (transjogja) while the customer feel it

was too narrow and difficult to carry their baggages.

4) Limited Seat facilities , especially in outside waiting room for public area and

free of charge

5) They have obsolete seat facilities

6) There are no Air Conditioner facilities especially for outside waiting area

because it’s too hot.

7) Lack of baggage conveyor and it was not in rotating baggage conveyor , that

make it trouble for customers if there were a lot of passengers in baggage claim.

8) Blowzy facilities, make it more messy

9) Lack of airport staff appearance or they cannot recognize them when they need to

ask.

10) Information office could more easy to access if located near main gate or on

arrival gate.

11) Lack of safety and security facilities which is can be able to access or can be

done by public if there are having a critical incident condition

12) Lack of information facilities that can be accessed by public including wifi ,

general information such as complaint systems and regarding for integrated

information facilities.

13) Lack of disable, elder and infant facilities

It is clearly enough that the tangible things purposes to give customers more convenient and comfortable when they use the services, the tangibles also support the easiness, make the customer faster to use it and make the customers aware and understanding about any circumstances around the airport.

In this tables, many facilities reduce the customer satisfaction because they didn’t get make it convenient, it is not worthy to use because of slowly Wifi or obselete seat and make the customers not unaware if any accident things happen, and also make the costumers confused because the safety and security facilities are not clearly visible. It should be considered for airports to make their facilities visible enough to see, access and understandable that can be more comfortable and convenience. e. Cleanliness

In this research, it is important to see the cleanliness which is separated with comfortness, because of what they see and look according and comparing with their experiences affect for comfortness. The comfortness is just a result for certain conditions. The results are

The description of the dimension classifications are 1) Lack of Clean Toilets

2) Lack of food court cleanliness

3) The taxi driver behaviour also contributes for the cleanliness because they always

throwing the cigarettes and spit in everywhere.

The cleanliness of the things are the major effect than directly influence to the customers. Even today, Angkasa Pura , Ltd make an investment to build the new toilet infrastructures. It is still not enough because the customers interpretation are different. The researcher found that customer still express the feeling on unclean toilet and food court based on their experiences. It is more interesting because the behaviour of taxi driver support the uncleanliness of airport. Directly or indirectly about the cleanliness also influential to the customers.

It should also considered for airport to make a policy or standard to serve the customers related to the cleanliness even for the restaurant which contributes the airport income. f. Comfortness

Comfortness is an overall condition that affect someone and what they feel on their certain condition at that time. The results are

The description of the dimension classifications are 1) They feel too messy, full and crowded, it seems disorderly

2) Less comfortable in the passenger pickup area because non smoking area still

intervened by smokers

3) Because of the “street children” , some people said it was not comfortable

4) Some people discomfort of the services which are offered by airport company

comparing for the cost (passenger service charge)

5) Because of “transport pander” illegally, some people sait it was not comfortable

Comfortness also has a different views of this dimension because when the researcher found that the situations also affect the customers directly to become

68 uncomfortable, the operators should consider the customers traffic and manage it.

Other findings are about the people behave or maybe there are not enough smoking area facilities , it become worst when the people smokr when other people are not smoking , moreover the waiting area is small.

Another story is related again to “street children” when they walk around and request for some money from the customers. As the result, the customers are not comfortable on that situation especially outside waiting area, food court and public users hall. It should be considered the airport company to manage clearly between smoking or not smoking area outside area and manage carefully to reduce the “street children” as long as it is not in violence way. g. Information

The information dimension related to how should information delivered to customers with accurately and precisely, then customers understand what is the information about . At the time, it showed how airport company provide and deliver the information. The results are

The description of the dimension classifications are 1) There is no information about parking tariff

2) Lack of information about trans jogja and trains especially for schedule

3) Lack of flights (departure announcement) that can be accessed while waiting for

flights

4) Not clear information about flights condition especially on delay information

5) Lack of safety information that can be viewed by customers

6) Lack of security information that can be viewed by customers

7) Lack of information if they have facilities for disable/elderly and infants.

The basic of the information related to communication, it makes customer feel informed, clearly understanding , so that they can behave according to the information delivered. If not clearly informed and no information , they don’t know what to do and confused about what they should do in their next planning when they arrive at airport or want to travel,waiting in airport or even face with crucial incident such as fire or criminal situation. In this section, it should be considered too for airport company to give as much information and consider openness to customers. h. Responsiveness

According to how should management perform and take an action , in same means, that how should the management response in critical situation which is affected to customers. The results are

The description of the dimension classifications are 1) Less responsiveness

2) They didn’t take any real action when delay occurred , they always tells that it is

about technically and not take responsibility of any delay flights

The responsiveness of the airport company is critical for customer satisfaction. If they cannot solve the problem or let the problem still occurred , they may make customer not use their services. It is not only for their responsiveness of the delay problem, but responsiveness to other problems that maybe occurs such as crime, fire, complaint, etc. The researcher also found that there is no information published about emergency planning to handle critical situation, even they have, they should let people know because it is very useful for the people to learn and behave whenever the critical may raise.

i. Staff Behaviour

Based on how should their staff perform in their behaviours, honestly

,friendliness and hospitality. The results are

1) They always talk periphrasis, it means that they cannot tell honestly what

happens.

2) They just care on information office and in special persons, it means that they just

do their jobs and not behave in the services mentality and attitude.

It is clearly enough whatever they have natural hospitality and friendliness,

but how to perform and give information with the right technique (not in arrogant

and periphrasis), so that the customers will not dissatisfy or angry and they should

to help and response personally to the customer with service attitudes. They also

should have the sensitive feeling (empathy) when someone has a problem , there

is not enough when they just in the information office. It is also considered for the

airport company to give enough education how to serve customers.

The raw material from this summarize that taken on April, 2010 could be

seen on table 5.2 below

Table 5.2 Raw Material from Respondent Questionnaire No. Respondent Questionnaire 1 Accessibility to reach / go to Airport when using public transport (e.g. Taxi, Trans Jogja, Train, etc) in the morning, afternoon or evening ?

“Trans Jogja Operating hour would be better if the in-line with the arrival last plane”

“From my residence to the airport Adisutjipto there is no problem because taxis are available 24 hours and the time is quite brief + / - 30 minutes. Using Trans Jogja, it would be got travel time long and it was far enough in addition to the nearest bus stop facilities. While the use of regular buses, considering travel time and transit time , it can be waiting for a long time”

“Lack of frequency of trains to and from the airport and also for trans jogja buses”

“According to my experience, there is an access to the airport just for private cars, motorcycles or taxis, I had ever tried transjogja busses , but because of the route makes a very long travel time. My idea is to make a

special bus to the airport, like the one (DAMRI) in Jakarta, or in europe ryan especially if we use airlines, there must be a special bus to the city airport. Trans jogja path should be made direct, not run like this (not directly, rotating route)”

“The most reliable public transport is taxi. trans jogja always runs in more longer time because the rotating route. Ordinary buses, are not recommended”

“From Boyolali (outside Yogya) There is no public transportation routes to the airport, take a taxi meter for long distance argo (meter), or using private car”

“Headway for transjogja is less”

“I usually use a taxi from home to Airport Adisutjipto because it can be considered for the accuracy time rather than using trans jogja, it should have a time table for trans jogja, and also the transjogja schedule for arrival and departure are not clearly”

“airport locations in the suburbs would be better if there are special transport from the city centre to airport”

“To use the taxis are still the most comfortable”

“At night, when we went to jogja from Magelang , i felt difficulties when used public transportation to jogja / airport”

“At the night, i waited trans jogya buses for a long time”

“In the morning at 5 or 6, i prefer to use taxi, even the taxi came a little bit late”

“There is no direct transport to the airport (to move)”

“Should increasing the number of fleet transjogja and cutting travel time (the route to the airport without rotating route) or even provide a special airport bus stop centre in several strategic places, such as terminals, campus, etc”

“Difficulty obtaining / reach public transport which could directly to the destination”

“To go to the bus stop transjogja, farther from the airport, bus stop capacity is too small compared to the airport passenger capacity, which generally carry a large enough size (e.g. trolly bags, large boxes, etc.)”

“If i should catch the airlines in the morning, its access to airport is more difficult because there is still not yet Transjogja operate. Transjogja should also be operated to accommodate the morning flight (take off at 6, then check in at 5 and left home about 4 am)”

“Provide the existing airport bus in the passengers node, the airport train station who can cover a lot of places” 2 Accessibility to reach town / go out from Airport when using public transport (e.g. Taxi, Trans Jogja, Train,etc) in the morning, afternoon or evening ?

“At the night, public transport options are still limited” “It became a problem when arrived in Adisutjipto and continue the trip to my home, especially for night flight and even sometime, it became worst because of flight delay, and i arrived over 8PM, it was difficult to reached Taxi , so i must walked to the big street to got taxi”

“It was same perspective by Using Trans Jogja because of their limited operating times and access to bus stop shelter (far enough from Home)” “Using taxi in airport was expensive but there is no other options for another public transports because no certain time how long to wait / it was still operate or not in the morning/ night” “Lack of frequency of trains to and from the airport and its trans jogja” “according to my experience, there is access to the airport just for private cars, motorcycles or taxis, I've tried transjogja busses , but the route makes a very long travel time. My idea is to make a special bus to the airport, like the one (DAMRI) in Jakarta, or in europe ryan especially if we use airlines, there must be a special bus to the city airport. Trans jogja path should be made direct, not play like this (not directly, rotating route)” “For access out from airport, taxi is one of the best on reliability, because they always be there, for another public transport has still limited for reliability” “There is no public transportation routes from boyolali to the airport, , i usually take a taxi for long distance (it became expensive) , the alternative, by using private car” “.....more headway or fleet for trans jogja .....” “In the night, we waited for a long time” “Should Increase the public transport accessibility to reach areas outside the city (directly from Yogyakarta Airport and To Yogyakarta Airport)” “Should increase for night operating hours, should control taxi pricing and also control illegal taxi “black plat” taxi cab” “There are so many taxis in airport but lack of information about Trans Jogja” “Airport taxi is too expensive even though there are many fleets” “If i came back to Yogya mostly at the night or i got delay until the night time, its access is more difficult because there was no Transjogja bus operated. Damri should also be operated at night to accommodate the aircraft (e.g. 10-hour take off from Jakarta means i arrived at 11 or 12 in the night)” “Difficult to find taxi usually in the late night”

“Directions to the facility of public transportation (transjogja, taxis, trains) are still lacking. Many people are confused about that” 3 Manage vehicle parking areas for private (cars and motorcycles) including payment systems, the availability of parking areas, road conditions/ pavement, road markings / signs for parking, and parking service hours applicable?

“Too many price pickings. Pickings when enter the airport and pickings while enter in different parking area. Cannot controlled certainly, when the vehicles in and out, need a special gate that facilitates the control of vehicles in and out” “There is no clear information about parking tariff” “I am less satisfied, because i ever had when took the cargo , i had to pay for the parking tariff when entered but when out, i had to pay it again (double parking) although it just only ½ hour” “It should need a little improvement for pavement because i see a little damaged on the road pavement”

“Overpriced tariffs” “Narrow parking area” “Uneven for surface parking area” “Always full, especially for car parking near the terminal, if i should have to park , i have to walk far and feel tired (maybe there is not facility for pedestrian from parking area)” “For motorcycle parking is not appropriate, need the expansion of this parking. There is unfair and unequal settlement of parking land between motorcycles and cars” “Vehicle parking area is too small. Parking capacity is still lacking” “Motorcycle parking is still too narrow. making it difficult to row in and out of the park / to enter or out in the line”. “Parking for motorcycle is still far from airport” “Is there overnight parking at the Airport Adisutjipto motor ...? If we have, how much price ? if no, don’t we deserve to make it?” “The parking lot can be improved to better (quality of roads, road marking is clear” “Withdrawal of parking charges/picking should be done after the passenger drop-off in the drop-off area, because it would be long queues and trouble for passengers who want to check in” “Trolleys are not allowed to get near the car park. Very difficult for passengers with plenty of baggage” “I think the most disturbing happen was when we just take off passengers (drop passengers at the departure gate), we are charged Rp. 2500 /car even i did not use the parking facilities” 4 Queuing while waiting for check-in ?

“Travel with low cost carrier airline, it often seem that counter services are limited, so check in often queue” “Depend on the airlines as long as it is a low cost carrier or executive class. It is different. I feel long queue”

“Queues are always long, it's not a new phenomenon” “It was not fast to manage people in counter check-in and it was long queue, more often people queuing, more worst it was” “Need to provide additional counters, especially during peak hours” “Especially for nationals holidays and big days, it was reasonable to provide additional infrastructure to avoid / anticipate the surge of passenger and long queue” “Check in area should be extended in order to make passengers comfortable” “Withdrawal of parking charges/picking should be done after the passenger drop-off in the drop-off area, because it would be long queues and trouble for passengers who want to check in”

“i thought the officer worked too slow because i was waiting so long , moreover if the passengers carry baggage”

5 Security Assurance (feeling safe) when it was at the airport (waiting for a flight, waiting for friends / family who came and left the airport at the time) (e.g. : presence of officers who often go for a walk, related staff who monitor the state of the airport, etc.)?

“I am not feeling safely enough to make me comfortable, because i just see the officer to check the ticket when

enter to check-in counter but i never saw the guard who always walking so keep the safety in your self” “Subtract/ decrease “the street children” at the airport (it was not safe and not comfort)” “I believe i am not feel safety enough because my father has experience lose his mobile phone on Soekarno Hatta International Airport in Jakarta, so i believe the crime rate is same in Yogyakarta” “It need security staff who always monitor suspicious activity to anticipate any critical situation or criminal situation” “There are less officers in airport” 6 The availability of a seat when they want to relax on while waiting for flights, waiting for friends / family and when leaving the airport?

“To make it easy before entering the airplane, it should build the facility before entering the aircraft carrier through the gate and it should be a announcement which gate for passengers while waiting for next flight in order to make a certainty and comfort for passengers”. ”Facility to pick up (arrival terminal) is still not good, and also for outside waiting area facility near from ticketing counters in outside” “Outside the airport waiting room is quite small but in the airport lounge is big enough” “Frequently standing while waiting or have to spend money if you want to wait in cafes or restaurants around the waiting room, because the capacity is very limited seats” “Sometimes there is not enough seat for the waiting in the airport” “When i travelled from Adisutjipto to Balikpapan, on 15 February 2010, it was my first time to this airport and I am less satisfied with the services ' waiting room in out side' .. because many friends and family accompanied me, my family sat in the floor while they waited for my departure. I hope the airport should become more attention in waiting room facilities , especially during holidays,it always become full of people” “I ever experience that the waiting room , there are a lot of people and became messy” “too many places that used for food sales facilities compared with seating facilities” “in airport, the number of seats for passengers are still lacking ... (when compared to waiting room) could be to accommodate the needs of the restaurant to find profit so that the seat is used as a part to selling in a cafe/ restaurant” “Small waiting room” 7 Comfort when it was at the airport (such as air temperature (AC), Toilet, Seat, while in the waiting area inside the airport, passenger transport space, food court area)?

“Foodcourt area mostly is not within an enclosed space, it become less comfortable especially during hot weather/season” “Number of seats already obsolete ,make it unpleasant” ”Less comfortable in the passenger pickup area because non smoking area still intervened by smokers” “It seemed too full and crowded” “In the waiting area outside the airport or food court, the rooms are not equipped with air conditioning” “AC just only in the waiting room, in the Special Restaurant Area, where the check-in, waiting room, baggage

handling room and the rest rooms are not equipped for AC” “The airport should added more the baggage conveyor in the arrivals and replaced it with a rotating model. If more than two aircraft arrived, the atmosphere in the baggage claim room definitely unorganised” 8 Cleanliness in the airport (such as waiting rooms in airports, passenger transport space, food court area, parking area, etc.)?

“Lack of clean toilets” “Less neat” “Perhaps need to ban (make a regulation) if someone spit on airport especially for taxi driver, they always do that and also for the cigarette butts , they throw it in everywhere” “Lack of food court cleanliness because too many flies especially in the one of the restaurant and near from garbage too” 9 Hospitality and the good attitude of airport staff for help and receive complaints from passengers at the airport?

“I never see service smile, and friendliness just for special people” “The hospitality just only at the information centre” 10 Ease to get (searching) airport staff / customer reach office office (information) when it relates to asks about the flight, complaints, and other problems?

“Less known information”

“Less staff”

“I am confused when there are a lot of people want to travel and i can’t find any staff in there”

“Information center located at some distances (far enough) from the entrance waiting gate . information services need to be considered in order to be closer to the airport gate” 11 Response handling of airport staff in providing information and real action on the critical situation in and during the flight and consumer issues (such as weather, flight delays, acts of criminality at the airport, etc.).

“Less responsiveness” “Especially for delay, the officers still talking periphrasis” “Less information available in real time” “Usually the reason is technical. But i was still upset, the Airport Authorities should encourage companies / airlines to provide compensation for affected customers if there is a critical situation (e.g. delay)” 12 Availability of facility security and safety for public users and passengers in the airport (e.g. first aid facilities, emergency rooms in case of accidents, portable fire extinguishers, emergency exit, etc.)?

“They are not informed enough” “Does not exist?. I Had never seen a facility in airport” “I never see if the facilities are attached in there, especially for an emergency room, and, we do not have Master point / direction room , which is a gathering place if there's disaster comes and there are no map to giving guidance or direction” “I had never seen the availability of these things around in the airport” “Lack of existing facilities”

“Information on existing facilities is less clear” 13 Safety and security of information addressed to the users of public facilities at the airport. (Simple map to avoid the fire safety instructions, information, safety / secureness instructions avoid and against terrorist attacks / bombs, etc)?

“They are not informed enough” ; “Did not see or less conscious?” “Does not exist?. I Had never seen a facility in airport” “I had never seen the availability of these things around the airport area” “Less informed to the user. It should be a permanent instructions in public places which is easy for public user to see that facility” “I never saw or unaware about that? means that such instructions must be made very visible, so that airport users could "aware" of that information” “Information provided is still lacking” “Hmmm...i thought i never see this information. Perhaps, to be more familiar, it should be to improve the socialization of this information” 14 Information aimed for the needs of users of public facilities in the airport related to the flights, information on other public facilities (such as information on the arrival / departure of trains, trans jogja, and others) and the accuracy of the information conveyed?

“There is not integrated information, each modes has different time schedule” “According to my knowledge, the information provided is not connected between the scheduled arrival of the plane, train info or Trans Jogja so it is quite difficult” “Not yet integrated public transport information systems at the airport” “Sometimes much of the information shown on the monitor is too slow and didn’t show in a real condition There is no coordination between transportation modes on schedule” “It is just only flight information” “So far, no complete information about public transport to and from the airport, it become difficult from newcomers in the first time come to jogja and I think the cab would be first priority, as well as still higher on willingness to pay of passengers and also the highest level of reliability than the other public transport” “Looks like I have never seen” “Information is less available and less easy to find ..” “I never know about that” “Little information related with these” “Enough accurate information about the flights, but information on other public transport less accurate” “Little information, it should be better integrated” “Transjogja schedule is not clearly enough,still not punctual in time. And not integrate in time schedule” 15 Costs that you have to pay (such as parking fees, a toilet, the passenger service charge, etc.) versus / comparing between facilities and service that has been given to passengers (such as parking facilities, toilets, waiting rooms for passengers, the space shuttle, the food court area, security, flight information, etc.).

“There should be improvement of facilities, especially information facilities”

“Should improve waiting rooms area” 16 Facilities for the disabled, the elderly, infants (such as special toilets, chairs, sitting, wheelchair spaces?

“They are not informed enough” “The absence of facilities such facilities” “There are no facilities” “There may be expensive to use that?” “It is common that perhaps our country doesn’t care / less care of that people” 17. Information Technology Facilities for passengers / airport users of public facilities (e.g. ATM, wifi, ticket machines, complaints systems, flight scheduling system, the public transportation system that is integrated with flight schedules, such as flight schedules - train schedules, etc?

“There is no ATM centre, there is no free WiFi, there is no integrated info” “There was no ATM close to airport (limited) ,i have to walk +200 metres outside the airport to find it. Scheduling Systems have not been coordinated yet” “It needs a system that should be integrated with public transport because it can be simplify the passenger for travel” “The schedules are not integrated” “Sometimes, wifi can be detected by mine” “Transportation systems are not integrated” “Airport don’t have wifi” “It’s not inform well and not integrated because there are no bus runs to outside city in the night” “There is no wifi, less good wifi connection” 18 In general, according to you, how (whether) do you feel satisfied with the service provided by Adisutjipto airport?

“Terminal area would be better if expanded to provide more space for passenger movement”

“It can be understood that the management of Adisutjipto airport with limited area & synchronization with military service is not easy”

“Gate access from waiting room to airplane is not available”

“Facilities at bus stops and stations Maguwo trans jogja airport area should be fully utilized so that accessibility becomes easy”

“Time of route trans jogja must be multiplied and there should a special route for trains to take passengers from the station to the city of Yogyakarta or Maguwo to Solo”

“There are facilities were quite satisfactory, but many facilities are not yet available”

“In the foodcourt , there is unclear between the smoking area and non-smoking area”

“Considered, Adisutjipto airport as an international airport , it should be to improve their services , especially for toilet cleanliness, monitor schedule facility, clearly smoking and non smoking area in foodcourt area, free wifi for customer”

“Facilities at the airport is less complete and less extensive, time-consuming baggage claim”

“It should be inform early if there is a delay, the consequences are longer time to waiting in airport” Crowded in security pass too”

“Control the taxi driver”

“I would recommend add the shelter facility in motorcycle parking area”

1.1 Externally summarize findings results from customers questionnair using cit technique This certain condition could be formulated and analysed from many

problems that arrise in airport. The results could be seen on table below.

Table 5.3 Summarize problems from CIT questionnaires Dimension Problems Summarized

1 Acessibility Less frequencies, coordination and accesibility from airport and to destination

2 Reliability Less smoothness, mobility and availability which are caused from fleet, queueing management and the schedule system.

3 Security Less secure from many unimportant person in airport that affect traffic security in airport

4 Tangible Lack of facility that make customers convenient and comfortable

5 Cleanliness No Assertiveness and Pinalty that make any parties aware about cleanliness

6 Comfortness Less assetiveness action that make people feel discomfort which are caused from “transport panders”, smokers, and from crowded traffic in airport.

7 Information Less information about the public transport schedule , delay information and any services from airport.

8 Responsiveness Less responsiveness which are caused from delay, customer complaints and any accidents.

From the table, each of the dimensions have problems when the

customer facing the services from airport. To improve the airport

performance, the researcher found any problems that could be affect the

dissatify, it is not summarized that the airport performance is bad or good, it’s

the mirror that the airport should give more attention for services to

customers.

2. Traffic flow analysis based on customers questionnaire The traffic flows of passenger processing which describes how the passenger enter and exit the airport are critical and very useful to be evaluated and analysed. For this perspective it is useful to identify and formulate the problems from the traffic flow when the passenger enter the airport and leave from airport. a. The exist traffic flow when the passenger entering the airport could be viewed on Figure 5.2

Figure 5.2 The Existing Traffic Flow When Entering to The Airport

Entrance Gate and Crubside Drop-Off

The problems results happened when there is unclear pedestrian facilities from road system to crubside drop off so that the people could be given more options to reach the airport and the trouble also comes when they get stress because of the queueing to drop off in the airport. When they get peak season or

80 national holiday, some trouble comes because of the gates in front which take the money in manually also unclear line for drop – off and special line for parking, more over if the minibus that drop – off the customers more than four passengers, will get more trouble for another passengers.

Close – In Parking

In close – in parking, it seem mostly full and the passenger have to move to remote parking, it means that, they have to pay the money again to park in there.

Ideally, close – in parking near terminal just for short time parking. There are also no information about the parking availability in front of the entrance gate.

Remote Parking

Remote parking locate more further than close – in parking. The poor condition since they don’t provide a pavement parking area or shelter in remote parking make remote parking have a lot of dust; very hot in weather, and still don’t have a clear pedestrian walk that access to underground pedestrian connecting area. In the remote parking, also less parking sign and less comfort if the drivers want to stay there. Because of that , many drivers just standing or sitting in the waiting area outside which actually for passengers and for friends/family to pick up the arrival passengers. It affect and increase the unneccessary traffic in the terminal.

Departure Hall

Departure Hall is include the restaurant, sitting area, waiting area, business centre, airlines counter still have problems on cleanliness, human behaviour

(people and airport/ airlines staff), information, tangible and security based on chapter V.II reduce the passenger flow, mobility and comfortness.

Check – In Counter

Oftenly, the low cost carrier airlines provide just one counter check-in, even mix the flights into one check-in counter and makes a long queue even for passenger who carry baggage or not carry baggage. It becomes a crucial time whenever the passenger carry the baggages or not want to board in a limited time.

The queue always happen in the peak season or national holidays.

Waiting Room

There are some passengers could be less informed about flight announcements and less wifi connections even less entertainment in waiting room could make the passenger boring in this situation moreover because of the delay flights.

Public Transport (Trans Jogja, Train and Taxi)

According to chapter 5 , the less reliability, availability, accessibility and information makes the customer dissatisfy with public transports, so that the people prefer to take the private vehicles to come and go from airport. The airport company does not provide the pedestrian walk in remote parking that access to underground pedestrian walk and also the shelter in the middle of the remote parking area condition (see the remote parking) makes the people uncomfortable to stand there, moreover the shelter is too small to provide the people and their baggages. They don’t provide the elderly and disable people who want to access the public transport.

82 b. The traffic flow when the passengers leaving the airport can be seen in Figure 5.3.

Figure 5.3 The Existing Traffic Flow when Leaving The Airport

Baggage Claim

Baggage claim is the first place that people arrive in the Adisutjipto Airport, in the baggage claim there is no information about the environment and the airport surroundings and no the airport staff to help people when they have difficulties in any conditions although sometimes the airlines staff just come to check for the baggage, they don’t care about that.

If they have two flight arrived in adjacent time , the customer feel confuse to look for their baggage because the airport just provide one singular baggage conveyor and if there is more than one flights, the customers take more time to stand and look for the baggage, moreover if the customers lost their baggage, the airport don’t provide the information directly how to complaint lost baggage in same place so the people have difficulties to look for the complaints and it is felt

83 not enough although the airlines staff just comes and check for the baggage only for their customers.

Considering that the baggage claim is the first impression for passengers, it needs to improve and provide any informations and signs related to airport surroundings and environment before the really out into the baggage claim.

Arrival Hall

Regarding chapter v.iii in cleanliness, information, comfortness, human behaviour (people and staff), tangible and security and considering that arrival in the same place with the departure hall ,so that the airport has to handle in purpose to control the traffic and reduce the unneccessary traffic in airport.

Consider about the elderly and disable people who have reduce mobility and more weakness to walk far away into the remote parking area, the airport should provide the facilities and staff to help them into the remote parking area or into the public transport shelter.

Curbside Pick Up

The curbside pick up also in same place along the terminal with the drop off passenger, so that it becomes worst when the airport has a peak season or the national holiday. A lot of traffic happens in this place, so that the policy for drop off and pick up must clear and then consider the elderly and disable people who wait for pick up, they can not stand in a long time because waiting for the driver pick up them (moreover if the driver park in the remote parking area, so they have to out in the area and reroute/ enter again in the airport , so that the elderly and disable people, sick people should be given the enough facilities in the terminal).

Remote Parking and Close – In Parking

Another difficulty for passenger who arrive and carry more than one baggage is the airport policy that don’t allow the passenger to borrow the trolley into the car in remote parking area or close-in parking area. So that they should carry the baggage by hand more over with the remote parking condition which was explained in previous chapter.

Public Transports

There is same condition as in the arrival on previous chapter.

2.1 Traffic flow summarize Based on the traffic flow discussion, the researcher found the critical

areas that affect the traffic flow which are also caused the dissatisfaction,

there are : Entrance Gate, Crubside Drop-off, Close-In Parking, Remote

Parking, Departure Hall, Check In Counter, Waiting Room and Public

Transport Facility. In this area, the airport company should consider to

make improvement for services.

3. Externally phone interview with official of swedavia – sweden

airport

Understanding how to improve airport could be taken by building and creating the qualitative studies in a well establish airports which could handle the customers in a better treatment way and involve the customer in a new service development. According to Swedavia press release on 31 March, 2010 when LFV

85 divided into Two company and newly establish company Swedavia will manage aviation in Airport side, Nill Gunnar Billinger as an Chairman of the LFV board said “This division will see the formation of two better, more focused, more efficient and stronger organisations. LFV and Swedavia will continue to play a key role in meeting the needs the business sector has for fast transport and man’s desires for new experiences”

To support and prove the statement, the researcher found the interesting qualitative findings regarding in “how the Swedavia play the key role to handle the customers demand, meeting the needs of the business sector and creating a new experiences (building the innovation)” via interviewed with Tomas Ericsson as an Terminal Manager of Swedavia official officer in Goteborg Landvetter

Airport and via well-build Swedavia Website (see detailed in appendix).

On the interview qualitative research, it is clearly understandable that

Swedavia has a high level commitment to keep their services, well – establish to manage and handle the customers .

a. The Swedavia Airports keep a high level commitment in the ways of :

1) Safety and Security : The Goteborg Landvatter Airports keeps the safety and

security service standards by designing the regulation and provide the

information openly how should the passenger carry the baggage (pack exactly),

dangerous goods, ID-inspection, Passport and Visa, and provide the security

control in how often the guards checks , collaborate with police and maintain the

security control in airports.

Creating an establish system , facilities and a plan system in chase of handle the

fires and show the public about their safety and security facilities by keeping the

improvement on the facilities year by years so that the customers easy to find the

guard, staff and find the facilities whenever they see the firing or any accidents.

They also guide and train the staff how to respond in chase of firing or any

accident. That is way the Goteborg Landvatter Airport reach a predicate as the

one of the best airports in Europe in Security Control.

2) Cleanliness

It is an important issue in Swedish Airports that all of the airports should clean

everyday. So that, The Goteborg Airport make a contract to company and their

department how often they should clean and what service level that the airport

want to, so the department / company know exactly how to clean.

3) Information

The airport authorities commitment as a state and public company to give the

information openly and widely to public for 24 hours. That is the right of

customer that can access all the information and know the information every time

and every where by Web, mobile phone, come to information centre or meet the

staff in airport. All of the information are created in one integrated information

system including flight (traffic information) , public transports schedule and their

costs, parking and their costs, business and services, tourism, events, regulations

including the reduced mobility EU regulation, the right of customers in flight and

delay, press release information and airport policy related on special occasion or

events and also for complaint information system. The customers / passengers

can access it in Airports and Swedavia Website.

4) Tangible (infrastructure and facilities)

The commitment of airport to build more facilities especially for passenger when

they could walk easily when they shop, park or make a business conference in

airport and then get flight inform via display system in everyplace in airport

including in shopping area, sitting area, restaurant. Nowadays, the Airport build

the new indoor parking area and a walking roof in the parking area to make

people convenient even they charge in expensive parking tariff to keep the

passenger service charge in low price. The facilities also available for the disable

people , according to EU regulation, the airports in Europe must provide the

facilities for disable people.

b. The Swedavia Airport keep a well-establish company to manage and handle the

customers in the ways of :

1) Accessibility

It is easy for passengers/ customers to find the public transport and choose

whatever they want or like as fit as their own schedule. The Swedavia Airports

create an awareness for passenger in public transport availability by Website and

preliminary information about public transport. They create location (space) on

its best near terminal and build signs inside and outside the airport that guide the

passenger whenever they exit the airport gate and passenger already know the

busses or taxis.

2) Reliability

a) To make it more reliable for public transports, the Swedavia make a free –

fees for the airport, passengers and region buss company to pick up the

passengers in Airport , so that the company can concentrate to make the

schedule on – time for passengers and make an integrated public transport

system with flights that could be accessed for passengers via Website / via

Information centre in airport. Nowadays, they create a regularly meeting with

the municipality to enhance the buss traffic in early morning that can connect

to airport busses.

b) They aware that the costs of the queuing in check-in counter affect to

passenger dissatisfaction, so that they build the system which is integrated

each other via check-in machine, Mobile phone check-in systems and also

provide the staff to control and responsible for that. The Swedavia also

encourage the customers to use the check-in machine first or via mobile phone

to reduce the queuing but if the rare situation which still having a queuing

related the flight delay, they have concession with the airline to fix it. Other

Swedavia Airports also have some rule or regulations according to handle the

customer depend on the season.

c) To handle the parking area, they set and use the advance system that could be

accessed via Web and in airport. The customers can easily recognize using

that system whenever the parking area still available or not, so they don’t

waste the time to find the parking space and also they can book the parking

and pay easily via credit card.

3) Responsiveness

a) The way to respond and handle the complaint from passengers, the airports

provide the computer complaint system that save, track and feed back (reply)

by giving the solution for passengers. They usually make it quick to handle the

complaint depend on how many problems and staff involve to solute the

complaint and provide the quality control staff who control and responsible

that every complaint must be replied and delivered well to passengers. The

information about complaint variables are also provided from airport , such as

services, aircraft noises, environmental work or any accidents happen in

airport.

b) When the delay occurs, the airport provide the track information system that

can be also accessed for customers. The airport still respond in press release or

in information centre. In its Website, for flight delay, the airport encourage the

passenger to use their right to complaint for the airlines, they have concession

about that.

c) Respond about any crime or fire, the airport collaborate with the police and

firefighter to keep the situation under control and keep inform to police if

something happen, because the police who in charge is responsible for that

situation, also they also have a plan system that if something happened so they

could handle the customer well.

4) Staff Behaviour

They have a service standard and the staff who control in a way for behave.

Especially for Check-in Staff and Security Staff, they give and provide a lot of

education according to how to serve, being humble (not arrogant / not act like “i

am a policeman” especially for security staff) and control the passenger in

quickly and informatively and how to respond. The airport also have a uniform

that any passengers can recognize the staff if they have troubles.

5) Comfortness

Overall, the Swedavia airport keep improving their services and business to make

the people comfort while in the airport, one of the ways is the airport still keep

the passenger service charge in low price because they aware and consider that to

make the airport attractive, convenience and comfortable. But to keep in the

track, they make the cross subsidies by providing the expensive parking area, fees

for taxi and car, and also for the airlines (ground handling fees) and shopping

area while in the other hand, they provide the free fees airport busses to come and

go from airport. Airport also creates a penalty fees for toll car when the cars

come the airport using a toll road to reduce the emission, noise, and also to cross

subsidies for public facilities.

C. Innovation Findings Analysis

1. Innovation on swedavia, ltd – sweden

Improving the airport performance is the purpose on Swedavia Airports.

Then, they create the strategies to meet the needs the business sector for fast transport and make the innovation by creating new experiences for customers and involve the customer to feel the experiences in airport, at the same time to get closer with customers such as : a. BCL Courses

1) BCL-F Introduction provides the basic introduction of the BCL-F which is

necessary for people in their roles working with airport issues. The course

also includes review of laws and regulations for air transport as well as

practical application of the BCL-F.

2) BCL-F Focus provides an in-depth expertise in BCL-F. Through lectures

interspersed with practical tasks, the participants learn to identify and

interpret the requirements of the BCL-F.

91 b. Fire and Rescue Courses (School)

Fire and Rescue School (BRS) is Swedavia central school for the training of airport firefighters and officers. The airport firefighters and officers who trained here is responsible for civil protection at our airports. BRS also educates the inflight fire. BRS is located at the fire station east of Stockholm-Arlanda Airport and in other areas such as hot work and various fire protection training is done by airport emergency services merchandise. c. Any courses

They provide the certified training in fire prevention, cardiovascular & pulmonary resuscitation, defibrillation, security and a host of other areas related to accidents and prevention. All courses are led by knowledgeable personnel with experience from active work in an airport. d. Conference Room and Wedding Party

The Swedavia airports provide and build the conference room and create the wedding party in creative and fun experiences for customers who want to make a meeting / wedding party in near airport, the idea is the customers/ passengers can move easily whenever the conference is over and fly back to their home and also involve the customers that airport not just only provide passengers for travelling but also for a meeting and other activities. e. Tours

Swedavia Airports also provide tours in which the tourist can walk around the terminal building, presentation about airport history, a bus tour on the appron ,

92 a visit to the fire station and fire – fighter training facility for any external stakeholders, schools or people. f. Attractive Airport

1) The idea behind Attractive Airport is to increase the airport's profitability

whilst at the same time make it more attractive. To reach these goals they

set our sights beyond core airport operations and aim to develop new

products that benefit from the possibilities offered by the airport in

question.

Some examples of Attractive Airport innovations are:

Co-operation with the local car dealer. The airport is an ideal showroom

for building a brand and exposing new car models at launch. One activity

in conjunction with this launch was that all travellers have been given an

opportunity to win one of the exposed cars, using their flight ticket as

lottery ticket as well.

2) Everyone sees the large towers that present in the airport area. Hence, the

towers are perfect advertising spots, guarantees to draw attention and put

the advertisers' message across.

3) "Check-in shop". Merging the flight check-in counter with a check-out

counter in an airport store has proven to be a success. In the store, local

merchants are represented and everyone flying out has to visit the store.

Needless to say this increases sales in the store at the same time as it

serves as a good location to expose new products and build brands.

4) Ch