SERVICE DESIGN ON INTER -CITY TRANSPORTATION SERVICE FINAL PROJECT By Ivan Lilingpadang 19012028 Undergraduate Program School of Business and Management Institut Teknologi Bandung i ABSTRACT Bintang Prima is the fastest growing, inter-city transportation service available nowadays in the South Sulawesi. Founded by Edward Ridho and Hanna Wijaya, it is the first bus service in the area that put their concern in the comfort of their customer. What was started from a single, second-hand bus now has grown to have more than 40 busses spread around the region. But, with the growing market, there comes the challenge of having too much to handle. Based on observation and interview done with the owner, the research conclude that overwork is the result of ineffective work process that occurs within the company. To overcome the problem, the business process is redesigned using Service Design Task. The Service Design Task is divided into 6 stages; SD Understanding, SD Thinking, SD Generating, SD Filtering, SD Explaining and SD Realizing. In each stage, a method is chosen. SD Understanding uses service blueprint and SERVQUAL analysis to understand the business process and customer’s perspective. SD Thinking uses fishbone diagram to understand the root-cause. SD Generating uses Brainstorm to create alternatives. SD Filtering utilize PINC Filter as a way to cut down the alternatives. SD Explaining uses storyboard to paint the picture of the new process. Lastly, SD Realizing create new service blueprint out of the new process. Further study on this research may include the real customer’s application on the alternatives generated. It will also be beneficial to conduct financial analysis on the given alternatives and create a feasibility study. ii VALIDATION PAGE SERVICE DESIGN ON INTER -CITY TRANSPORTATION SERVICE FINAL PROJECT By: IVAN LILINGPADANG ID No: 19012028 Undergraduate Program School of Business and Management Institut Teknologi Bandung Supervisor Santi Novani, PhD iii FOREWORD This research is done as a requirement to complete undergraduate program. All of the knowledge gathered in the course of three years is expected to be reflected in this final research. To be finally done with it has been a surreal experience. It has been quite a process in completing this research. A few down times and moments of finding aspiration has been a road I don’t regret to take on. It might start a little bumpy but at the end we finish it. I would like to thank, first and foremost, my God, Jesus Christ, as without Him I would never even touch this place. Not everything has gone as the way I want it to be, but I’m sure in His absolutely greater plans. I would like to thank my family for their support along the way. Not always asking about this research has been a decrease of burden to my mental. Thanks for that. I would like to thank Mrs. Santi Novani as my supervisor for all of the guidance and help along the completion of this research. You have been a great help in moments of confusion. I would also like to thank my aunt, Mrs. Hanna Wijaya, as the owner of CV Bintang Prima for allowing me to probe your business and being very real about the problems. Thank you for every help and every piece of information that I might forget that you have provide me. Lastly, I would like to thank my friends from Nine A Quarter. Thank you for helping out here and there and has been a great laughing partners in my moments of being down. It has been a great journey with you guys. Let’s have another adventure from here on. iv List of Contents 1. CHAPTER I: INTRODUCTION ....................................................................................... 1 1.1 Background ................................................................................................................. 1 1.2 Statement of the Problem ............................................................................................ 2 1.3 Research Objective ...................................................................................................... 2 1.4 Research Question ....................................................................................................... 3 1.5 Structure ...................................................................................................................... 3 2. CHAPTER II: THEOROTICAL FOUNDATION ............................................................ 4 2.1 Service Design............................................................................................................. 5 2.2 Service Design Task .................................................................................................... 8 2.2.1 SD Understanding ................................................................................................ 8 2.2.2 SD Thinking ......................................................................................................... 8 2.2.3 SD Generating ...................................................................................................... 9 2.2.4 SD Filtering .......................................................................................................... 9 2.2.5 SD Explaining ...................................................................................................... 9 2.2.6 SD Realizing ........................................................................................................ 9 2.3 Service Blueprint ......................................................................................................... 9 2.4 State of The Art ......................................................................................................... 13 3. CHAPTER III: METHODOLOGY ................................................................................. 16 3.1 Conceptual Framework ............................................................................................. 17 3.2 Data Collection .......................................................................................................... 18 3.2.1 Observation ........................................................................................................ 18 3.2.2 Interview ............................................................................................................ 20 3.2.3 Survey ................................................................................................................ 20 3.3 Service Design Task .................................................................................................. 20 3.3.1 SD Understanding: Initial Blueprint & SERVQUAL Analysis ......................... 20 v 3.3.2 SD Thinking: Fishbone analysis ........................................................................ 23 3.3.3 SD Generating: Brainstorming .......................................................................... 25 3.3.4 SD Filtering: PINC Filter ................................................................................... 25 3.3.5 SD Explaining: Storyboard ................................................................................ 26 3.3.6 SD Realizing: New Blueprint ............................................................................ 26 3.3.7 Conclusion and Recommendation ..................................................................... 26 3.4 Object of Research .................................................................................................... 26 4. CHAPTER IV: DATA ANALYSIS ................................................................................ 28 4.1 SD Generating: Brainstorm ....................................................................................... 29 4.2 SD Filtering: PINC Filter .......................................................................................... 31 4.3 SD Explaining: Storyboard ....................................................................................... 36 4.4 SD Realizing: New Blueprint .................................................................................... 41 5. CHAPTER V: CONCLUSION AND RECOMMENDATION ...................................... 43 5.1 Conclusion ................................................................................................................. 43 5.2. Recommendation .......................................................................................................... 43 6. REFERENCES ................................................................................................................ 45 vi List of Figures Figure 2-1 Service Design Task (Moritz, 2005) ........................................................................ 8 Figure 2-2 Example of Service Blueprint ................................................................................ 13 Figure 3-1 Research Process Stages ........................................................................................ 17 Figure 3-2 Bintang Prima's Initial Service Blueprint ............................................................... 21 Figure 3-3 Scatter Plot Diagram of SERVQUAL Analysis ..................................................... 23 Figure 3-4 Fishbone Diagram of Bintang Prima...................................................................... 25 Figure 4-1 Customer Finds Information .................................................................................. 36 Figure 4-2 Customer contact the company .............................................................................. 37 Figure 4-3 Customer fill ticket buying form ............................................................................ 37 Figure 4-4 Customer book and pay for the ticket .................................................................... 38 Figure 4-5 Customer receive ticket .......................................................................................... 39 Figure 4-6 Customer confirm bus number ............................................................................... 39 Figure 4-7 Customer put baggage ............................................................................................ 40 Figure 4-8 Customer board the bus .......................................................................................... 40 Figure 4-9 Bintang Prima's Renewed Service Blueprint .........................................................