Exploring Customer Perceptions of Siaga Tour Services through SERVQUAL Dimensions and Customer Satisfaction Index (CSI)

Aims: This study measures and understands the level of customer satisfaction of Siaga Tour comprehensively. Study Design: This study uses a quantitative approach with a descriptive research design to measure customer satisfaction. Place and Duration of Study: The study was located in Jakarta, Indonesia for 1 month. Methodology: The research population is all Siaga Tour consumers who have used tour / travel services in the last 7 months. Non-probability sampling technique with purposive sampling method. The sample criteria are individuals who have used Siaga Tour tour services in the last 7 months, calculated using the Slovin formula, resulting in 100 respondents. Data collection using a Google Form questionnaire containing service attributes based on the SERVQUAL dimension (Tangibles, Reliability, Responsiveness, Assurance, and Empathy). The scale used is a Likert scale with a range of 1-5. Data analysis was carried out by testing the validity and reliability of the instrument and calculating the Customer Satisfaction Index (CSI). Results: The CSI value obtained is 79.75%, indicating that the overall level of customer satisfaction is in the Satisfied category. The majority of Siaga Tour customers are women (71%) from the young and middle adult age group (29-60 years), with dominant jobs as private employees and housewives. These customers often travel in groups for domestic tours. The majority of customers are low-frequency users (1-2 times), indicating a challenge in building loyalty. The company's main strength is staff politeness (the smallest gap: 0.22), which aligns well with its female-dominated customer base that values friendly interactions. However, the largest gaps between customer expectations and performance are in time management, comfort, and reputation, indicating these areas must be prioritized to further improve satisfaction and build customer loyalty. Conclusion: Although the overall satisfaction level is satisfactory, there are three critical areas that need improvement due to the large gap between expectation and performance, namely time management (gap 0.45), convenience (gap 0.44), and reputation (gap 0.44). To address its vulnerable customer base and low loyalty, Siaga Tour must focus on improving its time management, comfort, and reputation by leveraging its strong digital presence and capitalizing on its existing strength in customer politeness, which is highly valued by its core female clientele. Without this analysis, Siaga Tour would likely continue to operate under the misconception that their current performance is sufficient, failing to address the specific pain points of their customers.