Redesigning Customer Satisfaction Measurement Instrument Using Multi-Criteria Decision Making Perspective

As an oil fuel distributor, Malang Oil Fuel Terminal should have some strategies in carrying out service activities to customers (gas stations / SPBU). Customer satisfaction is one of the goals of company to increase customer loyalty by fulfilling customer expectations. This study aims to re-design the instrument to measure customer satisfaction of Malang Oil Fuel Terminal. Re-designing the questionnaire conducted because the previous questionnaire was no longer relevant to the expectations of this company. The aims of this improvement to make the questions in the questionnaire more effective to evaluate customer satisfaction. The importance of questionnaire redesigning because the previous questionnaires did not accommodate system changes and consumer aspirations. A new questionnaire was created based on the aspirations of customer regarding important factors related to service quality at Malang Oil Fuel Terminal. From these factors can be used by Malang Oil Fuel Terminal to evaluate customer satisfaction regularly. This research was conducted by integrating the Delphi method and the Analytical Hierarchy Process (AHP). The criteria resulted in this study are factors that affect customer satisfaction and its importance level. The level of importance of these criteria are Tank Car 0.163; Tank Car Crew is 0.065; Oil Fuel (BBM) Delivery 0.559; and Malang Oil Fuel Terminal Services 0.212. Introduction Oil fuel has a significant value for the industrial and transportation sector in Indonesia. This condition shows the role of oil fuel as an important factor determining the basic needs price fluctuation. Seeing the important role of BBM in the life of the society, the government finally intervened in pricing and guarantee in availability to the community. Based on, [1] service quality can be defined as how far the difference between reality and customer expectations for the services they receive. Based on the description, it can be concluded that the quality of services is a focal point that is sought in a product or service to be able to fulfill customer desires and satisfaction in meeting their needs. In this study, the customer is defined as SPBU customer that purchase oil fuel BBM from Malang Oil Fuel Terminal. Malang Oil Fuel Terminal supply area encompasses 89 SPBU, 1 SPDN, and 2 TNI/POLRI gas station, include Kota Malang, Kabupaten Malang, Kota Batu, Blitar, Tulungagung. Malang Oil Fuel Terminal must have some strategies in carrying out its service activities to customers (SPBU), the existence of satisfaction from customers is the expectation of each company in order to increase customer loyalty and meet specification desired by customers. This study aimed to redesign the customer satisfaction questionnaire that had been carried out by Malang Oil Fuel Terminal. Redesigning the customer satisfaction questionnaire was conducted because the questions in the previous questionnaire were less relevant to the expectations of Malang Oil Fuel Terminal. Less relevant in this case is based on the time the questionnaire was made for 1st International Conference on Engineering and Management in Industrial System (ICOEMIS 2019) Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Intelligent Systems Research, volume 171