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PENGARUH PENGALAMAN PELANGGAN BERHUBUNGAN DENGAN CALL CENTER TERHADAP LOYALITAS MEREK DITINJAU DARI PENILAIAN PELANGGAN PENGGUNA KARTU SIMPATI PT TELKOMSEL

PENGARUH PENGALAMAN PELANGGAN BERHUBUNGAN DENGAN CALL CENTER TERHADAP LOYALITAS MEREK DITINJAU DARI PENILAIAN PELANGGAN PENGGUNA KARTU SIMPATI PT TELKOMSEL

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Published by kholil ahmad
Kholil Ahmad (0901320349), The influence of voice-to-voice customer’s experiential encounter to Brand Loyalty in customer simPATI PT Telkomsel point of view, xiii +125 pages + 18 figures + 31 tables + 53 Bibliographies (1969 –
2006) + 3 attachments.
Call center officer or known as customer contact representative (CCR) plays a very important role as the link between company and its customer. Customer often perceived organization’s overall service quality based on their interaction experience with customer contact representatives (CCR). That means that every service encounter could provide a chance for the company to prove its potential as a good quality service provider and could enhance customer loyalty.
The objective of this research was to find the relationship between customer experiences in interacting with call center officer with the assessment of overall service quality and brand loyalty. To measure the customer’s experience in
interacting with call center officer through a voice to voice encounter, this research adapted four model measurements from Arjen Burgers, et al, which
were: Adaptive ness, Assurance, Empathy and Authority.
The research used literature study and survey method in form of questioner to collect primary data. The populations of this research were simPATI card users, aged 18-35 years old, live in Depok and ever had a voice to voice encounter with call center officer, at least one time. The number of sample taken for this research was 100 respondents and used the non-probability purposive sampling Factor analysis, simple and multiple regression techniques were used to analize the data. This research found out that customer experience in interacting with call center officer via its dimension “Authority” had a significant and positive impact on the perceived over all service quality. Moreover, the other dimensions, such as: Adaptive ness, Assurance and empathy were not significantly influenced the
formation of perceived overall service quality. It also found out that overall service quality had a positive and significant impact on brand loyalty as well. It was proved that customer experiences in interacting with call center officer was
indirectly influenced to the formation of brand loyalty. Customer experiences in interacting with call center officer, especially its authority dimension were influenced the excellence over all service quality. Then, perceived excellence overall service quality was directly influenced the
Kholil Ahmad (0901320349), The influence of voice-to-voice customer’s experiential encounter to Brand Loyalty in customer simPATI PT Telkomsel point of view, xiii +125 pages + 18 figures + 31 tables + 53 Bibliographies (1969 –
2006) + 3 attachments.
Call center officer or known as customer contact representative (CCR) plays a very important role as the link between company and its customer. Customer often perceived organization’s overall service quality based on their interaction experience with customer contact representatives (CCR). That means that every service encounter could provide a chance for the company to prove its potential as a good quality service provider and could enhance customer loyalty.
The objective of this research was to find the relationship between customer experiences in interacting with call center officer with the assessment of overall service quality and brand loyalty. To measure the customer’s experience in
interacting with call center officer through a voice to voice encounter, this research adapted four model measurements from Arjen Burgers, et al, which
were: Adaptive ness, Assurance, Empathy and Authority.
The research used literature study and survey method in form of questioner to collect primary data. The populations of this research were simPATI card users, aged 18-35 years old, live in Depok and ever had a voice to voice encounter with call center officer, at least one time. The number of sample taken for this research was 100 respondents and used the non-probability purposive sampling Factor analysis, simple and multiple regression techniques were used to analize the data. This research found out that customer experience in interacting with call center officer via its dimension “Authority” had a significant and positive impact on the perceived over all service quality. Moreover, the other dimensions, such as: Adaptive ness, Assurance and empathy were not significantly influenced the
formation of perceived overall service quality. It also found out that overall service quality had a positive and significant impact on brand loyalty as well. It was proved that customer experiences in interacting with call center officer was
indirectly influenced to the formation of brand loyalty. Customer experiences in interacting with call center officer, especially its authority dimension were influenced the excellence over all service quality. Then, perceived excellence overall service quality was directly influenced the

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Published by: kholil ahmad on Jan 09, 2010
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BAB IPENDAHULUANA.Latar Belakang
Manusia sebagai makhluk sosial tidak dapat melepaskan diri dari kebutuhanuntuk saling berkomunikasi dengan manusia lain. Perkembangan teknologi telahmenyebabkan terjadinya perubahan alat dan cara bagi manusia untuk saling berkomunikasi
.
Semenjak suksesnya uji coba telepon pertama tahun 1876 diAmerika Serikat, jarak tidak lagi menjadi penghalang bagi manusia untuk dapatsaling berhubungan dengan manusia lain.Selanjutnya, peningkatan mobilitas manusia telah membawa pada kebutuhan baru, yakni alat atau media komunikasi yang bersifat
mobile
seperti teleponseluler (
 ponsel).
Berbeda dengan Jaringan Telepon tetap
(wireline),
telepon seluler menggunakan teknologinirkabel (
wireless)
dengansistem transmisinyamenggunakan frekuensi.
.
Ada tiga basis dalam penggunaan telepon selular yang didasarkan pada perbedaan frekuensinya. Ketiga basis tersebut meliputi
Global System for Mobile(GSM), CDMA (code division multiple access)
dan generasi ketiga (3 G).
1
Sampai saat ini, telepon selular berbasis GSM masih memainkan peranan palingdominan dalam industri jasa layanan telepon selular di Indonesia. 
1
Generasi ketiga (3G) teknologi
wireless
merupakan generasi yang mempersatukan teknologiGSM dan CDMA. Pada sistem 3G, baik GSM maupun CDMA menggunakan akses yang samayaitu akses pita lebar 
(broadband access).
Lihat Herwaman Kertajaya, dkk.
On Becoming ACustomer-Centric Company
. Jakarta: PT Gramedia Pustaka Utama, 2004. Hal. 19
 
2GSM masuk ke Indonesia pada tahun 1995 melalui tiga operator selular,dimana salah satunya adalah Telkomsel yang merupakan anak perusahaan PTTELKOM. Dalam perkembangannya, PT Telkomsel mampu menjadi
market leader 
untuk kategori operator jasa layanan telepon selular dengan pembagian pangsa pasar sebagai berikut: PT Telkomsel dengan sekitar 10 juta pelanggan;kelompok Indosat (Satelindo dan IM3) dengan 6,3 juta pelanggan, danExcelcomindo Pratama (ProXL) dengan 2,9 juta pelanggan
2
.PT Telkomsel mengeluarkan tiga jenis kartu telepon selular (
subscriber identity module
atauSIM
card)
 berbasis teknologi GSM, yakni Kartu Halo untuk  pelanggan paskabayar, dan kartu simPATI dan Kartu As untuk pelangganPrabayar. Sampai Juli 2004, proporsi pelanggan PT Telkomsel terdiri pelanggankartu Halo 1,2 juta; kartu simPATI 10,750 juta, dan kartu As 650 ribu seperti yangdiperlihatkan tabel dibawah ini:
Gambar 1.1Proporsi Pelanggan PT Telkomsel
Halo10%As5%simPATI85%
Sumber: Diolah dari Kompas, 28-08-2004 hal. 32
Posisi PT Telkomsel sebagai
market leader 
dalam industri jasa layananselular di Indonesia sangat rentan untuk direbut oleh pesaingnya. Hal ini sangat
2
Lihat http://www.kompas.co.id/kompas-cetak/0402/05/telkom/839290.htm. diakses: 20 Februari2005
 
3mungkin terjadi oleh karena pertumbuhan industri jasa layanan telepon selular diIndonesia masih terbuka lebar, jika di Malaysia kepadatan telepon selular telahmencapai 63 % (persen), di Indonesia, kepadatan telepon selular baru mencapai12 % (persen)
3
. Potensi pasar yang masih sangat besardan tingkat pertumbuhanindustri yang tinggi, di mana dari tahun 2000 sampai 2005 mencapai 60 % per tahun
4
, tentunya pertumbuhanpangsa pasar yang demikian besar tersebut akansaling diperebutkan oleh para operator jasa layanan selular.Persaingan antar operator jasa layanan selular dalam memperebutkan para pelanggannya telah memasuki tingkat persaingan yang tinggi. Para Operator saling berlomba untuk memberikan berbagai fitur layanannya yang terkadangterkesan dipaksakan yang berakibat pada terjadinya tekanan pada pendapatanoperator.
5
Di samping persaingan dalam bentuk memberikan berbagai jenislayanan, persaingan tarif juga sudah mulai terjadi. Persaingan ini terjadi akibatadanya tekanan dari kehadiran CDMA
 fixed wireless
yang menawarkan tarif yangmurahsehingga para operator GSM mulai melakukan penurunan tarif dan perluasan area zona lokal-nya
6
.Keadaan ini berpotensi menimbulkan persaingan yang tidak sehat antar operator selular yang akan membawa dampak terhadap pelayanan pelanggan dan perginya investor.
7
Untuk dapat terhindar dari pola persaingan yang tidak sehat perusahaan jasa layanan selular dituntut untuk berfokus kepada pelanggan, Upaya
3
“Investor asing ubah PT Industri Seluler” Kompas, 03-02-2005 Hal. 37
4
Moch S Hendrowijono “Pertumbuhan Telekomunikasi 2006: Walau lambat masih jadi yangtercepat”. Kompas, 12-12-2005 hal. 40
5
M Kuncoro “Adu Strategi Gaet Konsumen Selular di tahun 2004”, Kompas, 11-02-2004Halaman 28
6
“Operator GSM bergegas Perhatikan Pelanggan”. Kompas, 26-03-2003. Halaman 35
7
M Kuncoro,.Loc.cit.

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