Strategi Meningkatkan Layanan Agensi Kapal pada PT. USDA Seroja Jaya Cabang Padang untuk Meningkatkan Kepuasan Ship Owner

This study aims to determine the level of ship owner satisfaction with the ship agency services provided by PT. USDA Seroja Jaya Padang Branch, identify the obstacles encountered in the implementation of ship agency services, and propose efforts to improve service quality. This study employed a descriptive qualitative research method. Data were collected through observation, interviews, documentation, and literature review. The research informants consisted of the Branch Manager, Operations Manager, operational staff, and ship owners as the company's service users. The results indicate that the ship agency services at PT. USDA Seroja Jaya Padang Branch have generally provided satisfactory services to ship owners, as reflected in the timely completion of ship documentation, effective coordination with relevant port authorities, and prompt responses to customer needs. However, several obstacles were identified, including limited human resources under certain conditions, changes in port regulations, and disruptions to electronic service systems that may affect the smooth implementation of ship agency services. Efforts to improve service quality include enhancing employee competence through regular training, optimizing the use of information technology, strengthening coordination with port authorities, and conducting continuous service evaluations based on customer feedback. Therefore, continuous improvement in service quality is expected to increase ship owner satisfaction, strengthen customer trust, and enhance the competitiveness of PT. USDA Seroja Jaya Padang Branch in providing ship agency services.