Optimalisasi Kualitas Service Excellence di Divisi Sales Marketing Aero Travel, DKI Jakarta

Abstract

Kualitas layanan merupakan faktor yang penting dalam menjaga kepuasan pelanggan serta daya saing perusahaan jasa perjalanan wisata. Divisi Sales Marketing Aero Travel memiliki peran strategis karena berinteraksi langsung dengan pelanggan sejak tahap penawaran hingga layanan purna jual. Penelitian ini bertujuan untuk mengidentifikasi standar layanan yang berlaku, menganalisis kualitas layanan berdasarkan persepsi dan harapan pelanggan, mengukur kesenjangan kualitas layanan dan merumuskan strategi optimalisasi service excellence. Data dikumpulkan melalui wawancara, studi literatur dan penyebaran kuesioner. Analisis dilakukan secara deskriptif kualitatif dan kuantitatif menggunakan metode SERVQUAL, Gap Analysis dan Importance Performance Analysis (IPA). Hasil penelitian menunjukkan bahwa standar layanan perusahaan telah didukung oleh penerapan Service Level Agreement (SLA), Standard Operating Procedure (SOP) dan Key Performance Indicator (KPI). Penelitian ini menghasilkan rekomendasi strategi optimalisasi layanan yang dirangkum dalam bentuk buku digital sebagai panduan penerapan service excellence bagi Divisi Sales Marketing Aero Travel, DKI Jakarta.

Service quality is a crucial factor in maintaining customer satisfaction and the competitiveness of travel service companies. The Sales and Marketing Division of Aero Travel plays a strategic role, as it interacts directly with customers from the initial proposal stage through to after-sales service. This study aims to identify existing service standards, analyze service quality based on customer perceptions and expectations, measure service quality gaps, and formulate strategies to optimize service excellence. Data were collected through observation, interviews, literature reviews, and questionnaires. Analysis was conducted using both qualitative and quantitative descriptive methods, specifically SERVQUAL, Gap Analysis, and Importance-Performance Analysis (IPA). The results indicate that the company's service standards are supported by the implementation of Service Level Agreements (SLAs), Standard Operating Procedures (SOPs), and Key Performance Indicators (KPIs). The study concludes with recommendations for service optimization strategies, compiled into a digital guidebook to serve as a reference for implementing service excellence within the Sales and Marketing Division of Aero Travel, DKI Jakarta.