Garuda Indonesia Experience: A New Concept of Airline Service


  • M. Mujiya Ulkhaq Department of Industrial Engineering, Diponegoro University
  • Deshtyan Erlangga Adi Department of Industrial Engineering, Diponegoro University
  • Jessika Ulina Department of Industrial Engineering, Diponegoro University
  • Excel Verlieson Wijaya Department of Industrial Engineering, Diponegoro University


airline, Garuda Indonesia experience, innovation, service


Projected economic and job growth are expected to be dominated by services through the 21st century. Parallel to these, the globalization of services and fast technological development, afforded by information and communication technology, are increasing the pressures for service firms to compete on new offerings and innovation. The innovation has a vital role so that the firm would not be suppressed by its competitors. Garuda Indonesia as a leading actor in the aviation sector in Indonesia also did innovation. It has developed a new concept of service namely Garuda Indonesia Experience (GIE). This GIE engaged the passengers’ five senses, i.e., sight, sound, scent, taste, and touch that includes 28 customer touch points, from pre-journey, e-flight, in-flight, post flight to post journey services. This paper is introduced and described the concept of the GIE. In the end of this paper, the future research direction is presented which is the performance evaluation of Garuda Indonesia’s service according to GIE’s elements.


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