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This study aimed to determine the Strategy to Improve the Quality of Passenger Service at the Airport Service Counter PT. Angkasa Pura I at Ngurah Rai Airport, Bali. The theory used in this research is related to five dimensions of service quality, namely reliability, assurance (guarantee), tangible (real), empathy and responsiveness according to Tjiptono (2011). Informants were selected through purposive sampling, with total of five people from the Airport Service Hospitality Officer and five people from passengers who used the services of PT. Angkasa Pura I. This study used a qualitative method and was explained through descriptive. Data collection techniques used in the form of interviews, observations, and documentation. The data collection technique began with the method of data reduction, data presentation and extraction into a conclusion. The results of the study show that service quality was measured by five dimensions, namely the dimensions of reliability, assurance (guarantee), tangibility (real/physical evidence), empathy and responsiveness to airport services provided to passengers getting a value of 2 which was sufficient. Meanwhile, in the assurance dimension, the score is three, which is neutral. Indicators that have not run-in accordance with passenger expectations are regarding the ability of CSOs to provide services, lack of responsiveness and comfort to passengers. Therefore, to improve the quality of service, it can be accompanied by implementing the communication strategy provided by the CSO by providing all information using good language and easily understood by the passenger. And implement service strategies according to company service operational standards and provide fast and efficient service so that passengers feel comfortable when complaining.


Service Service Quality Service Passenger

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