Main Article Content
Abstract
This study examines the underutilization of Citilink airline’s web check-in service by passengers at Juanda International Airport Surabaya from a customer experience perspective. Customer experience encompasses the overall interactions customers have with a service, involving emotional, cognitive, and behavioral aspects. Although the web check-in service is designed to facilitate and enhance the efficiency of the check-in process, many passengers still prefer conventional check-in methods due to a lack of information and difficulties in using digital technology, which negatively impact their overall experience. The purpose of this study is to identify the factors influencing the low adoption of web check-in, the challenges faced by passengers, and Citilink’s efforts to optimize the service to improve customer experience. Using a qualitative approach, data were collected through observation, interviews, documentation, and literature review. The results show that age, limited digital literacy, and social factors are the main barriers to using the service. Technical issues such as unstable internet connections, limited seat selection, and website malfunctions also affect users’ behavioral experience and satisfaction. To enhance customer experience, Citilink has implemented measures including providing information at check-in counters, deploying dedicated staff to assist passengers, and promoting the service through the official website and social media platforms to improve passenger comfort and satisfaction in using the web check-in service.