Redesigning Customer Satisfaction Measurement Instrument Using Multi-Criteria Decision Making Perspective

摘要

As an oil fuel distributor, Malang Oil Fuel Terminal should have some strategies in carrying out service activities to customers (gas stations / SPBU). Customer satisfaction is one of the goals of company to increase customer loyalty by fulfilling customer expectations. This study aims to re-design the instrument to measure customer satisfaction of Malang Oil Fuel Terminal. Re-designing the questionnaire conducted because the previous questionnaire was no longer relevant to the expectations of this company. The aims of this improvement to make the questions in the questionnaire more effective to evaluate customer satisfaction. The importance of questionnaire redesigning because the previous questionnaires did not accommodate system changes and consumer aspirations. A new questionnaire was created based on the aspirations of customer regarding important factors related to service quality at Malang Oil Fuel Terminal. From these factors can be used by Malang Oil Fuel Terminal to evaluate customer satisfaction regularly. This research was conducted by integrating the Delphi method and the Analytical Hierarchy Process (AHP). The criteria resulted in this study are factors that affect customer satisfaction and its importance level. The level of importance of these criteria are Tank Car 0.163; Tank Car Crew is 0.065; Oil Fuel (BBM) Delivery 0.559; and Malang Oil Fuel Terminal Services 0.212.