Faktor-faktor Kualitas Layanan yang Dipertimbangkan Pelanggan (Studi pada Angkutan Umum Taksi di Malang)

Having tight competition in taxi industry, a company should be able to increase its services for their customers. For that reason, company has to know about the customers\u27 satisfaction in order to meet their expectations. Measuring the customer\u27s satisfaction would be very useful for the company in evaluating the recent company\u27s position compared with the competitors and to find out which part or division that should be improved. Direct customer feedback is a means to measure the customer\u27s satisfaction. There are two purposes of this research: 1) whether service quality factors such as tangibles, reliability, responsiveness, assurance and empathy are considered simultaneously by customer to meet their satisfaction in choosing taxi as public transportation; 2) which factors that would become the customer\u27s main consideration to meet their satisfaction in choosing taxi as public transportation. This research was conducted in Malang. In analyzing the data, this research used Confirmatory Factor Analysis. The results of the research show that: 1) the service quality factors such as tangibles, reliability, responsiveness, assurance and empathy are simultaneously considered by customers to meet their satisfaction in choosing taxi as public transportation; 2) The tangibles factor becomes a main consideration for the customers to meet their satisfaction