ABSTRACT
This study aims to measure the voice of customers in the mode of transportation in the city of Bandung by using the method of Quality Function Deployment (QFD) to improve the performance of service quality in conventional transportation modes in the city of Bandung. The research method used is survey method, using questionnaire as data collection tool. The subject of research is a conventional taxi company in Bandung. Observations use “one shoot”/cross sectional time coverage. Data analysis was done by resource-based view, SWOT analysis, and visual mapping then analyzed descriptively. The research method used is survey method. Observations use “one shoot”/cross sectional time coverage. Triangulation is used as a data collection technique. Data were analyzed by the method of quality function deployment, Pareto diagram, fishbone analysis, and resource-based view, with a reference to the data analysis model from Miles and Huberman.
