Penerapan Service Excellent Garuda Indonesia Untuk Mempertahankan Loyalitas Pelanggan Melalui “Garuda Indonesia Experience”

Abstract

For companies operating in the transportation service sector, service excellence is a crucial element as it directly affects service quality and customer satisfaction. When a company is able to provide high-quality service, customers will not hesitate to use the services offered. Service excellence refers to the actions or efforts made by a company to deliver optimal service with the goal of ensuring customer satisfaction. Garuda Indonesia, as a provider of air transportation services, actively implements service excellence to foster customer satisfaction and loyalty. This study employs a qualitative research method with a descriptive approach and uses data collection techniques in the form of interviews with Garuda Indonesia cabin crew and customers. The findings indicate that in order to maintain customer loyalty, Garuda Indonesia applies several strategies: the Garuda Indonesia Experience service concept, enhancing technology-based services, and the GarudaMiles loyalty program. Furthermore, Garuda Indonesia provides regular service training to its cabin crew as a way to sustain customer loyalty and build customer sensitivity toward consistently choosing Garuda Indonesia.