Implementation of the CITAR Work Culture in Responding to the Dynamics of Public Service at PT KAI Regional Division I North Sumatra

Abstract

This study examines the implementation of the CITAR work culture in responding to the dynamics of public service at PT Kereta Api Indonesia (PT KAI) Regional Division I of North Sumatra and identifies factors influencing its implementation. Growing demand for railway transportation has increased service complexity, requiring frontline personnel to maintain quality while adapting to operational pressures. A descriptive qualitative approach was employed, using direct observation, in-depth interviews with management, frontline employees, and passengers, and document analysis. Informants were selected through purposive sampling, and data were analyzed through data reduction, data display, and conclusion drawing. The findings indicate that the CITAR work culture, which emphasizes Commitment, Integrity, Teamwork, Accountability, and Responsibility, has been integrated into employees’ daily work practices and contributes to more responsive, disciplined, and customer-oriented public services. This implementation is supported by leadership, systematic supervision, and continuous performance evaluation. However, several challenges persist, including procedural rigidity, limited information dissemination, inconsistent service responsiveness, and inadequate accessibility for passengers with disabilities. The study concludes that strengthening organizational policies, improving service procedures, enhancing communication, and upgrading inclusive facilities are essential for more adaptive and people-centered public service delivery, in line with the New Public Service paradigm.