STRATEGI PUBLIC RELATIONS DALAM MENGIMPLEMENTASIKAN SERVICE OF EXELLENCE DI PT GARUDA INDONESIA (PERSERO) Tbk. MENUJU WORLD CLASS AIRLINE

Abstract

Service of excellence is one of best service that meet the quality standart in line with expectations and customer satisfication. In the company, in particular Services Company, implementation strategy of service excellence is Public Relations responsible. This study discusses the strategy of Public Relations in PT. Garuda Indonesia (Persero) Tbk. in implementing service of excellence in order towar World Class Airline. This study aims to find out how strategy of Public Relations in implementing service of excellence in PT. Garuda Indonesia (Persero) Tbk. toward World Class Airline. The research question posed is strategy of Public Relations in implementing service of excellence in PT. Garuda Indonesia (Persero) Tbk. toward World Class Airline? The theory that is used in this research is service of excellence concept by Zeithaml, Berry, dan Parasuraman. The method that used in this research is description-qualitative method. The subject in this research is PT. Garuda Indonesia (Persero) Tbk. Collecting data obtained through interviews, observation, documentation and library research. The result showed that strategy which done by Public Relations of PT. Garuda Indonesia (Persero) Tbk. is shaping Quantum Leap Program as first step for implementing service of excellence with applicated Indonesian hospitality as company’s service concept, other than that Public Relations rebranding Garuda Indonesia brand through Skyteam as a bridge to World Class Airline and publishes that Garuda Indonesia better known by the international.