IMPORTANT FACTORS OF SERVICE QUALITY TO IMPROVE CUSTOMER SATISFACTION OF CITY TOUR BUS AS A PUBLIC TRANSPORT IN LARGE CITIES IN INDONESIA
Number of domestic and international tourists visit to Indonesia increase every year. In large cities, tourists are served by city tour bus. Therefore, the service quality has to be increased. The aim of this study is to determine important factors of service quality to improve customer satisfaction of city tour bus as a public transport in large cities in Indonesia. Case study is carried out in Surakarta, the first city in Indonesia that provides city tour Bus Werkudara in 2011. Multiple regression method used to determine the important factors of service quality that influence customer satisfaction. A number of tests including validity, reliability, multi-co-linearity, hetero-hedastisity, and normality conducted in ensuring the questionnaire and using of multiple regression method has fulfilled the requirements. Result equation Y=45.192+0.876X1-0.340X2+0.958X3-0.109X4-0.480X5 indicates that the authority has to increase the important factors i.e. reliability (X1) and assurance (X3) and decrease responsiveness (X2), and tangibles (X5).