Analisis Customer Experience Kebun Binatang Surabaya menggunakan Model Kano-IPA (Importance Performance Analysis) sebagai Dasar Perancangan Teknis Layanan dengan Quality Function Deployment

Saraswati, Itosan Gianini (2026) Analisis Customer Experience Kebun Binatang Surabaya menggunakan Model Kano-IPA (Importance Performance Analysis) sebagai Dasar Perancangan Teknis Layanan dengan Quality Function Deployment. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kebun Binatang Surabaya (KBS) merupakan salah satu destinasi wisata di Kota Surabaya yang berfungsi sebagai wadah konservasi, edukasi, dan rekreasi. Sebagai Badan Usaha Milik Daerah (BUMD) Pemerintah Kota Surabaya, Kebun Binatang Surabaya dituntut untuk meningkatkan jumlah pengunjung sekaligus menjaga nilai konservasi, kesejahteraan satwa, serta kualitas lingkungan. Upaya peningkatan jumlah pengunjung sangat bergantung pada kualitas pengalaman pengunjung, karena layanan yang baik dapat meningkatkan kepuasan dan mendorong loyalitas. Namun, masih terdapat kesenjangan antara persepsi dan harapan pengunjung terhadap kualitas layanan, sehingga diperlukan evaluasi dan perbaikan layanan secara sistematis. Pengalaman pengunjung yang berkualitas tidak hanya dipengaruhi oleh aspek layanan, tetapi juga oleh penerapan nilai konservasi yang memperhatikan kesejahteraan satwa dan fungsi edukasi. Pengelolaan pengalaman yang baik dapat menciptakan keterikatan emosional antara pengunjung dan satwa, sehingga meningkatkan nilai edukatif serta citra positif Kebun Binatang Surabaya dan meningkatkan kepuasan dan mendorong loyalitas pengunjung. Digunakan metode yang mengintegrasikan Importance-Performance Analysis (IPA), Kano Model, dan Quality Function Deployment (QFD). IPA digunakan untuk mengidentifikasi tingkat kepentingan dan kinerja atribut layanan serta menentukan service gap, Kano Model untuk mengelompokkan atribut berdasarkan pengaruhnya terhadap kepuasan pelanggan, dan QFD untuk menerjemahkan kebutuhan pengunjung ke dalam respon teknis perbaikan layanan. Hasil penelitian menunjukkan bahwa terdapat enam atribut layanan yang perlu untuk diberi perhatian lebih, yang meliputi kebersihan lingkungan, kesejahteraan satwa, kompetensi petugas, etika berkunjung, dan aksesibilitas. Berdasarkan atribut tersebut, diajukan fokusan perbaikan yang dapat meningkatkan kualitas layanan tersebut sehingga diharapkan mampu meningkatkan kualitas layanan, kepuasan, dan pengalaman pengunjung Kebun Binatang Surabaya secara berkelanjutan.
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The Surabaya Zoo (KBS) is one of the tourist destinations in the city of Surabaya that serves as a center for conservation, education, and recreation. As a regionally-owned enterprise (BUMD) of the Surabaya City Government, the Surabaya Zoo is required to increase visitor numbers while maintaining conservation efforts, animal welfare, and environmental quality. Efforts to increase visitor numbers depend heavily on the quality of the visitor experience, as good service can boost satisfaction and foster loyalty. However, there remains a gap between visitors’ perceptions and expectations regarding service quality, making systematic evaluation and improvement of services necessary. A high-quality visitor experience is influenced not only by service aspects but also by the implementation of conservation values that prioritize animal welfare and educational functions. Effective experience management can foster an emotional connection between visitors and the animals, thereby enhancing the educational value and positive image of the Surabaya Zoo, as well as increasing visitor satisfaction and fostering loyalty. The study employed a method that integrated Importance-Performance Analysis (IPA), the Kano Model, and Quality Function Deployment (QFD). IPA was used to identify the importance and performance levels of service attributes and to determine service gaps; the Kano Model was used to group attributes based on their impact on customer satisfaction; and QFD was used to translate visitor needs into technical solutions for service improvements. The research findings indicate that there are six service attributes that require greater attention, including environmental cleanliness, animal welfare, staff competence, visitor etiquette, and accessibility. Based on these attributes, specific areas for improvement have been proposed to enhance service quality, with the aim of sustainably improving the quality of service, visitor satisfaction, and the visitor experience at the Surabaya Zoo.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Layanan Pariwisata, Themequal, Importance-Performance Analysis (IPA), Kano Model, Quality Function Deployment (QFD)
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Itosan Gianini Saraswati
Date Deposited:	30 Jul 2026 07:28
Last Modified:	30 Jul 2026 07:28
URI:	http://repository.its.ac.id/id/eprint/139975

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