Prioritizing Improvement of Service Attributes of Water Metro Using Impact Asymmetry Analysis

This study investigates the impact of various service attributes on customer satisfaction within the water metro system, utilizing the Impact Asymmetry (IA) Index to categorize these attributes into frustrators, dissatisfiers, hybrids, satisfiers, and delighters. The goal is to identify key areas for improvement and strategic focus to enhance overall service quality. The analysis identifies several critical frustrators, including jetty platform protection and punctuality of boat arrival and departure, which exhibit significant negative impacts on customer satisfaction. These areas are essential for immediate improvement efforts to address major sources of customer frustration. Attributes such as comprehensibility of passenger information system (display) and awareness regarding the usage of life jackets fall into the satisfiers category, positively influencing customer perceptions and indicating areas where maintaining or enhancing service quality is beneficial. The findings highlight the need for a strategic approach to service management. Prioritizing improvements in frustrators and dissatisfiers while leveraging the strengths of satisfiers and delighters can optimize service quality and elevate customer satisfaction.