The Impact of Garuda Indonesia Service on Customer Satisfaction (35 characters

THE IMPACT OF GARUDA INDONESIA SERVICE
TOWARDS CUSTOMER SATISFACTION

By Giovani Septio
International Business 2
014201100193
Table of Contents
Table of Contents
Chapter I - Introduction
1.1 Introduction
1.2 Background of Study
1.3 Statement of Problems
1.4 Significance of Study
1.5 Scope and Limitation
Chapter II Related
Literature Review
Page 1
Page 2
Page 2
Page 2
Page 3
Page 4
Page 5
Page 6
2.1 Foreign Literature

2.2 Local Literature
2.3 Theoritical Framework
2.4 Definition of Terms
Page 6
Page 7
Page 7
Page 8
Page 10
3.1 Research Design

3.2 Sampling Design
3.3 Data Collection
Procedure
3.4 Reserch Instrument
3.5 Local of Study
3.6 Statistical Treatment of
Data
3.7 Reliability and Validity
3.7.1 Reliability
3.7.2 Validity
Page 10
Page 11
Page 11
Appendix I Questionnaire
Appendix II References
Appendix III SPSS Result
Page 18
Page 21
Page 23
Chapter III Research

Methodology
Page 12
Page 13
Page 14
Page 16
Page 16
Page 17
Appendix
The Impact of Garuda Indonesia Service Towards Customer Satisfaction
Page 1
Chapter I
Introduction
1.1 Introduction
Airlines industry nowadays is very competitive and keeps growing. The competition in
airlines industry rises from both local and global competitors. Values offered by the
airlines companies are variative and that leaves the customer with many choices. Price
range, service quality, ease of ticketing, and boarding an clearence time might be one of
the customer preferences toward the airline service they choose. Beside the fact that
airlines industry is very competitive, it is also constantly growing.
Business activities, international trade, and tourism are few of many things that are
supported by airlines, and as those activities growing, the airline industry is growing as
well. The growth provides opportunities as well as various challenges to the airline
companies. The opportunities arise because of the increasing demand for the airline
services, while the challenges arise because of the growing numbers of demanding
customers that want a better service quality with better price, aside from the high level
of competition between the airlines.
To compete succesfully in this industry, it is important for the airlines to perform a

better service in order to create a better customer satisfaction. One of the airline
company that is known for their great services toward their customers is the flag airlines
of Indonesia, which is Garuda Indonesia.
1.2 Background of Study
The interest in studying the relationship between the Garuda Indonesia service and the
customer satisfaction is stimulated because Garuda Indonesia is one of the most
succesful airlines company in Indonesia, and it has expanded to become a global player
in the airlines industry as the brand awareness for Garuda Indonesia is growing fastly
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due to its various partnership. Its recent partnership with Liverpool FC, whose fan based
is already 55 millions people in Indonesian only is one example. Also, there is the Garuda
Indonesia Experience concept that is offered by Garuda Indonesia, which is one of the
pre and in flight services that combines multi elements such as ease of bookings, In
Flight Entertainment system, and cabin comfort and services that is very competitive in
global level. The customer preferences toward this airlines evntough it is of the most
expensive in the local airlines industry also triggers me to study thoroughly about the
impact between Garuda Indonesia Service and its impact toward their customer
satisfaction.
Garuda Indonesia Experience is a new concept of service designed to allow passengers

to experience Indonesia at its best. From the moment they make flight reservation until
their arrival at the destination, passengers of Garuda Indonesia are pampered with a
sincere and friendly service, the epitome of Indonesian hospitality, as symbolized in
Garuda Indonesia new standard greetings, Salam Garuda Indonesia (Garuda Indonesia,
2011).
By introducing the concept of Garuda Indonesia Experience, Garuda Indonesia is

creating a special brand identity for the company. The concept of Garuda Indonesia
Experience is based on 5 senses (sight, sound, scent, taste, and touch) which includes
24 customer touch points, from pre-journey, pre-flight, in-flight, post flight and post
journey services.
1.3 Statement of Problem
The researcher has a curiousity of whether the concept of Garuda Indonesia Service
results in better customer satisfaction or not. If we think backwards, it is even more
crucial to inquire that whether the Garuda Indonesia service has anything to do with the
customer preferences toward this flag airlines. Furthermore, the researcher wants to
know in what parts of the Garuda Indonesia Service that satisfy customers the most, and
what part of it need the most attention to be improved.
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In points, these are the the inquiries that the researcher wants seek for an answer.
To what extent the Garuda Indonesia service become one of the customer
consideration of choosing Garuda Indonesia?
To what extent the Garuda Indonesia service creates better customer

satisfaction?
What features or elements in the Garuda Indonesia service satisfy customers the
most and the least?
1.4 Significance of Study
This research will be significantly useful for related stakeholder in the airlines industry.
To Researcher : This research will help the resercher to anser researcher curiosity
regarding the relationship between Garuda Indonesia service and the customer
satisfaction. This research also can be a milestone for the researcher to conduct
more research in the future because of the learning process researcher went
through in conducting this research.
To Airlines : This research will be a useful source of information to develop their

services, enhencing their strength in the Garuda Indonesia service and to
improve the less contributing features of it. This research can also be one of the
evaluation tool for Garuda Indonesia in order to develop their performance and
competitive performance. This research can also be a benchmark for the airlines
company in order to perform a better service to satisfy their customer and
ultimately compete successfuly in the airline industry in Indonesia.
To customer (passanger): This research can be a source of information that

function as a review from other customer rearding the services they got from
Garuda Indonesia and how well they perceive the service itself, especially the
Garuda Indonesia Experience. It can also be the information for a preview for
customer who hasnt been in flight with Garuda Indonesia.
Page 4
To future researcher : This research can be a source of literature review for

future researcher, especially in the airlines business research and customer
satisfaction research.
1.5 Scope and Limitation
In the sudy of this topic, the researcher will gather opinion and assesment from Garuda
Indonesia customer that have been in either domestic or international flight with
Garuda Indonesia. The questionaire will be spread both in papers to the passanger
waiting before they boarding in the airport. The researcher collects the data from
journals, aricles, and previous research related to the airlines industries and the
customer satisfaction in order to enrich the quality of the research.
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Chapter 2
Related Literature Review
2.1 Foreign Litearature
Passenger satisfaction in airline operations has become critically important and
(Dennett, 2000) suggest that as competition created by deregulation has become
more intense, service quality in the airline industry has also received more attention.
Airline companies also attempted to differentiate their services through the use of
computerized reservation systems which were also designed to create customer
loyalty in the distribution channels (Lee, 1996).
Maintaining quality are the main concerns of business today. Providing quality is not
a concern of manufacturing companies alone. The delivery of high-quality service
becomes a marketing requirement among air carriers as a result of competitive
pressure (Ostrowski, 1993). (Chang, 2002) argue that quality in airline service is
difficult to describe and measure due to its heterogeneity, intangibility, and
inseparability, and only the customer can truly define service quality in the airline
industry (Butler, 1992).Previous airline service studies are concentrated in modeling
the effect of perceived service quality at the aggregate construct level, though
examining the effects of individual dimensions of service attributes has potentially
great utility for airline managers (Patterson, 1997).The perceptions of airline service
quality are quite diverse and do not seem to fit any single existing quality model such
as the service quality (Haynes, 1994).
(Kotler, 1996) defined customer satisfaction as the level of a persons felt sate
resulting from comparing a products perceived performance or outcome in violation
to his/her own expectations. So, customer satisfaction could be considered a
comparative behavior between inputs beforehand and post obtainments.
(Cronin, 1992) originate empirical provision for the idea that perceived service
quality led to satisfaction and argued that service quality was actually an antecedent
of consumer satisfaction. (Hubbert, 1994) determined that service encounter
Page 6
satisfaction was quite distinct from overall satisfaction and perceived quality. Service
quality will vary; the definitions are all formulated from the customer perspective:
that is, what customers perceive are important dimensions of quality.
2.2 Local Literature
As mentioned by (Umar, 2003), service in general is the good feeling that is given to
someone else with ease and satisfying his/her needs. Service quality, according to
(Tjiptono, 2005), is a measurements on how good a service can meet its customer
expectation.
To make the measurements and judgements of a service quality easier, a tool called
SERVQUAL has been developed. SERVQUAL (service quality) is a multi item scale that
can be used to measure the customer perception of a quality of service that covers
five dimensions (Manulang, 2008) :
1) Tangibles : A companys ability to show its existance to the external parties.
Appearence, companys infrastructure and its environment is a real proof of the
service given.
2) Reliability : An ability to provide the promised service in accurate, satisfying, and
in timely manner.
3) Responsiveness : An ability to react and help the customer quickly and accurately
with clear information delivery.
4) Assurance : A guarantee in the form of knowledge, courtesy, and ability thatcan
build customers trust toward companys service.
5) Empathy : Giving attention and care personally towards customer in order to
understand what their needs and wants.
2.3 Theoritical Framework
This research is meant to understand the relationship between a service concept namely
Garuda Indonesia Experience and its impact towards Garuda Indonesias customer
satisfaction. As the Garuda Indonesia Experience itself is essentialy an integrated service
provided by the airline, its quality measurements can be done by covering 5 dimension of
Page 7
service which are tangibles, reliability, responsiveness, assurance, and empaty, using
SERVQUAL method.
In this research, the topic is narrowed by focusing on the customer satisfaction as a result of
the service concept impementation. So the customer satisfation can be classified as
dependent variable, while the quality of service concept (Garuda Indonesia Experience) that
is viewed in five dimension (tangibles, reliability, responsiveness, assurance, and empathy)
can be classified as independent variable.
Dependent
Variable
Independent
Variable
Tangibles (X1)
Reliability (X2)
Customer
Satisfaction
(Y)
Responsiveness
(X3)
Assurance (X4)
Empathy (X5)
2.4 Definition of Terms
Airlines : an organization providing a regular public service of air transport on one or

more routes
Assurance : A guarantee in the form of knowledge, courtesy, and ability thatcan

build customers trust toward companys service.
Customer : a person who purchases goods or services from another
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Empathy : Giving attention and care personaly towards customer in order to

understand what their needs and wants.
Garuda Indonesia Experience : A service concept provided by Garuda Indonesia that

emphasize on Indonesian hospitality of sincere and friendly service, from the
moment the passenger make reservations until they reach the destination.
Passanger : a traveller on a public or private conveyance other than the driver, pilot,
or crew
Quality : the degree of excellence of something
Reliability : An ability to provide the promised service in accurate, satisfying, and in

timely manner
Responsivenes : An ability to react and help the customer quickly and accurately
with clear information delivery
Satisfaction : fulfilment of ones wishes, expectations, or needs
Service : A type of economic activity that is intangible, is not stored and does
not result in ownership. A service is consumed at the point of sale.
Tangibles : A companys ability to show its existance to the external parties.

Appearence, companys infrastructure and its environment is a real proof of the
service given
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Chapter III
Research Methodology
3.1 Research Design
This research is designed to answer researchers curiosity regarding the impact of Garuda
Indonesia service towards customer satisfaction, so the research will be conducted
quantitatively. Quantitative method is method that focuses on derivation of conclusion from
existing data using proven statistical or general quantitative methods. In the group we
encounter different modelling methods for information of business systems. (Mundar,
2012). Despite the quantitative measurements this research use, in the questionaire there
will be also questions that need descriptive answer regarding which features of Garuda
Indonesia service that the respondent fell most contributing to their satisfaction, and th ey
feel the least contributing thus need some improvement in that features.
The researcher has developed a timeline in conducting the research step by step to meet
the deadline of every single activity in the whole research. Below is a table showing the time
frame of the research:
Time
Activities
2nd week of February
Preparing the topic of the research and the

research sample,
3rd week of February
Conducting literature review both foreign

and local, as well as preparing the theoritical
framework for dependent and independent
variable
4th week of February
Preparing the research design, sampling

design, and questionnaire.
1st week of March
Revising the research proposal
2nd week of March
Submitting the research proposal
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3.2 Sampling Design

A sample is taken from target population being researched. If the sample is adequate, it will
have the same characteristics of the population (Zikmund, 2003) and the findings are usually
used to make the conclusion about the populant (Field, 2009).
The respondant most suitable to this research are those who has been in a flight with
Garuda Indonesi. This is intended to get the answer from respondents who are experienced
enough with current Garuda Indonesia service so the respondents can provide well-thought
answers. The sample will be taken from the passanger in the Soekarno-Hatta airport. Thus,
sampling method used in this research is judgemental or purposive sampling which is a non
probability method. Non-probability sampling refers to the objects that are selected based
on the judgment of the researcher and usually generalizations from this methods are
posible, although not by using statistical techniques (Zikmund, 2003). A purposive sample,
also commonly called a judgmental sample, is one that is selected based on the knowledge
of a population and the purpose of the study. The subjects are selected because of some
characteristic (Babbie, 2001). This method is used because the way researcher spreads the
questionnaires is by asking first whether the respondant fit the criteria above.
3.3 Data Collection Procedure
The data collected in this research is obtained from primary and secondary sources, in which
the primary sources are survey using the questionnaire as a tool to be spread to the
respondants, and the seconary sources are obtained by reviewing related literature both
foreign and local.
Survey is a research techniques in which responses is collected through structured
instrument from a sample in some form or the behaviour of respondents is observed and
describe in some way (Zikmund, 2010).
A questionnaire is simply a tool for collecting and recording information about a particular
issue of interest. It is mainly made up of a list of questions, but should also include clear
instructions and space for answers or administrative details (Oppenheim, 1992).
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In order to obtain the primary source of data, the researcher has prepared the
questionnaire, and it will be spread to the people who fit the criteria to be the sample of
this research
3.4 Research Instrument
The research basically relies on questionnaire and literautre study of both foreign and local
related to the topic of the research. Specifically, in the questionnaire there will be inquiries
regarding the gender of the respondents and their age to identify the demography of the
respondents. There will be questions regarding the five variable and its indicator which will
be shown below:
Variable
Indicator
Measurement
Tangibles (X1)
Plane type
Interval Scale
Facility
Flight Attendance Neatness
Equipment Sophistication
Brochure aesthetics
Reliability (X2)
Accuracy
of
keeping Interval Scale
promises
Punctuality
Procedure Implementation
Concern
Sincererity of the employee
Responsivness (X3)
Clarity of information
Interval Scale
Timing of assistance
Accuracy of asistance
Readiness to assist
Willingness to assist
Assurance (X4)
Trust
Interval Scale
Security
Comfort
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Courtesy
Insurance
Empathy (X5)
Personal Attention
Interval Scale
Comfortable operation hours

Understanding needs
Goodwill
Tolerance
Customer Satisfaction
Feeling satisfied
Giving reccomendation
Repeat purchase
Price to quality assumption
Meting expecation
3.5 Local of Study

The researcher has limited the scope of this research into several qualification. This is done
to make the research effective and efficient. The researcher also has determined the size of
sample to be surveyed. Sample size has an effect on how the sample findings accurately
represents the population (Bums, 2010). Sample sizes depend on factors such as the time
and money available to collect the data (Hair, 2006).
To be specific, the local of study the researcher has determined is:
Population:
People who have been in flight with Garuda Indonesia
Area of Population:
Soekarno-Hatta Airport
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Sample Size:
To determine the sample size, researcher uses Slovin equation:
In which:
n = sample size
N = Population size
e = error
Population size (N), which is taken from the number of Garuda Indonesia passanger
perday, is 54322 and error estimaton is 10%, so the sample size is:
3.6 Statistical Treatment of Data

The data obtained in this research will be proccessed statiscally by using multiple regression
method because there are several independent variables that influence one dependent
variable which are tangibles, reliability, responsiveness, assurance, and empathy as
independent variables and customer satisfaction as dependent vaiable. The mathematical
treatment of this data will be:
In which:
Y
= Customer satisfaction
= Constant
b1...b5 = Regression coefficient

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x1
= Tangibles
x2
= Reliability
x3
= Responsiveness
x4
= Assurance
x5
= Empathy
x = sum of all data values

N = Number of data items in population
n = number of data items in sample
Standard Deviation
In order to prove whether there is a relationship betwen whole variables (tangibles,

reliability, responsiveness, assurance, and empathy) toward customer satisfaction, the
researcher will conduct F test with level significance of 0.05.
In order to prove whether there is a relationship between either variables toward cusomer
satisfaction, the researcher will conduct T test with level of significant of 0.05.
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3.7 Reliability and Validity

Insofar as the definitions of reliability and validity in quantitative research reveal two
strands: Firstly, with regards to reliability, whether the result is replicable. Secondly, with
regards to validity, whether the means of measurement are accurate and whether they are
actually measuring what they are intended to measure.
3.7.1 Reliability
The extent to which results are consistent over time and an accurate representation of the
total population under study is referred to as reliability and if the results of a study can be
reproduced under a similar methodology, then the research instrument is considered to be
reliable (Joppe, 2000).
(Kirk, 1986) identify three types of reliability referred to in quantitative research, which
relate to: (1) the degree to which a measurement, given repeatedly, remains the same (2)
the stability of a measurement over time; and (3) the similarity of measurements within a
given time period.
(Charles, 1995) adheres to the notions that consistency with which questionnaire [test]
items are answered or individuals scores remain relatively the same can be determined
through the test-retest method at two different times. This attribute of the instrument is
actually referred to as stability. If we are dealing with a stable measure, then the results
should be similar. A high degree of stability indicates a high degree of reliability, which
means the results are repeatable. (Joppe, 2000) detects a problem with the test-retest
method which can make the instrument, to a certain degree, unreliable. She explains that
test-retest method may sensitize the respondent to the subject matter, and hence influence
the responses given. We cannot be sure that there was no change in extraneous influences
such as an attitude change that has occurred. This could lead to a difference in the
responses provided. Similarly, (Crocker, 1986) note that when a respondent answer a set of
test items, the score obtained represents only a limited sample of behaviour. As a result, the
scores may change due to some characteristic of the respondent, which may lead to errors
of measurement. These kinds of errors will reduce the accuracy and consistency of the
Page 16
instrument and the test scores. Hence, it is the researchers responsibility to assure high
consistency and accuracy of the tests and scores
3.7.2 Validity
The traditional criteria for validity find their roots in a positivist tradition, and to an extent,
positivism has been defined by a systematic theory of validity. Within the positivist
terminology, validity resided amongst, and was the result and culmination of other
empirical conceptions: universal laws, evidence, objectivity, truth, actuality, deduction,
reason, fact and mathematical data to name just a few (Winter, 2000).
Validity determines whether the research truly measures that which it was intended to
measure or how truthful the research results are. In other words, does the research
instrument allow you to hit "the bulls eye" of your research object? Researchers generally
determine validity by asking a series of questions, and will often look for the answers in the
research of others.
(Wainer, 1998) describe the validity in quantitative research as construct validity. The
construct is the initial concept, notion, question or hypothesis that determines which data is
to be gathered and how it is to be gathered. They also assert that quantitative researchers
actively cause or affect the interplay between construct and data in order to validate their
investigation, usually by the application of a test or other process. In this sense, the
involvement of the researchers in the research process would greatly reduce the validity of
a test.
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Appendix
Appendix I
Questionnaire
Firstly, let me introduce myself. My name is Giovani Septio, a student in President University
majoring in Management study program, concentrate in International Business and currently
enrolled in 8th semester. My intention in sending the form is to ask for your help in filling this
questionnaire, which I will use to construct my Final Project in Research and Methodology subject.
This questionnaire consists of 3 (three) parts, which are: A) Personal Information; B) General
Instruction; C) Statement of Garuda Indonesia Service Impact to the Customer Satisfaction. I would
like to say thank you for your willingness to spend your time to fill this questionnaire.
Have youe ever traveled with Garuda Indonesia Airlines?
a. Yes
b. No
A. Personal Information
Full Name:
Gender:
a. Male
b. Female
Age:
a.
b.
c.
d.
e.
<20
21 30
31 40
41 50
>50
B. General Instruction
In this section you are asked to give an opinion on how much the following statement in
accordance to Garuda Indonesia Service Impact to the Customer Satisfaction. Please rate the
Page 18
following statement according to Strongly Disagree (SD), Disagree (D), Neither Agree or Disagree
(N), Agree (A), and Strongly Agree (SA).
Choose 1, if you are Strongly Disagree (SD) with the statement
Choose 2, if you are Disagree (D) with the statement
Choose 3, if you are Neither Agree or Disagree (N) with the statement
Choose 4, if you are Agree (A) with the statement
Choose 5, if you are Strongly Agree (SA) with the statement
C. Statement of Garuda Indonesia Service Impact towards Customer

Satisfaction
The impact of Garuda Indonesia Service to the customer satisfaction are divided by five aspects:
Tangibles, Reliability, Responsiveness, Assurance, Empathy. Thus you will be given statements
which will be assessed according to the corresponding dimension.
Variable: Tangibles
The type of plane used by Garuda Indonesia is good
The facility Garuda Indonesia offer is modern
The flight attendance of Garuda Indonesia is neat
The equipment is sophiscated
The brochure of Garuda Indonesia is attractive
Variable: Reliability
Garuda Indonesia is keeping their promises
Garuda Indonesia is departure according to the schedule
The procedure is implemented correctlly
Garuda Indonesia concern to the customers' wants
Garuda Indonesia employees are sincere to help the
customers
Variable: Responsiveness
Garuda Indonesia deliver clear information
The assistance Garuda indonesia gives right on-time
Garuda Indonesia always ready to assist the customer
The assistance of Garuca Indonesia is accurate
The employees and flight attendance are willing to help
Variable: Assurance
Garuda Indonesia give trust to the customer
The security in the plane is good
Garuda Indonesia give comfort to the passanger
Garuda Indonesia give insurance to the passangers
The courtesy of flight attendance is good
Variable: Empathy
Garuda ndonesia gives personal attention
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Garuda Indonesia has comfortable operating hours

Garuda Indonesia understand people needs
Garuda Indonesia shows goodwill towards their
customers
Garuda Indonesia shows tolerance towards their
customers
Variable: Customer Satisfaction
I am satisfied with Garuda Indonesia service
I will recommend Garuda Indonesia to other people
I will travel using Garuda Indonesia again
I consider the price I pay worth the service I get
Garuda Indonesia service has met/surpass
expectation
my
From your opinion, what elements of Garuda Indonesia service that is most and the least
contributing to your satisfaction?
Thank you, this marks the end of the questionnaire. I personally would like to say thank you very
much for the valuable time you have spent to fill my questionnaire.
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APPENDIX II
REFERENCES
Bitner, M.J. and Hubbert, A.R. (1994), Encounter satisfaction vs. overall satisfaction and quality,
Sage Publications, pp. 72-94.
Butler, G. F. and Keller, M. R. (1992). The cost-constrained global airline industry environment:
what is quality?,Transportation Quarterly, Vol. 46, pp.599-618.
Chang, Y. and Keller, M. R. (2002). A survey analysis of service quality for domestic airlines,
European Journal of Operational Research, Vol. 139, pp. 166-177.
Charles, C. M. (1995). Introduction to educational research (2nd ed.). San Diego, Longman.
Crocker, L., & Algina, J. (1986). Introduction to classical and modern test theory. Toronto: Holt,
RineHart, and Winston, Inc
Cronin, J.J. and Taylor, S.A. (1992), Measuring service quality: a reexamination and extension,
Journal of Marketing, Vol. 56, pp. 55-68.
Dennet, C.E., Ineson, M., Stone, G.J., and Colgate, M. (2000), Pre-Bookable Services in the Chartered
Airline Industry: Increasing Satisfaction through Differentiation, The Service Industries
Journal, Vol. 20 (2), pp. 82-94.
Haynes, R., & Percy, J. (1994). Perception paradox: Airline service quality issues, Proceedings of
Decision Sciences Institute - Annual Meeting, Vol.3, pp. 1950-1952.
Joppe, M. (2000). The Research Process, Beverly Hills: Sage Publications.
Kirk, J., & Miller, M. L. (1986). Reliability and validity in qualitative research. Beverly Hills: Sage
Publications.
Lee, Moonkyu and Cunningham, L.F. (1996), Customer Loyalty in the Airline Industry,
Transportation Quarterly, Vol. 50, No 2, Spring: pp. 57-72.
Manullng, Ida (2008), Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Jasa
Penerbangan PT. Garuda indonesia Airlines Di Bandara polonia Medan, USU e-repository
Ostrowski, P. L., OBrien, T. V., and Gordon, G. L. (1993). Service quality and customer loyalty in the
commercial airline industry, Journal of Travel Research, Vol. 32, pp. 16-28.
Page 21
Patterson, P.G., & Spreng R.W. (1997). Modeling the relationship between perceived value,
satisfaction, and repurchase intentions in business-to-business, services context: An empirical
examination, International Journal of Service Industry Management, Vol. 8(5), pp. 414-434.
P. Kotler and G. Amstrong (1996), Principles of Marketing, Prentice-Hall, New Jersey.
Tjiptono, Fandy, and Gregorius Chandra (2005), Service: Quality and Satisfaction, Andi Publication,
Yogyakarta.
Umar, Husein (2003), Riset Pemasaran dan Perilaku Konsumen, PT Gramedia, Jakarta.
Wainer, H., & Braun, H. I. (1988). Test validity. Hilldale, NJ: Lawrence Earlbaum Associates
Winter, G. (2000). "A comparative discussion of the notion of validity in qualitative and quantitative
research". The Qualitative Report, 4(3&4). Hilldale, NJ: Lawrence Earlbaum Associates
Page 22
APPENDIX III
SPSS RESULT
Validity Test Result
Variable: Tangibles
Correlations
Plane
Pearson Correlation
Plane
Sig. (1-tailed)
1,000
**
,000
N
Pearson Correlation
Total1
Total1
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
**. Correlation is significant at the 0.01 level (1-tailed).
Correlations
Facility
Pearson Correlation
Facility
1,000
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total1
Total1
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
FlightAttNeatne
Total1
ss
Pearson Correlation
FlightAttNeatness
Sig. (1-tailed)
N
Pearson Correlation
Total1
Sig. (1-tailed)
N
1,000
**
,000
30
30
**
1,000
,000
30
30
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Correlations
EquipmentSoph
Total1
istication
Pearson Correlation
EquipmentSophistication
1,000
Sig. (1-tailed)
,000
N
Pearson Correlation
Total1
**
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
BrochureAesthe
Total1
thics
Pearson Correlation
BrochureAesthethics
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total1
1,000
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
Promise
Pearson Correlation
Promise
1,000
Sig. (1-tailed)
N
Pearson Correlation
Total2
Total2
Sig. (1-tailed)
N
**
,000
30
30
**
1,000
,000
30
30
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Correlations
Punctuality
Pearson Correlation
Punctuality
Total2
1,000
Sig. (1-tailed)
,000
N
Pearson Correlation
Total2
**
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
Procedure
Pearson Correlation
Procedure
Total2
1,000
Sig. (1-tailed)
,000
N
Pearson Correlation
Total2
**
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
Concern
Pearson Correlation
Concern
1,000
Sig. (1-tailed)
N
Pearson Correlation
Total2
Total2
Sig. (1-tailed)
N
**
,000
30
30
**
1,000
,000
30
30
Page 25
Correlations
Sincerity
Pearson Correlation
Sincerity
1,000
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total2
Total2
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Variable: Responsiveness
Correlations
ClarityofInfo
Pearson Correlation
ClarityofInfo
1,000
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total3
Total3
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
TimingofAssista
Total3
nce
Pearson Correlation
TimingofAssistance
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total3
1,000
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
AccofAssist
Pearson Correlation
AccofAssist
Sig. (1-tailed)
N
Total3
Pearson Correlation
Total3
1,000
**
,000
30
30
**
1,000
Page 26
Sig. (1-tailed)
,000
30
30
Correlations
Readiness
Pearson Correlation
Readiness
1,000
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total3
Total3
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
Willingness
Pearson Correlation
Willingness
1,000
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total3
Total3
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Variable: Assurance
Correlations
Trust
Pearson Correlation
Trust
Sig. (1-tailed)
N
Pearson Correlation
Total4
Total4
Sig. (1-tailed)
N
1,000
**
,000
30
30
**
1,000
,000
30
30
Page 27
Correlations
Security
Pearson Correlation
Security
1,000
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total4
Total4
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
Comfort
Pearson Correlation
Comfort
1,000
Sig. (1-tailed)
N
Pearson Correlation
Total4
Total4
Sig. (1-tailed)
N
**
,000
30
30
**
1,000
,000
30
30
Correlations
Courtesy
Pearson Correlation
Courtesy
1,000
Sig. (1-tailed)
N
Pearson Correlation
Total4
Total4
Sig. (1-tailed)
N
**
,000
30
30
**
1,000
,000
30
30
Correlations
Insurance
Pearson Correlation
Insurance
Sig. (1-tailed)
N
Total4
Pearson Correlation
Total4
1,000
**
,000
30
30
**
1,000
Page 28
Sig. (1-tailed)
,000
30
30
Variable: Empathy
Correlations
PersonalAttenti
Total5
on
Pearson Correlation
PersonalAttention
1,000
Sig. (1-tailed)
,000
N
Pearson Correlation
Total5
**
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
OperationHours
Pearson Correlation
OperationHours
1,000
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total5
Total5
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
UnderstandingN
Total5
eeds
Pearson Correlation
UnderstandingNeeds
Sig. (1-tailed)
N
Pearson Correlation
Total5
Sig. (1-tailed)
N
1,000
**
,000
30
30
**
1,000
,000
30
30
Page 29
Correlations
Goodwill
Pearson Correlation
Goodwill
1,000
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total5
Total5
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
Tolerance
Pearson Correlation
Tolerance
Sig. (1-tailed)
1,000
**
,000
N
Pearson Correlation
Total5
Total5
Sig. (1-tailed)
30
30
**
1,000
,000
30
30
Correlations
FeelingSatisfied
Pearson Correlation
FeelingSatisfied
Sig. (1-tailed)
N
Pearson Correlation
Total6
Sig. (1-tailed)
N
Total6
1,000
**
,000
30
30
**
1,000
,000
30
30
Page 30
Correlations
Reccomend
Pearson Correlation
Reccomend
1,000
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total6
Total6
Sig. (1-tailed)
30
30
**
1,000
,000
30
30
Correlations
RepeatPurchas
Total6
e
Pearson Correlation
RepeatPurchase
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total6
1,000
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Correlations
AttPricetoQualit
Total6
y
Pearson Correlation
AttPricetoQuality
Sig. (1-tailed)
N
Pearson Correlation
Total6
Sig. (1-tailed)
N
1,000
**
,000
30
30
**
1,000
,000
30
30
Page 31
Correlations
MeetingExpecta
Total6
tion
Pearson Correlation
MeetingExpectation
Sig. (1-tailed)
**
,000
N
Pearson Correlation
Total6
1,000
30
30
**
1,000
Sig. (1-tailed)
,000
30
30
Reliability
Variable: Tangibles
Case Processing Summary

N
Valid
Cases
Excluded
Total
%
30
100,0
,0
30
100,0
a. Listwise deletion based on all variables in the

procedure.
Reliability Statistics
Cronbach's
N of Items
Alpha
,840
Inter-Item Correlation Matrix

Plane
Facility
FlightAttNeatnes EquipmentSophi BrochureAesthet

s
stication
Total1
hics
Plane
1,000
1,000
1,000
1,000
1,000
1,000
Facility
1,000
1,000
1,000
1,000
1,000
1,000
FlightAttNeatness
1,000
1,000
1,000
1,000
1,000
1,000
1,000
1,000
1,000
1,000
1,000
1,000
BrochureAesthethics
1,000
1,000
1,000
1,000
1,000
1,000
Total1
1,000
1,000
1,000
1,000
1,000
1,000
Page 32
Item-Total Statistics
Scale Mean if
Scale Variance
Corrected Item-
Squared
Cronbach's
Item Deleted
if Item Deleted
Total Correlation
Multiple
Alpha if Item
Correlation
Deleted
Plane
19,5000
95,431
1,000
,802
Facility
19,5000
95,431
1,000
,802
FlightAttNeatness
19,5000
95,431
1,000
,802
19,5000
95,431
1,000
,802
BrochureAesthethics
19,5000
95,431
1,000
,802
Total1
10,8333
29,454
1,000
1,000
Scale Statistics
Mean
Variance
21,6667
Std. Deviation
117,816
N of Items
10,85431

N
Valid
Cases
Excluded
Total
30
100,0
,0
30
100,0

procedure.
Cronbach's
N of Items
Alpha
,840

Promise
Punctuality
Procedure
Concern
Sincerity
Total2
Promise
1,000
1,000
1,000
1,000
1,000
1,000
Punctuality
1,000
1,000
1,000
1,000
1,000
1,000
Page 33
Procedure
1,000
1,000
1,000
1,000
1,000
1,000
Concern
1,000
1,000
1,000
1,000
1,000
1,000
Sincerity
1,000
1,000
1,000
1,000
1,000
1,000
Total2
1,000
1,000
1,000
1,000
1,000
1,000
Scale Mean if
Scale Variance
Corrected Item-
Squared
Cronbach's
Item Deleted
if Item Deleted
Total
Multiple
Alpha if Item
Correlation
Correlation
Deleted
Promise
19,5000
95,431
1,000
,802
Punctuality
19,5000
95,431
1,000
,802
Procedure
19,5000
95,431
1,000
,802
Concern
19,5000
95,431
1,000
,802
Sincerity
19,5000
95,431
1,000
,802
Total2
10,8333
29,454
1,000
1,000
Scale Statistics
Mean
Variance
21,6667
Std. Deviation
117,816
N of Items
10,85431
Variable: Responsivenes

N
Valid
Cases
Excluded
Total
%
30
100,0
,0
30
100,0

procedure.
Cronbach's
N of Items
Alpha
,840
Page 34

ClarityofInfo
TimingofAssista
AccofAssist
Readiness
Willingness
Total3
nce
ClarityofInfo
1,000
1,000
1,000
1,000
1,000
1,000
TimingofAssistance
1,000
1,000
1,000
1,000
1,000
1,000
AccofAssist
1,000
1,000
1,000
1,000
1,000
1,000
Readiness
1,000
1,000
1,000
1,000
1,000
1,000
Willingness
1,000
1,000
1,000
1,000
1,000
1,000
Total3
1,000
1,000
1,000
1,000
1,000
1,000
Scale Mean if
Scale Variance
Corrected Item-
Squared
Cronbach's
Item Deleted
if Item Deleted
Total
Multiple
Alpha if Item
Correlation
Correlation
Deleted
ClarityofInfo
19,5000
95,431
1,000
,802
TimingofAssistance
19,5000
95,431
1,000
,802
AccofAssist
19,5000
95,431
1,000
,802
Readiness
19,5000
95,431
1,000
,802
Willingness
19,5000
95,431
1,000
,802
Total3
10,8333
29,454
1,000
1,000
Scale Statistics
Mean
Variance
21,6667
Std. Deviation
117,816
N of Items
10,85431
Variable: Assurance

N
Valid
Cases
Excluded
Total
%
30
100,0
,0
30
100,0

procedure.
Page 35
Cronbach's
N of Items
Alpha
,840

Trust
Security
Comfort
Courtesy
Insurance
Total4
Trust
1,000
1,000
1,000
1,000
1,000
1,000
Security
1,000
1,000
1,000
1,000
1,000
1,000
Comfort
1,000
1,000
1,000
1,000
1,000
1,000
Courtesy
1,000
1,000
1,000
1,000
1,000
1,000
Insurance
1,000
1,000
1,000
1,000
1,000
1,000
Total4
1,000
1,000
1,000
1,000
1,000
1,000
Scale Mean if
Scale Variance
Corrected Item-
Squared
Cronbach's
Item Deleted
if Item Deleted
Total
Multiple
Alpha if Item
Correlation
Correlation
Deleted
Trust
19,5000
95,431
1,000
,802
Security
19,5000
95,431
1,000
,802
Comfort
19,5000
95,431
1,000
,802
Courtesy
19,5000
95,431
1,000
,802
Insurance
19,5000
95,431
1,000
,802
Total4
10,8333
29,454
1,000
1,000
Scale Statistics
Mean
21,6667
Variance
117,816
Std. Deviation
10,85431
N of Items
6
Page 36
Variable: Empathy

N
Valid
Cases
Excluded
Total
%
30
100,0
,0
30
100,0

procedure.
Cronbach's
N of Items
Alpha
,840

PersonalAttentio
OperationHours
UnderstandingN
Goodwill
Tolerance
Total5
eeds
PersonalAttention
1,000
1,000
1,000
1,000
1,000
1,000
OperationHours
1,000
1,000
1,000
1,000
1,000
1,000
UnderstandingNeeds
1,000
1,000
1,000
1,000
1,000
1,000
Goodwill
1,000
1,000
1,000
1,000
1,000
1,000
Tolerance
1,000
1,000
1,000
1,000
1,000
1,000
Total5
1,000
1,000
1,000
1,000
1,000
1,000
Scale Mean if
Scale Variance
Corrected Item-
Squared
Cronbach's
Item Deleted
if Item Deleted
Total Correlation
Multiple
Alpha if Item
Correlation
Deleted
PersonalAttention
19,5000
95,431
1,000
,802
OperationHours
19,5000
95,431
1,000
,802
UnderstandingNeeds
19,5000
95,431
1,000
,802
Goodwill
19,5000
95,431
1,000
,802
Tolerance
19,5000
95,431
1,000
,802
Total5
10,8333
29,454
1,000
1,000
Page 37
Scale Statistics
Mean
Variance
21,6667
Std. Deviation
117,816
N of Items
10,85431

N
Valid
Cases
Excluded
Total
%
30
100,0
,0
30
100,0

procedure.
Cronbach's
N of Items
Alpha
,840

FeelingSatisfied
Reccomend
RepeatPurchase AttPricetoQuality MeetingExpectat
Total6
ion
FeelingSatisfied
1,000
1,000
1,000
1,000
1,000
1,000
Reccomend
1,000
1,000
1,000
1,000
1,000
1,000
RepeatPurchase
1,000
1,000
1,000
1,000
1,000
1,000
AttPricetoQuality
1,000
1,000
1,000
1,000
1,000
1,000
MeetingExpectation
1,000
1,000
1,000
1,000
1,000
1,000
Total6
1,000
1,000
1,000
1,000
1,000
1,000
Page 38
Scale Mean if
Scale Variance
Corrected Item-
Squared
Cronbach's
Item Deleted
if Item Deleted
Total
Multiple
Alpha if Item
Correlation
Correlation
Deleted
FeelingSatisfied
19,5000
95,431
1,000
,802
Reccomend
19,5000
95,431
1,000
,802
RepeatPurchase
19,5000
95,431
1,000
,802
AttPricetoQuality
19,5000
95,431
1,000
,802
MeetingExpectation
19,5000
95,431
1,000
,802
Total6
10,8333
29,454
1,000
1,000
Scale Statistics
Mean
21,6667
Variance
117,816
Std. Deviation
10,85431
N of Items
6
Page 39

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THE IMPACT OF GARUDA INDONESIA SERVICE

TOWARDS CUSTOMER SATISFACTION

2.1 Foreign Literature

3.1 Research Design

Chapter III Research

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

To compete succesfully in this industry, it is important for the airlines to perform a

1.2 Background of Study

Garuda Indonesia Experience is a new concept of service designed to allow passengers

By introducing the concept of Garuda Indonesia Experience, Garuda Indonesia is

1.3 Statement of Problem

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

To what extent the Garuda Indonesia service creates better customer

1.4 Significance of Study

To Airlines : This research will be a useful source of information to develop their

To customer (passanger): This research can be a source of information that

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

To future researcher : This research can be a source of literature review for

1.5 Scope and Limitation

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

2.4 Definition of Terms

Airlines : an organization providing a regular public service of air transport on one or

Assurance : A guarantee in the form of knowledge, courtesy, and ability thatcan

Customer : a person who purchases goods or services from another

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

Empathy : Giving attention and care personaly towards customer in order to

Garuda Indonesia Experience : A service concept provided by Garuda Indonesia that

Quality : the degree of excellence of something

Reliability : An ability to provide the promised service in accurate, satisfying, and in

Satisfaction : fulfilment of ones wishes, expectations, or needs

Tangibles : A companys ability to show its existance to the external parties.

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

2nd week of February

Preparing the topic of the research and the

3rd week of February

Conducting literature review both foreign

4th week of February

Preparing the research design, sampling

1st week of March

Revising the research proposal

2nd week of March

Submitting the research proposal

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

3.2 Sampling Design

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

keeping Interval Scale

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

Comfortable operation hours

3.5 Local of Study

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

3.6 Statistical Treatment of Data

b1...b5 = Regression coefficient

x = sum of all data values

In order to prove whether there is a relationship betwen whole variables (tangibles,

3.7 Reliability and Validity

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

C. Statement of Garuda Indonesia Service Impact towards Customer

Garuda Indonesia has comfortable operating hours

The Impact of Garuda Indonesia Service Towards Customer Satisfaction

The Impact of Garuda Indonesia Service Towards Customer Satisfaction