Guidelines for the Development of Service Quality for Aerial Workers In A Government Organization

Abstract

        The objectives of this research were (1) to study factors affecting service quality of air operators of a government organization, and (2) to develop guidelines for improving service quality for air operators of a government organization. A mixed research methodology was employed. Quantitative research was conducted by using a survey. The research instrument was a questionnaire. The sample group consisted of 246 service customers. On the other hand, qualitative research was conducted by using in-depth interviews. The key informants were 15 personnel who were responsible for providing services and 5 executives of a government organization, totaling 20 people. The data analysis for the quantitative research used frequency, percentage, mean, standard deviation, multiple regression analysis, and the variation. For the qualitative research, content analysis and descriptive analysis were used. The results were as follows:

        1. From the study of the factors affecting customer satisfaction towards the service provided by air operators of a government organization, it was found that the development needs of the service quality in terms of ‘Empathy’ affected customer satisfaction towards the service provided by air operators of a government organization, with statistical significance at the 0.05 level, The results showed that Affecting factors include understanding and knowing the customer (β = -0.24) with a predictor between 33.5 and the variation (R²= 0.97) while other factors did not affect customer satisfaction.

        2. The guidelines for improving service quality for air operators of a government organization were as follows: 2.1 Tangibles should be improved in terms of buildings and locations, facilities, service staff, and cleanliness and safety; 2.2 Reliability should focus on speed and punctuality, accuracy, security in customer data collection, and consistency in service; 2.3 Responsive should exhibit the willingness to assist customers or service recipients, and has equality in providing services to every individual customer; 2.4 Assurance should emphasize on the knowledge and ability of personnel to ensure they possess an adequate level of knowledge and, thus, can inform accurate information, the development of a good personality, and the creation of service standards; and 2.5 Empathy should focus on serving each customer with care and friendliness and taking care of customers like relatives. In addition, service staff should have an understanding of the problems and needs of customers.