TransJakarta

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Contextual Challenges of TransJakarta Since operated in 2004, TransJakarta as the largest Bus Rapid Transit (BRT) system in the world serving around 350.000 passengers per day through the length of 241 km on purpose to solve the chronic traffic congestion of Jakarta (Winarto 2013). During nine years operated within 12 corridors and 25 routes, TransJakarta have much outwork be bound to rectify, mainly in their intern organization part which influence their market orientation outlook (Winarto 2013). One of cue a greater market orientation implied from declining of customers complaint parallel with the rise of eagerness customers take TransJakarta as their lifestyle (UITP 2010). Contextual to these idea there are many challenges to realize sustainable future for TransJakarta.
Within the transform and of Badan Layanan Umum (BLU) under Jakarta Municipal Government into city owned enterprise (BUMD) as initiaton pace exteriorize a decent bureaucracy which market oriented and resulted in public service improvement in all transportation sector (Global Mass Transit Report 2013). Started with an effective and efficient design of routes, shelter, bus operator bidding process until payment system reflected the way of TransJakarta towards better management which more market oriented, transparency and responsiveness (Global Mass Transit Report 2013). The reform should at least represent six process of initiation stage based on Gebhardt et al. (2006) related with the value (proposition and delivery system), technology involved (communication and information), safety and appurtenant organization. This new form of organization enable much more customer focus with simplicity in coordination among each parties (Kohli and Jaworsky 1990).
Competitive working environment expected to attained within Badan Layanan Umum (BLU) as TransJakarta public authority. Since the members of the

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