INTRODUCTION
Competition-growing businesses strictly push
companies to provide quality goods or services and focus on satisfying
customers (Lambe et al., 2024). Satisfaction customer refers to the level of
satisfaction, joy, and satisfaction felt by customers towards the products,
services, or experiences they receive from a company or brand. This involves
customers' perceptions of the extent to which the product or service meets their
expectations, needs, and hopes (Islami et al.,
2018; Sasongko, 2021; Sjøvaag et al., 2024). Customer satisfaction is based on the quality
of the product or service and the overall experience, from interactions with
the brand, customer service, and the purchasing process to after-sales service (Cahya & Shihab,
2018).
A good understanding of customer satisfaction is essential
for companies because high customer satisfaction can increase customer loyalty,
reduce return rates, improve brand image, and help build long-term
relationships with customers (Laely, 2016).
One way to measure customer satisfaction is to survey (Chou et al., 2019; Kola Olayiwola et al., 2024).
Survey This is to collect data from a broader population sample to understand
people's opinions, habits, preferences, or behaviors related to a particular
topic or issue (Hermawan, 2017). Survey methods are often used in social research,
marketing, political science, and other fields to obtain systematic and
measurable information from respondents (Maidiana, 2021).
According to Sasongko
(2021), customer satisfaction generates customer
value. Achieving customer satisfaction benefits the company by fostering
harmonious relationships with its customers, building a solid foundation for
satisfaction, and encouraging positive word-of-mouth recommendations. This, in
turn, generates customer interest in purchasing or using the company's
services.
PT Pelabuhan Indonesia (Persero) Regional 2 Cirebon,
center West Java economy and ports alternative for Tanjung Priok Port,
especially For trading between the islands, involved to increase satisfaction
among customers through implementation survey. A previous study (Khamdilah &
Erliyana, 2023) studied the influence of quality service sea transportation
satisfaction among customers of loading and unloading services PT. Pelindo IV
Cab. Makassar. Research results show
that customer satisfaction is highly influenced by quality service. Where is
the repair service in the form of improvement infrastructure, supervision, and
technology? The latest is already done, and the base is for repair service.
Another study did a study about the Analysis of
Consumer Satisfaction with Container Terminal Services (TPM) at PT Pelindo IV
Makassar. The research showed that customers still complain about the lack of
facilities and infrastructure, which leads to delayed service. Novelty from
study This originates from the subject study, namely PELINDO II Cirebon Branch,
which has been studied previously. The results of a customer satisfaction
survey can provide management with insight into areas for improvement in their
customer service. With this information, PT Pelabuhan Indonesia can focus on
improving the quality of its service, improving inefficient processes, and
meeting customer expectations. Research This aims to analyze the results of the
survey on the satisfaction of customers at PT Pelabuhan Indonesia (Persero)
Regional 2 Cirebon Branch.
This research holds significant implications for
understanding the importance of traditional institutions in maintaining social
harmony within Indonesia's diverse society. By focusing on the role of
customary institutions in dispute resolution, this study aims to provide
insights into how these entities can effectively mediate conflicts that arise
from cultural, religious, and social differences. Additionally, this research
seeks to highlight ways to strengthen the authority and effectiveness of these
institutions in addressing disputes, ultimately contributing to sustainable
peace and cohesion within multicultural communities. The findings of this study
are expected to serve as a valuable reference for policymakers and community
leaders who aim to integrate traditional practices with formal legal frameworks
to enhance dispute-resolution strategies in culturally diverse settings.
METHOD
Qualitative research focuses on interpreting
and comprehensively understanding phenomena and context in social subject
research. Sugiyono (2023) stated that qualitative study, based on
interpretive or postpositivist philosophy, is used to investigate the condition
of the object’s nature. Using a combination of observation, interviews, and
documentation, researchers function as tools in approach. Analysis is usually
qualitative or inductive, and data is usually qualitative. Research qualitative
aims to increase understanding of concepts, hypotheses, and phenomena. Iskandar
(2022) stated that the study uses data from
interview and observation participants To check and understand individuals' attitudes,
views, feelings, and behaviors.
This study uses an approach
with the data used, namely mixed data consisting of primary and secondary data.
The primary data used in the study is in the form of results observed directly
at PT. Pelabuhan Indonesia Regional 2 Cirebon Branch and interview with
informants . The secondary data is used as related documents, journals with
research, and archives. Research data sources This includes informants and
documentation. Informants in the study: Mr. Adriansyah ST., M.Se as Head of
HR, General Affairs and Public Relations Division, and Mr. Arya as Ship's
Captain. In qualitative research, the researcher carries out the discovery
process and study in the natural environment. Research has become an essential
tool in this matter. As a result, a solid theoretical and deep understanding of
the problems will allow the researcher To submit the right question, do an analysis,
and build an object study To expand their understanding. Qualitative research
usually emphasizes the subject's importance and the study's value.
RESULTS AND DISCUSSION
Customer
satisfaction is critical to a business's overall success and sustainability, as
it is a crucial element in creating customer value. Achieving customer
satisfaction benefits a company by fostering harmonious relationships with its
customers, laying a solid foundation for continued satisfaction, and generating
positive word-of-mouth recommendations. This, in turn, attracts customers to
purchase or use the company's services (Sasongko, 2021). The key to customer decisions
is related to satisfaction in assessing goods and services (Yuliarmi & Riyasa, 2007). Therefore, companies
need to prioritize customer satisfaction for the sustainability of a business.
Customer
satisfaction surveys have become an essential activity by PT Pelabuhan
Indonesia (Persero) Regional 2 Cirebon Branch to measure customer satisfaction
with the services provided. According to (Scheuren, 2004), surveys are most often used
to describe the method of collecting individual samples. This sample is usually
only a tiny portion of the population, unlike a census, which examines every
member of the population. The sample only collects information from a portion
of the population of interest, depending on the purpose of the study. This
survey is conducted routinely every year to customers, namely Captains and
Agents/Shipping Companies, to discover the development of customer satisfaction
and as evaluation material for improving services. Based on the annual customer
survey report conducted in 2019, 2020, and 2021 as follows:
Figure
1.
Customer
Survey Results
Source:
PT Pelindo Regional 2 Cirebon
Based
on the table above, it can be seen that the tangible index from 2019, 2020, and
2021 is relatively stable with a figure of 2.66, which is included in the "
satisfied " category, while index reliability customers show fluctuation
but No significant in the " satisfied "
category. Based on the responsiveness index, customers experience fluctuations
from 2019 to 2020, including the “satisfied” category, and index guarantee with
fluctuations, including the " satisfied " category, in several years.
Finally, the index of Empathy has fluctuated over the years in the category
" satisfied. " Efforts to improve survey satisfaction among customers
at PT Pelabuhan Indonesia Regional 2 Cirebon Branch, where the consistency of
customer satisfaction from year to year is quite good and stable. However,
there is room to maintain and improve the customer satisfaction index.
As shown by the results of the survey satisfaction
customer previously, the service to the public must made better to satisfy the
customers. To determine How PT Pelabuhan Regional 2 Cirebon Branch services can
increase satisfaction among customers, the researcher used theory dimensions
quality services developed by Zeithaml et al. in the book Hardiyansyah (Pristikawati &
Oktariyanda, 2024).
This theory has five dimensions: Direct Evidence, Reliability, Responsiveness,
Assurance, and Empathy. The following is a description of the results and qualitative
analysis from each dimension :
1. Tangible
Evidence Dimension
Ability organization To show presence to a party
external or public called proof direct (Tangible) in study This is to
give service public to all over its customers; the company at Tambut Labuh PT
Pelabuhan Indonesia Regional 2 Cirebon Branch concentrates on facilities and
infrastructure, and conditions environment around. The appearance of employees,
comfort facilities and infrastructure, discipline of employees, and use of technology
or tools to help computers in service are some examples that directly prove
this.
PT Pelabuhan Regional 2 Cirebon Branch is trying to
increase quality service by fulfilling the hope of complaints about services
provided by its employees. This effort will achieved if the Regional Port 2
Cirebon Branch can fulfill the standard appearance physical and personnel
required To support the service process until every complaint customer. Facility
The physical facilities owned by PT Pelabuhan Regional 2 Cabang Cirebon in
mooring services are the availability of heavy equipment for unloading cargo.
Heavy equipment includes a mobile crane, wheel loader, excavator, dump truck,
and ramp door. The physical facilities are intended to maximize customer
service and provide positive statements from customers to PT Pelabuhan Regional
2 Cabang Cirebon in the field of mooring services in serving various customer
complaints. Based on the survey results, the customers feel satisfied with the
services provided by PT Pelabuhan Regional 2 Cirebon Branch.
2. Dimensions
Reliability
Reliability
means giving promised service accurately and reliably.
Source Power Man determines quality service, so quality employees must own
adequate skills and expertise To do the tasks well. In the reliability
dimension, PT Pelabuhan Regional 2 Cirebon Branch has quality service in
service that is sufficiently mooring well, as shown by the indicators used in
the study. Some indicators used include a commitment to the quality
guaranteed, standard precise service, ability and skills of employees using technology,
and procedures of accessible service. It is pretty Good Because employees can
work with Enough good and serve customers appropriately.
3. Responsiveness
Dimension
Responsiveness
means being ready to help customers and provide fast and precise service. Some
indicators determine dimensions of responsiveness. Study this: Employees provide
fast and responsive service and are responsible for answering questions to help
customers. According to Kotler (2019), customer satisfaction is the level of feeling
somebody has after comparing performance (or results) that they expect with
performance. If the achievement does not fulfill expectations, customers will not
be satisfied; if performance is by expectations, customers will be satisfied;
and if performance exceeds expectations, customers will like it.
As service providers, employees interact directly with
customers and answer complaints. Researchers use the method of interviewing
customers and employees of PT Pelabuhan Indonesia Regional 2 Cirebon Branch to do
task service mooring, the usual procedure to determine how satisfied customers
are with the services provided by employees.
Interview results show that they Are responsive to customers'
complaints about the availability of tool weight and dredging channels entering
the port and perform appropriately on time, which includes approach time
(Approach Time), waiting
time (Waiting Time), effective time (Effective
Time), and berth time (Berth
Time). Thus, customers feel satisfied with the officer's
performance in service.
4. Dimensions
Assurance
Dimensions
guarantee knowledge, politeness, and the ability
of employees to increase customers' trust. When the customer uses their
services, they must be polite. That means polite in speech, deeds, actions, and
appearance. By conveying information in a polite and friendly way, employees
can give customers the impression that they are not emotional if something unpleasant
happens. Satisfaction consumer is a connection between promise and satisfaction
Consumers. The perception of customers to guarantee the company correlates
positively with satisfaction with customers on dimension assurance. Research shows
that serving customers politely leaves a good impression on customers.
5. Dimensions
Empathy
Care toward others is a characteristic feature of empathy. Employees are
expected to understand and comprehend the services offered by PT Pelabuhan
Regional 2 Cirebon Branch to customers. Convenience builds relationships,
effective communication, personalized attention, and understanding of the needs
of unique customers are all signs of empathy (Prihandoyo, 2019). According to the interview results, service customers
can consider Enough good, especially concerning empathy. Cirebon Port must keep
going and make an effort to provide more services . Good Because service
sometimes fails to fulfill the hope of the Customers. Examples of services include
the amount of equipment demolished, limited load on location, length location
less mooring, door enter shallow docks, and dredging that does not often
happen, and when work shift change happens, equipment operator vacancy weight
results in obstruction service. With the findings, the
employee expected repair quality services to satisfy and comfort customers with
all the above indicators. It can be concluded that PT Pelabuhan Indonesia
Regional 2 Cirebon Branch can increase service and give customers more
experience. Development of infrastructure and facilities port, upgrade Pelita
Pier I and II, improvement of the Muara Jati Pier apron, and construction of field
chest pack will increase Port services, and maintenance infrastructure that is
routinely carried out can also help increase customer satisfaction.
CONCLUSION
Based on the analysis presented from various
dimensions of service quality at PT Pelabuhan Indonesia Regional 2 Cirebon Branch,
it can be concluded that the company has given sufficient attention to the
aspects analyzed. Direct Evidence Dimension shows the effort of the company to
demonstrate its existence through physical facilities and services to
customers. Reliability in providing promised services and showing employee
commitment and expertise in operating technology are also emphasized. The
company's responsiveness to customer needs and the dimension of assurance that
creates trust are also the focus of attention. However, the Empathy dimension
still needs further improvement, with complaints about the limitations of tools
and services that still need to meet customer expectations fully. Therefore,
the proposed improvement steps from the customer satisfaction survey results
are expected to help PT Pelabuhan Indonesia Regional 2 Cabang Cirebon improve
service quality and provide a more satisfying experience to customers,
including investment in infrastructure and facilities that support improvement
quality service.
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