Identification Customer Needs of Shuttle Travel by Using Servqual and Kano Methods

Abstract

Bhinneka Shuttle is a companies which is engaged in customer delivery transportation services and
was founded in 1972. Throughout 2022, Bhinneka Shuttle experienced an unstable amount of revenue
and did not achieve the target number of passengers. Based on the results of a comparison of the four
branches of Bhinneka Shuttle outlets in Bandung City, it is known that Bhinneka Shuttle Mekar Wangi
needs to get improvement priority. This is supported by the low Google review rating and many
complaints about the performance of the services provided. Customer dissatisfaction and high
competition in the transportation business require Bhinneka Shuttle Mekar Wangi to improve and
increase the quality of its services. This study aims to identify True Customer Needs by using the
integration of the Servqual method and the Kano Model so that priority attributes are obtained for
improvement and become basic recommendations for designing company service quality
improvements. The attribute needs were obtained by conducting a study of the literature and Voice of
Customer which were classified into five Servqual dimensions, that is Reliability, Comfort, Extent of
Service, Safety, and Affordability (RESCA). According to research result, 11 attributes True
Customer Needs that needed to be improved which states that the services provided by Bhinneka
Shuttle still does not provide satisfaction to consumers. Bhinneka Shuttle are suggested to pay more
attention to weak attributes that are included in the must be category because they are basic need in
company’s services