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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

CHAPTER 1 INTRODUCTION

1.0 Background to the Research
The tourism industry for some countries has become a ma"or source of income for the country# Indonesia is no exception$ %s an archipelago country exploring the beauties of its nature and cultured attraction has become a ma"or agenda for tourism industry$ The tourism industry for Indonesia is the top three resource income for the country$ In the year &''(# the tourism industry )as highly successful* tourists came over and over until Indonesia faced the monetary crisis# )hich affected to the tourism industry badly Embassy Indonesia of Otta)a# +,,-!$ .hen the monetary crisis )as over# the Indonesia tourism industry found a declining number of tourists to Indonesia$ One of the identified )as the degradation of tourism services /uality$ The Indonesia tourism industry has been left behind from other countries that faced similar problem li0e Thailand$ Tourists have changed their agenda from Indonesia to other countries$ They thoughts that the /uality of service from Indonesia tourism industry is far from )hat they expected$ The other factor that had a ma"or affect in the declining number of tourists is the economy# security# facility and infrastructure# services# and product$ Economy and the security factor are those factors outside the control of any tourism industry$ These t)o factors are not discussed further in this thesis$ 1o)ever# those remaining other factors# facilities# service and product are under the control of the management in tourism industry$ Therefore# the pro"ect addresses concerns about those three factors$ %s mentioned previously the /uality of service is one determining factor to the success of the Indonesia tourism industry$ In addition# Indonesia tourism industry is also facing other problems such as mar0eting# and being able to honour customer value and to meet customer2s expectations$ The Indonesia tourism industry does not have a good

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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

information system and that is a lac0 of /uality of services to meet their customers2 needs and expectations$ It is true that the Indonesia board of tourism has conducted a campaign by declaring the year of +,,- as the 3Indonesia 4isit 5ear6 Indonesia# +,,-! but the result )as not good as expected$ To overcome the )ea0ness# the tourism industry should be developed to the ne) direction )here they should ta0e care of the )ants and needs and be able to deliver service /uality according to the criteria of the customers$ 7y measuring their )ants and needs# the industry can meet the customer2s satisfaction$ %irport service are one important element of the tourism industry$ 7andung airport is one of the airports in Indonesia )here domestic and inbound tourists are and go to 7andung and its surrounding area$ It is the main gate of .est 8ava province and so to measure the satisfaction of the customer to the service /uality delivered by 7andung airport is the valuable$ 7ase on the challenge the Indonesia tourism industry is facing and the effort to revive the industry# the researcher suggests the 7andung Indonesia! tourism industry adopts the Customer Experience Management CEM! approach )hich is a po)erful )ay to enhance /uality of service to achieve customer satisfaction$ %ccording to Schmitt +,,9! Customer Experience Management CEM! is 3the process of strategically managing the customer’s entire experience with product and companies $ Customer Experience Management CEM! is a 3truly customer focused management concept. Customer Experience Management (CEM) is a methodology that try to overcome the gap between the company and the customer6 .alliser# +,,:! 7ased on the definition above# the 7andung tourism industry can be more focused on ho) to manage the customer experience and then provide goods and services matches to achieve customer satisfaction$ The customer could become the facilitator for the company by telling others about the experience$ 7y telling their experiences that can be a medium in ma0ing the connection bet)een the customers2s and company$ The business )ill be successful )hen the company has the capability to evaluate exactly )hat 0ind of value they get from customer experience# the value of product that they are delivering# and most important is ho) to get
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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

positive response from the customer$ The positive response from the customer is an indication of customer satisfaction$ %s mentioned by ;otler and %rmstrong &'''!# customer satisfaction is< “Customer satisfaction is the extent to which the product is perceived matches a buyer’s expectation. delighted 3 Customers can influence the business in the industry based on their )ants and needs$ This position suggests that )hen the service or products the customers received from 7andung airport match )ith the value and the needs of customers then the customers is satisfied$ 7ase on experiences of the customer# the management of 7andung airport should 0no) better )hat 0ind of values the customers expect and )hat the industry can provide and deliver accordingly$ It is the reason )hy Collin Sho) +,,:! says that to understand better the customer )ants# and to provide the experiential value# the organi=ation should use the customer needs of hierarchy$ 7ase on that reason the researcher has explored the process on ho) to enhance the service /uality to achieve customer satisfaction by using a Customer Experience Management CEM! as an approach in the Indonesia tourism industry$ 7y using a Customer Experience Management CEM!# the Indonesia tourism can identify ho) the customer thin0s and feels# and can react fast to the changes needed by the customer$ 7y CEM the Indonesia tourism industries have an opportunity to identify the best things for their investment$ The other benefit for the Indonesia tourism industry are because they can implement this CEM is this approach is not only see the customer orientation but also still 0eep gave attention to their employees to deliver value to their customers$ >rom the Customer Experience Management side# to achieve a better /uality service the Indonesia tourism industry can apply the strategies that guide to provide experiential value for customers to achieve customer satisfaction Schmitt# +,,9!$ The benefit of using customer experience management CEM! is that the Indonesia tourism industries 0no) ho) to measure the customer need and delivery the service /uality based on f the product performance falls short of expectation! the buyer is dissatisfied. f performance matches or exceeds expectations! the buyer is satisfied or

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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

customer value# and at the end the industry have the capability to provide an expected value for their customer in order to achieve customer satisfaction$

1.1 Research Prob e! " Research #uest$on
This study )ill attempt to investigate how Customer Experience Management (CEM) through IT/IS can enhance the quality of service at an!ung airport as an element of the tourism in!ustry to achieve customer satisfaction $ The study attempts to find )hat is platform needed to deliver a service /uality in the Indonesia inbound tourism industry$

1.% A$! and Ob&ect$'es
The aim of this research is to establish a process or the approach of Customer Experience Management CEM! through IT?IS to enhance the /uality of service in 7andung airport service element of the tourism industry to achieve customer satisfaction$ The ob"ectives of the research )ill be< a! To identify the value of Customer Experience Management CEM! for 7andung airport as an element of Indonesia inbound tourist$ b! To analy=e and understand ho) the Customer Experience Management CEM! as an approach can be used in 7andung airport as an element of Indonesia inbound tourism industry$ c! To identify the customer vie) of /uality service and see the process that should be applied to achieve customer satisfaction in 7andung airport as an element of Indonesia inbound tourism industry$

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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

1.( )ust$*$cat$on o* the Research
This research is to identify the service /uality that 7andung airport provides and ho) the CEM can enhance the high /uality service itself$ @esearch has been done relating to CEM to enhance the service /uality at 7andung airport before# and the research is to identify the satisfaction of service /uality at 7andung airport from inbound tourist by using Customer Experience Management CEM!$ This research can help the management of 7andung airport to enhance the service /uality also to boost the number of inbound visitors to Indonesia$

1.+ ,ethodo ogIn this research the methodology to be used is primary research$ Arimary researches )ill be conducted in the form of intervie) and /uestionnaires$ The intervie) )ill be conducted )ith the management of 7andung airport# and /uestionnaires )ill be distributed to Indonesia inbound tourist as customers$ 7eside the primary research# the secondary research )ill be used$ This research refers to people among the chosen area# related boo0s# literature# eBresources and eB"ournals$ This secondary research supports the data that has been gathered and to evaluate the area in this pro"ect$

1.. Out $ne o* the D$ssertat$on
Cha/ter 1 Introduction chapter divide become - parts$ Cescribe about introduction about CEM concept$ Include the aims and ob"ectives of research$ It also includes on overvie) of structure on the dissertation$ Cha/ter % Cocuments of the literature revie) performed by the researcher all through this research pro"ect$ It provides a theoretical bac0ground of the problem# including the definition# core concept and description post research carried out in the same or closely related area of study$

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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

Cha/ter ( Cescribe the methodological procedures of the study$ This includes the research /uestion# research ob"ectives# research approach# research design and time dimension# unit of analysis# data collection tools# data collection procedures# data analysis and the research limitation$ Cha/ter + Aresentation and %nalysis of Cata$ This includes an analysis of empirical data$ Cha/ter . %@TE>%CT ? contribution? Celiverable$ The frame)or0 )as built according to the current situation of 7andung airport# also suggestion from the Indonesia inbound tourist as the user of 7andung airport$ Cha/ter 0 Conclusion and recommendation$ In this chapter the stated research /uestion )ill be ans)ered and discuss the findings and conclusions$
IGT@OCUCTIOG HITE@%TU@E @E4IE. MET1OCOHOI5

A@ESEGT%TIOG %GC %G%H5SIS DATA

%@TI>%CT ? CEHI4E@%7HE

COGCHUSIOG %GC @ECOMMEGC%TIOG

1$gure 120 Out $ne o* the thes$s

1.0 De*$n$t$on o* the ter! used
The term that used in this research is< Customer Experience Management CEM!< the process of strategically managing a customerDs entire experience )ith a product or a companyE Schmitt# +,,9# p$&F! Service /uality< Aarasuraman et al$ &'-:! ta0en from Chaffey et al +,,9! service /uality is the "udgment from customers to the companies$

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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Customer Satisfaction< 1offman and 7ateson &''F! defined customer satisfaction is a comparison of customer expectations to perceptions regarding the actual service encounter$ Inbound tourism industry< 7ased on %ustralia Tourism +..hat is the strategy from the Indonesia inbound tourism industry to deliver service /uality to achieve customer satisfaction$ c! %dvantage and disadvantage from customer experience management CEM!$ d! Customer satisfaction reported$ TP014423 Page 7 .assu!/t$on The delimitation of this research )ill be< a! Current issues )ithin the customer experience management CEM! in Indonesia inbound tourism industry Inade/uate customer experience management CEM! as an approach to achieve customer satisfaction Hac0 of 0no)ledge of customer experience management CEM! The service /uality that provide by Indonesia tourism industry based on inbound tourist point of vie) to achieve customer satisfaction$ The uses of IT?IS as the main support for tourism industry$ b! %nalysis reports of the current practice of the service /uality in Indonesia inbound tourism industry$ 1o) the Customer Experience Management CEM! can be applied in the Indonesia inbound tourism industry$ Co the IS?IT has been used effectively to achieve customer satisfaction$ .3 De $!$tat$on o* sco/e and 4e.-! Inbound tourism covers all international tourists traffic entering a country$ 1.

5 CONC6U7ION In this first chapter# a bac0ground to the research are presented# follo)ing by brief introduction about customer experience management CEM!# the driver of customer experience management CEM! that )ill adopt in the 7andung tourism industry and bac0ground information about customer experience management CEM! current practice in Indonesia it follo)ed by pro"ect bac0ground and the aim of pro"ect$ Therefore follo) the statement of the research /uestions of this dissertation$ >inally the layout for the rest of this dissertation also presented$ TP014423 Page 8 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! e! Customer experience management CEM! process that going to use to achieve customer satisfaction$ 1.

1 Introduct$on Customer is the heart for every business in any industry# )ithout customers the industries do not have capability to gro) if the customer as a central is not involving and not supporting to the business$ The interaction bet)een industry and customer happens )hen the customers do a transaction for the needs and )ants from the industry and the business itself provides the needs of the customer# )hich are goods and services$ Every industry has their o)n contribution the economy gro)th of countries$ Tourism industry is one of those industries$ >or several countries# the tourism industry plays an important role in their economy because the industry is the main income of the countries$ >or Indonesia# the tourism industry also became the ma"or generating income and highly participates to Indonesian economy$ %irport service as elements of tourism industry become the main gate to measure the satisfaction of the customer to the /uality of service that delivered by 7andung airport$ JCustomer experience management CEM! is "the process of strategically managing a customer#s entire experience with a product or a company" $ @elationship mar0eting focuses on establishing and building a longBterm relationship bet)een a company and a customer$ Several approaches have been exposing includes customer experience management# customer relationship management# loyalty programs# and database mar0eting .hite Aaper!$ The main point of the customer experience management is ho) the customer engaging )ith the brand )ithin industry and at )hich the industry can ma0e TP014423 Page 9 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! CHAPTER % 6ITERATURE RE8IE9 This chapter is )ill be revie)ed literature that relevant to the research area and each of the research /uestion# as it )as stated on the purpose of the research at the end of chapter one$ %.

< Current Pract$ce @ecently a ne) approach that is able to provide a vie) of total customer experience has been developed$ The ne) approach is 0no)n as Customer Experience Management CEM!6 Schmitt# +..9!$ This approach defines 3the mar0et and competition6 based on socio cultural and business usage context# and companies )ould use research to gather broad K based customer intelligence instead of precise but inconse/uential measurement$ Schmitt +.anage!ent . Custo!er E:/er$ence ..9!$ 7y building the relationship )ith the TP014423 Page 10 ..%.9! says Customer Experience Management CEM! is truly customer focused management concept$ Customer Experience Management CEM! goes far beyond Customer @elationship Management C@M! as it moves from recording transactions to building rich relations )ith customer$ Customer Experience Management result in completing experience$ Customer Experience Management CEM! also ta0es an integrative approach to CEM! provides value to their customer by delivering information# services# and interaction that customers2 needs# loo0ing internally as )ell externally$ >rom the definition above# Customer Experience Management has the capability to help the company to understand better the customer )ants and needs$ 7y using Customer Experience Management the company does not only record transaction but also building the relation )ith customers Schmitt# +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! of bra0e the relationship$ The experience from the customer is start )hen they start to interact )ith the industry# such as )hen the customer decide to use one of the company in the industry# come to the company# choose the product# use it can feel it and en"oy it# that is the experience of the customer$ >rom the definition Customer Experience Management CEM! above it clearly mention ho) to managing the customers )ants and need based on the customers experience and ho) the company engage )ith their products$ 7y minimi=ing the gap bet)een customers )ith employees also system from the company# understand and translate the customer2s )ants and needs into a products and services$ 1o) to control and delivered the products and service that can matches )ith the customer experience$ %.CE.

alyani and Araveen A +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! customer it can overcome gap bet)een customers2 needs and services the company provides$ That definition also mentions an integrative approach to customer# loo0ing internally as )ell externally means that it does not only ma0e an approach to the customers from one side but the company also sees the needs the from both of sides# namely# the customer point of vie) and put them self in the customers2 shoes$ Similar to Schmitt +.(! defined 3Customer Experience Management as the methodology that tries to overcome the gap between the company and the customer$$ That definition sho)s that Customer Experience Management CEM! tries to minimi=e the gap bet)een the customer and companies by understanding the value better of products and services through the customer2s point of vie)$ 7eside to understand the customer point of vie)# the management of the companies has also to provide the )ants and needs of their employees$ The employees are the main frontier in the industries* because it is them the customers ma0e the first interaction before they purchase the goods and services$ 8oe >letcher +..9!# . &he concept can be simple ' consistently provide positive! valuable experience to your customers and they will return loyally to you repeatedly(and by now you )now that leads to increased profitability. mplementation is the hard part ' a complexity that continually challenges most organi%ations today6$ The company should provide a valuable experience of goods and service that can attract the customers$ The most challenging matter here is ho) to provide the experience goods and services because every customers have a different point of vie) about the experience of goods and services$ %lso from the experience that companies provide it becomes the main role )hen the customers satisfied# and if the customers satisfied it means the customer2s needs could match )ith the products and services and they )ill purchase repeatedly )hich can change of the status of the customers from satisfaction to loyalty of the product$ TP014423 Page 11 ...F! presents 3Customer Experience Management is a holistic approach to managing the experiences of your customer with your company cutting across functions and silos! to drive customer satisfaction! loyalty and profitability at all levels of the organi%ation.

Customer Experience Management is how to focus on the customer! and to see how the reaction of the customer to your brand! the advertisement! to purchasing and see how the customer reacts with their product and service.. &he focus of CEM is not on transaction but also focus on all contact during all until end experience 3 1ill# +..(!$ The brand is point of vie)ed from customers about company2s name# tool of advertising# company2s says and ho) the company2s says and does it$ 3&he C*M is more to build the relationship with the customer.anage!ent To have a better comparison it might be good if the discussion in this section starts )ith the meaning of Customer @elationship Management and then it is compared )ith the definition of Customer Experience Management as has been discussed previously$ To start )ith# it can be said that many researchers said that the customer experience management is the ne) approach of customer relationship management$ 1ill +.( Co!/ar$son Custo!er E:/er$ence .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %.anage!ent =$th Custo!er Re at$onsh$/ .(!$ 7ased on )hat 1ill said the Customer @elationship Management C@M! is more into building the relationship )ith the customer by using the brand as a communication tool and Customer @elationship Management C@M! only sees ho) the customer reacts to the products and services that company offered$ 7ut Customer Experience Management concerns are more )ider compared )ith Customer @elationship Management C@M!# because Customer Experience Management uses all the process of C@M but it does not stop until it is seen ho) the customer react but also still have another process )hich is to see ho) the experience of the products and services from the customers point of vie)$ It is a good thing to evaluate and ma0e improvement to the products and services# so in the future the company understands better )hen they )ants to release a ne) products and services$ TP014423 Page 12 ..(! for example# mentions about C@M as follo)s$ 3Customer @elationship Management more focused to the organi=ation# product and the transaction$ It )as not an insideBout vie)$ It )as the communicated of the brand 3 1ill# +.

to custo!er $ssues and o//ortun$t$es 7a'e at@r$sk custo!er O/t$!$Ae re at$onsh$/ *$nanc$a Indent$*.e. and CR.the best $n'est!ent CR.ir0by# +.F!$ 1o)ever# Customer @elationship Management C@M! is the root of Customer Experience Management CEM!$ Customer Experience Management is not only for a better service but for also creating a feel good factor using all senses# on top the goods and services$ The co!/ar$son o* the ob&ect$'es bet=een CE. ob&ect$'e 4no= =hat -our custo!er th$nk toda-> so -ou can act $!!ed$ate Ident$*. Ob&ect$'e @educe cost internally Increase employee efficiency and effectiveness Increase your ability to ac/uire# retain# upB and crossBsell customers and prospects Improve the customer relationship through more personali=ed touchBpoints Capture historical customer transaction data Table +$.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The same point of vie) about CEM is# Customer Experience Management CEM! a part process of customer relationship management C@M! the actual# delivering part# setting brand value# planning strategy and tactics# ne) product development# collecting and analysis data# designing customer centric process# recruiting and re)arding for all employee staff to focus on customer# building a partnership# six sigma# activity based on costing# customer profitability modelling# integration architectures K all of these parts are managing the relationship )ith the customer$ The real experience is the "ust the Lmoment of truth2$ In Iartner2s eight building bloc0s of C@M# customer experience is "ust one of the bloc0s .F! 3&he core purpose of C*M is to increase the operational efficiency and effectiveness of your customer relationships across all touch points.i. Comparison ob"ective CEM and C@M >red @eichheld# +. +ecause it does not provide any direct insight from your customer’s perspective! it can only tell you the “what$. CE..and not the “why$ >red @eichheld# +.! what the customer did..F!$ TP014423 Page 13 ..and res/ond ?u$ck .

0...avid *ance! managing director of *ound (/... &he customer experience is the emotional part of any transaction Thompson# +.(!$6 >rom the explanation above it clear that CEM is a part of business strategy not only the technology$ C@M is gathering all the information and analy=ing to find optimum opportunities to sell )hile CEM is the mechanisms that engage and search the potential of customer loyalty for a long term$ .9! emphasi=ed that Customer @elationship Management C@M! 3is more and more destined to address t)o opposing concept< efficiency and effectiveness$ One hand a company needs to be effective on the mar0et in order to manage relationships )ith customers# maintain its mar0et share and improve it mar0et prevention* on the other hand company need to be more efficient$6 >rom those opinions it can be seen clearly that the core purpose of C@M is efficiency and effectiveness# only the second opinion clearly mentions that the effective is re/uired more not only on the management the relationship )ith the customers but also the company needs to be more efficient$ 3J$-t its highest level! C*M defines what the company wants from the customer relationship and gathers the information and insight that is analy%ed against products and service to find optimum opportunities to sell!$ according to .) 1imited in Thompson#+.(! $ 3CEM is the mechanism by which the customer is engaged to optimi%e the potential customer loyalty and long2term value that is defined by C*M.F!$ Customer experience management CEM! can accelerate the company ability to respond not to only customer issues but also TP014423 Page 14 .ith CEM# you 0no) )hat drives your customers# )hat they )ant today not )hat they )anted one month ago!# and ho) it all influences their loyalty to your company$ 1aving these insights delivered in a timely manner to your decisionBma0ers enables you to react faster and )ith more agility to the business issues and opportunities# you face daily$ 7ecause CEM tells you the 3)hy6 behind customer behaviour M e$g$# 0ey drivers in purchase decisionsMyou can optimi=e the customer experience according to your business ob"ectives >red @eichheld# +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! @a"ola +.

.F!$ Therefore# CEM should have the follo)ing 0ey elements# namely# TP014423 Page 15 .anage!ent Customer Experience Management is a crossBfunctional discipline$ It crosses the boundaries of typical functions and departments$ It ta0es a holistic approach and includes all customerBfacing functions as )ell as those that do not typically have a customer role or responsibility# for example# >inance# IT# 1uman @esources# and so on$ 3Customer Experience Management may begin in Mar0eting# Customer Service$ .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! customer business opportunities$ Customer Experience Management also helps the company deliver the value of the customer in the right )ay$ >rom )hat >letcher explained above# the CEM is more detail )hen the company dealing )ith the customers$ CEM explores until the )hy the customer used the products and services ans)ered )hile the C@M stops at )hat customers did )ith the products and services$ CEM gives more detail information and can help the company to react /uic0ly based on )hy customers buy the products and services# and at the end the company can provide the ne) products and services based on the customer expectation$ 7ased on the comparison ob"ective above# it is better for the Indonesia tourism industry to implement CEM become the system in the industry because )ith CEM the industry can react to the changes from their customer /uic0ly$ %lso# CEM can identify and give respond in a short period to every opportunity that organi=ation capture$ 1o) to understand )hat the customer )ants is very important because the customer also have roles in the industry$ If the Indonesia tourism industries only provide )hat the industry thin0 )ithout see )hat the customer )ants it means the industry )ill never gro)$ >rom )hat the assumption above it can ta0e a red line that by applying CEM it )ill help the Indonesia inbound tourism industry 0no)ing ho) and )hen to respond the opportunity that comes to the industry$ %.E e!ents o* Custo!er E:/er$ence .hen responsibility for the Customer Experience lies only in those areas# ho)ever# the company is not really managing the total Customer Experience$ In fact# at that point# the company is probably ta0ing only typical customer satisfaction improvements approach 3 8oe >letcher# +.+ 4e.

9! CE.Bs 1ocus $s e:terna and $nterna .hy CEM should also concern )ith employee because the employee feel and the experience of the company and its initiatives is critical for delivering the right brand experience through communication# enhancing the customer interface face to face and via the call centre!# and encouraging continuous innovation initiative$ Schmitt# +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! cover both analytical and creative# strategy and implementation# and focuses both on external and internal$ CE.9!$ TP014423 Page 16 . $s Both Ana -t$ca and creat$'e.9!$ CE... Most of customer frame)or0s are concerned either )ith strategy or )ith implementation# but not )ith CEM$ CEM includes both strategy and implementation in a uniform frame)or0$ Strategic considerations are at the core of the first t)o steps< analy=ing the experiential )orld of the customer and building the experiential platform$ Gext three implementation steps focus on the brand experience# the customer interface# and continuous innovation Schmitt# +. $s Both 7trateg. The foremost concern of CEM is the external customer! experience$ CEM frame)or0 analyses both strategy and consumers and 7+7 customer and design strategy and implementation$ 1o)ever# CEM also concerns )ith the 3internal experience6 the employee experience!$ . The CEM frame)or0 includes both analytical and creative concept and tools$ This 0ind of combination is highly unusual$ The analytical is needed for structuring# analy=ing# and /uantifying the business# for catching customer2s attention# and satisfying their )ants and needs$ The CEM frame)or0 meshes the )orlds of the analytical and the creative$ It is accurate# internally consistent# and )ell structured$ The frame)or0 is creative in its use of novel concept# uni/ue tools# and unusual research techni/ues for gaining customer insight$ Schmitt# +.and I!/ e!entat$on..

.< %ccording to Quaero +.-! Customer Experience Management CEM! )ill improve an organi=ation ability to identify and benchmar0 customer2s experiences$ This method gathers information from customers2 input and feedbac0# but the information the industry not only get from the input and feedbac0# they also can gather the information from )eb# etc$ To collect the experience from the customers today is easier because suitable technology is available to collect the information$ >urthermore# Quaero +. Ad'antages o* Custo!er E:/er$ence .-! mentions other advantages from customer experience management CEM! are<  3Can define opportunity for your organi=ation and its partner to improve$ The industries have to see every opportunity and they should have the ability to define that opportunity$ Coes the industry have the right sources to read that the opportunity# and if the industry don2t have enough ability to ma0e decision and to ma0e a partnership )ith the industry that have ability to improve the products and services that they )ill provide for catch the opportunities6$  3Customer interactions in )ays that is truly significant to the customer$ The industry should have the right approach to interaction )ith their customer$ The industry should formulate the approach that they )ill used to interact )ith the customer6$  3Arioriti=e changes that are valuable to your company and its customers$ The value of the customer al)ays changes every time because the demand from the customer also changes every day$ 7y 0no)ing the changes of the customer by using the experience approach it )ill help the company to ma0e priority to deliver the changes that customer need# and the changes it should be more valuable rather the previous products and service that they has delivered6$  3Cevelop a future state customer experience map$ To ma0e a future map based on experience that the industry gathers before it )ill help the industry to provide the right products and services based on the demand of their customers6$ TP014423 Page 17 .CE.anage!ent ...Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %.

F!# some benefits of a successful Customer Experience Management CEM! strategy or approach are< TP014423 Page 18 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!  3%ssess the effectiveness of your customer sales# service and mar0eting$ The resource of the industry is the root to ma0e the industry can running the business$ The departments in every business in the industry have to )or0 efficiently and have to )or0 base on vision and mission of the company$ In every department# the manager should have the proper frame)or0 for their division$ Such a customer sales# the sales person )ho 0no) ho) to interact )ith the customer and ma0e approach to them# and can deliver the information to the customer correctly$ The service divisions have to 0no) ho) to treat the customer patiently because every customer has a different experience in service# the service division should have the ability to read every opportunity )hen they can deliver the products and services and should have ability to read the customer demand and expectation in the future6$  3Cepartment K in fact# all employee and partners have contact )ith customers$ The department in the industry should have interacts )ith customer# because the customer is the centre of the business$ Even the department that is not related )ith the customer also has to put the customer as a consumer centric6$  3Quantify a customer experience and the value of the experience$ 1o) to measure or /uantify the experience of the customer is not easy$ The industry needs the right person )ho has ability to /uantify the experience$ The ability to /uantify the customer experience and value of the experience itself it really help to the industry to develop the ne) products and services and also to modify the product and service that they trying to deliver based on customer expectation$ The products and services that the industry provides is must be valuable to the customer itself6$ The advantages of CEM as put for)ard by Charlotte are mixed bet)een the advantages of CEM and the )ay the company should do it although Charlotte states basic principle on the )ay ho) the company should do it$ >letcher +.F! also mentioned the advantages of CEM on the vie) of the interaction bet)een the company and the customers$ 7ased on 8oe >letcher +...

.CE.hen they interacted )ith them to gather information )ithout 0no)ing that the company has already implemented customer experience management$ This happens simply because the a)areness that the customers are important for the gro)th of any company has been existed for many years$ .ordBofBMouth Mar0eting 7oosting Employee Motivation and @etention @ates >rom )hat >letcher +.0 R$sk 1actors to 6ook Out 1or Custo!er E:/er$ence ..anage!ent .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! - Improving Customer Service Improving Customer Satisfaction Improving Customer @etention 7uilding Customer Hoyalty Improving Customer Arofitability 7uilding Customer Hifetime 4alue Creating .< Many companies had gone through some forms of CEM to explore the experience from the customers$ ..F! clearly mentioned that one of the advantages of CEM are can improve service /uality and customer satisfaction$ %.F! is more suitable )ith the Indonesia inbound tourist situation$ 7ecause >letcher +.F! mentioned above# it )ill help the organi=ation )ith in industry to understand more of )hat step the company should ta0e to start the interaction )ith the customer and also 0no) ho) to do to ma0e the industry itself gro)$ %ccording to explanation above# the advantage from >letcher +.hen monopoly and other 0inds of protections )ere no longer existed in the business )orld# )hen the customers have freedom to choose )hat goods and services they )ant to buy# the a)areness of the values TP014423 Page 19 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! of customers2 satisfaction is there$ The expression )hich says 3customer is the 0ing6 is an indication of such a)areness$ 1o)ever# those 3traditional )ays6 of doing CEM )as done mostly instinctively or carried out unsystematically$ %lthough CEM is a very systematic and )ellBplan action a company should do# CEM has benefited a lot from )hat have been done by those 3traditional )ays6 by understanding the strength and )ea0ness of the later )ay of doing CEM$ Moreover# the implementation of the modern and systematic CEM is not )ithout failure$ This means that as those 3traditional )ays6 the implementation of modern and systematic CEM also experienced some failures$ Strativity Iroup identifies some reasons that attributed to a failure of a CEM pro"ect such as lac0ing definition and criteria# lac0 of resources# and lac0 of suitable employees$ >urthermore# Strativity Iroup elaborates those terms as follo)s< 6ack De*$n$t$on and Cr$ter$a  The problem of a )ellBdefined and structured relationship )ith a customer )hen the expectations on both sides are far from being addressed$ This represents a lac0 of full understanding of )hat companies are see0ing from their relationships )ith customers$ %s such# it is impossible to maximi=e opportunities or deliver full value to customers$ Strativity group!$  The companies have not understanding the definition of the customer experience management CEM! clearly$ Most of the company only trying to build relationship )ithout any follo) up from the data they gathered from their customers# and also )hen the company is deliver the value to the customer only in general value not in specific value li0e the expectation from their customer$ TP014423 Page 20 .

(!  To translate the customer demand based the customer experience# the company should develop the relationship )ith their supplier# distributor# and mar0eting partner and )ith the customer$ To build the relationship )ith those O factors is not easy and sometimes the /uantity for each is different and ma0es the lac0 is deeper$ 6ack o* E!/ o-ee Per*or!ance  This is a study about the lac0 of customer experience management and search the )ea0est area of customer relationships is not relationship building# but rather the core value proposition?customer experience Strativity group!$  The employee 0no)ing better ho) to build relationship )ith their customers but the main problem for the employee is understand )hich is value from the customer that they are trying to explain in their experience$ The employee cannot define )ith )ell the experience of the customer and there is no structure in gather the data or information of the experience from their customer$ Strativity group! TP014423 Page 21 .hen the company decides to innovating the ne) products and services# they should understand the customer expectation# the life style and the experience from the customer$  Even the customer as a centric in the business the company also has to build relationship )ith their partner# distribution# customer and supplier$ .ith a good relationship# the company can give the good experience for the industry$ Every element )ho is dealing )ith the industry )ill feel satisfy because the industry is provide the best products and services for their customer$ ..alyani 4 N Araveen A$# +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! 6ack o* Resources  The company is searching the profitability )hen they )ere introducing the products and services$ The company should have an innovator in the company to develop the products and services$ The innovation can lead the company to become inventor in the industry$ .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %.:! says 3customer satisfaction measures cognitive and affective component$$ Cognitive component involve an assessment of the /uality dimension# )hile assessment include other variables 0no)n to contribute to satisfaction# such as emotion# attribution# and perceptions of e/uity$ TP014423 Page 22 .3 7er'$ce #ua $t.and Custo!er 7at$s*act$on The service /uality of the airport as an element of tourism industry is very important$ %n airport is the first gate for the inbound tourism to do the interaction )ith the service that they provide$ If the interaction customers feel that the services the airport provides are bad and do not meet their satisfaction# the experience is deeply imprinted in their memory and feeling and shapes their attitudes in future$ It is the experience that the customers )ill have for a long time$ It is the experience that )ill very much determine their decisions not to visit the ob"ect of tourism in the area$ Thus# the airport poor service /uality has a very significant contribution to the decline the number of inbound tourism$ The first time customers )ill come to the area but the poor service of the airport )ill hinder them to come for the second time$ In other )ords# the industry cannot be able to gain the competitive advantage$ This is )hat 1offman and 7ateson &''F! means )hen they said that 3the concept of service /uality )ith customer satisfaction is intert)ined6$ The customer satisfaction can be achieved if the goods and services the companies offered do not match )ith the customers2 )ants and needs$ To put it in positive statement then )hen the goods and services the airport provides match the customer expectation then the customer satisfaction can be achieved then the industry )ill have competitive advantages and then the industry )ill gro)$ 1o)ever 8amali +..

+.3.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %..9! said that service /uality is the "udgment from customers to the companies$ .hat is put for)ard by Aasarumanan et al$ &'-:! is supported by 1offman and 7ateson &''F! )ho said that service /uality is an attitude formed by long term# overall evaluation of a firm2s performance$ Similar )ith Aarasuraman# Hong and McMellon +. TP014423 Page 23 .1 7er'$ce #ua $tAarasuraman et al..O!$ Customer2s perception in Hong and McMellon6s definition is also a result of the "udgment in Aarasuraman et al$ )hich determines the attitude of customers as mentioned in the definition of 1offman and 7ateson$ In reality# the attitude is a product of the "udgment of the match bet)een )hat the companies offer in goods and services and the customer2s expectation$ In the )ords of Cha0rapani &''-! products or services have /uality if the customer2s en"oyment exceeds their perceived value of money they paid for$ En"oyment is a 0ind of attitudes and it can be formed only )hen the customers feel that the goods and services are )hat they expect or more$ 1o)ever# attitude can be very negative )hen the customers feel that the goods and services are not )hat they expect$ 1o)ever# )hat is meant by Cha0rapani &''-! is then in line )ith those discussed in previous paragraph$ Therefore# for the present )or0# the service 3uality is defined as attitudes of customers to the goods and services that companies offered as the result of their 4udgment about what they perceive about the 3uality of the goods and service of the company.O! said that an evaluation of service /uality means comparing the customer expectations )ith the customer2s perception after the actual encounter$ These three definitions have a very close meaning but also have three important variables to loo0 at$ The three variables are attitude 1offman and 7ateson# &''F!# "udgment Aarasuraman et al$# &'-:! and perception Hong and McMellon# +.. &'-:! as /uoted by Chaffey et al.

hen the /uality of the services is impressed positively in the first interaction there is no guarantee that the impression on the second interaction should be the same$ The impression of the second interaction might strengthen the first impression but it might differ from the first$ In other )ords# the company should al)ays be alert about the services the company provided )ith a possibility that the customers might forget all good experiences of their previous interaction "ust because one bad encounter that they have recently$ It means that there is a need to improve the /uality of services continuously$ Continuous improvement has three re/uirements such as customer focus# process improvement and total improvement$ Customer focused# means that the companies or industry should focus on product features based on )hat customer )ants and needs# from employeeBdependent Cha0rapani# &''-!$ service to process improvement# and from piecemeal implementation of /uality initiative to total involvement )ith customers and the process TP014423 Page 24 ..9!# /uality in tourism can be defined as< 3$ $ $ &he satisfaction of all the legitimate product and service needs! re3uirements and expectations of the consumer! at an acceptable price! in conformity with the underlying 3uality determinants such as safety and security! hygiene! accessibility! transparency! authenticity and harmony of the tourism activity concerned with its human and natural environment6$ Arices# safety# security# hygiene# accessibility# transparency# authenticity# and harmony are variables explicitly mentioned in the definition$ 1o)ever# all these variables )ill result in the satisfaction of customers$ Moreover# the limitation of time and budget for the present study hinder the researcher to go deeper to those variables one by one$ %s the important of these variable is ac0no)ledged# the present study collects data of those variables as information bases for the customers in ma0ing the "udgment$ %s attitudes are very sub"ective and might be changed from time to time depending on the /uality of goods and services the customers encounter in time of their interaction$ .TO definition of /uality has more variables than )hat put for)ard for the present study$ %ccording to the .TO +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! It is recogni=ed that .

Iap %nalysis of Service Quality Source< Clement and Selvam#! >rom the table above according to Clement and Selvam +..(! there is a : gap in service /uality< &$ Iap &< the gap bet)een customers perspective )ith the management perspective regarding the /uality service$ +$ Iap + < the gap management perception K service /uality specification gap TP014423 Page 25 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! In delivering the service /uality# there al)ays have misinterpreted bet)een companies )ith the customers expectation$ That misinterpreted us called by I%A model of service /uality# and belo) here is the explanation< >igure +$.

(!6 9$ Iap 9 < Service /uality specification K service delivery gap In this Iap Clement and Selvam +..(!# or an inability to communicate clearly and accurately the benefits of the service offered to the customers 7rogo)ic= et al$# &''..* Clement and Selvam# +.(!# and lac0 of understanding )hen these initiatives are ta0en Aarasuraman et al# &'-'* Clement and Selvam# +.(! has defined the service /uality specification K service delivery became<  % lac0 of analysis# design and definition of service /uality specifications# or )hen the specifications exist*  %n inconsistency bet)een those specifications and the strategy content or the perceptions management held of customer2s expectations$ O$ Iap O < Service Celivery K External Communications gap 3JService delivery is an inconsistency bet)een service design?service /uality specifications and the service /uality actually by the service delivery system$ The inconsistency may be technical /uality and?or process /ualityBrelated$ %nalysed can be used in order to be more precisely using the strategic /uality dimensions selected6 Clement and Selvam# +.....Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! 3JThe management here is facing lac0 of understanding of customers expectations and perception of service# motivated by both lac0 of initiative to listen the customers Pem0e and Schaaf# &'-'* Clement and Selvam# +.(!$ TP014423 Page 26 ..(!! and the gap can be further enlarged to include a lac0 of understanding if other external information Clement and Selvam# +.(!$ :$ Iap : < Expected Service K Aerceived Service Iap or the service performance gap! External communications is an inconsistency bet)een )hat is externally communicated promised! and )hat the service delivery system is actually able to provide the customers )ith$ Several factors may contribute to the origin of the gap< a lac0 of communication bet)een the Mar0eting Cepartment2s members and the Operations Cepartment2s members# a propensity to overpromise Peithaml et al$# &'--* Clement and Selvam# +.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! >rom the Iap that has been explained above there are some )ay to minimi=e the gap bet)een the management and the customers$ &$ The Iap & can be eliminate if the management start to collect the data on customer expectations then relate customer data to overall service strategy$ 7eside that the management also has to increase the interaction )ith the customers also increase the internal communication$ The most important is the management must trac0 the performance on satisfaction to the product and their services$ +$ The Iap +# the management must commit )ith their /uality service standards$ The )ords 3can2t be done6 cannot use any longer must see and create for any possibilities in order to give appropriate /uality service$ The management also has to see the goals setting of the companies itself$ 9$ The Iap 9# to eliminate the performance gap# the companies must have definition of standard of excellent service$ The companies must give the training for their employee about customers also have to define the customer service them$ The companies must empo)er their employees to do team )or0 to solve the problems$ O$ The gap O can be eliminate by brea0do)n the barriers bet)een departments and do communication freely but also follo) the standard and communicate policies )ith the customers and the most important is ho) to manage the customer expectations by use the communications$ :$ The gap : is the result of the other gaps$ 1o) the companies diagnose the other gaps as the feedbac0$ In order to diagnose the feedbac0# the company must be actively in order to improve the environment$ TP014423 Page 27 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Aerceived Services Tangibles Empathy @eliability @esponsivenes s %ssurance >igure +$& Aerceived Services Source< Schneider and .9!# Gational @esearch Council US! listed by Peithhaml et al &''. RE7PON7I8ENE77 concerns the )illingness or readiness of employees to provide service$ It also involves timeliness of service$ (. RE6IABI6ITC involves consistency of performance and dependability$ %. CO.hite +.! the determinant of service /ualities to perceived service /uality are< 1.9! In perceived the services /uality there is relation )ith the service /uality dimensions$ The customers must perceive the service /uality according to the service /uality dimensions$ Cissimilar to Schneider and . ACCE77 involves politeness# respect# consideration and friendliness of contact personnel$ TP014423 Page 28 .PETENCE means possession of the re/uired s0ills and 0no)ledge to perform the service$ +..hite# +..

UNDER7TANDINE"4NO9INE THE CU7TO. CREDIBI6ITC involves trust)orthiness# believability# and honesty$ It involves having the customer2s best interest at heart 5.UNICATION means 0eeping customers informed in language they can understand and listening to them$ It may mean that the company has to ad"ust its language for different customersBincreasing the level of sophistication )ith a )ell educated consumer and spea0ing simply and plainly )ith a novice$ 0.. CO. COURTE7C involves politeness# respect# consideration# and friendliness of contact personnel$ 3. TANEIB6E includes the physical environment and representations of the services$ Those ten dimensions above can be use as a tool to interact )ith the mind customers in order to understand the customer2s expectation$ TP014423 Page 29 . 7ECURITC is the freedom from danger# ris0 or doubt$ D.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! .ER involves ma0ing the effort to understand the customer2s needs$ 10..

ER 7ATI71ACTION 1offman and 7ateson &''F! defined customer satisfaction as a comparison of customer expectations to perceptions regarding the actual service encounter$ The comparison is a result comparing customer expectation )ith the company or industry perceptions and it all based on ho) the mar0eters refer to customer expectation )hich is not match )ith the customers2 perceptions$ Chaffey et al... 7ased on Aarasuraman +.irt= +.F! suggest to measure customer satisfaction can be used a survey research instrument that has been developed by 4alarie Pethaml and her colleagues# and it called 5E*67/-1. +.3.O!# there are different dimensions that can be used to evaluate the service /uality based on customer perspective<     Tangible facilities# e/uipment and appearance of personnel! @eliability ability to perform the promised service dependably and accurately! @esponsiveness ho) to provide prompt service! %ssurance the employee ability to inspire trust and confidence! Cronin and Taylor &''+! mention there are five dimension of service /uality< reliability# responsiveness# assurance# tangible and empathy$ They add empathy to dimensions of Aarasuraman$ >or them# empathy is important because it is a combination of access ho) the approach to the contact can be physical or social!# communication 0eep on TP014423 Page 30 ..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %.9! agrees that customer satisfaction must meet )ith customer expectation )hen they say the service /uality as the core from the company or industry fulfilment the experience of the customers$ If the customer expectations are not met# customer satisfactions )ill poor and it )ill difficult to build relationship )ith the customers$ There are t)o )ays in measuring customer satisfaction )hich are indirect and direct measures$ Indirect measures customers2 satisfaction is by trac0ing and monitoring sales records# profits and customer complaint$ Most of the companies become passive )hen they are dealing )ith complaints from the customers$ The indirect /uestion uses scales to collect data using the /uestionnaires$ Hoveloc0 and .% CU7TO.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! giving information to the customers in easy )ay!# understanding the customers by getting 0no) the customers and their specific needs!" Iarvin &'-F! and Cha0rapni &''-! have more dimensions of service /uality$ Iarvin &'-F!* Cha0rapani &''-!! has identified .the dimensions< Aerformance# >eature# @eliability# Conformance# Curability# Serviceability# %esthetic# and Aersonal Quality$ @eliability is dependency# accuracy and consistency$  3Aerformance is refers to a product2s primary operating characteristic$ In performance it is more difficult to develop# especially )hen they involve benefit that not every customer needs6$  3>eatures are usually the secondary aspects of performance# the bells and )histles of product and services# those characteristic the supplement their basic functioning6$  3@eliability is reflects the probability of the product malfunctioning or failing )ithin a specified time period6$  3Conformance is the degree to )hich a products design and operating characteristic meet established standards6$  3Curability can be defined as the amount of use one gets from a product before it deteriorates# in the other )ords as the amount of use one gets from a product before it brea0s do)n and replacement is preferable to continued repair6$  3Serviceability is the speed# courtesy# competence and ease of repair$ Consumer must a)are not only about a product brea0ing do)n but also about the time before service is restored# the timeliness )ith )hich service# etc6$  3%esthetics is a sub"ective dimension of /uality$ 1o) a product loo0s# feels# is a matter of personal "udgement and a reflection of individual preference$ This dimension is may be difficult to please everyone6$ TP014423 Page 31 .

.O* Hee and Hin# +.9* Aarasuraman et al$# +.-!< a! International travel patterns are not focused around )ee0ends and may level out seasonality problems* b! Spreading ris0 across a range of international mar0ets can minimi=e the impact of any changes in the domestic or a single international travel mar0et* c! The international travel mar0et is gro)ing and consumers from many overseas countries have expressed a high desire and intent to visit %ustralia* d! Tapping into inbound distribution net)or0s opens ne) forms of distribution and gives millions of potential travellers around the )orld easy access to your product* TP014423 Page 32 .9* Chaffey et al$#+.+* Collier and 7rienstoc0# +..9* 5ang et al$# +.O! that helps to measure customer satisfaction met )ith the expectation of the customers$ %.+* Aarasuraman# +...Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!  3Aerceived /uality$ Consumers do not al)ays have complete information about a productDs or serviceDs attributes* indirect measures may be their only basis for comparing brands Exploratory of studies have suggested# many researcher discussed about the dimension of the service /uality Cronin and Taylor# &''+* 8oseph et al$# &'''* Peithaml et al$# +.&* 5ing et al$# +....:!$ >rom the arguments above it comes )ith the conclusion that customer satisfaction can be identified used the SE@4QU%H )ith the five basic dimension of service /uality from Aarasuraman et al +..9* Sur"ad"a"a et al$# +..&* Iefen# +..&* 8un and Cai# +..+* ....+* Peithaml et al$# +.* 7arnes and 4idgen# +...-! Inbound tourism covers all international tourists traffic entering a country$ There are many benefits to export tourism including %ustralia Tourism# +..+* ..&* Cox and Cale# +..olfinbarger and Iilly# +.aynama and 7lac0# +..5 Indones$a Inbound Tour$st at Bandung 7ase on %ustralia Tourism +...+* Madu and Madu# +..+* 5ung and 8un# +.9* Iournaris and Cimitriadis# +.

.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! e! International travellers provide higher yield and spend# on average# three times more than domestic travellers on each trip* f! 7oo0ing lead times are generally longer# allo)ing better business planning* and g! The opportunity to meet people from a range of cultures and bac0grounds and be an ambassador for your country can be extremely re)arding$ >urther study .-!# the inbound visitors )ho come is around O'$(-9 people and F-Q of it comes from Malaysia$ The number of tourists from Malaysia is significant because in 7andung airport until the end of 8anuary +.uala Humpur to 7andung and 7andung to ..uala Humpur$ >rom the benefit that explain above# Indonesia inbound tourism industry also can achieve same li0e %ustralia only if the industry 0no) ho) to understand the inbound tourist culture also 0no) ho) to manage the business by follo)ed the experience from the customers# but it needed a long time investment both time and money$ TP014423 Page 33 .(! defined inbound tourism as non residence visitors )ithin a given country for leisure# visiting friends and business$ Most of inbound tourist that used 7andung airport as their first entrance come from %SE%G region especially Malaysia$ 7ase on statistic from 7andung airport +.' only have one international flight from .acho)ia0# +..

D 9h.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %.:!< &$ 8eople. Aeople play a vital role in creating a great customer experience$ The type of people that organi=ation recruit# and the )ay organi=ation train and treat# )ill greatly affect to customer experience$ TP014423 Page 34 .< Is Needed B- Bandung A$r/ort As An E e!ent O* The Inbound Indones$a Tour$st Industr-F 7andung airport currently became one of the international airports in Indonesia$$ %s the first entrance for inbound tourist# the airport should give good impressions$ Starting )ith a good impression it )ill ma0e a great experience for the tourists especially for inbound tourists$ The facilities and the services that the 7andung management has been provided seems not suitable for international airport$ 7andung airport is still leaving behind from other international airports in so many factors such as from the Services# human resources# management# system# and IT$ %nd that can be eliminate by using CEM as the frame)or0s Customers have needs that include# among others# function# price# /uality# emotion# prestige# value and convenience$ 1o) )ell the products or services meet those needs defines the experience that the customer has$ 1o) )ell the experience meets# fails or exceeds the customer2s expectations determines )hether the customer has a positive# neutral# or negative experience$ That# in return# determines the attitudes of the customers and decision )hether they continue to purchase the product or stop there$ To avoid and minimi=e the misunderstanding in catching the customer expectation the Indonesia tourism industry should adopt Customer Experience Management$ Of course# before they apply the Customer Experience Management the organi=ation has to be ready )here the industry internally e/uipped itself to deliver Customer Experience Management$ To do that the organi=ation has to across D or$entat$on areas )hich are Colin Sha)# +.Custo!er E:/er$ence ..anage!ent .CE.

That customer channel use can affect to the customer experience$ The channel that customer use might be different )ith the channel that company use but if there integration bet)een both it )ill help to give a better serve for the customer$ ($ Customer Expectation. Understanding the customer expectation is a fundamental to build customer experience$ The customer experience is build based on the customer expectation itself$ F$ Mar)eting and +rand. 1aving a same# definition about customer strategy means if in each person have a differentB different point of vie) about customer strategy# the organi=ation cannot be able to provide the customer )ants and need$ 9$ 5ystem. The brand ma0es a promise to the mar0et* the Customer Experience delivers against the promise$ If the mar0eting underta0es advertising that creates a promise# and the delivery unit is unable to 0eep it# the customer )ill see inconsistency$ Means the organi=ation have to understand the brand value$ -$ 8rocess.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! +$ Customer 5trategy. The systems an organi=ation operates can affect the customer experience$ O$ Measurement and targeting. Culture has a massive to Customer Experience$ If they live in a blame culture# employee )ill not put themselves out for the customers$ Most concerning is that organi=ations do not seem to understand )hat the need to be done to ensure the culture and leadership are ready for Gatural orientation$ These 'Borientation areas )ill help the organi=ation to have a solid and capable team )hen it comes to interpret the customer )ants$ The ' orientation area is divided into O classes# and they are< Gatural# enlightened# Transactional# and GaSve Collin Sho)# TP014423 Page 35 . If the organi=ation already measure sales and their productivity their employee )ill only focus on delivering these# even if this mean causing a poor Customer experience at the same time$ :$ Channel approach. Organi=ations2 processes reveal a great deal to the customer$ Is the process design for the good of the customerR '$ Culture and leadership.

.:! 7ased on the ' orientations above# the position of Indonesia tourism industry is on the GaSve level# because most of the organi=ation is not very focused on the customer and the organi=ation does not care for the experience from their customers$ Most of the TP014423 Page 36 .:!$ The system# measurement# channel approach and customer expectation is under transactional$ >or mar0eting and brand# process# people# and strategy orientation is transactional# but its understanding is in advance of that# being enlightened$ In one of this area# culture and leadership# it is in a GaSve orientation# and its understanding is transactional$ 1igh Sensory Gatural Emotional Enlightened Ahysical Transaction al GaSve Aroduct Ho) Aroduct >eatures Services Customer @elations Customer Experience >igure +$+ deliberately executed components of a Customer Experience Source< Collin Sha)# +..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! +.

right# +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! organi=ations in Indonesia tourism industry do not 0no) )hat they should be doing to provide the experience to their customer$ It is li0ely if the organi=ation in the Indonesia tourism industry use this ' orientation it can guide the industry to provide the experience for their customer# )hich at the end it really can help the industry gro) and compete )ith the tourism industry from other countries$ In inbound tourism industry there are several problems that can cause the degradation of image for the tourism industry$ The same things also happened in Indonesia tourism industry$ The inbound tourist has different thought and different perception that can cause the degradation of tourism industry$ The problem in inbound tourism it is very large such as language barrier# information and promotion# environmental# social factors# characteristic from the inbound tourist# security# and infrastructures transportation# hotel# airlines# travel agents# interesting places# restaurant# etc!$ 3J5ervice is an act or performance that creates benefits for the customers by bringing about a desired change in ' or on behalf of ' the recipient6 Hoveloc0 and ..+! The same goes to the facilities that 7andung airport provide also have to meet the customer2s expectation and customer2s demand$ Until no)# the facilities that 7andung TP014423 Page 37 .right# +..right said the services that 7andung airport provides should give a benefit for the customers or the user of the services$ The 7andung airport is inade/uate in providing the services based on the customers expectation$ 7andung airport still have to do a lot of home )or0 by cooperate )ith the customers to listen )hat the customer )ants$ The management 7andung airport on this current moment still acts passively to the customer2s expectation$ 7andung airport in order to deliver a service /uality need to involve the customers# so the 7andung airport have the capability to improve the services based on input from the customers$ >rom the services that 7andung airport offered to the users especially for inbound tourist# the services have to meet the customer2s expectation# the customers demand and the customers need$ The services that 7andung airport have to provides at least on the level ade/uate services$ 3J-de3uate service is the minimum level of service that a customer will accept without being dissatisfied6 Hoveloc0 and .+!$ >rom )hat Hoveloc0 and .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! airport provides is still far a)ay from the customer2s expectation# such as for )aiting room is too small# restroom doesn2t have many and it can caused a long /ueue that can affect to the flight schedules$ Entertainment at 7andung airport it is only ta0en from the television and for the internet access also doesn2t have so people )ho )ere )aiting for the flight doesn2t have other option except )atching the television$ Money changer at 7andung airport is still using traditional )ay# they did not used technology at all# as )e 0no) money changer for the inbound tourist is very important because not all the tourist already prepare the local currency$ The facilities at 7andung airport is too minimum and far for convenience$ 7andung airport as the international airport also the public infrastructure have to improve their facilities in order to meet the customer2s expectation$ 7eside the facilities the man po)er also have the important role# the man po)er is the first line interaction bet)een the customers and the companies$ 1o) many people that the 7andung airports should to put in every department that have to interact )ith the customers are very important$ The s0ill of the employees also very important# because if the airport management hires an employee# he has to 0no) the right people based on the re/uirements$ To 0no) and understand the customers )ants and needs the 7andung airport can apply Customer Experience Management as an approach that can be used as a business model )hich can enhance service /uality$ 7y adopting the CEM approach# it )ill help the company to define ho) to deal and establish an interaction )ith the customer# also to create the experiential moment and to create ne) products in accord customers need$ In Customer Experience Management CEM! it is not only help the industry to measure or understand or translate the customer2s )ants but also can fulfil the experience that the customers )ant to achieve in order to satisfy their )ants and needs$ TP014423 Page 38 .

/nderstanding an information system re3uires understanding the way information and information technology are used to accomplish wor) in a business setting$ .ard and Iriffith# &''(! 3the contribution and performance of IS?IT in the business has become more significant# hence the level of management involvement re/uired has been elevated to executive level * no) they have to understand and often decide )hat is being purchased6 %lter &''(! specifically mentioned the advantage of using IS?IT )hen he )rites< 3J-n information system is a system that uses information technology to capture! transmit! store and retrieve! manipulate! or display information used in one or more business process.Can De $'er Custo!er E:/er$ence .anage!ent . t is a system that uses information technology and information. t typically includes people! methods! and procedures for doing things with the information. t isn’t 4ust information.ard and Iriffiths &''(! indicate the advantages of using IS?IT$ They said .< The changes of technology have great impacts on organi=ations$ The role of IS?IT for the advancement of organi=ations recently becomes very important$ 7y using in the management and also in the evaluation of the performance of the company# the company becomes more effective in achieving their goals$ The follo)ing statement of .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %.CE. &his definition says that information system isn’t 4us information technology such as computer and spreadsheets.hat is mentioned by %lter &''(! should be carefully ta0en into consideration$ 1is emphasis on the understanding of information system and the )ay it is used in business setting is very pivotal points$ In fact# it )ill determine the success of the use of the technology$ %ccording to %lter 3IS?IT not only about the uses of computer and capture and manipulate the information but also involving people and procedure that management trying to provides for the customers6$ TP014423 Page 39 .10 Ho= Is"It as A 7trateg.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! 7andung airport service have to choose ho) to manage the uses of IS?IT by involving the right people )ho )ill involve in managing the IS?IT also the procedure that the 7andung airport to use and deliver the information using the technology to the customers$ Information that the 7andung airport have to capture is li0e the right technology that they have to used# the products and services that 7andung airport provides have to follo) the customer expectation and have to be effective$ %ccording to O27rian and Mara0as +.(! 3there are types of information system that are implemented in today business )orld6 The t)o are for support of business operation and for support of managerial decision$ The use of the t)o is depicted in the follo)ing >igure +$9$ Information Systems Support of 7usiness Operation Support of Managerial Cecision Ma0ing Operations Support Systems Management Support Systems Transactions Transactions Arocessing Arocessing tems tems Arocess Control Systems Enterprise Collaboration Systems Management Information Systems Cecision Support Systems Executive Information Systems >igure +$9 classification of information system Sources< O27rian and Mara0as +.(! 9perations support systems are producing variety information of products for the internal and external use$ Under the operation systems there is a transaction processing system )ith the function for support the systems that records and processes data resulting from business transactions# process control systems )ith the function to monitor and control TP014423 Page 40 ...

(!$ The classification of Information System above can guide the 7andung airport as element of Indonesia inbound tourism industry to support the business operation )hich can enhance the operation /uality also to support the managerial decision ma0ing in order to deliver the service /uality to the customers$ 7y implement IS?IT# performance from the services and /uality of the 7andung airport )ill be # then 7andung airport have the capability to ma0e a differentiation in products and services and also have the capability to reduce the cost of the operations because after implement IS?IT# 7andung airport can be more focuses on their tas0$ 7y manage the right IS?IT the 7andung airport can deliver the right service /uality by using Customer Experience Management CEM!# because it help the management to ma0e any decisions$ %.11 Custo!er E:/er$ence .(!$ The second classification of Information Systems is for management support systems# this system is )or0ing )hen information system applications focus on providing information and supporting effective decision ma0ing by managers$ Under the management support system IS has three systems such as management information system that provide information in the form of reports and display to managers and many business professionals# the second system is decision support system that gives direct computer support to managers during the decisionBma0ing process# and the last system is executive information system that provides critical information from a )ide variety of internal and external sources in easyBtoBuse displays to executive and managers O27rian and Mara0as# +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! physical process and the last is enterprise collaboration systems )ith the functions to enhance team and )or0 group communications and productivity O27rian and Mara0as# +...9! identified a frame)or0 of customer experience management CEM!$ There are five steps in the Customer Experience Management CEM! frame)or0 that can solve a )ide range of business problems$ Moreover# this CEM frame)or0 provides a po)erful solution for business challenge in all 0ind of industries$ >urthermore# the TP014423 Page 41 .anage!ent 1ra!e=ork Schmitt +..

.9! 7te/ 12 Ana -A$ng the E:/er$ent$a 9or d o* Custo!er The first step of CEM frame)or0 provides original insight into the customer )orld$ >or consumer mar0et# it is necessary to analy=e the socio cultural context in )hich consumer operate including their experiential needs and )ants as )ell as their lifestyles$ >or example# )e need to analy=e )ho are the visitors and )here are they coming from some more )e need to 0no) about their li0es and disli0es that )ould be possible through this step$ Schmitt# +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Customer Experience Management CEM! frame)or0 sheds a ne) light on perennial mar0eting and management issues such as segmentation and targeting# positioning# branding# service and innovation$ Schmitt# +.9! 7te/ %2 Bu$ d$ng the E:/er$ent$a P at*or! The experiential platform is the 0ey connection point bet)een strategy and implementation$ Instead# the experiential platform includes a dynamic# multisensory# multidimensional depiction of the desired experience and it specific the value that the customer can expert from the product$ The platform culminates in an overall TP014423 Page 42 ..

9! 7te/ ..9! 7te/ +2 7tructur$ng the Custo!er Inter*ace This step includes all sorts of dynamic exchanges and contact points )ith the customer K face to face in a store$ The interface design must incorporate intangible elements i$e$ voice# attitude and behavioural style! and address experiential consistency over time and coherence among various touch points$ Schmitt# +..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! implementation theme for coordinating subse/uent mar0eting and communication efforts and future innovation$ Schmitt# +...ff point for the customer2s band experience$ Gext# the brand experience includes an appealing 3loo0 and feel6 in logos and signage# pac0aging and retail spaces$ >inally appropriate experiential messages and imagery in advertising and collaterals as )ell as online# complete the brand experience$ Schmitt# +.2 Engag$ng $n Cont$nuous Inno'at$on >inally# the Indonesian Tourism industry must reflect the experiential platform a process I call 3engaging in continuous innovation includes anything that improves end customer personal lives and business customers )or0 life and can range from ma"or inventions to small innovation in the products form$ Innovations of all 0inds need to be plan managed and mar0et so that they improve the customer experience$ Schmitt# +.hen it comes to the implementation# the management 3is not necessarily6 do the frame)or0 )ith planned and execute in order presented$ The management can decide )hich one from the CEM frame)or0 is more priority to the organi=ation$ %n important attributes of CEM frame)or0s is that it focused on all sort of customerBrelated issues$ The CEM frame)or0 is combine the analytical and the creative# considers both strategy and implementation# and does so externally and internally$ TP014423 Page 43 .9! 7te/ (2 Des$gn$ng the Brand E:/er$ence The brand experience includes first experiential features and product aesthetics that can serve as a "umpingB .9! In the CEM frame)or0# the managements as the representative of the organi=ation need to analy=e precede strategy# and strategy precedes implementation$ .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %.1% Conc us$on This chapter revie)ed of a critical analysis of customer experience management such as advantages and disadvantages$ The service /uality and customer satisfaction also )ere revie)ed$ The uses of IT?IS to enhance the CEM in 7andung airport also have been addressed$ Then it also revie)ed ho) the inbound tourist in 7andung airport and follo)ed by )hy Indonesia inbound tourist needed CEM$ Moreover# the frame)or0 of CEM also )as highlighted$ TP014423 Page 44 .

ETHODO6OEC This chapter )ill cover the methodology used in this thesis$ These are the steps that need to be used in this chapter# and the steps are displayed in figure 9<.$ Schematic Aresentation of the Methodology (.1 Introduct$on %s mentioned in many literatures# on research there are t)o ma"or categories of research# namely /uantitative and /ualitative$ Inthe present chapter# thesee t)o different approaches of research )ill not be discussed separately$Quantitative research )ouldl only be mentioned slightly to contrast )ith /ualitative research )hich is used in the present study$ Qualitative research using case study design )ill be deeply presented including all the procedure and techni/ue used in the present study$ TP014423 Page 45 . Introduction 8ustification for Aaradigm and Methodology @esearch %pproach @esearch Arocedures Cesign Of Study Instrument and Cata Collection Ethical Consideration Conclusion >igure 9<.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! CHAPTER ( .

.ethodo ogThe present research )ill use /ualitative research as the problem relates )ith the opinion of customers on the services they experienced in a particular$ The opinion is# of course# basedonn the experiences and ho) the customers sub"ectively sensed and formulated the experiences to be their opinion$ So it is very much related )ith the basic concept of CEM of )hich is the focus of the present study$ %s mentioned by Hoc0e# Silverman and Spirduso +..(!$These include a! secondary )ritten data# b! primary documentary data and intervie)s )ith 0ey respondent$ Inthe /ualitative research# thee procedure also includes general things as done by /uantitative research$ 1o)ever# as the ob"ective of /ualitative research is different from /uantitative one# some procedures such as selecting samples and developing instruments basedonn measurementprinciples are not applied$ Instead# as the sample of the /ualitative research is generally a case then the problem of dra)ing generali=ation is not also a problem$ It is also a very strong basis of /ualitative research to collect valid data or the term trust)orthiness is more preferable# not by valid instrument as in the /uantitative# but by ensuringthat datuma collected are representing the empirical truth on the site as thought and experienced by the sub"ect$ %s generali=ation is not a problem it is also not a problem for /ualitative research to establish reliability of the instrument used$ (.% )ust$*$cat$on *or the Parad$g! and .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %s commonly understood# research method is a comprehensive scientific )or0 that addresss all philosophies# theories# concepts# and procedure of doing the )or0s up to ho) to )rite do)n the report$ In the /uantitative tradition# the social research covers the entire research process including< formulating research /uestions* sampling probability and non probability!* measurement surveys# scaling# /ualitative# unobtrusive!* research design experimental and /uasiBexperimental!* data analysis* and# )riting the research paper Trochim# +.O! the purpose of /ualitative research is 3to understand a situation from the perspective of the participant6$ The situation in the present study is the services offered by 7andung airport for the inbound tourists$ The perspective of the participant is the opinion )hich reflects the experience of the tourists$ In the )ords of Hoc0e# Silverman TP014423 Page 46 .

O<&:O! 3the reality exists only in the eyes and minds of beholders6$ %s it is also the main concerns of CEM so the use of /ualitative matches the core issue of CEM$ Qualitative research is phenomenological studies$ In his earlier )or0# Cres)ell &''O<&+! described phenomenological studies as 3in )hich experiences are examined through the detailed descriptions of the people being studied6$ %s it is explicitly mentioned in many sources that phenomenology is the philosophical basis of /ualitative research$ This philosophy )as developed by 1usserl# 1eidegger# Schuler# Sartre and MerlauBAonty Cres)ell# &''O<&+!$ %ccording to Hoc0e# Silverman and Spirduso +..O<&:9B&:O! 3phenomenology is a philosophic perspective that underlies all /ualitative research traditions but# )hen used to examine meaning of something an event# role# process# status# or context! from the vantage point of someone or some group! )ho actually experiences that phenomenon# both the study and the methodology are li0ely called phenomenological$ It is therefore# the present research is more giving a beneficial and can serve its ob"ective by using /ualitative research % case study is the methodology of the /ualitative used in the present research$ The use of the case study simply because it is related )ith the present study closely$ The focus of the present study is on the experiences of inbound tourists at the 7andung airport and not at some)here else$ So it is a /ualified for )hat is called a case$ In other )ords# the use of case study as the methodology for the present thesis is "ustified$ (..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! and Spirduso +.( Research A//roach There are t)o types of data )hich are /ualitative and /uantitative$ Those t)o types of data are produced by /ualitative and /uantitative research respectively$ The uses of these categories depend on )hat 0ind of /uestion the researcher )ants loo0 out$ Methodology used in CEM research is normally a 0ind of combination bet)een /ualitative and /uantitative$ TP014423 Page 47 .

.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Qualitative method is a method of research using data collection procedures and techni/ues# analysis# and report )riting differs from traditional /uantitative approaches$ The use of purposeful sampling# collection of data by openBended instrument# analysis of the text or pictures# representation of information in figures and tables# and personal interpretation of the finding all inform /ualitative procedures Cres)ell# +.+!$ Quantitative methods involve the process of collecting# analy=ing# interpreting# and )riting the result of a study in a very )ell established research tradition as much as done in natural sciences$ Experimental and survey designs are commonly used$ Specific methods exist in both survey and experimental research that related to identify a population and sample# specifying the strategy of in/uiry# collecting and analy=ing data# presenting the result# ma0ing an interpretation# and )riting the research in a manner consistent )ith a survey or experimental study Cres)ell# +.+!$ >rom the definition above# the /ualitative method seems to be the most suitable method that can be used in this research$ It is also the opinion of %rtmatunga et al +..+! )hen they state that /ualitative research is carried out through intense and?or prolonged contact )ith a situation$ %s the CEM situation is the real life situation there is no room for doing the research by using experimental design$ >urthermore# CEM research re/uires an intense contact bet)een researcher and the sub"ects in that the information provided by the sub"ects )ill be very deep# full of meaning# and valid$ The experience of tourists reflects the everyday life of individuals# groups# societies and organi=ation in a particular circumstance called tourism industry# therefore# it cannot duplicate in an experimental situation$ This is the reason )hy the present study considers the use of /ualitative methodology can serve the purpose of the study better$ TP014423 Page 48 ..

! Cata analysis# applying the theory that has been used on literature revie) &&! Conclusion &+! Cocumentation TP014423 Page 49 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! (.+ Research Procedures The procedures of this research are< &! Hiterature @evie)$ 7y revie)ed finding by other that related to the topics that the researcher has been choosing$ +! @esearch problem ? research /uestions 9! Cesign study case study! O! Sub"ect of the Study :! Instrument and data collection procedures (! %dministrative necessary for the permission to do the research F! Ma0e a contact )ith the participant to become respondent as0 cooperation from participants! -! Collect the data follo)ed the instrument that has been used intervie) and /uestionnaires! '! Cata processing coding data# stored the data# processing the data based on the research /uestions! &.

+! 3case study research is the most common /ualitative method used in information system IS!6$ %lthough 5in &''O!* Myers and %vison +..ey +..ithin the domain of /ualitative research# case study approach is very common$ It is because the case study allo)s the /ualitative research procedure can be fully applied$ The case provides a very ample opportunity for the researcher to have the profound 0no)ledge about the case* it2s very basic characteristics# environment# and people involved in the situation of the case including the interaction bet)een the customers and management$ The case also allo)s the researcher to have intensive and purposive observation about )hat is going on# not "ust information collected postBfacto$ 3Case studies are detailed investigations of individuals# groups# institutions or other social units$ The researcher conducted a case study attempts to analy=e the variables difference bet)een case studies and other research studies is that the focus of attention is the individual case and not the )hole population of cases$ Most studies search for )hat is common and pervasive$ 1o)ever# in the case study# the focus may not be on generali=ation but on understanding the particulars of that case in its complexity$ % case study focuses on a bounded system# usually under natural conditions# so that the system can be understood in its o)n habitat 3 Sta0e# &'--* .+! define the scope of case study as follo)s< TP014423 Page 50 .+!$ %ccording to %lavi and Carlson &''+!* Orli0o)s0i and 7aroudi &''&!* Myers and %vison +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The first and the second procedures have been reported in the first and second chapters respectively$ The rest of the chapter )ill discuss the design of the study# the development of instrument# administrative procedures# the contact of the participant# collecting data$ Arocessing and analy=ing data )ill be described on the procedures and techni/ues used$ The application and the result of processing and analysis data )ill be presented in chapter Conclusion )ill be presented in chapter : )hile documentation is presented as attachment of the present thesis$ (.... Des$gn o* 7tud.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! - Investigate a contemporary phenomenon )ithin its realBlife context# especially )hen - The boundaries bet)een phenomenon and context are not clearly evident$ %ccording 7enbasat et al* Myers and %vison +. 7ub&ect o* the 7tudTo understand the current situation# information needed to be collected from a range of sources that )ill accommodate the vie) of the head of /uality of service in 7andung airport and inbound tourist as a customer$ The sub"ect of the study is the respondent of the study# and they are< a! The management of 7andung airport$ The management of the 7andung airport is important source of information because they 0no) all the services and the policy related )ith the services$ >urthermore# the management is also a critical part )ho can improve the /uality of the services by using CEM$ Therefore# their position as the sub"ect )ho can provide necessary information from their points of vie) is pivotal for the present research$ TP014423 Page 51 .0..+! 3the case study research method is particularly )ell suited to IS research# since the ob"ect of our discipline is the IS in the organi=ations# and interest has shifted to organi=ational rather than technical issues$6 There are t)o types of case study$ One is called single case study )hich is the original form of /ualitative research$ The other one is multiple case studies )hich are getting more and more used by /ualitative researcher especially )hen they try to find out similarities of the findings in many circumstances or places$ Multiple cases studies is doing case study on the same topics on many locations or events$ 7ase on the explanation above this research use a single case study# because the research involved the Indonesia inbound tourist in a particular place# namely# 7andung airport and the result of the study portrays the )ay to improve the services by using CEM and service /uality at the service industry$ (.

Instru!ent and Data Co ect$on Intervie) and /uestionnaires )ill be used for gathering data from respective sub"ect of the present study$ 7y using personal intervie)# the researcher )ill gather information from the management of the 7andung$ The intervie) is intended to also to get clearer pictures of )hat is going on about the services of the 7andung airport# )hether they satisfy about )hat is going on# their problems for the improvement of the services# )hether the management has also had 0no)ledge of# and s0ills to develop CEM that promotes a service /uality to the customer2s especially inbound tourist$ The /uestionnaires are generally used to collect information from inbound tourist$ %s normally they have a very limited in time and they cannot )ait for doing intervie)# it is more reasonable to use /uestionnaires for inbound tourist$ To ans)er the /uestions can be done )hile they are )aiting for taxi or collecting their luggage$ The /uestion )ill be as0ed about on ho) the service that the management has been provided# )hat are the basis role that has been follo)ed by the management of 7andung TP014423 Page 52 .3.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! b! Inbound tourist )ho used the 7andung airport as the first entrance to the tourism of Indonesia$ This cluster of sub"ect is e/ualled important as the first sub"ect or respondent of the present information$ The inbound tourists are those )ho had the experiences and felt the /uality of the services$ Therefore# their information is critical to be considered by the management for the improvement of the services$ The management of 7andung airport more into manager level )hich can ma0e decision# and the inbound tourist )hich the researcher choose are the tourists )ho are using 7andung airport as the first entrance to Indonesia$ On this research# researcher more prefer to inbound tourist because the inbound tourist can be parameter in 3"udging6 to the service /uality that 7andung airport has been provided$ 7eside that the perception of inbound tourists are reflected on the tourists perceptions# at the end it can help to 7andung airport management to determine the services based on customer expectation and that service also can give that experience to the customers$ (.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! airport# and ho) the management of 7andung airport measure the service# is the services based on the customer expectations# etc$ >or the intervie) guide of the /uestionnaires it )ill be general such as tic0 the box or fill up )ith the number$ The /uestionnaires /uestion is about the service that 7andung airport provide for the customers# the respondent have to give their point of vie) about the service that they are received$ The /uestion that arises is very helpful in providing the services based on the customers expectation$ >rom the /uestions also can be clearly see that )hich part from the services are needed to be change or upgrade# and )hich 0ind of service that has been matched the customers expectation$ The intervie) guides that researcher has been used is tic0ed the box# circling the number also insert the number$ These t)o guides are to identify the customers also to measure ho) the service /uality of 7andung airport based on inbound tourists point of vie)$ The /uestion is about ho) the experience from the inbound tourist )hile they )ere at 7andung airport and ho) the facilities of 7andung airport based on their experience$ This /uestioned# is very important because the purpose of this research is ho) to 0no) the services /uality of 7andung airport that has been provided$ (.% #uest$onna$res a-out The /uestionnaire of this research consists of< Introduction explaining the purpose of the research and as0ed the participant become a respondent!# Section &< Identification of respondent Cemographic! gender# age# TP014423 Page 53 .1 #uest$onna$res $nstru!ent. Questionnaires are being conducted to some customers that is inbound tourists$ The /uestionnaires )ill be distributed to the customers )ho are categori=ed as an inbound tourist )ho used 7andung airport facilities and )ill be given randomly$ The maximum times to fill the /uestionnaires is +. minutes$ (.3.3.

3..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! occupation! and Section +< Question about the inbound tourist experience at 7andung airport$ (.( Res/onse *or!at The pattern that used to ans)er the /uestionnaires is Hi0ert type scale$ This response scale is the interval$ The respondent is as0ed to mar0 strongly agree# agree# disagree and strongly disagree depending on )hat they experienced and feel about the experiences$ Inter'$e= The instrument intervie) that have been used is /uestionnaires# the focus of the intervie) is to measure satisfaction of the inbound tourist as a group study to the service /uality that the 7andung airport has been provided$ 7eside the /uestionnaires# the intervie) has been conducted )ith the management of 7andung airport as the respondent as )ell$ The /uestionnaires have been conducted to understand the expectation from Indonesia inbound tourist of the services that 7andung airport should provide$ >rom the intervie) face to face )ith the management 7andung airport is also to 0no) )hat the roles that the management implement are and )hat are the bases that the 7andung management provides the services for the customers$ The intervie) to the inbound tourist as customers )as recorded by script$ >rom there the researcher can be measured ho) are the experiences of the customers$ %nd the intervie) that has been done )ith the 7andung airport management )as also recorded in )riting$ %fter they ans)ered the /uestion the intervie)er have to sho) the script to ma0e sure that the ans)er from them is validly$ %ccording to Cres)ell +.F! the processes is called chec0 and rechec0 also it is very important in /ualitative research$ This process is important to chec0 the validity of the ans)er$ >urthermore# to chec0 the truth of the ans)er from the intervie) it is compared )ith )hat has been recorded on the document$ TP014423 Page 54 .

3. The present study uses case study methodology$ In this methodology )hich studies in depth about the phenomenon the population are also the sample and the respondents$ Therefore# there is no population in a sense of /uantitative research or the sample that represents the population$ The population is the sample and the sample is the source of information$ Then# the management of the airport is the respondent$ There are some limitation that researcher has been facing such as the number of inbound tourists are very big and unlimited$ The limitation of time# budget# and person po)er factors that hinder the researcher to use all inbound tourists experienced the services of 7andung airport$ Therefore# the selection of the inbound tourists for being respondents of the present study cannot be avoided$ The selection of respondents is based on their availability$ This is the only principle can be applied because the past inbound tourists are already untraceable in many places of tourism ob"ects and some of them might already be in their home countries$ Thus# it is hardly possible to ma0e a contact )ith them$ 7ase on of the availability of the respondent# the researcher )ill meet the inbound tourists on the day of their arrival in 7andung airport$ Of course# it is very natural that researcher cannot meet all inbound tourists at the very short period at the same time )hen they are at the airport$ They )ill become the respondents of the present study$ TP014423 Page 55 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! This process is called triangulation$ Those t)o processes above are used to ma0e sure that thisdata is trust)orthiness$ (.+ Po/u at$on.

#uest$onna$res $nstru!ent.Q of total number of Indonesia inbound visitor )ho are used 7andung airport in a day!$ The maximum times to fill the /uestionnaires is +.3.3.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! (.0 Eth$ca Cons$derat$on Curing collect the data# there are some issues that arise before# during# and after data collection$ 7ecause data are collected individually# the author has to avoid some /uestion that can harm the respondent personally# regards for their privacy# and guarantee that the identities of the persons remain confidential$ Therefore# the researcher )ill not force or put the respondents in the corner because of their ans)ers for /uestions$ The researcher )ould not "udge their ans)ers and put the "udgment to their mouths$ . %s a methodology the /uestionnaires is being conducted to some of customers$ The /uestionnaires are other methods to gather the data besides intervie)s$ The /uestionnaires )ere distributed to the customer )ho is considered as an inbound tourist that has been used 7andung airport facilities and it )as given by availability ta0en from &.henever a particular respondent refuse to ans)er a particular /uestion# the researcher )ill honour that position$ (..3.3 Con*$dent$a $t- TP014423 Page 56 . minute$ (.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The confidentiality means that the researcher should avoid any information )hich leads to true identity of respondents$ This is very important and basic principles in /ualitative research Cres)ell# +.3..5 Conc us$on This chapter is explaining on the methodology that use to continue the research based on the proposed frame)or0$ The /ualitative approach through /uestionnaires )as selected to help in measuring the service /uality of the 7andung airport$ TP014423 Page 57 .F! especially )hen the respondent is uni/ue# easy to recogni=e# and a single respondent of the category$ Thus# in the present study it is important to maintain the confidentiality of the management )ho is the respondent of the present research$ The problem of confidentiality for respondents of inbound tourist category is not that critical as the first category because the number )ill be more than one$ Therefore# the only information )ill be 0ept confidentially is the name of the respondents$ Other information such as gender# age# country of origin# position at the home country can be exposed )ithout any )orry to breach the principle of confidentiality$ (.5 In*or!ed Consent Curing gathering the data# the author has to as0 permission from 7andung airport management for official permission to do the research$ >or the purpose an official letter from %AIIT is necessary for the introduction of the researcher# statement the purpose of the study# and a 0ind of guarantee that the result of the study )ill not be used for purposes other than academic$ (.

% 7ur'e.1 Introduct$on The previous chapter presented the methodology of this study* this chapter )ill present the analysis of data collected from online case study# 7andung airport management and Indonesia inbound tourists$ +. pieces but only &&F respondents that /ualified to fill the /uestionnaires$ %nd for the TP014423 Page 58 .1$nd$ng On this pro"ect the survey has been done from t)o sides# one from management side and the other side is from customer side$ The survey from both side is needed to 0no) ho) the management of 7andung airport provides the services and from the movement of inbound tourist in 7andung airport )ithin one year and the types of visa application$ >rom the customer2s side the survey is needed to understand better the expectation of the service /uality and the level of satisfaction based on the services that has been provided by 7andung airport management$ >rom the /uestionnaires and intervie) that the author has been conducted to collect the data# the author has found some point that it really help for completing the dissertation$ >or the /uestionnaires the author has distributed &:.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! CHAPTER + PRE7ENTATION AND ANA6C7I7 O1 DATA +.

@++ -ears +.1 De!ogra/h$c 7ect$on In this section the respondent )as as0ed about the information such as age# gender# occupation also the fre/uent of using 7andung airport as the first entrance to Indonesia$ Each of the indicators of this section )ill be represented in table and chart in order to illustrate the differences of the data that has been collected$ Age 13 -ears"be o= 15@%+ -ears %. +: (+ +: : &&F Table O$.@0+ 0. abo'e Tota Tota .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! intervie)# the author only can be able to conducted )ith Mr$ .(. %ges of @espondents TP014423 Page 59 .( Character$st$c o* the Res/ondent +.ahyu Sudiro 1@ Manager of 7andung airport! and )ith Mr$%n)ar Operational Manager of 7andung airport!$ +.

:F Table O$& gender >igure O$& gender TP014423 Page 60 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! >igure O$.a e 1e!a e Tota (. >igure of %ge %ccording to the table and figure above there are five of age group that used 7andung airport as their first entrance to Indonesia$ The highest visitor is come from group +:BOO years and follo)ing by group &-B+O and O:B(O )ith the e/ual number of visitors$ Eender .

Tota &&F Table O$+ Occupation of @espondents >igure O$+ Occupation of @espondent The table and figure above illustrate the classified of respondents$ There are four group of occupation from the respondents that has been identified$ The highest group of respondents )ho are use 7andung airport are come from Student /ith 9O respondents follo) by Employee group )ith 99#Entrepreneurship group )ith 9.O && + &&F Table O$9 Time of 4isit TP014423 Page 61 . of them are male respondents and :F respondents of female$ Occu/at$on Nu!ber o* res/ondents 7tudent 9O E!/ o-ee 99 House=$*e &Entre/reneursh$/ 9.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The table and figure above illustrate the total number of correspondent according to their gender$ >rom &&F correspondents (. respondent and the last group is house)ife )ith &.respondents$ T$!e o* 8$s$t 1@0 t$!es 3@1% t$!es 1(G t$!es Tota Nu!ber o* res/ondent &.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! >igure O$9 Time of 4isit The table and figure O$9 had sho)n the time of visit from the respondents$ Most of the respondents choose &B( times$ This indicates that the service and their expectation about the service are critical$ .% Co!*ortness and A!en$t$es 7ect$on On this section the respondent )as as0ed their opinion on ho) the facilities and they comfortness of the basic facilities of 7andung airport$ The /uestion is about terminal comfort and seating?)aiting facilities# the cleanness of the public area on the 7andung airport# Entertainment and leisure choice# Internet and .iB>i facilities also about the facilities for the children$ The mar0ed are from excellent to very poor$ Ind$cators Degree o* Co!*ortness and A!en$t$es & Ter!$na co!*ort and 7eat$ng TP014423 Tota B 113 Page 62 + +9 9 -9 O && : B .(.hen their expectation is not met then they might not come to the airport any longer or use another entrance to Indonesia$ Therefore# it can be said that )hile other characters of the visitors are descriptive and their expectation are important but by comparison the times of visit as the visit as the character of respondents is more determinative$ @egardless of their other characteristics if data about the times of the visit sho)n on table O$9 and figure O$9 are valid to ma0e any inference then it sho)s that the number of visitors decreases )hen the times of visiting is considered$ It )as only && of the respondents visited Indonesia through 7andung airport and even smaller number# only + respondents# ever used 7andung airport more than &9 times$ +.

$'Q of respondents$ The number )ho considers the terminal comfortness and seating facilities are good is higher than those respondents )ho consider the facilities as poor$ The next indicator is internet and )ifi facilities )hich are considered as bet)een fair and good by most of the respondents although the number )ho considered the facility at good TP014423 Page 63 .of them consider children playroom facilities excellent$ In general there are +$OQ of respondents considering the comfortness of the facilities is at the level of excellent$ Cata on the table also sho) that respondents2 vie) on each indicator varies$ >urthermore# data on Table O$O sho) that terminal comfortness and seating facilities are no problem for the respondents because mostly considered it as fair# namely# -9 out of &&F or F. Table O$O @espondent Opinion on Comfortness and %menities of 7andung airport GT&&F! Gote< &Texcellent* +Tgood* 9Tfair* :Tvery poor Cata on Table O$O has sho)n# that no respondent consider the comfortness at the degree of very poor$ The data also sho) that a very small number of them consider the comfortness of the facilities is excellent$ Only + out of &&F respondents consider entertainment and leisure facilities choice is excellent# O of them consider the internet and )ifi facilities excellent# and . 9: (' ::.5. && &O O & +1 B B B B @ 113 113 113 113 . %D.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! *ac$ $t$es C eanness o* Pub $c Areas Enterta$n!ent and 6e$sure Cho$ces Internet and 9$@1$ 1ac$ $t$es Ch$ dren P a-roo! 1ac$ $t$es Tota B + O 1+ F& 9+ :& :%(.

O ( B (% 9 &' &&& &+ 05 O + O + O B 1% : & B & & B ( Tota (+ (( 15 (0 % 113 Table O$: the Opinion of @espondents on Comfortness and %menities by the Occupation of @espondents Cata on table O$: sho) that )hen occupation of the respondents is considered then there is a general tendency that every group of respondents has the same opinion$ Most of the respondents in each group of occupation (.out of &&F or :-Q! consider that the degree of comfortness at 7andung airport is "ust at the level of fair$ The number of respondents in each group in this category is nearly t)ice as those )ho considered the comfortness is good$ TP014423 Page 64 .$(Q!$ %bout 9+Q &-.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! level is less than those considered the facility at fair level$ The number indicates that the facility is still acceptable though room for improvement is still re/uired$ The data also sho) that some respondents 9+Q or &-.out of :-:! consider those amenities satisfy them at good level$ %mongst those five items cleanness of public area is considered good by the highest number of respondents F& out of &&F respondents or (.out of :-:! consider those facilities is good )hile the number of )hom consider the facilities are poor is '$FQ :F out of :-:!$ This means that those facilities are still tolerable by the respondents$ %lthough every opinion counts and good service should be available for each person# it is also interesting to find out the distribution of each group of the respondents on each indicator$ The follo)ing Table O$: sho)s the information$ Degree o* Co!*ortness and A!en$t$es Occu/at$on 7tudent E!/ o-ee House=$*e Entre/reneur Others Tota & B & B & B % + &+ &.

:# then U+ table +-$+'( Table O$F Correlation bet)een %ge and Confortness and %menities Cata on Table O$F sho)s the value of UW T +'$-(+ and it is bigger than the value of UW table then it can be concluded that there is significant difference bet)een the age group as far as their opinion on comfortness and amenities is concerned$ % further analysis is to find out the correlation bet)een gender and the opinion on comfortness and amenities$ The follo)ing Table O$.$:$ The follo)ing table sho)s the correlation of UW bet)een the age and the dependent variable< dfT rB&! cB&!T :B&! :B&!T&( U+ +'$-(+ probabilityT$.F$ dfT rB&! cB&!T :B&! :B&!T&( probabilityT$.sho)s the result TP014423 Page 65 .FF Table O$( Correlation bet)een Occupation and Comfortness and %menities %ccording to the result the value of calculated UW is smaller than the value of UW then it can concluded that there is no significant difference amongst the opinion of those respondents$ In other )ords# their occupational bac0ground does not ma0e any difference on their opinion of the comfortness and amenities on some services at 7andung airport$ .hen the opinion on the comfortness and amenities relates to age bac0ground of the respondent then it is found that there is no significant difference at p T .:# then U + U+ table +-$+'( ++$.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Cata on the table also indicate that opinion of every group of occupation of respondents distributed amongst those degrees of comfortness$ 1o)ever# it is interesting to findBout )hether the distribution of the opinions amongst those categories of respondents different significantly$ >or the purpose# analysis of chiBs/uare is conducted using the follo)ing formula< U+ T V &?fe U fo K fe !W The calculation sho)s the result of UW T ++# .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! U+ dfT rB&! cB&!T +B&! :B&!TO probabilityT$.and I!!$grat$on 7ect$on In this section the respondent )as as0ed to give their opinion about the security and immigration /ueuing times$ The mar0ed )ill be given from excellentBgoodBfairBpoorBvery poor$ Ind$cators & 7ecur$t-@#ueu$ng T$!es I!!$grat$on@#ueu$ng T$!es Tota B & 1 Degree o* #ueu$ng T$!es + &O &. %+ 9 -F '.Correlation bet)een Iender and Comfortness and %menities The result sho)s that the value of calculated UW is smaller than the value of UW table )hich means that 1o should be accepted$ In other )ords there is no significant difference bet)een male and female on the opinion of comfortness and amenities$ In conclusion# it can be for)arded that there is no significant difference as far as occupation and gender are concerned relating to their opinion on comfortness and amenities$ The difference on the opinion can be explained more by age of the tourist$ +. 133 O &( &( (% : B B @ Tota 113 113 %(+ Table O$' Opinion on Queuing Times Gote< & T excellent* +T good* 9Tfair* OTpoor* :Tvery poor Cata on Table O$' has sho)n that the ma"ority of the respondents consider that the time for /ueuing for security chec0 and for immigration clearance is fair$ %s indicated on the TP014423 Page 66 .:# then U+ table :$+(: '$O-Table O$.( 7ecur$t.(.

Q and there )as only one respondent )ho is very satisfied and ans)ered that the /ueuing time is excellent$ The distribution of the responses is very normal and it could happen individually$ Go information )as collected to 0no) )hy the respondent ans)ered that the /ueuing time is excellent$ 1o)ever# there is a balance bet)een those )ho consider the /ueuing time as good and as poor$ The situation might be explained generally by the fact that no standard of time for the clearance of immigration document nor for the security chec0# and by the /ueuing position someone had )hen she?he )as in the line$ Gevertheless# data on Table O$( indicate that there are some respondents consider that the /ueuing time is still an area )here improvement should be made$ To have a better understanding about )hat occupation group satisfies and does not satisfy )ith the /ueuing time is depicted in the follo)ing table$ #ueu$ng T$!e *or 7ecur$t. Opinion on Queuing Time by Occupation Cata from Table O$&. out of &&F! consider the time for /ueuing for immigration clearance is also fair$ Go respondent considers the /ueuing time for both indicators is very poor )hile the number )ho consider the /ueuing time as poor is small# namely# 9+ out of +9O or &9$FQ and the number is smaller for those respondents )ho consider the /ueuing time is good )hich is about &.H I!!$grat$on & & B B B B & + & O & ( B &+ 9 9& ++ &O +. indicate that the distribution of opinion on the /ueuing time for the security and immigration amongst the occupation groups is evenly distributed$ 1o)ever# TP014423 Page 67 . + &&F Occu/at$on 7tudent E!/ o-ee House=$*e Entre/reneursh$/ Other Tota Table O$&. B -F O & F 9 O + &F : B B B B B B ( B B B B B B F B B B B B B Total 9O 99 &9.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! table that FOQ -F out of &&F! respondent consider the time for /ueuing for security chec0 is fair and FFQ '.

:# U+ table +-$+'( Table O$&+ Correlation bet)een %ge and Opinion on Queuing The value of calculated UW is smaller than the value of UW table then 1o should be accepted$ In other )ords there is no significant different bet)een age and opinion on /ueuing time$ Old people and other groups of age have the same opinion about the /ueuing time for the security chec0 and for the immigration matters$ % further analysis is to find out the correlation of the /ueuing time )ith gender$ The result sho)s on the follo)ing table$ TP014423 Page 68 .$: or smaller$ In other )ords there is significant correlation bet)een occupation )ith level of satisfaction from security and immigration section$ In other )ords# the opinion on the time for /ueuing is very much related )ith the occupational bac0ground$ % further analysis is to find out the correlation bet)een age and the opinion of the respondents on /ueuing$ The result )ill be sho)n on Table O$&+$ dfT rB&! cB&!T :B&! FB&!T&( U+ &9$-.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! it is necessary to test the difference using chi s/uare formula$ The result sho)s that calculated 1W is higher than the value of UW table even at p T $.& probabilityT$.:$ UW df T rB&! cB&! T :B&! :B&! T &( probability T $.: then UW table +-$+'( O'$&'- Table O$&& Correlation bet)een Occupation and Opinion on Queuing %ccording to the calculation above then there is significant correlation bet)een occupation )ith the opinion on /ueuing# )here 1o is re"ected at p T .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

U+

dfT rB&! cB&!T +B&! :B&!TO probabilityT$,:# then U+ table

($-:( '$O-Table O$&9 Correlation bet)een gender and Opinion on Queuing

The value of calculated UW is smaller than the value of UW table then 1o should be accepted$ This means that there is no significant different bet)een male and female respondents in relation )ith the opinion on /ueuing for security and immigration$

+.(.+ 7ho/s> 1ood and Be'erages
The respondent )as as0ed their opinion about the shops# the prices also the choice for the food and beverage outlet and the services itself$ The mar0ed )as from excellentBgoodB fairBpoorBvery poor$ O/$n$on o* Res/ondents Ind$cators 7e ect$on o* 7ho/s Pr$ce Charged $n the 7ho/s Cho$ce o* 1ood and Be'erages Pr$ce o* 1ood and Be'erages at Out ets 7er'$ces at 1ood and Be'erages Out et Tota & ( B B B B 0 + :+ 9+ O& O& 13+ 9 :, F9 (: (: -F (+0 O F &+ ' ' ++ .D : + B + + B 0 Tota 113 113 113 113 113 .5.

Table O$&O Shops# >ood# and 7everages
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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

Gote< & T excellent* + T good* 9 T fair* O T poor* : T very poor

Cata on Table O$&O sho) that the selection of shops in the area of 7andung airport is mostly considered as good and fair although slightly most people consider as good$ % small number of them# namely# ( persons :Q! consider the selection is excellent and F (Q! of them consider the selection is poor and t)o of them less than +Q!$ >or the price charged in the shops the opinion is a bit different from the selection of the shops$ Most respondent consider as fair (+Q! and only 9+ respondents or +FQ the price is good$ 1o)ever the number of respondents )ho consider the price poor is also /uite big to consider# namely# &+ respondents or about &,Q$ Go one consider the price either excellent or very poor$ % very similar picture of responses from the respondents is about the choice of food and beverages at the outlet and the price of food and beverages at the concerned outlet$ Go one consider the choice or the price is excellent but there are t)o respondents less than +Q! consider the choice and the price is very poor$ @egarding the services at food and beverages most respondents# namely# -F out of &&F or FOQ consider that the services are at fair level but more respondent &'Q! consider the services poor compared to those consider the services good FQ!$ %cross the indicators data on Table O$&O sho) that there is a tendency that most respondents mar0ed the facility and services are fair to good$ %cross the indicators there are 9O, out of :-: :-Q! respondents considered them as fair )hile /uite significant number of respondents# namely# &FO out of :-: or +'$FQ mar0ed them as good and :' respondents or &,Q considered them as poor$ Still there are ( respondents or &Q considers them as either very poor or excellent$ Therefore# data on these matters indicate that most respondents have no complaint about those indicators$ 1o)ever# there is still room for the improvement especially )hen those indicators should be considered at the level of good or higher excellent!$ The better the level of the opinion the more respondents satisfy and the higher possibility that 7andung airport )ill be their first choice to come to Indonesia$
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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

To find out the position of each group of occupation on the indicators of shops# food and beverages the information is depicted on the follo)ing table$ O/$n$on on 7ho/s> 1ood> and Be'erages Ind$cators & 7tudent E!/ o-ee House=$*e Entre/reneur Others Tota B & B & B % + && && O ( B (% 9 ++ &: &+ +, B 0D O & ( + 9 & 1( : B B B B & 1 (+ (( 15 (0 % 113

Occu/at$on

Tota

Table O$&: the Opinion of Shops# >ood and 7everages by Occupation Gote< & T excellent* + T good* 9 T fair* O T poor* : T very poor

Cata on Table O$&: sho) that there is no student consider the shops# the services and the price is no excellent or very poor$ Most student thin0 that those indicators are at the level of fair ++ out of 9O! follo)ed by those thin0 them as good && out of 9O!$ In other )ords most students thin0 those indicators are tended to be no problem$ This thought is also shared by house)ife )here most of them thin0 those indicators are on the side of fair to good$ The other t)o groups# employee and entrepreneur# share the same pattern of respond )here none of them thin0s the indicators very poor but a small number of these respondents thin0 the indicators excellent$ %lthough the ma"ority number of respondents of employee and entrepreneur considers the indicators fair and good as the ma"ority of

TP014423

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:# then U+ table +-$+'( Table O$&F Correlation bet)een %ge and Opinion On Shop# Arices and Services TP014423 Page 72 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! respondents from student and house)ife but there is slight different bet)een the first t)o groups and student$ Gone of the student considers those indicators excellent as do the other three groups$ Moreover# the other three groups of occupation )ho considers the indicators good as nearly t)ice of those from similar group )ho considers the indicators poor$ To test )hether the difference is significant the follo)ing table sho)s the value of UW calculation and that the value of calculated UW$ $ U+ +($-&O dfT rB&! cB&!T :B&! :B&!T&( probabilityT$.:$ Therefore# 1o is accepted$ This means that expectation of customer is not related )ith the occupation of the customer$ Thus# the manager of 7andung airport should consider these needs carefully$ The bottom line is the manager should ta0e care of the expectation from any group of occupation The result of further analysis on the correlation bet)een age and the opinion on shops# prices# and services is sho)n on the follo)ing table$ dfT rB&! cB&!T :B&! :B&!T&( U+ +($&9F probabilityT$.:# then U+ table +-$+'( Table O$&( Correlation 4alue of the Occupation %nd Opinion on Shops# Arices# and Services %s sho)n on the table that is smaller than the value of UW table at p T $.

sho) that the value of calculated UW is higher than the value of UW table at p T $.Correlation bet)een Iender and Opinion on Shop# Arices and Services Cata on Table O$&.:# then U+ table '$O-- 9:$.: and in fact the calculated value is higher than table value of p T $.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Cata on Table O$&F sho) that the value of calculated UW is smaller than the value of UW table therefore 1o should be accepted$ In other )ords# there is no significant different amongst the respondents2 opinion on the shop# prices and services as far as the age are concerned$ % further analysis is on the correlation bet)een gender and the opinion of respondents on shop# prices and services$ The follo)ing Table O$&.(& Table O$&.& )hich is &($-&+$ Therefore 1o should be re"ected and this means that the opinion of the respondents on the selection of shops# the price and services varies amongst female and male respondents$ This finding suggests that the management of 7andung airport should ta0e care of the expectation of both female and male inbound tourists$ TP014423 Page 73 .sho)s the result$ U+ dfT rB&! cB&!T +B&! :B&!TO probabilityT$.

: 35 : B B B @ Tota 113 113 113 (. respondents or -$:Q still consider the boarding information at bad level$ The opinion of respondents on the speed of baggage delivery is much better than the t)o former indicators$ Only : respondents or O$9Q and ++ respondents or &-$-Q consider the delivery of baggage is not fast enough$ The number of respondents satisfy TP014423 Page 74 .(.respondents or O&Q still consider the indicator at fair level and &.. OF 03 + O 9' O9 50 9 :.Q the respondent mar0 the boarding information as good 9' out of &&F or 99Q! and even excellent +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! +. O++ 1%0 O (9 &.1 Table O$&' the Opinion of @espondents on Ietting %round Gote< & T excellent* + T good* 9 T fair* O T poor* : T very poor Cata on Table O$&' sho) that most of them )hich is (9 out of &&F or :OQ consider the transit through the airport is poor )hile :. out of &&F or &FQ!$ In the meantime there are O. out of &&F or O9Q of the respondent consider it as fair$ In general it can be said that there is a tendency that the respondents do not satisfy )ith the arrangement of transit at the airport$ This tendency is completely different from their opinion on boarding information?flight screen$ %bout :. Eett$ng around sect$on The respondent )as as0ed to fill their opinion about ho) to reach the airport# boarding info or flight screens# also for speed of baggage delivery$ The mar0ed )as from excellent &!# good +!# fair 9!# poor O!# very poor :!$ O/$n$on on Eett$ng Around Ind$cators Trans$t Board$ng In*o"1 $ght 7creen 7/eed o* De $'erTota Baggage & B +.

$:Q! e/ually )ith those )ho consider the getting around facilities are fair &9 out of 9O or 9-Q! and poor O out of 9O or &&$FQ!$ Employee tends to consider the facilities on the side of fair and poor$ % similar position is also held by house)ife and entrepreneur$ TP014423 Page 75 . out of 9:& or 9OQ considers them as fair and Frespondents or ++Q consider the indicators as poor$ These numbers of those consider the indicator as poor is bigger than those )ho consider the same indicators as excellent$ The follo)ing Table O$+.Q consider the speed as excellent$ %cross the indicator there are (F respondents or &'Q consider that those indicators are excellent and -( respondents or +O$:Q consider them as good$ 1o)ever# the biggest number of respondent# namely# &+. sho)s data about the opinion on getting around by occupation of the respondents$ O/$n$on on Eett$ng Around Occu/at$on 7tudent E!/ o-ee House=$*e Entre/reneur Others Tota & F : O ( B %% + &. Opinion on Ietting %round by Occupation Gote< & T excellent* + T good* 9 T fair* O T poor* : T very poor Cata on the above table sho) that the opinions of unidentified occupations others! bloc0 on opinion of poor about the getting around$ Students are those )ho consider that the getting around facilities are good &. out of 9O or +'Q! and excellent F out of 9O or +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! )ith the speed is O9 or 9FQ as good )hile OF respondents or O. O ( B %5 9 &9 && : && B +0 O O ' : F + %3 : B B B B B @ Tota (+ (( 15 (0 % 113 Table O$+.

:# then U+ table +-$+'( U+ +:#-&+ Table O$+& Correlation bet)een Occupation and Opinion on Ietting %round %ccording to the chi s/uare# the author can conclude that 1o is accepted at the probability .:# then U+ table '$O-- U + &:$:-Table O$+9 Correlation bet)een Iender and Opinion on Ietting %round Cata on Table O$+9 suggest that 1o is re"ected as the value of UW is higher than the value of UW table$ This means that there is no difference in opinion about facilities for getting around as far as the gender of the respondents is concerned$ TP014423 Page 76 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! To find out )hether the difference in position amongst those groups of occupation UW analysis )as conducted and the result sho)s as follo)s< dfT rB&! cB&!T :B&! :B&!T&( probabilityT$.:# then U+ table +-$+'( Table O$++ Correlation bet)een %ge and Opinion on Ietting %round 7ased on the calculation has sho)n on Table O$++ 1o is re"ected$ This means that there is no significant relationship bet)een age and their opinion on the facilities of getting around$ % further analysis is to find out the relationship bet)een gender and the opinion on the facilities of getting around$ Table O$+9 sho)s the result as follo)s< dfT rB&! cB&!T +B&! :B&!TO probabilityT$.$:$ Therefore# it can be said that the occupation does not relate )ith the opinion of the facilities for getting around$ % further analysis about the correlation bet)een age and the opinion on getting around is sho)n on the follo)ing Table O$++$ dfT rB&! cB&!T :B&! :B&!T&( U+ 9($+-+ probabilityT$.

(. (+ F: &: 9 &' (F && &' O ( ( 9( : &+ 113 113 113 113 113 113 +5 %0. 9 :O :9 O ++: + B 113 113 Ind$cators Tota && &. +%% 1D0 31 D(0 Table O$+O @esponse on Experience at 7andung %irport @epresentative TP014423 Page 77 . ' & ( & +F 9& O+ 9 99 &.0 E:/er$ences at Bandung a$r/ort On this section respondents are give their opinion of the statement that are given$ The statement is all about the representative of the airport$ Is the representative of the airport tried to help# avoiding# not cooperative# etc$ >rom each statement the respondent have to circle each number that they thin0 represented their feeling$ There are : number that the respondents have to choose# & T strongly disagree# + T slightly agree# 9 T uncertain# O T slightly agree# and : T strongly agree$ Res/ondent E:/er$ence Dea $ng =$th Re/resentat$'e & The re/resentat$'e rea tr$ed to be he /*u The re/resentat$'e rea /a$d attent$on to !s$tuat$on The re/resentat$'e tr$ed to a'o$d dea $ng =$th !e The re/resentat$'e $gnored !e The re/resentat$'e tr$ed to /ro'e I =as =rong The re/resentat$'e rea tr$ed to be coo/erat$'e The re/resentat$'e see!ed to be se *@$nterested The re/resentat$'e d$rect .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! +. (F O& &. (.addressed the $ssue at hand Tota O ( + +' 9.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Gote< & T strongly disagree* + T disagree* 9 T undecided* O T agree* : T strongly agree Most of the respondent cannot "udge undecided! about their experience )ith representative of 7andung airport$ %cross the indicators the number of respondents on this situation is O++ or O:Q$ This indicates that the respondents are not certain )hether the representative is helpful# paid attention to their situation# avoid them# ignore them# blame on them# cooperative# don2t care about customer# or ta0e care the issue faced by the customer immediately$ In general it can be said that the undecided position does indicate that the respondents had no problem but also they did not have a good impression of the service from the representative$ This means a lot of improvement should be made by the manager so that the customer is sure that they are treated professionally and ta0en care of$ >urthermore# )hen the undecided position of the respondents is put aside# the respondents are divided into t)o groups )hen dealing )ith the representative on some attitudes of the scale$ On indicators of the representative really tried to be helpful! the representative really paid attention to my situation! the representative really tried to be cooperative! and the representative directly address issue at hand most respondents responded on the side scale of strongly disagree and disagree )ith the statement$ The reaction indicates that they did not have good experience dealing )ith the representative because to them the representative )as not helpful# did not pay attention to their situation# did not try to be cooperative# and did address the issue at hand directly$ >or indicators of the representative ignored me! the representative tried to avoid dealing with me! the representative tried to prove was wrong! and the representative seemed to be self2interested! they are negative statements or reverse items in that scale$ Thus the negative reaction agree and strongly disagree! from the respondents to those statements should be understood as positive experience of the respondents dealing )ith the representative on these matters. Therefore for those three indicators the reaction of the respondents should be read as that the representative did not ignore them# did not try to TP014423 Page 78 .

1 110 33 %3 %3% Table O$+: %ggregate 4alue of the %ns)er of Students The same procedure )as applied for the value of ans)er of other occupational groups$ The total value is the score used to construct the follo)ing Table O$+($ TP014423 Page 79 . Tota Res/ondent 7tudent .N< B + &F F (+ B B ' &' ( (+ + F &' : & (+ 9 &. &' & & (+ & &O &9 : & (+ B B & +: (+ & &O &F & & (+ B O +O O + (+ 3 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! avoid them# did force the respondent to admit that they )ere )rong# and did not seem to be selfBinterested$ In other )ords# the respondents feel positive about the attitude of the representative$ % further analysis to findBout )hich group had mostly undecided position# positive or negative position is done using UW analysis$ To calculate UW for this aspect# an aggregate score or value for each occupation group of respondent is used$ >or example# the value F for scale & )as calculated by adding up the fre/uency of the ans)er of each student across the eight statements$ 4alue :& for scale + )as calculated by adding up the fre/uency of the ans)er of each student across the eight statements$ >ollo)ing table of O$+O illustrates the value used for table O$+:$ 7CA6E 1RE#UENCC O1 THE AN79ER TOTA6 8A6UE 1 % ( + .

Tota %3% %0+ 1++ %+0 10 D(0 Table O$+( Experience Cealing )ith @epresentative by Occupation The calculation ta0es also care of the reverse items as previously mentioned )hich are the representative ignored me# the representative tried to avoid dealing )ith me# the representative tried to prove I )as )rong# and the representative seemed to be selfB interested$ >or these items the reverse procedure )as conducted$ Thus# the number of students )ho ans)ered strongly disagree )as calculated in the scale of strongly agree )hile disagree )as placed on agree and undecided )as remained as undecided$ Cata on Table O$+O sho) that have highest level of satisfaction comes from student group follo)ed by employee# by entrepreneur# and others group as the last group that has lo)est satisfaction level$ n%gain# there seems a difference of expectation amongst the groups of employee$ . &.$:$ This means that 1o is re"ected and 1& should be accepted at the level of probability p T .0 9 &&. -O (33 O FF :' 9F :' %+0 : +F 9( &F O: B 1%.$:$ In other )ords there is a significant difference in the expectation amongst those occupation groups$ TP014423 Page 80 . 99 B 1.:# then U+ table U+ +'#O.O +-$+'( Table O$+F Correlation bet)een Occupation and Experience at the %irport It sho)s that calculated UW is higher than UW table at p T .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! E:/er$ence =$th Re/resentat$'e Occu/at$on 7tudent E!/ o-ee House=$*e Entre/reneur Others Tota & F &+ B &' B (5 + :& :+ +.: F.hen the difference is test by UW then the result as follo)s< dfT rB&! cB&!T :B&! :B&!T&( probabilityT$.

:# then U+ table 9.:# then U+ table +-$+'( Table O$+.:$ This means that gender has no affect on the experience )hen the respondents dealt )ith the representative of the management$ >rom the analysis of correlation it can be concluded that the only variable )hich correlates significantly )ith the experience )ith the representative of the management of 7andung airport is )ith occupation$ TP014423 Page 81 .:$ This finding suggests that the opinion on their experiences )hen they dealt )ith representative of the management did not differ significantly$ %n analysis on relationship bet)een gender and experience )ith representative of the management of 7andung airport is sho)n on the follo)ing Table O$+' dfT rB&! cB&!T +B&! :B&!TO probabilityT$.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! >urthermore# the finding indicates that the improvement of the services should consider the most demanding group of occupation$ Cata on analysis of relationship bet)een age and the experience )hen the respondents dealing )ith representative of the management of 7andung airport is sho)n on Table O$+dfT rB&! cB&!T :B&! :B&!T&( U+ 9F$(99 probabilityT$.488 U + &:$:-Table O$+' Correlation bet)een Iender and Experience at the %irport Cata on Table O$+' suggest that 1o is re"ected at p X $.Correlation bet)een %ge and Experience at the %irport It sho)s that the calculated value of UW is higher than the value of UW table )hich means that 1o is re"ected at p X $.

respondents or ($-Q agree and & respondent or less than one percent strongly agree that the level of services exceeds their expectation$ In other )ords# there are more respondents )ho consider the level of services is not higher than their expectation compared to those )ho consider that the level of services does exceed their expectation$ % similar picture is also presented by the ans)er to a /uestion )hether the services is "ust reasonable$ More respondents do not agree that the level of services is reasonable$ There are also more respondents consider that the level of the services is belo) their expectation# namely# 9+ respondents or +FQ agree that the services are belo) their TP014423 Page 82 . the Expected and %ctual Service in 7andung %irport Cata on Table O$9. sho) that the opinion of the respondents differs so much$ There are respondents or ($-Q strongly disagree and &9 respondents or &&Q disagree that the services exceed their expectation$ This is the trend )here most respondents did not agree that the level of services exceeds their expectation$ . %0 : & 9 +O %5 Tota (3 +0 +0 113 Table O$9.hile F or (Q cannot decide there are .e:/ectat$on Tota & O & 1( + &9 &F + (% 9 F ( : 15 O &.3 The e:/ected and actua ser'$ce $n Bandung a$r/ort In the /uestionnaires# the respondents )ere re/uested to give their opinion to the statement on the expected and actual service in 7andung airport$ The statement concerns )ith the expectation of the respondent for the service$ >rom each statement the respondent have to circle a number that represents their feeling$ There are : number that the respondents have to choose# & T strongly disagree# + T slightly disagree# 9 T uncertain# O T slightly agree# and : T strongly agree$ The follo)ing table sho)s the ans)er of the respondents on those three statements$ O/$n$on on The 7er'$ces 6e'e o* 7er'$ces E:ceed !.e:/ectat$on Reasonab e Be o= !.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! +.(.

persons or &:Q cannot ma0e any affirmative decision )hether the services exceed# reasonable or belo) their expectation$ In general# data on Table O$&: indicate that most respondents consider that the level of services is not good enough$ To find out )hether there is any different in the expectation amongst those groups of occupation# UW is used to correlate bet)een the independent variable of occupation and the three dependent variables of the level of services$ Every dependent variable exceeded# reasonable# belo) the expectation! has five levels strongly disagree to strongly agree!$ To do the follo)ing cross tabulation table )as constructed sho)ing the ans)er of each group of occupation the independent variable! on each scale of dependent variable$ Table O$9& sho)s the result$ E:ceed . O O & %3 .E:/ectat$on & 7tudent E!/ o-ee House=$*e Entre/reneur Others Tota && + : ' B %3 + : : ( ' & %0 9 ( ' + : & %( O &.E:/ectat$on + : : ( ' B %.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! expectation$ %mongst the respondents there are &. O : B %3 : O F & + B 1+ & &: : ( &. B (0 Reasonab e + : ' : B %3 9 O : & %0 O O && + 9 & %1 : + O B & B 3 & &. 9 ( ' 9 : & %+ O &. + 3 @ % @ 1( OCCUPATION Table O$9& @elationship bet)een Occupation and the %ctual Services Gote< &T strongly disagree* + T disagree* 9 T undecided* O T agree* : T strongly agree TP014423 Page 83 . B %3 Be o= . + : &.

$:$ The finding on this aspect support the other findings discussed previously that the expectation of the customer al)ays varies amongst the occupational group$ % further analysis on the relationship bet)een age and expected and actual services is presented in the follo)ing table$ dfT rB&! cB&!T :B&! :B&!T&( U+ O($&F( probabilityT$.(+ O$9+ Correlation bet)een Occupation and %ctual Services %ccording to data on table O$9+ it can conclude that 1o is re"ected and 1& is accepted at significant of p T .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! 7ased on table O$9& the calculated UW value is presented in the follo)ing table O$9+ dfT rB&! cB&!T :B&! :B&!T&( probabilityT$.:# then U+ table '$O-- U + &:$:-Table O$9O Correlation bet)een Iender and %ctual Services TP014423 Page 84 .:$ The finding suggests that 1o is re"ected )hich means that there is no significant different amongst those age group in terms of their opinion on actual services they experienced at 7andung airport$ To find out )hether there is a gender correlates )ith their actual experiences )ith the service they had at the airport the follo)ing table sho)s the result$ dfT rB&! cB&!T +B&! :B&!TO probabilityT$.:# then U+ table +-$+'( Table O$99 Correlation bet)een %ge and %ctual Services Cata on Table O$99 sho) that calculated value of UW is higher than the value of UW table at p X $.:# then U+ table +-$+'( U+ +'#.

:$ This means that gender has no relationship )ith their opinion on )hat they actually experienced at the airport$ In other )ords# male and female respondents had the same opinion on )hat they actual experienced at the airport$ In general# it can be concluded that occupation is the factor )hich has significant correlation on the experiences they actually undergone at the 7andung airport$ This means that different occupation re/uire different treatment as the occupation expects treatment in line )ith their daily position$ +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The result sho)s that 1o is re"ected at p X $.5 7at$s*act$on sect$on The respondents )ere as0ed to indicate the degree of satisfaction )ith overall service that provided by 7andung airport$ The statement reflects the service features li0e the condition of the services# receiving the information# the staff attitudes and the s0ill of the staff$ The respondent has to indicate each level of degree of satisfaction for every statement by giving the number in the box that has been provided$ The represented number is from & to F$ Measured on Hi0ert type scale# the degree level for each number as follo)ed< & T absolutely dissatisfied# + T strongly dissatisfied# 9 T slightly dissatisfied# O T uncertain# : T slightly satisfied# ( T strongly satisfied and F T absolutely satisfied$ TP014423 Page 85 .(.

responses or +$OQ strongly dissatisfied# and 9-( or &'Q dissatisfied!$ The number of responses that say the respondents are uncertain is :-9 responses or +'Q$ TP014423 Page 86 .- 63 22 33 6 4 3 31 7 5 8 7 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! QUESTIONS The terms and conditions of your right to services The services accessi le to you The !hysical facilities accessi le to you The staff communication material accessi le to you Information on !otential funding sources are made availa le to you "dvice and su!!ort on !otential funding sources are made availa le to you Staff !rovided !rom!t and timely services to you The #ay your com!laints constructively handled Services !rovided to meet your individual needs Staff attitudes $!oliteness and courteous% Staff&s #illingness to listen to your individual !oint of vie# Staff&s language used in communication 'om!lete and accurate information !rovided Staff&s #ay to deal #ith your !rivacy Staff&s res!ect to your feelings Staff&s assurance !ersonal an(ieties) concern and !ro lems Staff&s concern on !ersonal an(ieties TOT"* 1 - 2 3 10 3 2 RESPONSE 3 4 5 20 29 73 6 37 32 36 21 15 24 37 46 51 52 16 58 35 33 6 8 12 2 27 5 4 7 2 1 2 - Total 117 117 117 117 117 117 + 8 4 3 1 1 7 2 1 3 .-/ 19 78 37 11 39 13 29 47 37 48 45 0-. 20 13 35 32 52 41 35 49 58 38 45 //. 5 4 6 44 16 52 13 9 16 18 16 107 2 2 21 5 7 2 3 1 3 1 01 117 117 117 117 117 117 117 117 117 117 117 12-2 Table O$9: Satisfaction Hevel of Customer %cross the /uestions most respondents2 responses is on the positive side of the scale$ There are 'F+ responses out of &'-' or O'Q consider that they are either slightly satisfied ((9 or 99Q!# strongly satisfied +:F or &9Q!# and absolutely satisfied :+ or +$(Q! compared to ++Q of the responses is on the dissatisfied side non says absolutely dissatisfied# O.

:# then U+ table 9($O&: Table O$9( Correlation bet)een Occupation and Satisfaction %ccording to the chi s/uare# the author can conclude that 1o is re"ected at p T .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The general indication from Table O$9: is supported by respondents opinion on nearly every /uestion except for /uestions 3the physical facilities accessible to you# Staff provided prompt and timely services to you# and the )ay your complaint constructively handled6 )here the responses are more on the negative side of the scale$ One /uestions 3information on potential funding sources is made available to you6 )hich is responded$ 7alanced bet)een those dissatisfied and satisfied$ >rom : groups )ith different occupation# the student group is the group that agree )ith the overall service that 7andung airport provided$ %cross the indicators# the total value for the student group on overall service are :F. points# entrepreneurs )ith :&.points# follo)ed by employee group )ith :(. points then house)ife )ith 9.$:$ It means that there is a significant correlation bet)een occupations )ith the satisfaction level$ In other )ords# the satisfaction level of the treatment as described on table O$9O to some extent determined by their occupations at home$ TP014423 Page 87 .( points and 9O points comes from others group$ To findBout the relationship bet)een occupation and those seventeen /uestions the follo)ing table presents the result$ U+ 9F$ (+F dfT rB&! cB&!T :B&! FB&!T+O probabilityT$.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The relation bet)een age and the satisfaction level is depicted on the follo)ing table$ dfT rB&! cB&!T :B&! FB&!T+O U+ ++$.$::O &+$9'+ Table O$9.suggest that there is a significant correlation bet)een gender and satisfaction at p X $.:$ This means that there is no relationship bet)een age and the satisfaction$ In other )ords# all respondents2 statement on Table O$9: applies for every respondent regardless their age differences$ The follo)ing table presents the result of calculation on UW concerning the relationship bet)een gender and satisfaction$ dfT rB&! cB&!T +B&! FB&!T( probabilityT$.:$ This means that the satisfaction as they expressed on Table O$9: varies bet)een female and male respondents$ In conclusion this satisfaction level there t)o factors affect the satisfaction level of the respondents# namely# occupation and age$ TP014423 Page 88 .:# then U+ table U+ 9.++ probabilityT$.Correlation bet)een Iender and Satisfaction Cata on Table O$9.:# then U+ table 9($O&: Table O$9F Correlation bet)een %ge and Satisfaction Cata on Table O$9F sho) that 1o is accepted at p T $.

1( Tab e +.10 Tab e +.%D TP014423 Page 89 .1% Tab e +.11 Tab e +.15 Tab e +.3 Tab e +.%5 Tab e +.0 There occupational bac0ground does not ma0e any difference on their opinion of the comfortness and amenities on some service at 7andung airport There is a significant difference bet)een the age group as far as their opinion on comfortness and amenities is concerned$ There is no significant difference bet)een gender on the opinion of the comfortness and amenities$ There is significant correlation bet)een occupation )ith level of satisfaction from security and immigration section$ There is no significant different bet)een aged on the opinion of /ueuing time and security chec0$ There is no significant difference bet)een gender respondent in relation )ith the opinion on /ueuing time and security chec0 The expectation of the customers is not related )ith the occupation of the customers$ There is no significant different amongst the respondent2s opinion on the shop# prices and services as far as the age are concerned$ There is a significant opinion of the respondents on the selection shops# the price and services varies among gender respondent$ There is a no correlation )ith the facilities getting around )ith the occupation$ There is no significant relationship bet)een age and their opinion on facilities of getting around$ There is no difference in opinion about facilities for getting around as far as the gender of the correspondent is concerned$ There is a significant difference in the expectation amongst those occupation groups$ There is no significant different bet)een the experience )ith the occupation$ The only variable )hich correlates significantly )ith the experience )ith the representative of the management of 7andung airport )ith occupation Tab e +.%3 Tab e +.%1 Tab e +.13 Tab e +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The summaries for Chi s/uare Tab e +.%( Tab e +.5 Tab e +.%% Tab e +.

(3 Tab e +.(% Tab e +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Tab e +.(0 Tab e +.(5 The expectation of the customer al)ays varies amongst the occupational group$ There is no significant different among those age group in term of their opinion on actual service they experience at 7andung airport$ There is no correlation bet)een genders )ith the opinion on )hat the actual experienced at the 7andung airport$ There is a significant correlation bet)een occupations )ith the satisfaction level$ There is no correlation bet)een age and satisfaction level$ There is a significant correlation bet)een gender and satisfaction level$ TP014423 Page 90 .(( Tab e +.(+ Tab e +.

hat are the basic roles that 7andung airport management follo)ed to provide the servicesR In providing the services# is management of 7andung airport try to involve the customers vie) about the servicesR 1o) 7andung airport management manages and evaluates all the services hereR So it means there is no interfere and elaboration from the management in provides the servicesR 1o) to measures the satisfaction of the customersR Is there any special tool that 7andung airport useR 1o) is important IT?IS for 7andung airportR That is for IT and ho) bout airport maximi=e the ISR %s a part of IS I didn2t see any flight information system here$ %nd ho) the passage can 0no) ho) long they have to )ait if there is no flights board information$ 1o) about the facilities hereR Such as )aiting roomR @estaurant and restroomR I see the procedure is little )eird$ %fter the passengers2 chec0 in# most of them have to come out again because the immigration still closed and there is no chair at all inside there$ Is there any plan to reduce this inconvenience situationR 1o) about inbound passengerR 5 D 10 TP014423 Page 91 .ahyu Sudiro as the representative management of 7andung airport office$ No 1 % ( + .(.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! +.ahyu Sudiro as the representative for the management of 7andung airport# the researcher has as0ed &9 /uestion related to the services that 7andung airport provides also ho) 7andung airport is to build relation and do interaction )ith the customers especially inbound tourist to provide a better service$ The table bello)s is the intervie) script )ith Mr$ .anage!ent o* Bandung A$r/ort To get more information ho) the 7andung management provided the services# the researcher has an opportunity to conduct an intervie) )ith Mr$ . 0 3 #uest$ons .D .

& series in providing the services$ Cue to the 7andung airport location )hich is too small for international airport# in providing the services# the 7andung airport management )as follo)ing to the standards from ISO and rarely too involved the customers point of vie)s$ In evaluating the services# the management react passively$ The uses of IT?IS are limited# the management of 7andung airport only use for airport operation$ 7elo) here are the additional data that Mr$ .&( :9-( :(O& De/art +.' +F(( O.ahyu Sudiro )as given about information for the passenger movement in 7andung airport for the last one year$ The !o'e!ent o* $nbound tour$st $n Bandung a$r/ort .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! 11 7ac0 again to facilitiEs of the airport$ I sa) in the facilities domestic arrival )ith international arrival is very different$ It cans see from the baggage handling# in domestic the system is much better compare to international$ International stills used manual and it ma0e people have to )ait for a long time for their baggage$ 3Experience from the customers is very important6$ %re you agreeing )ith the statementsR Is there any plan to ma0e this airport biggerR 7ecause only certain plane )ho can land hereR Table O$9' Intervie) Script for 7andung %irport Management 1% 1( %ccording to the intervie) that has been conducted )ith Mr$ .a)une )u August 7e/te!ber October No'e!ber Dece!ber Entrance &('O &:.ahyu Sudiro 1@ Management of 7andung airport!# 7andung airport has been using ISO '.:9-OO..onth .:9 &9OF +(:: O:99-&9 9F(: :9-' :O:F TP014423 Page 92 .

'! >rom the table O$O& it sho)n that there are five types of visa applicant that has been use by inbound tourist in 7andung airport$ Those five types of visa are diplomatic visa )ith total applicant 9+.&9 O9(FO Table O$O& Types of Entrance 4isa in 7andung %irport Source< 7andung airport# +. O+.' people and the number )ho departed from 7andung )as :9+'F people$ It sho)s that the number of inbound tourist )ho came is higher than )ho leave$ It )ill be explained in detailed for inbound tourist )ho used 7andung airport according to their visa application )ithin one year$ T-/e o* '$sa D$/ o!at$c 8$sa Bus$ness 8$sa 8$sa On Arr$'a Tour$st 8$sa 8ksk Tota Tota 9+(-' :9O &&. sho)s the total passenger of the inbound tourist status )ithin a year$ Total inbound tourist )ho came through 7andung airport )ithin one year )ss :99..&9 applicants$ The overall applicants from five types of visa are O9(FO people$ The highest number of applicant comes from v0s0 group type of visa$ TP014423 Page 93 .' ::':'+F ::-( F&(' :9+'F Table O$O.arch A/r$ Tota :'(F :(F( :-:F (-'& :99.follo)ing by business visa (-' applicants# visa on arrival :9O applicants# tourist visa )ith &&. applicants and v0s0 )ith O9.'! Table O$O.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! )anuar1ebruar.. Movement of Inbound Aassenger Source< 1usen Sastranegara# +.

. . . & ( . . & O & O 9+Bus$ness 8$sa O &F &: F F 9 &+ :OO : O + F O ++ . . . & : &F. . . && &. && & & 9 : &9 &( & . . 9( O . . . +( & : && : O+. &&. . + ( 9 9 . . + :9O Tour$st 8$sa &: &: +. 8474 .orocco 8$etna! Ne= Iee and Ita 7aud$ Bang adesh Bahra$n Canada 7=eden Eg-/t Hungar$an Ca!bod$a 7udan Ph$ $//$nes Tota D$/ o!at$c 8$sa &' &9 &: &. . .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %ccording to the immigration personnel in 7andung airport the inbound tourist )ho has been use 7andung are comes from 9+ countries$ 7elo) here is the table to describe the countries of origin from the inbound tourists$ CountrAustr$a Austra $a U7A Nether ands U4 )a/an Eer!an. . .. .a a-s$a 1rance 7$nga/ore 7=$ss Ta$=an Tha$ and Ind$a 4orea Ch$na 7/a$n Brune$ . . . O&$F:' . . + . 99 O+$. . . . & . &(. &9 O O . . . . . & (-' 8$sa on Arr$'a &F (: F( O(9 +: 9O . . . . . . . . . 9 & . . . &+ &+ && . . .'! TP014423 Page 94 . . O 9 . & & O . O . 9 . . &O & . & . .&9 O$O+ Countries of Origin from Inbound Tourist Source< 7andung airport# +. & . :9 . 9 . . .

applicants# the rest of countries the average of the number of applicant is bet)een 'B. numbers of applicants follo)ing by %ustralia )ith &' of applicants# India )ith &.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! >rom the table above the total number of countries of origin from inbound tourist that has been recorded in immigration of 7andung airport )ithin & year are came from thirtyBt)o countries# )ith different types of visa applications$ The total inbound tourist visitors )ithin & year through 7andung airport are O9(F9 peoples$ 7elo) here are the explanations for the inbound tourist according to their visa application$ >igure O$O+a Countries of Origin and Ciplomatic 4isa %pplication The figure above describes the countries of origin and the diplomatic visa of applications$ The total applicants for diplomatic visa are 9+. )ith &. number of applicants$ >igure O$O+b Countries of Origin and 7usiness 4isa %pplication TP014423 Page 95 .applicants$ The highest applicants are come from Malaysia )ith &F.of applicants# China )ith &( of applicants# Getherlands )ith &: of applicants# US% )ith &9 of applicants# >rance )ith && numbers of applicants then U.

number of applicants# Tai)an and 7ahrain )ith && numbers of applicant for each# Ge) Peeland )ith &9 number of applicants# Canada )ith && number of applicants# for the rest countries the range number of applicants is bet)een OB&$ >igure O$O+d Countries Of Origin %nd Tourist 4isa Of %pplication TP014423 Page 96 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! >rom the table above it sho)n that the highest number of applicant comes from Malaysia )ith :O-# follo)ing by China )ith ++ numbers of applicant# %ustralia )ith &F applicants# US% )ith &: number of applicants# Canada )ith &O number of applicants# Iermany )ith &+ people then F applicants each for the follo)ing this countries Getherlands# U. )ith (9 applicants then O. applicants$ >igure O$O+c Countries of Origin and 4isa on %rrival %pplication %ccording to the figure above# the total number of inbound visitor )ho are use visa on arrival are :9O$ The highest applicant come from US% )ith the number of applicants are F(# follo)ing by %ustralia (: applicants# U.to .# and Thailand# for the rest countries the number of applicant is bet)een .numbers of applicants come from Getherlands and India# China )ith 9( number of applicants# Iermany )ith 9O number of applicants# 8apan )ith +: applicants# >rance )ith +( applicants# .orea )ith +.

number of applicants$ TP014423 Page 97 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The figure above describe the highest applicant for tourist visa come from US% )ith the number of applicants are +.S. )ith ( number of applicants# + applicant each from Getherlands and Canada$ The total applicants for this type of visa are &&.S.&9$ The highest applicant comes from Malaysia )ith O&$F:'# follo)ing by singapore )ith &(.# follo)ing by %ustria and %ustralia )ith number of applicant &: for each# &+ applicants for each follo)ing country Thailand and India# . number of applicants# :9 number of applicants from Thailand# vietnam )ith 9 people number of applicants and Ahilippines )ith 99 number of applicants$ The rest countries is .orea )ith number of applicants# 8apan and Iermany )ith 9 applicant for each country# U. %pplication The figure above describe the countries of origin and the number of 4. application$ %cccording to the figure above the total applicants for v0s0 visa are O+. applicants$ >igure O$O+e Countries Of Origin %nd 4.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

+.+ Ana -s$s *ro! #ua $tat$'e Resu t
%ll the data that have been gathered are being analy=ed according to the fre/uency )hich has been sho)n$ >or the data analysis the statistical pac0age Excel )as used$ The purpose of this study )as to compare the mean and correlation of service /uality$ >actor analysis and reliability test )ere used to test the opinion of the respondent for service /uality in 7andung airport by using customer experience management CEM! approach$

Custo!er >rom the analysis that has been done it can be concluded that most of the customers feel that the level of satisfaction of /uality service provided by 7andung airport is at fair level and tend to be at belo) their expectation as the customers$ The highest numbers of customers )ho feel fair )ith the total service /uality come from the student group of occupation$ ,anage!ent o* Bandung a$r/ort %ccording to the intervie) that has been conducted )ith Mr$.ahyu S 1@ manager! as the representative person# it can be concluded that the inbound tourist )ho came used the 7andung airport as the main entrance# most of them come from %SE%G region# and Malaysia has been recorded as the country )ith the highest visitors by using 4;S; application visa$ %lso )hen it comes to provide or adding a ne) product and services# the management never involve the customers into it$ It means the management still act passively )hen dealing )ith the customer2s )ants and needs$ 7andung airport also didn2t measure the customer satisfaction# except )hen there is a complained then they )ill do some evaluation about it$ The management follo)ed the standard procedure set by the International Organisation for standardi=ation ISO! ',,, series$ >or the facilities# 7andung airport has still troubled )ith the area of the airport because the area is too small# so it is hard for them to expand necessary or demanded facilities#

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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

and of course the absence of the necessary or demanded facilities caused that inconvenience for the passengers$ Especially for the customers )ho )ant to chec0 in# they still need to )ait outside until the immigration gate is open$ There are some limitation in the uses of IT?IS in 7andung airport$ The Uses of IT?IS is only at operational airport$ The management didn2t maximi=e the uses of IT?IS to interact more and understand better the expectation from the customers$ The customers also still not be able to use maximum the IT?IS as a facility in 7andung airport# because the facilities that use IT?IS at 7andung airport still minimum# such as the flight information board and .iB>i$

+.. Conc us$on
7ased on the analysis from the /uestionnaires the author has found that there is a correlation bet)een groups of occupation# age and gender )ith the satisfaction level of service /uality that has been provided by 7andung airport$ The proper plans# the uses of IT?IS# customer focus still needed to evaluate again$ The implement of IT?IS still too minimum# it ma0es the interaction )ith the customer still lo)$ Their still has the gap bet)een expectation and management perception of the services and the customer2s expectation$ The management thought from their side )ithout having communication )ith the customers )hen delivery their service$ >rom the customer side the expectation of the product and services is different )ith the services that they are perceived$

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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

CHAPTER . ARTE1ACT "DE6I8ERAB6E

..1 Introduct$on to the Arte*act
The frame)or0 )as developing out by Schmitt +,,9!$ The frame)or0 )as meant to address the important steps also as a guideline for the industries to implement the Customer Experience Management CEM!$ % /ualitative study )as focused mainly on the customer2s experience$ This is# give a clearly picture of the practicality of the frame)or0$

..% Ho= the Ana -s$s 9as Used To Create Arte*act
7ased on the intervie) )ith the 7andung airport management and the /uestionnaires that has been distributed to &&F correspondent that has a huge contribution for the author to create artefact?deliverable# and come up )ith the analysis on ho) the technology by using CEM frame)or0 can enhance the service /uality in 7andung airport and generate the customer satisfaction to the service /uality in 7andung airport$ >rom the analysis data above# the author can ma0e a red line on ho) the CEM frame)or0 by using IT?IS strategy can enhance the service /uality in Indonesia Inbound tourism industry# by follo)ing< 7er'$ce ?ua $t%ccording to the data analysis# most of inbound tourists are unsatisfied )ith the products and services that are available at 7andung airport$ These problems that appear# can be eliminating if the organi=ations understand )hat the expectations from the customers are# and change the organi=ational vie) by more concentrates to the customers$ The communication bet)een organi=ation and customers become the 0ey to understand their expectation$

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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! >rom each step of CEM it )ill guide the 7andung airport to understand more about the customers$ The 3service gap6 eliminates the gap bet)een the customers and the management# especially for 7andung airport$ IT"I7 IT?IS strategy for the industries is# have an important role for supporting the business process also to improve business performance$ %ccording to intervie) )ith the management of 7andung airport# for some airport still use the manual system such as no flight information! to deliver the information to the customers$ This situation has effecting the performance and the satisfaction level from the customers$ >or that 7andung airport needed to implement the proper IT?IS according to the customer expectation$ 7y having proper IT?IS strategy such as software resources (programme and procedures)! hardware resources (machines and media)! :etwor) *esources (communication media and networ) support)! data resources and people resources (end user and 5 specialist) it believe that )ill improve the )or0ing performance from the operation system of 7andung airport and for the management side it )ill help to ma0e decision especially if dealing )ith the customers$ >or this current moment# the 7andung airport management still maximi=e IT?IS for address the organisational hard)are and soft)are resources to enhance the operational system at the airport$ %nd for the people resources# in the 7andung airport rarely to involve customers as the end user# only use the IS specialist as the part of people resources$ The involvement of the customer as the end user is very important because it can help the 7andung airport management to develop their system according to the productivity of the application that the customers use$ TP014423 Page 101 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! ..( Ho= the 6$terature Re'$e= =as used to su//ort the arte*act TP014423 Page 102 .

. 1ra!e=ork The CEM frame)or0 is adopted from Schmitt +..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! IT"I7 7trateg%ccording to O27rian +.(! There are t)o basic system of IS?IT and that system are< a! Operation support system$ This system could be very helpful to 7andung airport if they can maximi=e the operation system such as transaction processing and process control to enhance the business operation especially in business decision ma0ing# gaining a competitive advantage also to support the business processes$ b! Management supports system$ This system is more into ho) the 7andung airport management can provide and absorbed the information to support the managerial decision especially in business decision ma0ing$ CE.9!$ There are : stages in this frame)or0 that can be applied in 7andung airport to enhance a better service /uality in 7andung airport$ In 7andung airport case# those five stages needed to be changed according to the problem that the airport facing$ %nd those purposes frame)or0 stages are< &$ %naly=ing the experiential )orld of customer$ %naly=e the socio cultural context in )hich consumer operate including their experiential needs and )ants as )ell as their lifestyles$ +$ Structuring the customers interface$ 1o) the industry can interact )ith their customers to deliver the product and services$ The interaction must be intangible such as the voice# attitude and behavior of the employees )hen they are dealing )ith the customers$ 9$ Cesigning the 7rand experience$ 1o) the company can deliver their image thru advertising# collaterals that at the end can automatically create a brand experience$ O$ 7uilding the experiential platform$ 1o) to connect the 0ey point bet)een strategy and implementation$ The experiential platform here is ho) to implementation TP014423 Page 103 .

. +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! theme for coordinating subse/uent mar0eting and communication effort and future innovation$ :$ Engaging in continuous innovation$ 1o) the industry 0eep on doing interaction )ith the customers to implement the strategy also to innovate the ne) product or services for the customers 7er'$ce #ua $tAarasuraman et al.hich determines the attitude of customers as mentioned in the definition of 1offman and 7ateson$ Custo!er 7at$s*act$on There are t)o )ays in measuring customer satisfaction )hich are indirect and direct measures$ Indirect measures customers2 satisfaction is by trac0ing and monitoring sales records# profits and customer complaint$ Most of the companies become passive )hen they are dealing )ith complaints from the customers$ The indirect /uestion uses scales to collect data using the /uestionnaires$ %ccording to Aarasuraman +...O!$ Customer2s perception in Hong and McMellon6s definition is also a result of the "udgment in Aarasuraman et al$ .O!# there are different dimensions that evaluates the service /uality based on customer perspective< TP014423 Page 104 ..O! said that an evaluation of service /uality means comparing the customer expectations )ith the customer2s perception after the actual encounter$ These three definitions have a very close meaning but also have three important variables to loo0 at$ The three variable are attitude 1offman and 7ateson# &''F!# "udgment Aarasuraman et al$# &'-:! and perception Hong and McMellon# +. &'-:! as /uoted by Chaffey et al.9! said that service /uality is the "udgment from customers to the companies$ .hat is put for)ard by Aarasuraman et al$ &'-:! is supported by 1offman and 7ateson &''F! )ho said that service /uality is an attitude formed by long term# overall evaluation of a firm2s performance$ Similar to Aarasuraman# Hong and McMellon +.

.+ Test$ng O* the Arte*act The changes of the frame)or0 status that adopted from Schmitt +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! a! Tangible facilities# e/uipment and appearance of personnel! b! @eliability ability to perform the promised service dependably and accurately! c! @esponsiveness ho) to provide prompt service! d! %ssurance the employee ability to inspire trust and confidence! ..9! are needed based on the situation and condition in 7andung airport$ The frame)or0 as the deliverable also given for revie)ed by Mr$%n)ar as the operation manager of 7andung airport$ No 1 %naly=ing 7te/ the experiential BA// $cat$on $dent$*-$ng the target In Co!!ent providing the service )orld of customers custo!ers by seeing from /uality )e have treally to understandthe socio culture of the customer2s and because most of the customer2s are came from the %SE%G region that )e all 0no) they have similar culture )ith Indonesia# hI hope)e can measure their needs according not to their to expectation$ concentration 71o)everour only ho) often they use the products and services# ho) loyal the customers to the brand! D$'$de the E:/er$ent$a 9or d provide the experiential according to the customers and business context! Track the e:/er$ence conduct research by as0ing the customers )hat they )ants# )hat they li0e# )hat they don2t li0e# )hat things aare neededto be change# using realistic stimuli li0e multimedia and multisensory so the customers still 0eep on interact in daily# survey the competitive %SE%G citi=enship only but also to other people from all over the )orld$ TP014423 Page 105 .

% Structuring interface the customer Essence an! #lexi$ility ho) to greeted the customers also allo) the customer to perceived service staff as a human! 7t.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! landscape.eb site! Experiential on product sales driven! Communication and ma0e the ho) the companies more focus features and benefit from it + 7uilding platform the experiential Experiential positioning using an imageBdriven to sho) )hat the brand stand for! Experiential &alue 'romise )hat the customers ))ill receivefrom the brand! The experience )as to build differently from every customer# but by giving the right service )ith the /uality the customer )ill get the experience according to their expectation TP014423 Page 106 .e and 7ubstance manner in expressing the essence and flexibility! T$!e ho) should contact be istartedto delightful! ( Cesigning experience the brand The pro!uct experience ho) the functional attribute of the productBho) )ell the things )or0! The loo% an! feel identity name# visual logo! ma0e experience This is very important step* the )ay our staff2s interact )ith the customer2s is the first things that customer2s$ "udge by the TThe human po)ersmust have ability to interact )ith the customers$ Maybe by sending our staffs2 to attend more training can enhance interact$ Ma0e the advertisement about 7andung itself can enhance the movement of the inbound tourist# and for that )e still have to cooperate )ith travel agencies# etc their ability to pac0aging# merchandising# and the graphic design element on a .

Co!/ar$son =$th other a$r/ort 1ac$ $t$es 1 $ght In*or!at$on 9ebs$te On $ne custo!er care On $ne gu$de $nes IT"I7 6CCT a$r/ort >light Information Cisplay System Y Y Y Maximum Bandung a$r/ort Manual Y @ @ Minimum Table :$& Comparison >acilities )ith other airport >rom the table above# the comparison of the facilities has sho)n that the 7andung airport still have not a proper plan in capturing the customer expectation$ TP014423 Page 107 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! .. Engaging innovation in continuous Ma0e a brea0through )ith ne= /roduct# s!a $nno'at$on or !arket$ng $nno'at$on This stage is the process of customer Koriented# )here the company see0s to incorporate and improve the customers experience Table :$. testing of the frame)or0 Reco!!endat$ons *ro! the .anage!ent o* Bandung a$r/ort >rom those step above# Mr$%n)ar Manager of @esearch and Cevelopment of 7andung airport! has been identified the most crucial things that has an important role in enhance the service /uality is the first step )hich is analy=ing the experiential )orld of customers$ 7y 0no)ing the customer the bac0ground of the customer2s it )ill help the staff2s to interact )ith them in order give the high /uality service$ The main things in providing the service /uality is to understand )hat the customer2s )ants and needs$ 7y focusing on that inspiringly can help the management to provide the right service based on the customer expectation and of course can give the excellent experience to customers$ ..

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! HCCT is 0no)n as the lo) cost carrier terminal# for the international airport that the services and the facilities are good$ The customers can get the information easily about the flight information$ The HCCT )ebsite is friendly user# )here the customers can easily access to gather the information that the customers needed$ Online customer cares also has been provided by HCCT to ensure that their services are met )ith the customer2s expectation$ This online customer cares is another )ay to ma0e a consistency )ith their customers$ The uses of IT?IS at HCCT are covering to all elements of IT?IS$ HCCT airport has been involved the customer as their end users$ The HCCT )ebsite also provides the flight information# location# facilities etc$ The HCCT airport is specially designed for the passengers )ho of Malaysia2s first LnoB frills2 airlines# %irasia$ They declare that the airport is lo) cost# but HCCT 0eep on improved their facilities to ensure that the customers and the terminal users are pleasant$ The 7andung airport has a similar function )ith HCCT especially for international flight$ 7andung airport is special for %irasia$ In providing the services such as facilities!# the 7andung airport management should understand better the customers2 needs$ The all elements of IT?IS should be implemented in 7andung airport$ In identify the target customers# the 7andung airport management can be utilised the uses of IT?IS by using eB survey in the 7andung airport )ebsite$ 1o)ever this current moment# the 7andung airport still not consistence in interact )ith their customers$ .0 Conc us$on TP014423 Page 108 ..

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! >rom the analysis data and literature revie) also the testing of the frame)or0 that has been done# there is the fact that CEM can be able to enhance service /uality to achieve customer satisfaction through IT?IS$ CEM as can understand better ho) deliver a service /uality in 7andung airport$ The proposed frame)or0 is possible to apply in 7andung airport according to the situation$ The IT?IS in airport service has an important role in supporting the proposed frame)or0# the IT?IS have to be use either for Manager or operation system also for the customers in 7andung airport$ The IT?IS is used to ensure the management of 7andung airport can provide the services according to the customer2s expectation# to achieve customer satisfaction CHAPTER 0 TP014423 Page 109 .

.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! CONC6U7ION AND RECO.1 Introduct$on %ll ob"ectives of the research outlined in chapter one have been achieved as data collected through /uestionnaires and intervie)ed are analy=ed in chapter four$ The follo)ing sections of chapter six )ill evaluate ho) the customer experience management CEM! is able to enhance the service /uality through IT?IS in 7andung airport by ta0en the perceptions from inbound tourist that used 7andung airport as their first entrance to Indonesia$ Mean)hile# suggestion on some areas for further research also has been identified$ 0.ENDATION 0.% Conc us$on Re at$ng to the Research #uest$on " Research Prob e! The data analysis has sho)n that most of the inbound tourists thin0 that the service that has been provided by 7andung airport is belo) their expectation$ %ccording to I%A analysis of service /uality# the expectation of services from the customers comes from three different minds$ The first is based on )ordBofBmouth communication* the customer )ill get the information from the brand or from other people# the second is based on personal needs* every customer has different perception about service according to their personal needs$ There are no customers )ho have the same needs$ The last is according to the past experience* the customers )ill have a setup of mind for the services that they are going to perceive based on their experience$ In perceived the service# the customer must perceive the service /uality based on /uality dimension# )hich is tangibles# reliability# responsiveness# competence# access# communication# courtesy# credibility# security# understanding?0no)ing the customer and tangible Gational @esearch Council!$ >rom the explanation above# can determine that the customer2s especially inbound tourist in 7andung airport in perceived the services some services are not matching )ith their expectation because there are gapped bet)een the customer expectations and perceived the services$ To minimi=e the gap bet)een the customer expectation and# provided the TP014423 Page 110 .

.. series only tal0 the customers it2s in general term# not specific to )hat industry$ In ISO '...9! is helping to 7andung airport to be more focus on the customer2s expectation$ 7y using IT?IS in CEM frame)or0 it has believed that can enhance the service /uality$ >rom the : step that TP014423 Page 111 .... series the satisfaction from the customer )ouldn2t be achieved$ %ccording to the explanation above there are some gap bet)een customers and the management of 7andung airport should understand the customer expectation and not only follo) to ISO '. relationships bet)een CEM and IT?IS to enhance SE@4QU%H %ccording to the figure above the CEM steps adopted from Schmitt# +. series is to improve the )ay it operates# increasing mar0et share# driving do)n cost# managing ris0 more effectively or improving customer satisfaction$ In ISO '...9! by using IT?IS can enhance the service /uality in 7andung airport$ CEM Enhancing IT?IS Service Quality >igure ($. series treat the delivery of services li0e any other product$ Every customer for every industry are different# and if it is only follo)ing to ISO '.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! service the management of 7andung airport should actively ma0e an interaction )ith the customer to understand better )hat are the expectation from the customers$ %nd according to the management side# they already provide the services according to the service standards by follo)ing ISO '.... series in providing the customer satisfaction is only mentioned as a general$ >or /uality improvement in 7andung management side it is very good if it is used ISO '.. series$ In ISO '. series as a frame)or0# but in providing the customer )ants ISO '.. series in ma0ing decision$ 7elo) here is the figure that sho)n ho) CEM frame)or0 adopted from Schmitt# +.....

( Reco!!endat$on and suggest$ons 7ased on the finding research# this dissertation determine )ith recommendation to research and explore the follo)ing areas in order to further gain insight customer experience from Indonesia inbound tourist industry$ Bus$ness Or$entat$on as the Bus$ness 7trateg%ccording to Collin Sho) +.:!# there are four level of organi=ation orientation )hen deliberately component of customer2s experience$ %t the top level# the Gaive to Gatural ModeZ# the organi=ation orientation in this level is on themselves rather than the customer2s experience$ The company is reacting reactive to the customers2 demands$ The companies believe the products# processes# or their services are more important than the customers$ The other reason )hy the organi=ation in this level because< &9! The company is una)are to build the customers experience$ &O! The company only focuses on their o)n orientation )ithout concern to )hat the customer2s nuisance$ The company )ho is in this level usually only use internal measure and not underta0e customer satisfaction surveys$ TP014423 Page 112 ...Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Schmitt +.9! explained# the first step )hich is analy=ing the experiential )orld from customers has to become the foundation for 7andung airport$ This first steps is helping the Management to understand better )hat 0ind of type their customers$ In hence# 7andung airport can be more focus in providing the goods and services according to the customer2s type and also the customer2s expectation$ The uses of IT?IS in CEM frame)or0 it is helped the management of 7andung airport to provide the service according to the expectation of the customers$ 0.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The second levels is Transactional orientation# )here the organi=ation focuses on the physical aspects of the customer experience$ In this level the organi=ation start recogni=ed the customer experience but remains reactive to the customer demands$ The physical that the organi=ation )as that focus are on opening times# ans)ering time for call# delivery times$ The third levels is enlightened orientation* the organi=ation has recogni=ed and understands the important of customer experience$ In this level the organi=ation has been proactive to the customer2s demands$ On enlightened level# the organi=ation recogni=ed that customer has emotional expectations# as )ell as physical expectations# and plan to exceed both$ The enlightened organi=ation appreciates not only the customers experience but also the employee experience# and has underta0en action to align them$ The fourth levels is Gatural orientation# the organi=ation focus on the customer total$ The company is proactive )ith the customer demands# expectations and understand to create captivating and memorable experience$ 7ase on the explanation above# 7andung airport )hich is on Gaive level should change their orientation at least to the enlightened orientation$ 7ecause on the enlightened level that the organi=ation can be able to< Cefined their customer experience$ >ocus on planned and design of their customer experience$ Involve the customer in the design of their processes$ IT"I7 7trateg- TP014423 Page 113 .

F!$ %ccording to Turban et al &''(! there are some benefit from IT?IS for the organi=ation# such as< • • • • • 3Increase productivity reduce cost# increase effectiveness!6 3Create competitive advantage6 3@eorgani=e and reengineer6 3Ma0e a better and more effective decisions6 3@espond /uic0ly to customer needs and to changes in the business or its environment6 • 3Improve creativity and innovation6 In IT?IS strategy there are some of technology! that the author recommend to 7andung airport management such as< • Use the >ICS >light Information Cisplay System! at the main entrance gate$ These >ICS collects and net)or0 all the data for fluid airport operations$ 7y use the >ICS it )ill help the passenger to receive the clear information and upBtoBdate flight info$ The benefits to use >ICS are< • • • • Quic0 integration into existing infrastructures Ho) installation and operating cost Cost reduction The passenger )ill understand easily by using visuali=ation TP014423 Page 114 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %ccording to Iartlan and Shan06 & strategy is similar to business strategy although the focus is specifically on technology$. IT can address the management of organisational hard)are and soft)are to support the change in the future direction# to do the communication and to support business process and need Iartlan and Shan0# +..

:! by using IT?IS can enhance the service /uality in 7andung airport$ CE.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! • • This technology is suitable for small airport li0e 7andung airport$ To minimi=e the /ueue during chec0 in# 7andung airport should provide selfB service chec0 in# by using 0ios0$ This technology is suitable because recently the airline issue an eBtic0et that can access through internet$ 7elo) here are the relationship table to sho) ho) CEM adopted from Schmitt# +.. 1ra!e=ork IT"I7 7er'$ce #ua $t- Ana -A$ng the e:/er$ent$a / at*or! Bu$ d$ng the e:/er$ent$a / at*or! Des$gn$ng the brand e:/er$ence 7tructur$ng the custo!er $nter*ace Engag$ng cont$nuous $nno'at$on Iather the information about the customer eBsurvey# phone etc! Using multimedia to attract the customers operation system support! Hogo# )eb site enterprise collaboration system! Staffs flexibility operation system support! Ge) product# small innovation# mar0eting innovation through AC%# mobile phone or other digital devices! @esponsiveness @eliability @eliability and @esponsiveness %ssurance and Tangible @eliability Table ($. the @elationship CEM# IT?IS and Service Quality >rom the table above# the CEM frame)or0 adopted from Schmitt# +..:! can guide 7andung airport to deliver a service /uality in 7andung airport$ The CEM step re/uired to use IT?IS$ The uses of IT?IS is not only computer but 1uman @esource also part of IT?IS strategy %lter# &''(!$ Customer cares department from the 7andung airport management are in charged to gather the information about the customers EBsurvey# phone# etc!$ Staff flexibility is under the 1uman @esources department$ The uses of Multimedia to attract the customers are Mar0eting department )ho are in charge for it$ %s the part of IT?IS the human resource is needed to structure the customer interface as the steps of CEM$ TP014423 Page 115 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! These days IT?IS is )idely used in daily life$ IT?IS is not only for personal life but also for business process$ 1ere the uses of IT?IS strategy can enhance the operation system support in 7andung airport$ 7elo) here is the blue print of the process from IT?IS strategy< Capturing Integrating and Arocessing >igure ($& 7lue print of IT?IS strategy Celivery The IT?IS process above are needed in 7andung airport to enhance the service of /uality$ The first process is gathered the information about the customers$ The second processed is integrating and processing# after capturing the information by using eBsurvey# phone all the data are being processed to 0no) )hich one is the crucial things also the expectation from the customers$ The third process is delivery the product and services through IT?IS$ The result could be a )ebsite* logo# ne) product and the staff flexibility also become the part of IT?IS$ >rom the three process above# the fundamental carry out IT?IS is capturing the )ants and needs from the customers also from organisation itself$ In capturing?formulating the )ants and needs# it must lead by the needs of the organisation itself not by the availability of the technology$ >rom there# it )ill help the Management of the 7andung airport too more understand in deliver the product and services according to their type of the customers according to the needs from the company itself$ 0.+ 6$!$tat$on TP014423 Page 116 .

9! )ith title 3designing brand customer experience management6$ 1o)ever# during the dissertation the focus not only on CEM frame)or0 but also on service /uality and IT?IS strategy that can have an implication for inbound tourism industry in Indonesia$ 7y discuss CEM )ith more detailed on this pro"ect# it helps the author to understand better ho) the interaction bet)een the companies and customers# especially for inbound tourism industry in Indonesia$ %lso slightly understand )hat 0ind the customer expectation for the goods and services that they )ant from the /uestionnaires that author has been conducted$ Alease refer to %AAEGCIU 7 for the I%GGT C1%@T to see the process that author has been done such as search the information based on finding# intervie)ed# and documentation$ The author )ishes this pro"ect has a good /uality# tough during the finishing this pro"ect the author found so many difficulties# but author can manage until this pro"ect is done$ 0..9!$ The focus of literature revie) is# focus on Schmitt +. 7e *@Re'$e= .0 Conc us$on TP014423 Page 117 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! There are fe) limitations encountered during the approach evaluation process and that )as identified< &$ Hac0 of participant involved in evaluation analysis$ It is due the time limitation )hereby the important information from relevant respondent )as unable to gather +$ Hac0 of responds to)ards the evaluations /uestionnaires is due to flight schedule )as very tight$ 0...Ho= the /ro&ect =as !anaged< The research began )ith focus on CEM frame)or0 from Schmitt +.

9! is helped the management )ithin in the industry to understand better )hat are the expectation from the customers also ho) to provide the right product and service and as )ell deliver to the customer2s$ 7y changed the orientation of the company from Gaive to enlightened it believe that can guide the company to more concentrate in fulfil the customer2s expectation# because on this level the focus of the company )ithin industry already on understand the customers$ The uses of IT?IS as their business strategy also can help the management to understand better in gathering the information of the customer expectation$ Indeed can help the business process for the management itself in providing the service /uality for the future$ 7eside that IT?IS can improve the ability of human po)er itself$ A//end$: A2 6og 7heet TP014423 Page 118 ..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The inbound tourist industry recently gives a huge contribution in Indonesia economy$ The threatened for this industry also high# the government or provider should 0no)s ho) to maintain also 0no) ho) to attract ne) tourists$ >ollo)ing the spread of the technology in all around the )orld# it believes that can help the industry to attract more inbound tourist by improve the products and services$ The improvement of products and services has to be understood by the management as the human po)er$ The management )ho is involved has to understand )hat the )ants are and needs from the customer according to the customers expectation$ The CEM frame)or0 that has adapted from Schmitt +.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! A//end$: B2 Eantt Chart TP014423 Page 119 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! TP014423 Page 120 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! TP014423 Page 121 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! TP014423 Page 122 .

6es Trustu! C ass Code 2 TP.CE.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! A//end$: C2 Pro&ect Pro/osa PRO)ECT PROPO7A6 7tudent Na!e 2 7o*$at.anage!ent T$t e o* /ro&ect 2 Enhanc$ng the 7er'$ce #ua $t.7c $n Techno og.T1 030.< 7u/er'$sor 2 .r.Rab$a Ha/sar$ 7tudent No 2 TP01++%( A=ard Na!e 2 .o* Indones$a Inbound Tour$s! Industr..b. H$e= Cee Peng Ad'$sor 2 Pro*.anage!ent .arch %00D TP014423 Page 123 . Hand Out Date 2 (rd .Us$ng Custo!er E:/er$ence .

&. :$. F$. O$.0 Introduct$on TP014423 Page 124 . Introduction Aro"ect 7ac0ground Aro"ect %im and Ob"ectives @esearch Arogram Celiverables Contents Page No & O O F &. '$. ($. -$.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! 7. +$.No Aro"ect Aroposal form &$. && &+ Commercial ? Industry Collaboration @eferences 7ibliography 1.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

The tourism industry is plays an important role in generating income in Indonesia$ %s an important sector# the industry should understand and 0no) ho) and )hat to provide to customers$ To provide a /uality of service of goods and services# the industry should understand customer expectations$ Customers as a centre of business also have an important role# )ithout customers the business can2t gro) even further$ Aroviding the needs and )ants for customers is a common problem$ To minimi=e these companies should 0no) ho) to overcome the gap bet)een the company and its customers$ % primary concern of companies or organi=ations must be the /uality of their services and products$ In order to be successful# an organi=ation must offer services and products that can meet a )ellBdefined# use or purpose and also satisfy customer expectations and re/uirements Aontoni#+,,O!$ This research )ill focus on ho) Customer Experience Management CEM! can enhance the service /uality for 7andung airport as elements of Indonesia inbound tourism industry in order to achieve customer satisfaction$ %.0 Pro&ect Background The tourism industry for some country has become the main income for the country$ Indonesia as an archipelago country explore the beauties of the nature and culture to become a ma"or attraction for the tourism industry$ The tourism industry for Indonesia is in top three as income for the country$ In the year of &''(# the tourism Indonesia )as doing )ell# tourists )ere come many until Indonesia faced the monetary crisis# )hich has lead a great impact on the tourism industry Embassy Indonesia of Otta)a# +,,-!$ .hen the monetary crisis )as over# the Indonesia tourism industry found the declining number of tourist to Indonesia$ One of the identified reasons )as degradation of tourism services /uality$ Indonesia tourism industry )as left behind other countries that faced similar problems li0e Thailand$ Tourist has changed their agenda from Indonesia to other countries$ They thought that the /uality of service from Indonesia tourism industry is far from )hat they expected$

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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

The other factors that had a ma"or effect on the declining number of tourist is economy# security# facility and infrastructure# services# and product$ Economy and security factors are those outside the control of any tourism industry$ These t)o factors are not discussed further in this thesis$ 1o)ever# these remaining other factors# facilities# service and product are under the control of management in the tourism industry$ Therefore# these pro"ects concerned about those three factors$ In addition to the /uality of service# Indonesia tourism industry facing other problems such as mar0eting# customer value# customers expectation$ The Indonesia tourism industry does not have a good information system and lac0s of services to their customers$ To overcome the )ea0ness the tourism industry should developed in a ne) direction )here they should measure the )ants and needs of the customers and deliver /uality of service based on the criteria of the customers$ 7y measuring the )ants and needs and delivers the service /uality# the industry can achieve the customer2s satisfaction$ The Indonesia board of tourism has campaigned to support the tourism industry by declaring the year of +,,- as the 3Indonesia 4isit 5ear6 Indonesian# +,,-!$ 7ased on the issues the Indonesia tourism industry is facing and the effort to strive bac0 the industry# the researcher suggests the 7andung Indonesia! tourism industry adopts the Customer Experience Management CEM!$ Customer Experience Management CEM! is a po)erful tool to enhance service /uality in order to achieve customer satisfaction$ %ccording to Schmitt# +,,9# Customer Experience Management CEM! is process of strategically managing a customer2s entire experience )ith the product and company$ Customer Experience Management CEM! is truly a customer focused management concept$ Customer Experience Management CEM! is a methodology that tries to overcome the gap bet)een the company and the customer .alliser# +,,:! 7ased on the definition above# the Indonesia tourism industry can be more focused on ho) to manage the customer experience especially for inbound tourist and then provide goods and services matches in order to achieve customer satisfaction$

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Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM!

The customer can become the facilitator for the company by telling about this experience$ 7y telling the scope can be a medium in ma0ing the connection bet)een the customer and the company$ The business )ill be successful )hen the company has the capability to evaluate exactly )hat 0ind of value they get from customer experience# the value of product that they are delivering# and the most important is ho) to get positive response from the customer$ 3Customer satisfaction is the extent to )hich the product is perceived a matching a buyer2s expectation$ If the product performance falls short of expectation# the buyer is dissatisfied$ If performance matches or exceeds expectations# the buyer is satisfied or delighted6 ;otler and %rmstrong# &'''!$ Customer can control the business in the industry based on their )ants and needs$ 1o)ever if the customer perceive the value that the company trying to offer does not match their expectation it can ma0es the value that the business offered is fail$ 7ased on experience of the customer# the business in the industry should 0no) better )hat 0ind off value the customer expect and )hat the industry can provide and deliver accordingly$ It is the reason )hy Collin Sho) +,,:! says that to understand better the customer )ants and to provide the experiential value# the organi=ation should use the customer needs hierarchy$ 7ased on that reason the researcher )ill explore and see the process ho) to enhance the service /uality in order to achieve customer satisfaction by using a Customer Experience Management CEM! as an approach in the 7andung airport as the elements of Indonesia inbound tourism industry$ 7y using a Customer Expert Management CEM!# the Indonesia tourism can identify the inbound customer thin0 today and can react )ith fast to the changes from the customer$ 7y CEM the Indonesia tourism industry have an opportunity to identify the best things for their investment$ The other benefit for the Indonesia inbound tourism industry because they implement CEM it can not only see the customer orientation but also still 0eep giving attention to their employees in order to deliver the value to their customers$

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0 Research Progra!!e TP014423 Page 128 .9!$ The benefit of using customer experience management CEM! is the Indonesia tourism industries 0no)s better and 0no) ho) to measure the customer need and delivery of the service /uality based on customer value# and at the end the industry have the capability to provide an experiential value for their customer in order to achieve customer satisfaction$ (.0 Pro&ect A$!s and Ob&ect$'es Overall! %im< The thesis )ill focus on 7andung airport as element of ho) Customer Experience Management CEM! can be applied in relation to inbound tourism industry$ Ob"ectives< • To identify the value of Customer Experience Management CEM! for inbound tourist in Indonesia$ • To analy=e and understand ho) the Customer Experience Management CEM! as an approach can be used in 7andung airport as element of Indonesia inbound tourism industry$ • To identify customer vie) of /uality service and see the process that should be applies in order to achieve customer satisfaction in 7andung airport as element of Indonesia inbound tourism industry$ • To examine the role of IT?IS in 7andung airport as an element of Indonesia inbound tourism industry$ +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! >rom the Customer Experience Management# to achieve a better /uality service the Indonesia tourism industry can apply the strategies that guide to provide experiential value for customers in order to achieve customer satisfaction Schmitt# +..

ee0s TP014423 Page 129 .$ estone &$ End of initial primary research i$e$ all primary research except for follo) up intervie)s!$ +$ %nalysis of inbound tourist in 7andung airport$ De $'erab es2 &$ @eport on the current status and structure on Indonesia tourism industry$ Stage *) study and analy=e Customer Experience Management CEM! as an approach# ho) it can be used to enhance service /uality in 7andung airport as element of Indonesia inbound tourism industry$ Durat$on2 O .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The research )ill conducted in three stages as outlined belo)$ Stage () Study the existing tourism industry in Indonesia especially for inbound tourist# by analy=ing published data and industry information Curation< O )ee0s Act$'$t$es2 &$ %naly=e published information on )ebsite# reports and "ournal about Indonesia tourism Industry$ +$ Arepare intervie) /uestions and identify of intervie) and method of conducting intervie) and have them approved by the supervisor$ 9$ Conduct intervie)s and analy=e them$ O$ Use the above gathered information to map and analy=e some of the Indonesia inbound tourism industry$ .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Act$'$t$es2 &$ @esearch on Customer Experience Management CEM! to enhance service /uality in order to achieve customer satisfaction in Indonesia tourism industry$ +$ Study on Customer Experience Management CEM! system and evaluation$ .$ estone2 &$ Aroposed Customer Experience Management as an approach$ +$ @evie) and comment on Customer Experience Management CEM!$ 9$ >inal evaluation of research )hen the )or0 is done$ CEM! TP014423 Page 130 .ee0s Act$'$t$es2 &$ Critical analy=e and appraise Customer Experience Management approach$ +$ >easibility and acceptance evaluation to be revie)ed by supervisor and advisor$ 9$ Critical evaluation )hen the )or0 is done$ .$ estone< &$ @eport and clear understanding of ho) Customer Experience Management CEM! as an approach can enhance /uality of service for 7andung airport as element of Indonesia inbound tourism industry in order to achieve customer satisfaction$ De $'erab es2 &$ an analysis report on ho) Customer Experience Management CEM! can enhance service /uality in 7andung airport as element of Indonesia inbound tourism industry$ Stage +) Aurpose Customer Experience Management CEM! in Indonesia tourism industry to enhance the service /uality based on inbound tourist vie) and tests the feasibility?usability of the approach$ Durat$on2 : .

0 De $'erab es &$ Celivery of successful of Customer Experience Management CEM! process to enhance the service /uality in 7andung airport as element Indonesia tourism industry$ +$ % report in ho) Customer Experience Management CEM! can enhance the /uality of service based on inbound tourist of vie) in Indonesia tourism industry$ 9$ Critical evaluation of research conducted# its successes and failures and identification of future areas of research$ 0.Co aborat$on Collaboration )ith 7andung airport authorities to as0ed permission to conduct intervie)s )ith the inbound tourists and management of 7andung airport$ 3.0 Resources &$ Online boo0s ? "ournals +$ Maga=ine ? ne)spapers$ 9$ Indonesia tourism industry data$ O$ Counseling hours from supervisor$ TP014423 Page 131 ..0 Co!!erc$a "Industr.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! De $'erab es2 &$ Customer Experience Management CEM! approach for 7andung airport as element of Indonesia inbound tourism industry$ +$ %ppraisal and testing of Customer Experience Management CEM! approach$ 9$ Critical evaluation of )or0 done$ .

th 8une +.&$html Cited on &: Cecember +.critical examination of Customer Experience Management! ES7 @eutlingen %vailable on [% >rame)or0 for Customer Experience Management$ http<??)))$grin$com?en?previe)?O-:.orea online! %vailable at http<??)))$+$hp$compublicsectordo)nloads5UMCQ+..illey N Sons#Inc$ .:# *evolutioni%e .F at 9$:.at +$9....ottler and %rmstrong# &'''$ 8rinciples of Mar)eting# -th ed$# Ge) 8ersey$# Arentice 1all$ Aontoni#>$# +.OB.CaseQ+.F?CUSTOME@?CUSTOME@$1TM >ebruary 9rd# +.ear >??@! %vailable Online Embassy of Indonesia Otta)a# 6isit htt/2""===.:# ..S@OOM?TIS?+...F! Cited on D.O$# :ew =uide to Customer Expectation $# available at http<??)))$saiB global$com?GE. pm!$ Schmitt# 7$# +.at &&$am! .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! 5...-# ndonesian &ourism! %vailable Online http<??)))$indonesiaB tourism$com?general?general$html %ccessed on &9th 8une +.onsei /niversity Medical Centre# 1A.9$# Customer Experience Management * % revolutionary approach to connecting )ith your customer$# 8ohn . pm! Indonesian# +..0 Re*erences2 Colin Sha)# +.$ndones$a@otta=a.org %ccessed on &..' at &+$9...our Customer Experience< +eyond 8hilosophy +uilding =reat Customer Experiences! A%HI@%4E M%CMIHHI%G ndonesia .. am! 7hote$# &''($# +eyond Customer 5atisfaction to Customer 1oyalty A &he 0ey to =reater 8rofitability# Ge) 5or0$# %merican Management %ssociation$ Cited TP014423 Page 132 .0 B$b $ogra/h-2 7yungBChulChang# +.alliser$%# +.(# .Study cited on &: Cec +.

:# Customer Experierence Study# online! at http<??)))B'9:$ibm$comservicesdebcspdf+.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! I7M and %vailable Ogilvy One )orld)ide# +.err# +...ayland and Cole#$ &''F# Customer ConnectionA :ew 5trategy Bor =rowth# US%$#1arvard 7usiness School Aress$ TP014423 Page 133 ..ristin %ndreson N Carol .& am! .+# Customer *elationship Management! The McIra)B1ill Companies# Inc$ Managing the Total Experience Management Online! %vailable at http<))))$)ehnertamu$edu$pdf Cited on &: Cec 9$.(+.BcustomerB experience$pdf Cited on &9th Cec at -$:: pm! .B+.

Us$ng Custo!er E:/er$ence .r.Rab$a Ha/sar$ 7TUDENT ID NO2@ TP01++%( 7u/er'$sor Na!e2@ .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! A//end$: D2 6$terature Re'$e= sub!$tted dur$ng R.odu e and Pro/osa 6$terature Re'$e= Pro&ect T$t e Na!e2@ Enhanc$ng the 7er'$ce #ua $t.o* Indones$a Inbound Tour$st Industr. 6es Trustru! HAND OUT DATE2 @ (rd .< 7tudent Na!e 2@ 7o*$at. H$e= Cee Peng Ad'$sor Na!e2 @ Pro*.ATION TECHNO6OEC .anage!ent .arch %00D This Hiterature @evie) is submitted in partial fulfillment of the re/uirements of 5taffordshire /niversity C -sian 8acific nstitute of nformation &echnology for the a)ard of MSc in Technology Management fullBtime! TP014423 Page 134 .CE.APIIT< Research .P 7TA11ORD7HIRE UNI8ER7ITC H A7IA PACI1IC IN7TITUTE O1 IN1OR.b.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Go &$.$. . Comparison Customer Experience Management Customer @elationship Management C@M! CEM! )ith +( &+$. . +$. &:$. Service Quality and Customer Satisfaction :$& Service Quality :$+ Customer Satisfaction ($. F$. &O$. 9$.ey Elements of Customer Experience Management CEM! 1o) IS?IT %s % Strategy Can Celiver Customer Experience Management CEM! &F &' &. Customer Experience Management CEM! >rame)or0 Conclusion @eferences 7ibliography 9. 99 9: 9' 6$st o* Tab es Go &$. TP014423 Topics Comparison of Ob"ectives 7et)een CEM and C@M Aage Go +Page 135 . %dvantages of Customer Experience Management CEM! @is0 >actors to Hoo0 Out for Customer Experience Management CEM! -$. Overvie) Hiterature @evie) Ob"ective Topic< Aage Go O : ( F ' &. O$.hy Customer Experience Management is Geeded 7y 7andung Inbound Tourism Industry ++ &&$. && &+ &9 &( Customer Experience Management CEM! Current Aractice Indonesia Tourism Industry O$& Inbound Tourism Industry at 7andung :$. '$. &9$.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! 6$st o* 1$gures Go &$. 9& 1. Topics Classification of Information System The >ive Steps of the CEM >rame . 6$terature Re'$e= 1.hen the customer as a central is not involved and not supporting to the business# there is no interaction bet)een industry and customers$ Therefore# )hen the customers do a transaction for the needs TP014423 Page 136 .or0 Aage Go +. +$.0 O'er'$e= The customer is at the heart for every business in any industry# it is then )ithout customers the industry does not have the capability to gro)$ .

hite Aaper!$ The main point of the customer experience management is ho) the customer engage )ith the brand )ithin industry and at )hich the industry can ma0e of bra0e the relationship$ The experience from the customer starts )hen they start to interact )ith the industry# such as )hen the customer decides to use one of the companies in the industry# come to the company# choose the product# use it and feel it and en"oy it# that is the experience of the customer$ >rom the definition of Customer Experience Management CEM! above it clearly mentions ho) to manage the customer2s )ants and need based on the customers experience and ho) the company should engage )ith their products$ 7y minimi=ing the gap of the need bet)een customers )ith employees it )ill help to understand and TP014423 Page 137 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! and )ants from the industry# the business should meet the needs of the customer in terms of goods and services$ Every industry has its o)n contribution to the economic gro)th of its country$ Tourism industry is one of the industries$ >or several countries# tourism industry plays a more important role in their economy than the others as the tourism industry is the main income of those countries$ >or Indonesia# tourism industry has also become the ma"or generating income and contributed significantly to Indonesian economy$ %irport services are one important element of tourism industry$ Thus# to measure the satisfaction of the customers of the services is very significant in )hich it )ill determine the )ay to improve the tourism industry$ 7andung2s airport is one of the airports in Indonesia )here domestic and international tourists come and go to 7andung and surrounding areas$ It becomes the main gate of .est 8ava province and to measure the satisfaction of the customer to the /uality of service delivered by 7andung airport is valuable$ JCustomer experience management CEM! is "the process of strategically managing a customer#s entire experience with a product or a company" $ @elationship mar0eting focuses on establishing and building a longBterm relationship bet)een a company and a customer$ Several approaches have been exposing includes customer experience management# customer relationship management# loyalty programs# and database mar0eting .

ANAEE. 6ITERATURE RE8IE9 OB)ECTI8E7 The ob"ectives of the present study are< &! To identify the value of Customer Experience Management CEM! of 7andung airport as element of Indonesia inbound tourist$ +! To analy=e and understand ho) the Customer Experience Management CEM! as an approach can be used in 7andung airport as an element of Indonesia inbound tourism industry$ 9! To identify the customer vie) of /uality service and see the process that should be applies in order to achieve customer satisfaction in 7andung airport as an element of Indonesia inbound tourism industry 7ased on the ob"ectives above# this thesis )ill discuss a business model that can be used and applied for 7andung inbound tourism industry$ The present thesis )ill also explore in depth the usage# functionality# features# capability and other issues related to 7andung inbound tourism industry$ This pro"ect implements the Customer Experience Management CEM! as a strategy to enhance the /uality of service effectively through /uestionnaires* intervie) and other related techni/ues to achieve customer satisfaction in 7andung airport inbound tourism industry$ (..<2 CURRENT PRACTICE @ecently a ne) approach that is able to provide a vie) of total customer experience has been developed$ The ne) approach is 0no)n as Customer Experience Management CEM!6 Schmitt# +.ER EJPERIENCE .CE.ENT .9!$ This approach defines 3the mar0et and competition6 based on socio cultural and business usage context# and companies )ould use research to gather broad K based customer intelligence instead of precise but inconse/uential measurement$ TP014423 Page 138 .0.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! translate the customer2s )ants and needs into a products and services$ 1o) to control and deliver the products and services that can matches )ith the customer experience$ %.0 CU7TO.

(! defined 3Customer Experience Management as the methodology that tries to overcome the gap between the company and the customer$$ That definition sho)s that Customer Experience Management CEM! tries to minimi=e the gap bet)een the customer and companies by understanding the value better of products and services through the customers point of vie)$ 7eside to understand the customer point of vie)# the management of the companies has also to provide the )ants and needs of their employees$ The employees are the main frontier in the industries* because it is them the customers ma0e the first interaction before they purchase the goods and services$ 8oe >letcher +.9!# Customer Experience Management CEM! is truly customer focused management concept$ Customer Experience Management CEM! goes far beyond Customer @elationship Management C@M! as it moves from recording transactions to building rich relations )ith customer$ Customer Experience Management result in completing experience$ Customer Experience Management CEM! also ta0es an integrative approach to CEM! provides value to their customer by delivering information# services# and interaction that customers2 needs# loo0ing internally as )ell externally$ >rom the definition above# Customer Experience Management has the capability to help the company to understand better the customer )ants and needs$ 7y using Customer Experience Management the company does not only record transaction but also building the relation )ith customers Schmitt# +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Schmitt +...alyani and Araveen A +..9!$ 7y building the relationship )ith the customer it can overcome gap bet)een customers2 needs and services the company provides$ That definition also mentions an integrative approach to customer# loo0ing internally as )ell externally means that it does not only ma0e an approach to the customers from one side but the company also sees the needs the from both of sides# namely# the customer point of vie) and put themself in the customers2 shoes Similar to Schmitt +..9!# ..F! presents 3Customer Experience Management is a holistic approach to managing the experiences of your customer )ith your company cutting across functions TP014423 Page 139 .

percent of the countryDs population$ Indonesia shares Irian 8aya )ith Aapua Ge) Iuinea and t)o thirds of the island of .alimantan )ith Malaysia and 7orneo$ Indonesia# +. islands$ Every island# every province# every city has its o)n distinctive culture$ >ive main islands and 9.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! and silos# to drive customer satisfaction# loyalty and profitability at all levels of the organi=ation$ The concept can be simple K consistently provide positive# valuable experience to your customers and they )ill return loyally to you repeatedlyJand by no) you 0no) that leads to increased profitability$ Implementation is the hard part K a complexity that continually challenges most organi=ations today6$ The company should provide a valuable experience of goods and service that can attract the customers$ The most challenging matter here is ho) to provide the experience goods and services because every customers have a different point of vie) about the experience of goods and services$ %lso from the experience that companies provide it becomes the main role )hen the customers satisfied# and if the customers satisfied it means the customers needs match )ith the products and services and they )ill purchase repeatedly )hich can change of the status of the customers from satisfaction to loyalty of the product$ +.targeted the number of tourist F million people$ Throughout +. INDU7TRC In every part of the )orld# the tourism industry has al)ays become a centre of attraction$ @ecently many countries have promoted their tourism industries# because the tourism industry become the top earner for the some of countries and one of those countries is Indonesia$ Indonesia is the largest and greatest archipelago in the )orld# )ith more than &F#.... s/$0m!# Sula)esi &-'#+&( s/$ 0m!# Irian 8aya O+&#'-& s/$ 0m!# and last but not least 8ava &9+#&-F s/$0m!# home to F...F# the Ministry of Culture and Tourism MCT! of Indonesia launched 4isit Indonesia 5ear +.. smaller islands are home to the ma"ority of the population$ The five main islands are Sumatra OF9#(O( s/$0m!# ..alimantan &:9'# O..-! On +(th Cecember +..0 INDONE7IA TOURI7. internationalBscale events and cultural festivals# TP014423 Page 140 .-# the country staged &.

.. AT BANDUNE %ccording to %ustralia Tourism +.orld Culture >orum +.-! inbound tourism covers all international tourist traffic entering a country$ >urthermore the same document %ustralia Tourism# +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! )ith the Evisit IndonesiaE campaign being timed to coincide )ith the .1 INBOUND TOURI7....-# the tourism industry in Indonesia )as declined$ This happened because there )as a change of regime in Indonesia )hich leads to the decentrali=ation of political po)er from 8a0arta to the regions and then those regions received the responsibility to develop their o)n industrial policies$ Go) the tourism is not a matter of Central Iovernment as it )as before but it has become an important role in every Arovince in Indonesia$ Each Arovince has to )or0 together )ith the central government to develop and identify )hat 0ind of natural beauty they have and they can promote to catch the tourist attraction$ +.Embassy of Indonesia Otta)a!$ 7efore Indonesia launched the 4isit Indonesia 5ear +.-! mentions there are many benefits to export tourism including< • • • • 3International travel patterns are not focused around )ee0ends and may level out seasonality problems* Spreading ris0 across a range of international mar0ets can minimi=e the impact of any changes in the domestic or a single international travel mar0et* The international travel mar0et is gro)ing and consumers from many overseas countries have expressed a high desire and intent to visit %ustralia* Tapping into inbound distribution net)or0s opens up ne) forms of distribution and gives millions of potential travelers around the )orld easy access to your product* • • International travelers provide a higher yield and spend# on average# three times more than domestic travelers on each trip* 7oo0ing lead times are generally longer# allo)ing better business planning* and TP014423 Page 141 .

.uala Humpur$ This is a very obvious reason )hich can explain the big percentage of Malaysian )ho used the airport$ >rom the benefit that has been explained above# Indonesia inbound tourism industry also can achieved same as %ustralia only if the industry 0no) ho) to understand the inbound tourist culture also 0no) ho) to manage the business by follo)ing the experience from the customers# but it needs a long time and investment both of time and money$ ..-!# the inbound visitors2 number is around O'$(-9 people and F-Q of them are from Malaysia$ The number of tourist from Malaysia is significantly higher because until the end of 8anuary +..0 7ER8ICE #UA6ITC and CU7TO.uala Humpur to 7andung and 7andung to .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! • The opportunity to meet people from a range of cultures and bac0grounds and be an ambassador for your country can be extremely re)arding6$ >urther study .(!$ Most of the inbound tourists that use 7andung airport as their first entrance originated from the %SE%G regions and especially Malaysia$ 7ased on statistics from 7andung airport +.acho)ia0 +.(! defined 3inbound tourism as non residence visitors )ithin a given country for the purpose of leisure# visiting friends and business6$ These t)o definitions have similar meaning about inbound tourism )hich is the one )ho is coming from outside the country$ This means that inbound tourism can have the same nationality )ith people of those areas but inbound tourism can also be those of foreigners )ho stay for a long period of time )ith different purposes$ 7ased on .acho)ia0# +..(! the purpose is not limited to leisure or visiting friends but also to do business$ This is the reason )hy the present study uses definition of inbound tourism as it is for)arded by .acho)ia0 +..' 7andung airport has one international flight# namely# from ..ER 7ATI71ACTION The service /uality for airport as an element of tourism industry is very important$ %n airport is the first gate for the inbound tourism to feel the interaction )ith the service that they trying to provide$ If the airport give bad services and experience to their customer it )ill affect the tourism industry also the service is not match )ith the customer2s TP014423 Page 142 .

1 7ER8ICE #UA6ITC Aarasuraman et al$ &'-:! ta0en from Chaffey et al$ +.hen the companies offered the goods and services that match )ith the customer2s expectation means the customer2s satisfaction also can be achieved$ Similar )ith Aarasuraman# Hong and McMellon +..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! expectation and at the end the industry )on2t be able to achieve customer satisfaction$ 7y giving poor service /uality the industry cannot be able to gain the competitive advantage$ 1offman and 7ateson &''F! said 3the concept of service /uality )ith customer satisfaction is intert)ined6$ The customer satisfaction can be achieved if the goods and services those companies offered can match )ith the customers )ants and needs$ In other )ords if the goods and services can match the customer expectation then the customer satisfaction can be achieved$ ...9!service /uality is the "udgment from customers to the companies$ %nd it )as supported by 1offman and 7ateson &''F! service /uality is an attitude formed by long term# overall evaluation of a firm2s performance$ >rom that definition# the service /uality here is the goods and services that companies offered to the customers# and at the end the customers )ill evaluate the /uality of the goods and service as the reflection of the companies$ .O! said that an evaluation of service /uality means comparing the customer expectations )ith the customer2s perception after the actual encounter$ 3Aroducts or services have /uality if the customer2s en"oyment of them exceeds their perceived value of the money they paid for6 Cha0rapani# &''-!$ To ma0e sure the products and services have a /uality of service is needed continuous improvement to ma0e sure that the companies or industry deliver the goods and services that match to customer expectation$ Continuous improvement has three re/uirements that have to be offered such as customer focus# process improvement and total improvement$ Customer focus means the companies or industry should focus on product features based on customer )ants and needs# from employeeBdependent service to process improvement# and from piecemeal implementation of /uality initiative to total involvement )ith customers and the process Cha0rapani# &''-!$ TP014423 Page 143 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! %ccording to the .F!# to measure customer satisfaction can be used a survey research instrument that has been developed by 4alarie Pethaml and her colleagues# and it called 5E*67/-1...irt= +.TO +.9!# /uality in tourism can be defined as< 3$ $ $ the satisfaction of all the legitimate product and service needs# re/uirements and expectations of the consumer# at an acceptable price# in conformity )ith the underlying /uality determinants such as safety and security# hygiene# accessibility# transparency# authenticity and harmony of the tourism activity concerned )ith its human and natural environment6$ Hong and McMellon +.O! said that 3an evaluation of service /uality means comparing the customer expectations )ith the customer2s perception after the actual encounter6$ .ER 7ATI71ACTION 1offman and 7ateson &''F! defined customer satisfaction is a comparison of customer expectations to perceptions regarding the actual service encounter$ The comparison is happened by comparing customer expectation )ith the company or industry perceptions and it all based on ho) the mar0eters refer to customer expectation )hich is not match )ith the customers2 perceptions$ Chaffey et al$ +... 7ased on Aarasuraman +..9! agrees that customer satisfaction must meet )ith customer expectation* if the expectation is not meet the customer satisfaction )ill be poor$ There are t)o )ays in measuring customer satisfaction )hich is indirect and direct measures$ Indirect measures customers2 satisfaction is by trac0ing and monitoring sales records# profits and customer complaint$ Most of the companies become passive )hen they are dealing )ith complaints from the customers$ Moreover# if the company does not hear the unhappy customers# they )ill lose their customers$ The indirect /uestion use scales to collect data# the /uestions as0ed of respondent vary# and the methods also vary$ 7ased on Hooveloc0 and .O!# there is : different dimension that can be used to evaluate the service /uality based on customer perspective< TP014423 Page 144 .% CU7TO..

.< 7ased on Charlotte GC Customer Experience Management CEM! )ill improve your organi=ation ability to identify and benchmar0 your customer2s experiences# this method is gathering the information from your customer from the input and feedbac0 that they have# but the information the industry not only get from the input and feedbac0# they also can gather the information from )eb# etc$ To capture the experience from the customers today is easy because suitable technology is )idespread$ 7eside that the other advantages from customer experience management CEM! are Charlotte GC! < • 3Can define opportunity for your organi=ation and its partner to improve$ The industries have to see every opportunity and they should have the ability to define that opportunity$ Coes the industry have the right sources to read that the TP014423 Page 145 .0 AD8ANTAEE7 o* CU7TO.9! )as disagree )ith the dimension of service /uality from Iarvin# Cronin and Taylor mention there are five dimension of service /uality < reliability# responsiveness# assurance# tangible and empathy$ >rom the arguments above it comes )ith the conclusion that customer satisfaction can be identified used the SE@4QU%H that helps to measure customer satisfaction met )ith the expectation of the customers$ 0.ER EJPERIENCE .ANAEE.ENT .identifies the dimension of service /uality become dimensions< Aerformance# >eature# @eliability# Conformance# Curability# Serviceability# %esthetic# and Aersonal Quality$ Cronin and Taylor &''+!* Chaffey et al$ +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! • • Tangible facilities# e/uipment and appearance of personnel! @eliability accurately! ability to perform the promised service dependably and • • @esponsiveness ho) to provide prompt service! %ssurance the employee ability to inspire trust and confidence! Iarvin &'-F!* Cha0rapani# &''.CE.

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! opportunity# and if the industry don2t have enough ability to ma0e decision and to ma0e a partnership )ith the industry that have ability to improve the products and services that they )ill provide for catch the opportunities6$ • 3Customer interactions in )ays that is truly significant to the customer$ The industry should have the right approach to interaction )ith their customer$ The industry should formulate the approach that they )ill used to interact )ith the customer6$ • 3Arioriti=e changes that are valuable to your company and its customers$ The value of the customer al)ays changes every time because the demand from the customer also changes every day$ 7y 0no)ing the changes of the customer by using the experience approach it )ill help the company to ma0e priority to deliver the changes that customer need# and the changes it should be more valuable rather the previous products and service that they has delivered6$ • 3Cevelop a future state customer experience map$ To ma0e a future map based on experience that the industry gathers before it )ill help the industry to provide the right products and services based on the demand of their customers6$ • 3%ssess the effectiveness of your customer sales# service and mar0eting$ The resource of the industry is the root to ma0e the industry can running the business$ The departments in every business in the industry have to )or0 efficiently and have to )or0 base on vision and mission of the company$ In every department# the manager should have the proper frame)or0 for their division$ Such a customer sales# the sales person )ho 0no) ho) to interact )ith the customer and ma0e approach to them# and can deliver the information to the customer correctly$ The service division have to 0no) ho) to treat the customer patiently because every customer have a different experience in service# the service division should have the ability to read every opportunity )hen they can deliver the products and services and should have ability to read the customer demand and expectation in the future6$ TP014423 Page 146 .

.ordBofBMouth Mar0eting 7oosting Employee Motivation and @etention @ates >rom )hat >letcher +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! • 3Cepartment K in fact# all employee and partners have contact )ith customers$ The department in the industry should have interacts )ith customer# because the customer is the centre of the business$ Even the department that is not related )ith the customer also has to put the customer as a consumer centric6$ • 3Quantify a customer experience and the value of the experience$ 1o) to measure or /uantify the experience of the customer is not easy$ The industry needs the right person )ho has ability to /uantify the experience$ The ability to /uantify the customer experience and value of the experience it self it really help to the industry to develop the ne) products and services and also to modify the product and service that they trying to deliver based on customer expectation$ The products and services that the industry provide is must be valuable to the customer it self6$ 7ased on 8oe >letcher +.F! mentioned above# it )ill help the organi=ation )ith in industry to understand more of )hat step the company should ta0e to start the interaction )ith the customer and also 0no) ho) to do to ma0e the industry it self gro)$ TP014423 Page 147 .F!# there are some benefits of a successful Customer Experience Management CEM! strategy or approach that can be achieved< • • • • • • • • Improving Customer Service Improving Customer Satisfaction Improving Customer @etention 7uilding Customer Hoyalty Improving Customer Arofitability 7uilding Customer Hifetime 4alue Creating ..

ENT .ER EJPERIENCE .ANEE.hen the company decides to innovating the TP014423 Page 148 .CE.0 RI74 1ACTOR7 TO 6OO4 OUT 1OR CU7TO.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! 3.< Many companies )ithin industry had gone through some form of CEM to explore the experience from the customer )hen they )ere interact )ith them to gather information )ithout 0no)ing that the company already implement customer experience management$ There are a fe) reasons that are attributed to a failure of a CEM pro"ect such as lac0ing definition and criteria# lac0 of resources and lac0 of suitable employees$ Some of the ma"or one are listed belo) Strativity group!< 6ack De*$n$t$on and Cr$ter$a  The problem of a )ellBdefined and structured relationship )ith a customer )hen the expectations on both sides are far from being addressed$ This represents a lac0 of full understanding of )hat companies are see0ing from their relationships )ith customers$ %s such# it is impossible to maximi=e opportunities or deliver full value to customers$ Strativity group!$  The companies have not understanding the definition of the customer experience management CEM! clearly$ Most of the company only trying to build relationship )ithout any follo) up from the data they gathered from their customers# and also )hen the company is deliver the value to the customer only in general value not in specific value li0e the expectation from their customer$ 6ack o* Resources  The company is searching the profitability )hen they )ere introducing the products and services$ The company should have an innovator in the company to develop the products and services$ The innovation can lead the company to become inventor in the industry$ .

(!  To translate the customer demand based the customer experience# the company should develop the relationship )ith their supplier# distributor# and mar0eting partner and )ith the customer$ To build the relationship )ith those O factors is not easy and sometimes the /uantity for each is different and ma0es the lac0 is deeper$ 6ack o* E!/ o-ee Per*or!ance  This is a study about the lac0 of customer experience management and search the )ea0est area of customer relationships is not relationship building# but rather the core value proposition?customer experience Strativity group!$ The employee 0no)ing better ho) to build relationship )ith their customers but the main problem for the employee is understand )hich is value from the customer that they are trying to explain in their experience$ The employee cannot define )ith )ell the experience of the customer and there is no structure in gather the data or information of the experience from their customer$ Strativity group!  5.0 4EC E6E.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! ne) products and services# they should understand the customer expectation# the life style and the experience from the customer$  Even the customer as a centric in the business the company also has to build relationship )ith their partner# distribution# customer and supplier$ .ENT7 o* CU7TO.ith a good relationship# the company can give the good experience for the industry$ Every element )ho is dealing )ith the industry )ill feel satisfy because the industry is provide the best products and services for their customer$ .ANAEE.ER EJPERIENCE ..ENT TP014423 Page 149 .alyani 4 N Araveen A$# +.

. Most of customer frame)or0s are concerned either )ith strategy or )ith implementation# but not )ith CEM$ CEM include both strategy and implementation in a uniform frame)or0$ Strategic considerations are at the core of the first t)o steps< analy=ing the experiential )orld of the customer and building the experiential platform$ Gext three implementation steps focus on the brand experience# the customer interface# and continuous innovation Schmitt# +.F!$ If Indonesia tourism industry )ant to achieve the customer satisfaction# the industry have to concern on ho) to elaborate the mar0eting# customer service also have to 0no) ho) the organi=ation managing the customer experience by follo) the 0ey element of Customer Experience Management CEM!$ CE. $s Both Ana -t$ca and creat$'e..Bs 1ocus $s e:terna and $nterna .and I!/ e!entat$on.9! CE..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Customer Experience Management is a crossBfunctional discipline$ It crosses the boundaries of typical functions and departments$ It ta0es a holistic approach and includes all customerBfacing functions as )ell as those that do not typically have a customer role or responsibility# for example# >inance# IT# 1uman @esources# etc$ 3Customer Experience Management may begin in Mar0eting# Customer Service$ .hen responsibility for the Customer Experience lies only in those areas# ho)ever# the company is not really managing the total Customer Experience$ In fact# at that point# the company is probably ta0ing only typical customer satisfaction improvements approach 3 8oe >letcher# +.9!$ CE. The CEM frame)or0 includes both analytical and creative concept and tools$ This 0ind of combination is highly unusual$ The analytical is need for structuring# analy=ing# and /uantifying the business and for catching customer2s attention and satisfying their )ants and needs$ The CEM frame)or0 meshes the )orlds of the analytical and the creative$ It is accurate# internally consistent# and )ell structured$ The frame)or0 is creative in its use of novel concept# uni/ue tools# and unusual research techni/ues for gaining customer insight$ Schmitt# +. $s Both 7trateg. The foremost concern of CEM is the external customer! experience$ CEM frame)or0 is analy=ed both strategy and consumers and 7+7 customer and design strategy and implementation$ 1o)ever# CEM also concerned )ith the 3internal experience6 the employee experience!$ .hy CEM also concerned )ith employee because the employee feel and the experience of the company and its initiatives TP014423 Page 150 .

t is a system that uses information technology and information. /nderstanding an information system re3uires understanding the way information and information technology are used to accomplish wor) in a business setting$ alter# &''(!$ 7ased on %lter said IS?IT not only about the uses of computer and capture and manipulate the information but also involving people and procedure that management trying to provides for the customers$ 7andung airport service have to choose ho) to TP014423 Page 151 . t typically includes people! methods! and procedures for doing things with the information.ANAEE.CE.ard and Iriffiths# &''(!$ 3J-n information system is a system that uses information technology to capture! transmit! store and retrieve! manipulate! or display information used in one or more business process.9! 7y using CEM frame)or0 and its methodologies# the organi=ation especially the Indonesia tourism industry can integrate the experience across various touch points to lin0 tangible outcomes measure and help to manage both the external customer and internal employees! customer experience$ D. &his definition says that information system isn’t 4us information technology such as computer and spreadsheets.0 HO9 I7"IT A7 A 7TRATEEC CAN DE6I8ER CU7TO.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! is critical for delivering the right brand experience through communication# enhancing the customer interface face to face and via the call centre!# and encouraging continuous innovation initiative$ Schmitt# +.ENT . t isn’t 4us information.ER EJPERIENCE .< The changes of technology have great impacts to the organi=ations$ The role of IS?IT for organi=ations recently become very important$ It is very important for the companies to manage the IS?IT and also ho) to evaluate to become more effectively to achieving their goal$ 3The contribution and performance of IS?IT in the business has become more significant# hence the level of management involvement re/uired has been elevated to executive level * no) they have to understand and often decide )hat is being purchased6 ..

.ing Transa$tions Transa$tions Pro$ess %ontro& Pro$essing Pro$essing Systems Systems Systems 'nter!rise %o&&a(oration Systems #anagement Information Systems De$ision S"!!ort Systems ')e$"ti*e Information Systems >igure &$.(!$ The second classification of Information systems is management support systems# this system is )or0 )hen information system applications focus on providing information and support for effective decision ma0ing by managers$ Under the management support TP014423 Page 152 ..(! < Information Systems S"!!ort of +"siness !eratio n !erations S"!!ort Systems #anagement S"!!ort Systems S"!!ort of #anageria& De$ision #a..(! 9perations support systems are producing variety information of products for the internal and external use$ Under the operation systems there a transaction processing system )ith the function for support the systems that record and process data is resulting from business transactions# process control systems )ith the function to monitor and control physical process and the last is enterprise collaboration systems )ith the functions to enhance team and )or0 group communications and productivity O27rian and Mara0as# +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! manage the uses of IS?IT by involving the right people )ho )ill involve in managing the IS?IT also the procedure that the 7andung airport to use and deliver the information using the technology to the customers$ Information that the 7andung airport have to capture is li0e the right technology that they have to used# the products and services that 7andung airport provides have to follo) the customer expectation and have to be effective$ 3There are t)o types of information system that are implemented in today business )orld6 O27rian and Mara0as# +. classification of information system sources < O27rian and Mara0as +.

ENT o* THE INBOUND INDONE7IA TOURI7T INDU7TRCF Customers have needs that include# among others# function# price# /uality# emotion# prestige# value and convenience$ 1o) )ell the products or services meet those needs defines the experience that the customer has$ 1o) )ell the experience meets# fails or exceeds the customer2s expectations determines )hether the customer has a positive# neutral# or negative experience$ That# in return# determines )hether the customers continue to purchase$ TP014423 Page 153 .ANAEE.(!$ The classification of Information System above can guide the 7andung airport as element of Indonesia inbound tourism industry to support the business operation )hich can enhance the operation /uality also to support the managerial decision ma0ing in order to deliver the service /uality to the customers$ 7y implement IS?IT# performance from the services and /uality of the 7andung airport )ill be # then 7andung airport have the capability to ma0e a differentiation in products and services and also have the capability to reduce the cost of the operations because after implement IS?IT# 7andung airport can be more focuses on their tas0$ 7y manage the right IS?IT the 7andung airport can deliver the right service /uality by using Customer Experience Management CEM!# because it help the management to ma0e any decisions$ 10.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! system has 9 system such as management information system that provide information in the form of reports and display to managers and many business professionals# the + nd system is decision support system that give direct computer support to managers during the decisionBma0ing process# and the last system is executive information system that provide critical information from a )ide variety of internal and external sources in easyB toBuse displays to executive and managers O27rian and Mara0as# +..< NEEDED BC BANDUNE AIRPORT A7 AN E6E.0 9HC I7 CU7TO.ENT .ER EJPERIENCE .CE.

. If the organi=ation already measure sales and their productivity their employee )ill only focus on delivering these# even if this mean causing a poor Customer experience at the same time$ :$ Channel approach.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! To avoid and minimi=e the misunderstanding in catching the customer expectation the Indonesia tourism industry# they should adopt Customer Experience Management$ %nd before they apply the Customer Experience Management the organi=ation have to be ready )ithin industry internally e/uipped to deliver Customer Experience Management# the organi=ation have to across D or$entat$on areas are Colin Sha)# +. That customer channel use can affect to the customer experience$ The channel that customer use might be different )ith the channel that company use but if there an integration bet)een both it )ill help to give a better serve for the customer$ ($ Customer Expectation. 1aving a same# definition about customer strategy means if in each person have a differentB different point of vie) about customer strategy# the organi=ation cannot be able to provide the customer )ants and need$ 9$ 5ystem.:!< &$ 8eople. The brand ma0es a promise to the mar0et* the Customer Experience delivers against the promise$ If the mar0eting underta0es advertising that creates a promise# and the delivery unit is unable to 0eep it# the customer )ill see inconsistency$ Means the organi=ation have to understand the brand value$ TP014423 Page 154 . The systems an organi=ation operates can affect the customer experience$ O$ Measurement and targeting. Understanding the customer expectation is a fundamental to build customer experience$ The customer experience is build based on the customer expectation it self$ F$ Mar)eting and +rand. Aeople play a vital role in creating a great customer experience$ The type of people that organi=ation recruit# and the )ay organi=ation train and treat# )ill greatly affect to customer experience$ +$ Customer 5trategy.

:!$ The system# measurement# channel approach and customer expectation is under transactional$ >or mar0eting and brand# process# people# and strategy orientation is transactional# but its understanding is in advance of that# being enlightened$ In one of this area# culture and leadership# it is in a GaSve orientation# and its understanding is transactional$ 7ased on the ' orientations above# the position of Indonesia tourism industry is on the GaSve level# because most of the organi=ation is not very focused on the customer and the organi=ation does not care for the experience from their customers$ The organi=ation in Indonesia tourism industry does not 0no) )hat they should be doing to provide the experience to their customer$ It is li0ely if the organi=ation in the Indonesia tourism industry use these ' orientations it can guide the industry to provide the experience for their customer# )hich at the end it really can help the industry gro) and compete )ith the tourism industry from other countries$ If customers have negative experience along any the touch points or among any of his or her needs# they are not li0ely to purchase$ They may spread even the negative opinions among other friends or even across the internet$ If the experience is positive# they are li0ely to continue purchasing and recommend the products or services to other 8oe >letcher#+.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! -$ 8rocess. Organi=ations2 processes reveal a great deal to the customer$ Is the process design for the good of the customerR '$ Culture and leadership... Culture has a massive to Customer Experience$ If they live in a blame culture# employee )ill not put themselves out for the customers$ Most concerning is that organi=ations do not seem to understand )hat the need to be done to ensure the culture and leadership are ready for Gatural orientation$ This 'Borientations area )ill help the organi=ation to have a solid and capable team )hen it comes to interpret the customer )ants$ The ' orientations is divided into O classes# and they are< Gatural# enlightened# Transactional# and GaSve Collin Sho)#+.F! TP014423 Page 155 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! In inbound tourism industry there are several problems that can cause the degradation of image for the tourism industry$ The same things also happened in Indonesia tourism industry$ The inbound tourist has different thought and different perception that can cause the degradation of tourism industry$ The problem in inbound tourism it is very large such as language barrier# information and promotion# environmental# social factors# characteristic from the inbound tourist# security# and infrastructures transportation# hotel# airlines# travel agents# interesting places# restaurant# etc!$ >or the Indonesia inbound tourism industry# the airport service has an important role because it is the first entrance for the inbound tourist$ %s the first gate to )elcome the tourist the airport service has to give first impression )hich can be a great experience for the tourist$ 7andung airport until this time still does not sho) significant changes in the services$ There are several things that should be highlighted to boost the performance of 7andung airport such as services# facilities# man po)er# and environment$ 3J5ervice is an act or performance that creates benefits for the customers by bringing about a desired change in ' or on behalf of ' the recipient 6 +..+!$ >rom )hat Hoveloc0 and .right# +.right# TP014423 Page 156 .+! Hoveloc0 and .right said the services that 7andung airport provides is should give a benefit for the customers or the user of the services$ The 7andung airport is inade/uate in providing the services based on the customers expectation$ 7andung airport still have to do a lot of home )or0 by cooperate )ith the customers to listen )hat the customer )ants$ The management 7andung airport on this current moment still acts passively to the customer2s expectation$ 7andung airport in order to deliver a service /uality need to involve the customers# so the 7andung airport have the capability to improve the services based on input from the customers$ >rom the services that 7andung airport offered to the users especially for inbound tourist# the services have to meet the customer2s expectation# the customers demand and the customers need$ The services that 7andung airport have to provides at least on the level ade/uate services$ 3J-de3uate service is the minimum level of service that a customer will accept without being dissatisfied6 Hoveloc0 and ..

ER EJPERIENCE .PARI7ON CU7TO.0 CO.ENT TP014423 Page 157 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Same goes to the facilities that 7andung airport provide also have to meet the customer2s expectation and customer2s demand$ Until no)# the facilities that 7andung airport provides is still far a)ay from the customer2s expectation# such as for )aiting room is too small# restroom doesn2t have many and it can caused a long /ueue that can affect to the flight schedules$ Entertainment at 7andung airport it is only ta0en from the television and for the internet access also doesn2t have so people )ho )ere )aiting for the flight doesn2t have other option except )atching the television$ Money changer at 7andung airport is still using traditional )ay# they did not used technology at all# as )e 0no) money changer for the inbound tourist is very important because not all the tourist already prepare the local currency$ The facilities at 7andung airport is too minimum and far for convenience$ 7andung airport as the international airport also the public infrastructure have to improve their facilities in order to meet the customer2s expectation$ 7eside the facilities the man po)er also have the important role# the man po)er is the fist line interaction bet)een the customers and the companies$ 1o) many people that the 7andung airports should to put in every department that have to interact )ith the customers is very important$ The s0ill of the employees also very important# because if the airport management hires an employee# he has to 0no) the right people based on the re/uirements$ To 0no) and understand the customers )ants and needs the 7andung airport can apply Customer Experience Management as an approach that can be used as a business model )hich can enhance service /uality$ 7y adopting the CEM approach# it )ill help the company to define ho) to deal and establish an interaction )ith the customer# also to create the experiential moment and to create ne) products in accord customers need$ In Customer Experience Management CEM! it is not only help the industry to measure or understand or translate the customer2s )ants but also can fulfill the experience that the customers )ant to achieve in order to satisfy their )ants and needs 11.ANAEE.ER RE6ATION7HIP .ANAEE.ENT AND CU7TO.

(!$ The brand is point of vie)ed from customers about company2s name# tool of advertising# company2s says and ho) the company2s says and does it$ 3The C@M is more to build the relationship )ith the customer$ Customer Experience Management is ho) to focus on the customer# and to see ho) the reaction of the customer to your brand# the advertisement# to purchasing and see ho) the customer reacts )ith their product and service$ The focus of CEM is not on transaction but also focus on all contact during all until end experience 3 1ill# +.(!$ 7ased on )hat 1ill said the Customer @elationship Management C@M! is more into building the relationship )ith the customer by using the brand as a communication tool and Customer @elationship Management C@M! only sees ho) the customer reacts to the products and services that company offered$ 7ut Customer Experience Management concerns are more )ide compare )ith Customer @elationship Management C@M!# because Customer Experience Management used all the process of C@M but it does not stop until it is seen ho) the customer react but also still have another process )hich is to see ho) the experience of the products and services from the customers point of vie)$ %nd it is a good thing to evaluate and ma0e improvement to the products and services# so in the future the company understands better )hen they )ants to release a ne) products and services$ The same point of vie) about CEM is# Customer Experience Management CEM! a part process of customer relationship management C@M! the actual# delivering part# setting brand value# planning strategy and tactics# ne) product development# collecting and analysis data# designing customer centric process# recruiting and re)arding for all employee staff to focus on customer# building a partnership# six sigma# activity based on costing# customer profitability modeling# integration architectures K all this part is TP014423 Page 158 ..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! There are a lot of articles and opinion about experience management allo) to be implement any time and )henever they found the changing from their customer$ The previous approach before Customer Experience Management is Customer @elationship Management$ Many researchers said that the customer experience management is the ne) approach of customer relationship management$ 3Customer @elationship Management more focused to the organi=ation# product and the transaction$ It )as not an insideBout vie)$ It )as the communicated of the brand 3 1ill# +..

.F! 3&he core purpose of C*M is to increase the operational efficiency and effectiveness of your customer relationships across all touch points..e.ir0by# +.9! emphasi=ed that Customer @elationship Management C@M! 3is more and more destined to address t)o opposing concept< efficiency and effectiveness$ One hand a TP014423 Page 159 .no) )hat your customer thin0 today# so you can act immediately Identify and respond /uic0ly to customer issues and opportunities Save atBris0 customer C@M Ob"ective @educe cost internally Increase employee efficiency and effectiveness Increase your ability to ac/uire# retain# upB and crossBsell customers and prospects Improve the customer relationship through more personali=ed touchBpoints Capture historical customer transaction data Optimi=e relationship financially Indentify the best investment Table &$. Comparison ob"ective CEM and C@M >red @eichheld# +.F!$ @a"ola +.! what the customer did.and not the “why$ >red @eichheld# +.i. +ecause it does not provide any direct insight from your customer’s perspective! it can only tell you the “what$.F!$ Customer @elationship Management C@M! is the root of Customer Experience Management CEM!$ Customer Experience Management is not only for a better service but for also creating a feel good factor using all sense# on top the good and service$ The comparison of the ob"ectives bet)een CEM and C@M CEM ob"ective .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! managing the relationship )ith the customer$ The real experience is the "ust the Lmoment of truth2$ In Iartner2s eight building bloc0s of C@M# customer experience is "ust one of the bloc0s ...

(!$6 >rom the explanation above it clear that CEM is a part of CEM as a part of business strategy not only the technology$ C@M is gathering all the information and analy=ed to find optimum opportunities to sell and CEM is the mechanisms that engages and search the potential of customer loyalty for a long term$ ...avid *ance! managing director of *ound (/. &he customer experience is the emotional part of any transaction Thompson#+.) 1imited in Thompson#+.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! company needs to be effective on the mar0et in order to manage relationships )ith customers# maintain its mar0et share and improve it mar0et prevention* on the other hand company need to be more efficient$6 >rom those opinion above can see clearly that the core purpose of C@M is efficiency and effectiveness# only on the second opinion it clearly mention that the effective is more into manage the relationship )ith the customers but mean)hile the company also need to be more efficient$ >rom the fist opinion it only mention that C@M only seeing ho) to increase the operational efficiency and effectiveness of the customer relationship$ 3J$-t its highest level! C*M defines what the company wants from the customer relationship and gathers the information and insight that is analy%ed against products and service to find optimum opportunities to sell!$ according to .ith CEM# you 0no) )hat drives your customers# )hat they )ant today not )hat they )anted one month ago!# and ho) it all influences their loyalty to your company$ 1aving these insights delivered in a timely manner to your decisionBma0ers enables you to react faster and )ith more agility to the business issues and opportunities# you face daily$ 7ecause CEM tells you the 3)hy6 behind customer behaviorMe$g$# 0ey drivers in purchase decisionsMyou can optimi=e the customer experience according to your business ob"ectives >red @eichheld# +.(! $ 3CEM is the mechanism by which the customer is engaged to optimi%e the potential customer loyalty and long2term value that is defined by C*M.F!$ Customer experience management CEM! can accelerate the company ability to respond not to only customer issues but also TP014423 Page 160 .0..

anage!ent 1ra!e=ork Schmitt +.9! identified a frame)or0 of customer experience management CEM!$ There are five steps in the Customer Experience Management CEM! frame)or0 that can solve a )ide range of business problems$ Moreover# this CEM frame)or0 provides a po)erful solution for business challenge in all 0ind of industries$ Moreover# the Customer Experience Management CEM! frame)or0 shed ne) light on perennial mar0eting and management issues such as segmentation and targeting# positioning# branding# service and innovation$ TP014423 Page 161 ..0 Custo!er E:/er$ence .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! customer business opportunities$ Customer Experience Management also helps the company deliver the value of the customer in the right )ay$ >rom )hat >letcher explained above# the CEM is more detail )hen the company dealing )ith the customers$ CEM explore until )hy the customer used the products and services# if the C@M only stopped until )hat customers did )ith the products and services$ CEM more detail and can help the company to react /uic0ly based on )hy customers buy the products and services# and at the end the company can provide the ne) products and services based on the customer expectation$ 7ased on the comparison ob"ective above# it is better for the Indonesia tourism industry to implement CEM become the system in the industry because )ith CEM the industry can react to the changes from their customer /uic0ly$ %lso# can identify and give respond in a short period to every opportunity that organi=ation capture$ 1o) to understand the customer )ant is very important because the customer also have roles in the industry$ If the Indonesia tourism industries only provide )hat the industry# thin0 )ithout see )hat the customer )ants it means the industry )ill never gro)$ >rom )hat the assumption above it can ta0e a red line that by applies CEM it )ill help the Indonesia inbound tourism industry 0no)ing ho) and )hen to respond the opportunity that comes to the industry$ 1%.

9! 7te/ 12 Ana -A$ng the E:/er$ent$a 9or d o* Custo!er The first step of CEM frame)or0 provides original insight into the customer )orld$ >or consumer mar0et# it is necessary to analy=e the socio cultural context in )hich consumer operate including their experiential needs and )ants as )ell as their lifestyles$ >or example# )e need to analy=e )ho are the visitors and )here from they coming some more )e need to 0no) about their li0es and disli0es that )ould be possible through this step$ Schmitt# +..9! 7te/ %2 Bu$ d$ng the E:/er$ent$a P at*or! The experiential platform is the 0ey connection point bet)een strategy and implementation$ Instead# the experiential platform includes a dynamic# multisensory# multidimensional depiction of the desired experience and it specific the value that the customer can expert from the product$ The platform culminates in an overall TP014423 Page 162 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Schmitt# +..

.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! implementation theme for coordinating subse/uent mar0eting and communication efforts and future innovation$ Schmitt# +.2 Engag$ng $n Cont$nuous Inno'at$on >inally# the Indonesian Tourism industry must reflect the experiential platform a process I call 3engaging in continuous innovation includes anything that improves end customer personal lives and business customers )or0 life and can range from ma"or inventions to small innovation in the products form$ Innovations of all 0inds need to be plan managed and mar0et so that they improve the customer experience$ Schmitt# +.9! 7te/ +2 7tructur$ng the Custo!er Inter*ace This step includes all sorts of dynamic exchanges and contact points )ith the customer K face to face in a store$ The interface design must incorporate intangible elements i$e$ voice# attitude and behavioral style! and address experiential consistency over time and coherence among various touch points$ Schmitt# +...9! 7te/ (2 Des$gn$ng the Brand E:/er$ence The brand experience includes first experiential features and product aesthetics that can serve as a "umpingB ..9! In the CEM frame)or0# the management as the represent of the organi=ation need to analy=e precedes strategy# and strategy precedes implementation$ .hen it comes to the implementation# the management 3is not necessarily6 do the frame)or0 )ith planned and execute in order presented$ The management can decide )hich one from the CEM frame)or0 is more priority to the organi=ation$ %n important attributes of CEM frame)or0s is that it focused on all sort of customerBrelated issues$ The CEM frame)or0 TP014423 Page 163 .ff point for the customer2s band experience$ Gext# the brand experience includes an appealing 3loo0 and feel6 in logos and signage# pac0aging and retail spaces$ >inally appropriate experiential messages and imagery in advertising and collaterals as )ell as online# complete the brand experience$ Schmitt# +.9! 7te/ .

0 CONC6U7ION Most industries face the challenge of profitability gro)th$ It is also goes to Indonesian inbound tourism industry$ The Indonesia inbounds tourism industry is facing many problems$ One of the elements of inbound tourism is airport service$ 7andung airport is also facing many problems and one of the problems is a lac0 of infrastructure$ Customer experience management is a feasible approach to be implementing into the industry$ @ecently customers have become )ell informed to ma0e decision to )here they travel# )hich agent that they use# )hich hotel# etc$ because the customer no) not only for goods and services but also )ant a great experience$ The Indonesia inbounds tourism industry# especially 7andung airport as the part of inbound tourism should implement the Customer Experience Management to support big events li0e 3>uture 4isit Indonesia6$ 7ecause by using the methodology of Customer Experience Management it helps the industry to identify the customer )ants# needs# and provides it )ith an experience that memorable$ The industries have to find the right resources to capture the experience so they can be able to deliver the product and service based on the customer experience$ The benefit of the customer experience management is the organi=ations not only focuses on providing the right goods and services and deliver them to their customer but also focuses on their employees$ The organi=ations have to understand the need of their employee because their employees have an impact in giving their point of vie) about the organi=ation to their customer$ The employees also become the main stream for the company because they also ma0e an interaction )ith the customer in delivering their experiential product and services$ .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! is combine the analytical and the creative# considers both strategy and implementation# and does so externally and internally$ 1(.hen the industry )rongly translates the customer experience# it )ill give a bad impact to the customer because the industry cannot provide the product and services consistent )ith the customer expectation# at the end customer )ill feel dissatisfied )ith the product TP014423 Page 164 .

InboundQ+.revolutionary approach to connecting with your customers! 8ohn .9B:$ Charlotte GC# Customer Experience ManagementA /nderstanding your customer’s point of view! %vailable Online http<??)))$/uaero$com # %ccessed on 8une &..-$# available from )))$tourism$austra $a$com?content?$$$?AlanningQ+.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! and services that industry delivers$ 1o)ever the lac0 of proper IT?IS as strategy and also lac0 of handling technology can cause the level of satisfaction from the customer to be lo)$ Customer Experience Management# )ill help the Indonesia inbound tourism industry to move for)ard and also have the capability to compete )ith tourism industry from other countries in %SE%G region$ Most important is Indonesia inbound tourism industry can interpret the customer values correctly and provide the great experience of value# as a result it can deliver the service /uality in order to achieve customer satisfaction$ 1+.BOF&B+9FFOBO$ Cha0rapani# C$# &''-$# How to Measure 5ervice 7uality and Customer 5atisfaction < &he nformal Bield =uide for &ools and &echni3ues$# %merican Mar0eting %ssociation$ Colin Sha)# +.:# *evolutioni%e .our Customer Experience< +eyond 8hilosophy +uilding =reat Customer Experiences! A%HI@%4E M%CMIHHI%G$ IS7G 'F-B&BO..9# Customer Experience Management < .4ol+? -ccess date on DEth Bebruary >??F at E.SuccessQ+.0 Re*erences %lter#s$# &''($# nformation 5ystem A .GG 8M) 7ernd 1$# +.>orQ+.at O$O: pm! Chaffey#C et al$# +..Management 8erspectives # +nd ed$# The 7en"amin?Cumming$ %ustralia inbound tourism# +..9$# Internet Mar0eting* Strategy# Implementation and Aractice# + nd edition$# Arentice 1all$ TP014423 Page 165 .iley N Sons# Inc$ IS7G .9'B 9(..th# +..

at O$:.ifference +etween C*M and CEMJ Hec) of a 1ot! 5ome 5ay! %vailable online http<??)))$customerthin0$com?article # %ccessed on +Oth 8une +.ear >??@! %vailable Online http<??)))$indonesiaBotta)a$org %ccessed on &.' at Embassy of Indonesia Otta)a# 6isit ndonesia .($# 7uality &ourism Expereriences$# EHSE4IE@ 7utter)orth 1einemann$ 1ill I# on 5oung I customer thin0!$ +..F$# Customer Experience Management (CEM)# Gext Utility 7usiness Aerformance on Cemand %vailable Online http<??)))$nextutility$com?index$phpR idT&..-?garuda?garudalist?berita& %ccess on ++nd >ebruary +. pm! >red @eichheld# +.hole Seller >unction$# +( May +....'# at &&$9.at F$99 pm!$ Iaruda 1olidays Optimi=es its .-?..#S$# :$.AM! 8ennings and Gic0erson$# +....Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Chon#..%M! Indonesia tourism industry still )aiting to rebound# &&?+(?...9+.. pm! 1offman#.th 8une +.at &&$am! TP014423 Page 166 ....-$# %vailable from http<??garudaholidays$com?index$phpRdoTberita?+($($+.$+.-$# %vailable from http<)))$antara$co$id?en?arc?+.:?indonesiaBlayBoutBredBcarpertBfor$html %ccess on +9rd >ebruary +..'$# :<&OAM! Indonesian# +..#C$# and 7ateson#8#E#I$# &''F$# Essential of Service Mar0eting$# The Cryden Aress$ Indonesia Hay Out the @ed Carpet for Middle Eastern 4isitors$# %vailable from http<??)))$tourismindonesia$com?+.(# Ihat#s the .Fth >ebruary +.AM! +..at +$9...' at .-?&&?+(?IndonesiaBtourism rebound %ccess on ..$# Tourism in Southeast %sia$# %vailable from http<??boo0s$google$com$my?boo0sRidT>/81nlh@4(:C %ccess on 'th >ebruary +..# %ccessed on +Oth 8une +.-# ndonesian &ourism! %vailable Online http<??)))$indonesiaB industryBstillB)aitingBto tourism$com?general?general$html %ccessed on &9th 8une +..

Bramewor) of Customer Experience Management..inesis# Customer Experience Management Concept# %vailable Online )))$0inesis$com?CEMconcept?..+$# 8rinciples of 5ervice Mar)eting and Management$# +nd edition$# Arentice 1all$ Hoveloc0 and ...O$# Exploring thr .at :$+O pm!$ Hoveloc0 and .irt=$# +.ir0by# 8$# +.+ AM! Honf#M and McMellon#C$# +..right$# +.' at ($.O:# 8une +.($# ....eterminants of *etail 5ervice 7uality on &he nternet..F# 8art &hree< confusing C*M and CEM! %vailable online http<??)))$mycustomer$com?cgiBbin?item$cgiRidT&99&FONdT+.....at 9$9.at 9$9.alyani 4 N Araveen A $#+.F# Customer 8assion 11C# %vailable Online http<??)))$customerpassion$com %ccessed on &(th 8une +.' at ($. %vailable Online http<??)))$indianmba$com %ccessed on &&th 8an +....at &&$O: am! .. Kournal of 5ervice Mar)eting (D@) D$ O27rian and Mara0as$# +.($# Management nformation 5ystems$# Fth ed$# McIra) 1ill$ Os0e$# &ourism and Experience Management$# %vailable from )))$os0e$net?en?competence\cluster?tourism\and\experience$management %ccess on 'th >ebruary +.F$# Service Mar0eting < Aeople# Technology# Strategy$# ( th ed$# Arentice 1all$ Hac0 of Infrastructure In Indonesia for Tourist %vailable from http<??)))$indonesilogue$com?planningBartp?lac0BofBinsrucreBinBindoBforBtourist %ccess date on Fth >ebruary +.AM! %ccessed on +Oth TP014423 Page 167 .(Btools$htm # %ccessed on +9rd 8une +. pm! . pm! .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! 8oe >letcher +..

..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Aarasuraman#%$# +.acho)ia0#1$# +.# %vailable from http??<boo0s$google$com$my?boo0sR IdTidH1%t'1-OC %ccess date on ++nd >ebruary +.Maximum impact < insight from a two ' decade long *esearch Kourney! 8erformance Measure and Metrics (G) @a"ola#>$# +. pm! Strativity group$# Customer Experience Management 5tudy < 1ac) of Customer Experience< a ma4or obstacle on the road to business growth service excellence ris) # %vailable Online )))$strativitygroup$com# %ccessed on &Fth 8anuary +.ard and Iriffiths$# &''($# 5trategic 8lanning for nformation 5ystem$# +nd ed$# .9# Customer Experience Management< .' at &..$+..9$# Customer *elationship Management < 9rgani%ational and &echnological 8erspectives$# Springer$ Schmitt# +.... AM! ..at F$9..%ccessed on 9.hite paper# Customer Experience Management! %vailable Online )))$)hitepaper$com %ccessed on &(th 8une +.*evolutionary -pproach &o Connecting Iith Customers# %uthor of Experiential Mar0eting# 8ohn ..at &$.iley N Sons# Inc$ IS7G ..th 8anuary +.BOF&B+9FFOBO$ Shaun Smith# Customer Experience Management! %vailable Online )))$shauns!$thco$com %ccessed on &+th 8une +.at '$.($# &ourism and +orders A contemporary issues! policies! and international research.at +$. pm! TP014423 Page 168 . pm! Sunario$# T$# +...O$# -ssessing and mproving 5ervice 8erformance for .. am! Thompson#7$# Customer Experience Management < &he 6alue of “Moments of &ruth 6 available on http<??)))$C@Mguru$com$pdf %ccessed on +-th 8anuary +.at (<9FAM! ....illey$ ...-$# Minister 9ptimistic L Million 6isitor &arget -ttainable # available on )))$budpar$go$id?page$phpRicT(&+NidT9OO.

at O$:..FB+'Q+.%vailable from )))$aviationreg$ie?\fileupload?Image?+.at ($:...! %vailable Online http<??)))$stativitygroup$com?index$phpRpageTresearch+ %ccessed On 9&st 8anuary +.+$# Customer *elationship Management A Capturing and 0eeping Customers in nternet *eal &ime$# Mc$Ira)B1ill$ India Inbound Tourism Statistic$# %vailable from )))$itopc$org?travel?re/uisite?inboundB tourismBstatistic$html %ccess on ++nd >ebruary +.... pm! Charlotte GC# Customer Experience Management* /nderstanding your organi%ation from the customer’s point of view! %CCEHE@%TIGI M%@.. pm! 7ucci C# +.($# Customer Experience Management =lobal 5urvey! Executive 5ummary.at +$.....-B .ITICQ+.at '$O...ETIGI AE@>O@M%GCE %vailable Online %ccessed On &9th 8anuary +..' at ($+..($# Enhache service 3uality and increase customer loyal through proactive management and spotlight on co2nexus Cem# %vailable Online )))$tivoli\ug$org# %ccessed on &F 8anuary +. pm!$ %sean 8ournal on 1ospitality and Tourism# 4olume 9 Gumber +$# %vailable from )))$asean"ournal$com?index$phpRactTstpNvolT9NnumT+ +.th 8anuary +.AM! 7erry H$#H$# and Carbone$# A$# H# Customer 1oyalty through experience Management# %vailable Online )))$I7M$com# %ccessed on &.0 B$b $ogra/h%lperin# 7$# +..:$# Customer experience management < competing successfully in higher education# %vailable Online )))$aramar0highered$com# %ccessed on +-th +.>?8M) %ccess on &Oth >ebruary 8anuary TP014423 Page 169 .' at &..res/onse$pdf -ccessed on D?th Kanuary >??F at D...at +$9.. pm! 7lac0mire$# M$# +..$O( AM! Irish Tourist Industry Confederation @esponse to 3Quality of Service at Cublin %irport Consultation Aaper 9?+.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! 1. pm! Ireenberg# Aaul$# +.

eliver optimal service 3uality and experience to drive worlds class customer satisfaction! %vailable Online )))$tivoli\ug$org# %ccessed On &F 8anuary +. pm!$ Smith$# S$# +...th 8anuary +.:%M! Tivoli Soft)are# .-$# Customer Experience Management MEnsuring .at :$O.Managerial 8erspective# Aearson Education$ Turner# A$#+..at &$+..&/gH$!gre*ur %ccessed on 9&st 8anuary +..co!"%003"00"ce!a/1.ear >??@$# http<??)))$myB indonesia$info?page$phpRicTFNidT+:-&# %ccessed On 9& 8anuary# +..-# 9$..our +rand &hrives $# %vailable Online < )))$gccrm$com?eng?content\details$"spRcontent$$$ %ccessed On 9&st 8anuary +..at &$9.$# Electronic CommerceA .!$ The"a0artapost$com$#+.*$ es..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Haila 7ichara$# nnovating through the customer experience< )nowing your customer and outwitting your customer# %vailable Online )))$ibm$com# %ccessed on &.F$# 6isit ndonesia . pm! A//end$: E2 #uest$onna$res #UE7TIONNAIRE7 TP014423 Page 170 ...F$#/sing Customer Experience Mapping as a system Bor Co mprovement part &! %vailable Online htt/2""*reeth$nkr..=ord/ress.at +$:: pm! Turban$#etl$#+...

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! IGT@OCUCTIOG My name is Sofia$ I am a student of %sia Aacific Institute of Information Technology %AIIT! Malaysia$ >or completing my study I must )rite a thesis entitled KEnhancing the Service -uality of In!onesia In$oun! Tourist In!ustry $y .sing Customer Experience Management (CEM/)$ Through this /uestionnaire I )ould as0 your favor to be my respondent and help me )ith information I should gather for the thesis$ 5our )illingness# cooperation# time you give for ans)ering these /uestionnaires is very much appreciated$ The purpose of this /uestionnaire is to gather information on ho) the /uality of services also experience of inbound tourist in 7andung airport$ I )ill ensure you that your ans)ers and input are 0ept anonymous$ %ll information gathered that )ill be used for research purpose only$ BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB B 7ECTION 12 DE.K +O years c! +:BOO years d! O:B(O years e! (: above Alease# indicate your gender please tic0ed one!< TP014423 Page 171 .OERAPHIC This section )ill help us to classify you in the appropriate demographic group Instruct$on2 Alease ans)er the follo)ing /uestion by putting a tic0 in an appropriate box in front of the information 1o) old are you Alease tic0ed one!R a! &F years ? younger b! &.

ENITIE7 Alease tic0ed & of this column for every /uestion belo) Indicator Terminal comfort N Seating >acilities Cleanness of Aublic %reas Entertainment N Heisure choice Internet N .1ORTNE77 AND A.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! f! Male g! >emale Occupation Hevel please tic0ed one! < h! Student i! Employee "! 1ouse)ife 0! Entrepreneurship l! Other# specify 1o) many time have you used 7andung airport in the last &+ month m! &B( times n! FB+ times o! &9 ] times p! Gever 7ECTION % 2 CO.ifi facilities Children playroom facilities Excellent Iood >air Aoor 4ery Aoor SECTIOG 9 < SECU@IT5 N IMMII@%TIOG Alease tic0 & of this column for every /uestion belo) Indicator TP014423 Excellent Iood >air Aoor 4ery Aoor Page 172 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Security K Queuing times Immigration K Queuing times SECTIOG O < S1OAS# >OOC N 7E4E@%IES Alease tic0 & of this column for every /uestion belo) Indicator Selection of Shops Arice charged in Shops Choice of >ood N 7everage Outlets Arice of >ood N 7everage Outlets Service at >ood N 7everage Outlets Excellent Iood >air Aoor 4ery Aoor SECTIOG : < Ietting around Alease tic0 & of this column for every /uestion belo) Indicator Ease of Transit through %irport 7oarding info?>light Screens Speed of 7aggage Celivery Excellent Iood >air Aoor 4ery Aoor 7ECTION 02 COUBRE EJPERIENCE7 AT BANDUNE AIRPORT Alease circle & if you are strongly disagreed and : if you are strongly agreed )ith the statement TP014423 Page 173 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! The representative really tried to be helpful The representative really paid attention to my situation The representative tried to avoid dealing )ith me The representative ignored me The representative tried to prove I )as )rong The representative really tried to be cooperative The representative seemed to be selfBinterested The representative directly addressed the issue at hand & & & & & & & & + + + + + + + + 9 9 9 9 9 9 9 9 O O O O O O O O : : : : : : : : Ho= =ou d -ou rate *ee $ngs about the e:/ected and the actua ser'$ces -ou had rece$'ed *ro! the Bandung A$r/ortF The services exceeded my general expectations This )as a reasonable level of services The service )as belo) my expectations & & & + + + 9 9 9 O O O : : : Alease indicate your degree of satisfaction )ith overall service that provided by 7andung airport on the services feature described$ Cissatisfied%bsolutely Strongly Cissatisfied Slightly Cissatisfied & Instruction< + 9 O : ( F TP014423 %bsolutely Satisfied Strongly Satisfied Slightly Satisfied Uncertain Page 174 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Alease# insert the number that reflects youDre rating of that service feature in the ans)er box right box! & + 9 O : ( F ' &. && &+ &9 &O &: &( &F The terms and conditions of youDre right to service The services accessible to you The physical facilities accessible to you The staff communication material accessible to you Information on potential funding sources are made available to you %dvice and support on potential funding sources are made available to you Staff provided prompt and timely services to you The )ay your complaints constructive handled Services provided to meet your individual needs Staff attitudes politeness and courteous! Staff2s )illingness to listen to your individual point of vie) Staff2s language used in communication Complete and accurate information provided Staff2s )ay to deal )ith your privacy Staff2s respect to your feelings Staff2s assurance personal anxieties# concern and problems Staff2s concern on personal anxieties A//end$: 12 Inter'$e= Transcr$/t TP014423 Page 175 .

Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! &$ .$ 1o) about inbound passengerR &&$ Come bac0 again to facilities of the airport$ I sa) in the facilities domestic arrival )ith international arrival is very different$ It can see from the baggage handling# in domestic the system is much better compare to international$ International still used manual and it ma0e people have to )ait for a long time for their baggage$ &+$ 3Experience from the customers is very important6$ %re you agreeing )ith that statementR &9$ Is there any plan to ma0e this airport biggerR 7ecause only certain plane )ho can land hereR TP014423 Page 176 .hat is the basic roles to provide the services in 7andung airport +$ In providing the service# is management ever involve the customer vie) about services in order to give the better service$ 9$ 1o) Management of 7andung airport manages and evaluates all the services here$ O$ So it means there is no interfere and elaboration from the management in provides the servicesR :$ 1o) to measures the satisfaction of the customersR ($ 1o) is important IT?IS for 7andung airportR F$ That is for IT and ho) bout airport maximi=e the ISR %s a part of IS I didn2t see any flight information system here$ %nd ho) the passage can 0no) ho) long they have to )ait if there is no flights board information$ -$ 1o) about the facilities hereR Such as )aiting roomR @estaurant and restroomR '$ I see the procedure is a little )eird$ %fter the passengers2 chec0 in# most of them have to come out again because the immigration still closed and there is no chair at all inside there$ Is there any plan to reduce this inconvenience situationR &.

ottler and %rmstrong# &'''$ 8rinciples of Mar)eting# -th ed$# Ge) 8ersey$# Arentice 1all$ TP014423 Page 177 .Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Re*erences2 Book %lter#s$# &''($# nformation 5ystem A .9# Customer Experience Management < .#C$# and 7ateson#8#E#I$# &''F$# Essential of 5ervice Mar)eting$# The Cryden Aress$ 8ennings and Gic0erson$# +...Management 8erspectives # +nd ed$# The 7en"amin?Cumming$ 7ernd 1$# +...revolutionary approach to connecting with your customers! 8ohn .9$# nternet Mar)etingA 5trategy! mplementation and 8ractice # +nd edition$# Arentice 1all$ Cha0rapani# C$# &''-$# How to Measure 5ervice 7uality and Customer 5atisfaction < &he nformal Bield =uide for &ools and &echni3ues$# %merican Mar0eting %ssociation$ Chon#.F$# 7ualitative in3uiry C *esearch .($# 7uality &ourism Experiences$# EHSE4IE@ 7utter)orth 1einemann$ .our Customer Experience< +eyond 8hilosophy +uilding =reat Customer Experiences! Aalgrave Macmillian Cres)ell#8#.#S$# +..$# +.esign$# S%IE Aublisher$ 1offman#.iley N Sons$ Chaffey#C et al$# +..esign in 9ccupational Education$# O0lahoma University$ .+$# *esearch .ey#8#A$# +.$# &ourism in 5outheast -sia$ Colin Sha)# +..:# *evolutioni%e ..

ard and Iriffiths$# &''($# 5trategic 8lanning for nformation 5ystem$# +nd ed$# .illey N Sons#Inc$ Turban et al$# &''($# nformation &echnology for ManagementA mproving 7uality and 8roductivity$# ....9$# Customer Experience Management A .# 8ohn .hite#S#S$# +.O$# *eading and /nderstanding *esearch.iley$ .$ +..right$# +.acho)ia0#1$# +.Handboo) for Measuring Customer 5atisfaction and 5ervice 7uality# Transportation @esearch 7oard$ O27rien 8#%$#and Mara0as#I$M$# Management nformation 5ystem$# Fth ed$# McIra)B1ill$ @a"ola#>$# +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! Hoc0e# H$>$# Silverman# S$8$# and Spirduso# .illey$ .F$# 5ervice Mar)eting < 8eople! &echnology! 5trategy$# (th ed$# Arentice 1all$ Gational @esearch Council U$S!$ &ransportation *esearch +oard (DFFF) .+$# 8rinciples of 5ervice Mar)eting and Management$# +nd edition$# Arentice 1all$ Hoveloc0 and ..9$# Case 5tudy *esearch ' .! +nd ed$# Thousand Oa0s# Hondon# Ge) Celhi< Sage Aublications# Inc$ Hoveloc0 and .esign and Methods 9rd Ed!$# Thousand Oa0s < Sage Aublications Inc$ Customer ConnectionA :ew 5trategy Bor =rowth# TP014423 Page 178 .9$# Customer *elationship Management < 9rgani%ational and &echnological 8erspectives$# Springer$ Schneider#7$# and ..ayland and Cole#$ &''F# US%$#1arvard 5in# @$# +..$.($# &ourism and +orders A contemporary issues! policies! and international research.revolutionary approach to connecting with your customer.($# 5ervice 7uality < research perspectives$# S%IE$ Schmitt# 7$# +.irt=$# +.# ..

.hite paper# Customer Experience Management! %vailable Online )))$)hitepaper$com %ccessed on &(th 8une +..Maximum impact < insight from a two ' decade long *esearch Kourney! 8erformance Measure and Metrics (G) 9h$te/a/er .O$# Exploring thr ...'! 8amali#C$# +..or0 Study :&! &# &FB9&$ Clement#8 and Selvam#M$# +.O$# -ssessing and mproving 5ervice 8erformance for .*etro analysis! -cademic 9pen nternet Kournal# 4olume &-# available at http<??)))$acad"ournal$com?+.+$# 7uantitative and 7ualitative *esearch in the +uilt Environment < -pplication of “mixed$ *esearch -pproach.th# +..eterminants of *etail 5ervice 7uality on &he nternet.study customer satisfaction in the context of public private partnership.at '$.+$# . pm! TP014423 Page 179 . .. Kournal of 5ervice Mar)eting (D@) D$ Aarasuraman#%$# +..Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! )ourna Pa/ers %rmatunga# C$# 7aldry# C$# Sarshar# M$# N Ge)ton# @$# +.(?v&-?partF?p&?# access date on 8une &....'! Iartlan and Shan0s$# &he -lignment of +usiness and nformation &echnology 5trategy in -ustralia.F available at http<??dl$acs$org$au access date on 8uly &st +.($# 5ervice 7uality =aps< . nternational Kournal of 7uality and *eliability Management# +O +O!$ Honf#M and McMellon#C$# +..! 4olume &O Gumber +# 8une +.

th 8une +.esign$# cited from sportscience* perspective +.' at .%M! TP014423 Page 180 .....F$# Customer Experience Management (CEM)# Gext Utility 7usiness Aerformance on Cemand %vailable Online htt/2""===...at +<&' AM! Indonesian# +.# I$# +..-$# available from )))$tourism$austra $a$com (-ccessed date on DEth Bebruary >??F at E.. pm! 1op0ins# .ifference between C*M and CEMJ Hec) of a 1ot! 5ome 5ay! %vailable online htt/2""===....-$# 7uantitative *esearch .ear >??@! %vailable Online htt/2""===.:?indonesiaBlayBoutBredBcarpertBfor$html %ccess on +9rd >ebruary +.at O$:.co!"art$c e # %ccessed on +Oth 8une +.at &&$am! Indonesia Hay Out the @ed Carpet for Middle Eastern 4isitors$# %vailable from http<??)))$tourismindonesia$com?+.$ndones$a@otta=a. pm! >red @eichheld# +..-$# %vailable from htt/2""garudaho $da-s..co!" %ccessed on +Oth 8une +.-# ndonesian &ourism! %vailable Online http<??)))$indonesiaB < research resources# available online http<??)))$sportsci$org?"our?.at F$99 pm!$ Iaruda 1olidays Optimi=es its .hole Seller >unction$# +( May +.th# +.-?..ne:tut$ $t-...at +$9..at O$O: pm! Embassy of Indonesia Otta)a# 6isit ndonesia ..org %ccessed on &..$+..custo!erth$nk.AM! 1ill I# on 5oung I customer thin0!$ +..(# Ihat#s the ..&?)ghdesign$html# access date on &:th of Cecember tourism$com?general?general$html %ccessed on &9th 8une +.Enhancing the Service Quality Of Indonesia Inbound Tourist Industry by Using Customer Experience Management CEM! On $ne %ustralia inbound tourism# +..co! %ccess on ++nd >ebruary +.GG 8M) Charlotte GC# Customer Experience ManagementA /nderstanding your customer’s point of view! %vailable Online http<??)))$/uaero$com # %ccessed on 8une &..'# at &&$9.

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