Assessment the Determinant Factor of Service Quality inTravel Agent Company Using SERVQUAL and AHP Method

摘要

The aim of this study was to identify the significant factors which influence the service quality of travel agent company based on the provider perspective. This study conducted on TX travel Waingapu which is one of the biggest travel agents in Waingapu, Sumba Timur District, Nusa Tenggara Timur Province, Indonesia. There are five dimensions SERVQUAL and twenty two attributes in it which is the target of assessment from service quality factors. The result of priority factor of service quality using AHP Method shows that reliability was the most important criteria and its three attributes as the sub-criteria which needs to be underline as priority in term of customer service, therefore the company were able to continuously competing in competitive travel agent business environment.