CHAPTER IV IMPLEMENTATION PLAN

Train service actually has already leading to a better direction. There were seen significant
improvements in rail services. Furthermore, competition with other modes from ground and
air make PT. KAI must improve their competence in the service of long-distance route.
Noteworthy was also the government's attention on public transport perceived lack. With the
existence of adequate public transportation, that could make the city a comfortable and
orderly. Bandung as a city with a population and high mobility to the International airport
accommodation facilities deserve to have a train that directly go to Soekarno Hatta Airport.
4.1 Business Implementation
4.1.1 Route Service Line Concept Model
SUSTAINABILITY

ORGANIZATION

SERVICE

MANTAINANCE

INDEPENDENT

PROFIT

Figure 4.1. Service Line Concept Model

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The concept model started with strong independent organization and follows with
comprehensive service program and completed with maintenance system to achieve
sustainable profitable service.
4.1.2 Organization
Human leadership is needed for strategy development and its implementation. Organizational
climate

was

the

surface

layer

on

top

of

the

culture.

to stand independently, organizations should handle this airport train as

PT.KAI and have

their

own

organizations. It is

intended

To

that the

be

subsidiary

able
of

organization can

be independent and more professional in dealing with the new route. Service oriented climate
should be developed and as strong drive to be the best in delivering superior aspect value and
service excellence.
PT.KAI should use a system of hiring a professional, human resources system that was in
accordance with the needs and desk job. To change the corporate culture, top management
already imitating the changes and give role model, this should be followed by bottom
management, from down to the top.
To support the service of the route, separate lounge in Kebon Kawung station would be
necessary, with the adjustment needs of potential passengers. The ambient that would like to
achieve was modern and professional service that convey the message and positioning of the
train; For person who want to go to Soekarno Hatta airport from Bandung, Sangkuriang
Express from PT.KAI is comfortable and punctual rail transportation which gives the most
convenience and on time service because of experience PT.KAI in railway operator.
Lovelock (2011:277) mentioned that the environment and its accompanying atmosphere
affect buyer behavior in three important ways:
1. As a message creating medium-using symbolic cues to communicate to the intended
audience about distinctive nature and quality of the service experience.
2. As an attention creating medium-to make the services cape stand out from that of
competing establishment and to attract customers from target segments.
3. As an effect creating medium employing colors, textures, sounds, scents and spatial
design to enhance the desire service experience and /or to heighten an appetite for
certain goods, services, or experience.

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Figure 4.2. Waiting Lounge Sample

Source:travelpod

The room need not be large, but may be a marker for the departure and other services. The
room should be equipped with administration like ticketing and customer service, and clear
signage.
The room could be equipped with
comfortable chairs and bright shades
color such as the bench as well.

Figure 4.3.
Bench on waiting lounge
Source: webring

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Signage, logos and uniform of the manifest image according to the four pillars PT.KAI
Railways which are safety, punctuality, service and convenience. Signage required clear from
the front of the station so that prospective passengers are not confused.

Figure 4.4. Staff Uniform

Source: www.airlinestewardess.com

For employees of the route in order to have neat and classy uniform that reflects the swift
service. Proper uniform follow with good attitude would strengthen customer trust and secure
feeling to the management.
4.1.3 Service
Service performances are experienced rather than owned (Lovelock 2011:105). The route
should created value to the customers in ways that lead them to see the offering were superior
to compete others offering. The service marketing strategy shaped base on the positioning
and image that want to achieve.
The route value proposition has been discussed in chapter 3 product benefits: (1) No barriers
on traveling, (2) traveling more comfortable, (3) time could predict more precise. Therefore,
the marketing mix should convey the core message and integrated with the overall service
experience.

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Table 4.1. Marketing mix analysis

Place
Product
Price
Promotion

Point 1: Kebon Kawung Station, Bandung

Point 2 : Bandara Soekarno Hatta
Core Product: Rail service that solve the need to move a person from
Kebon Kawung Station to Soekarno Hatta Airport.
Supplementary product : based on Flower of Service
Prospective passengers are segments A, B and C1. Based on competitors
willing to pay anywhere from Rp. 70,000 - Rp. 210,000 to service of the
route Bandung - Soekarno Hatta.
The promotion campaign based on the analysis on trains passenger
behavior should carry this message:
The train punctual on scheduled
Comfortable transportation with entertaining facility
Secure, assurance and trusted service
Less barrier travel
The media advertising proposed:
Website, social media, online advertising, newspaper banner, signage, TV
as public service information, direct sales.
Source: Analysis 2012

Train Exterior and Interior

Figure 4.5. Train Exterior

Source: Analysis

The Train exterior should look clean and trusted. The train interior also advisable to look
comfy and modern, adjusted with the message to be conveyed.

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Figure 4.6. Train Interior

Source: Analysis 2012

Purpose of the customer who wants to go to the airport mostly was for vacation and business.
Therefore they will carry luggage and suitcase. To manage the luggage, there should be a
system so that customers feel the advantages of taking train as their transportation. The
luggage can be stored at the end of the train, like the figure 4.6. The train staff should manage
the items.

Figure 4.7. Sample of Luggage Compartment

Source: Web ring

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Figure 4.8. Train Layout with luggage compartment

Source: Web ring

Figure 4.4 is the example of Germans train where the luggage prepared at the end of the
train, the bag that on the cabin should below 7kg.
Fare class
In order to reach the target segment of the route, the train proposed consist of two class fare,
they are:

Executive. Based on the analysis, the target segment come from SES A and B.
Therefore the class design was executive class and adjusted with the requirement from
the target market needs and behavior.

Executive plus. Taking the service to another level. With added value like wider
space, standby staff, and more luxury cabin. This kind of service was dedicated to
segment who searching for luxury and recognition.

Revenue management
To maximize the profit and narrow the target segment, the management should implement
revenue management.
4.1.4 Maintenance
To develop sustainable service, comprehensive maintenance would be needed. Manager need
to be aware that the impact of a defection could be loosing of the person revenue stream. In
this kind of era were internet plays significant effect for unhappy customers, the service
recovery system should work properly. Manager should understand customer behavior to be
able deal effectively.
Call center
The call center was the number that could be reach if there were any question and or complain
addressed. The operator should have good understanding knowledge about the services
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offered, helpful, nice and initiative was the attitude that were looking for from the operator
staff. The operator also should practice on how to handle harsh complain.
Complain handling and service recovery
Complain should be taking serious and the management make improvement from the
feedback. Service evaluation system be formed and become the part of service process.
Customer Loyalty

Figure 4.9. Wheel of Loyalty

Source: Lovelock, 2011

The management should build customer engagement. Loyalty program, bounding program,
community program would be good step to create customer engagement.
Form of program could be:

Member card with reward point system for frequent passenger

Offering discount for loyal customer

Embrace the train community like KRLmania and others. The management could
conduct event that also could trigger positive word of mouth.

Achieving sustainability requires creating relationships with customers and building

customer relationship.
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4.2.2 Resources
.4.2.2.2 Financial Resources
Investment to open rails roads was very large. Manggarai Soekarno Hatta Project

is

targeted for completion in 2013 (for the commuter lane line /bottom line), while for the
express lane line is in the feasibility study stage, it requires the construction of rail lines that
are longer than commuter lines, approximately 33 km to be built.
For project financial resources, PT.KAI could raise from:

Investor. As implemented in Manggarai-Soekarno Hatta route.

Loan, based on data PT.KAI had low debt equity.

PT.KAI personal funds.

Deep analysis should conduct to determine the financial resources.

4.2.2.3 Technology Resources
Technology development is

a long-term

plan PT.KAI. One PT.KAI plan was

to

rehabilitate all the fleet that have been aged over 30 years, and optimize the role of
local industry of railways field in the country. The railway development could take example
from ASEAN country who success in building Railway Airport system.
4.3 Proposed Further Research Variable
Preparation of this study was intended as part of the input for PT.KAI. There were still
many technical variables that have not been addressed in this study, among others:

This study hasnt discussed the project financial perspective, the research has the
quality of prefeasibility study therefore further research is needed.

This study has not discussed the operational aspects in terms of train schedules.
Rails to be used are the path traversed by the Jakarta commuter line, so it was
necessary to integrate array tight scheduling for the service.

The project will be under responsible departments of Transportation (Departemen

Perhubungan), PT.Railink,

and

PT.

Commuter Indonesia as

subsidiary

of the track will be used by the trains in the recommendation, as the contractor of
the project PT.Railink,

local

governments and Tangerang Banten,

whose

land

is traversed by trains.

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