Designing Service Blueprint of Self-service Technology (SST) Based Public Transportation Service in Indonesia using SSTQual, Kano Model, and QFD

Abstract

Indonesia as one of developing countries has started to slowly implement self-service technology to its public transportation services which are e-ticketing and e-gate. Regardless of the public’s enthusiasm for these self-service technologies implemented, users’ complaints regarding the services implies the importance to redesign services that are focused on user satisfaction. This study attempts to result a design recommendation method for self-service technology based public transportation service to improve customer satisfaction by integrating SSTQual method, Kano Model, QFD and service blueprinting. Result shows that there are 12 service attributes belong to attractive category which need to be prioritized in increasing customer satisfaction. 12 attributes are then translated into technical requirements to obtain innovations to be used in the service blueprint. Through this research, there are 10 technical requirements which need to be applied to improve customer satisfaction. The technical requirements are then detailed in operational actions to be mapped in the service blueprint.