Service design improvement in Ragunan Zoo using TRIZ methodology

Indonesia is a country that has a great potential in tourism with its beautiful landscape and also the culture diversity. It makes government of Indonesia actively do development programs in the tourism sector to make tourism as one of the biggest contributor to Indonesia GDP. Ragunan Zoo has been selected to be the pilot project in cashless transaction at recreation places all over Indonesia. It has been applied since May 2016 but there still a lot of dissatisfaction from the visitor. So then, this research is trying to improve the service design in cashless transaction for ticket purchasing in Ragunan Zoo accordance with Ragunan visitor preferences to help successing government program. Researcher use Themequal to develop a questionnaire that has been distributed to 390 respondents. Result from questionnaire then processed using Fuzzy Gap Analysis and TRIZ method to get the possible solutions. Service Blueprint then used to illustrate the improvement of service design on ticket purchase at Ragunan Zoo based on the results.


Introduction
Supporting government program to make tourism as one of the biggest contributor to Indonesia GDP, Ragunan Zoo has been selected to be the pilot project for cashless transaction program.Then since May 2016 Ragunan has implemented the cashless transaction in ticket purchasing but there still dissatisfaction from the visitor.Based on the previous explanation, the goal is to proposed service design for entrance ticket purchasing in Ragunan Zoo that can meet customer preferences.

Themequal
Service Quality (Servqual) is a method that can examine the gap between perceived service quality and expected service quality.Zeithaml, Berry and Parasuraman have conducted various studies on several types of services and successfully identified five dimensions of characteristics used by consumers in evaluating service quality [1].But the fivedimensional SERVQUAL should be added a new dimension to be used in different conditions [2].So then Tsang, Leee, Wong, & Chong modified Servqual model to measure the service quality in theme park called Themequal model [3], as explained in Table 1.

Fuzzy Gap Analysis
The fuzzy set theory has been developed to solve the problem where the description of activity, observation and assessment is subjective, uncertain and not precise.Exact membership value is does not exist and usually its subjective in practice, and the most commonly used theory are fuzzy numbers, especially the Trapezoidal Fuzzy Number [4].
The mean values of a, b, and c are Fuzzy values (to obtain a single representative value) using Aritmathic Mean formulated as follows:

TRIZ
TRIZ (Theory of Inventive Problem Solving) is a systematic methodology of problembased problem solving with human-oriented [5].The conceptual framework comprises of five main stages.Stage one and two analyze the original problems using cause and effect diagram, in order to provide insightful information for more detailed problem solving.
Stage three structures the formulated problems into a typical TRIZ contradiction.Stage four uses TRIZ problem resolution tool which is contradiction matrix to generate the inventive principles solutions for service design.The last stage is evaluation of generated ideas.If solutions are still not found, the problem solving process must be iterated back to the first stage in order to redefine the original problems.

Service Blueprint
Service Blueprint is created to describe all the activities required for the service to function properly that is visible to the consumer, as well as that unseen by the consumer, it can help provide a clear roadmap for actual service delivery [6].Service Blueprint is structured in five regions, there are physical evidence, customer action, front-liner, backend, and supporting process.

Problem Analysis
Questionnaire were distributed to respondents and 390 usable questionnaires result were returned.After processed by fuzzy gap analysis the result is shown in Table 2.

Problem Modelling & Formulation
The cause effect diagram was built through a deep interview with the experts using data from the fuzzy gap analysis result (Figure 3) to understand the relationship among the function in sales and service Office.

Fig. 1. Cause and effect diagram
From Figure 1 we can see the problem performed in the ticketing purchasing service in Ragunan Zoo.It can lead to the problem statement as formulated in Table 4.

No
Problem Statement 1 Find a way to improve effectiveness of ticket purchasing service that provide a pleasure experience 2 Find an alternative way to provide service that give a pleasure experience with a clear information 3 Find an alternative way to make visitor understand the ticket purchasing system without information media 4 Find a way to improve media information to help visitors 5 Find a way to provide a pleasure experience at ticket purchasing by not generating long queue 6 Find a way to shorten the duration of ticket purchasing service in TMR 7 Find a way to take advantage of long queues 8 Find an alternative way to make visitors not confused with the ticket purchasing system 9 Find an alternatives way to provide ticket purchasing service without requiring a lot of frontliner 10 Find a way to solve dissatisfaction caused by lack of competencies from front-liner 11 Find an alternative way to increase front-liner competencies 12 Find another benefit from knowledge management system

Contradiction Analysis
After finding the problem statement then we do analysis using one of the most used TRIZ tools which is contradiction matrix.To do the contradiction analysis we should mapping the improving parameter and worsening parameter based on the problem statement to get the TRIZ inventive principles that will be proposed.TRIZ inventive principles from this research is listed in Table 5.

Result and Discussion
The questionnaire in this research based on previous literature studies which is Themqual, a service quality research in Hongkong Disneyland.Themqual is the modified Servqual to perform service quality analysis at theme park.In that literature, Nelson, Louisa, Alan, and Rita Chong adds an important dimension which is courtesy.But the results from this research in Ragunan Zoo shown that the level of reliability and validity from courtesy dimension is quite low compared to other dimensions.Due to this limitation, future research may verify the the Themqual model so then it can provide a higher level of reliability and validity.

Conclusion
After get the possible improvement are then summarized into new service blueprint.Then researcher make two kind of purchasing, the first one is on the spot ticket purchasing service that uses solutions such as maximizing the use of speakers, updating the counter and information boards to make them more visible, separating services at each counter based on services, updating information boards to make it more understandable, expanding cooperation with outsources to conduct transactions other than JakCard, and also separate vehicle parking payments with ticket purchasing.Then the other purchasing method is online purchasing service.Where visitors make reservation through the website which will then provide them with booking code that will be used to print the ticket through a selfservice machine.The online purchase service answers some solution points such as using self-service machines, counter separation, creating online services, expanding Ragunan's cooperation with outsources.
This research received funding from the PITTA Grant at Universitas Indonesia

Table 1 .
Six Dimensions of the Themequal Model.

Table 2 .
Fuzzy Gap Analysis Results

Table 3 .
Fuzzy Gap Analysis Results (continue)