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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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dengan Overall Service Quality

Untuk menguji pengaruh pengalaman pelanggan berhubungan dengan call

center dengan dimensinya “Adaptiveness”, “Assurance”, “Emphaty”, dan

“Authority” terhadap variabel overall service qualitydilakukan uji regresi

berganda. Berikut ini adalah model konstruk penelitian pengalaman pelanggan

berhubungan dengan call center terhadap tingkat overall service quality.

108

Gambar 4.5
Model Pengaruh Pengalaman Pelanggan berhubungan dengan call center
terhadap tingkat overall service quality

Nilaifactor score dari variabel pengalaman pelanggan berhubungan dengan

call center dengan 4 (empat) dimensinya sebagai variabel bebas diregresikan

dengan nilai faktor score variabel terikat yaitu tingkat overall service quality.

Variabelbebas yang masuk adalah Adaptiveness, Assurance, Emphaty dan

Authoritydengan variabel terikatnya adalah tingkat overall service quality. Tidak

ada variabel yang dibuang.

Besarnya hubungan antara variabel pengalaman pelanggan berhubungan

dengan call center dengan overall service quality adalah: Adaptiveness (0, 640);

Assurance (0,613); Emphaty (0,674), dan Authority (0,658). Secara teoritis,

karena korelasi antara variabel emphaty terhadap overall service quality paling

besar, maka variabel emphaty lebih berpengaruh terhadap tingkat overall service

quality.Tingkat signifikansi koefisien korelasi dari variabel pengalaman

pelanggan berhubungan dengan call center dan tingkat overall service quality

adalah 0,00. Karena probabilitas jauh di bawah 0,05 maka korelasi antara variabel

Pengalaman Pelanggan
Berhubungan dengan call
center:

Emphaty

Authority

Overall Service
Quality

Adaptiveness

Assurance

109

bebas, yakni: Adaptiveness, Assurance, Emphaty dan Authority dengan variabel

terikat tingkat overall service quality sangat nyata.

Dari Uji Anova atau F test, didapat nilai F hitung = 30, 397dengan p = 0,000

oleh karena p < 0,05; maka model regresi dapat digunakan untuk memprediksi

tingkat overall service quality atau secara bersama-sama variabel bebas, yakni;

Adaptiveness, Assurance, Emphaty dan Authority berpengaruh terhadap overall

service quality pada taraf kepercayaan 95%.

Tabel 4.18
Uji Anova Overall service quality

Model

Sum of
Square

df

Mean
Square

F

Sig.

Signifikansi
Hubungan

Regression

55, 576

4

13,894

30,397

0,000 a

Signifikan

Residual

43,424

95

0,457

Total

99

99
Sumber: Hasil Pengolahan Data Primer Peneliti, Juli 2007

Untuk regresi dengan variabel bebas lebih dari dua, digunakan adjusted R

square. Nilai Adjusted R square=0,543 menunjukkan bahwa 54,3% variasi

overall service quality dipengaruhi oleh pengalaman pelanggan berhubungan

dengan call centermelalui empat dimensinya, yakni: Adaptiveness, Assurance,

Emphaty dan Authority, Sementara sisanya dipengaruhi oleh sebab-sebab lain.

110

Tabel 4.19
Koefisien Regresi Tingkat Overall Service Quality

Variabel

Koefisien
Regresi

Standard
Error

Sig.

t

Signifikansi
Hubungan

Konstanta

-3,1 E-017

0,068

1,000

0,000

Adaptiveness

0,180

0,111

0,107

1,626

Tidak
Signifikan

Assurance

0,180

0,098

0,068

1,844

Tidak
Signifikan

Emphaty

0,213

0,121

0,081

1,766

Tidak
Signifikan

Authority

0,292

0,098

0,004

2,977

Signifikan

Sumber: Hasil Pengolahan Data Primer Peneliti, Juli 2007

Untuk tabel koefisien regresi diperoleh data bahwa signifikansi hubungan

adaptiveness, assurance, dan emphaty di atas 0,05, serta nilai t hitung < t tabel

(db= 95 taraf kepercayaan 95%; α/2 = 1,999) yang berarti bahwa adaptiveness,

assurance dan emphaty tidak dapat dijadikan sebagai variabel prediktor terhadap

tingkat overall service quality. Sedangkan Authority dengan p < 0,05 dan t hitung

(2,977) > t tabel (1,999) dapat menjadi prediktor tingkat overall service quality

Dengan demikian, terbukti ada pengaruh antara interaksi antara personel

perusahaan dengan konsumen dalam penilaian keseluruhan terhadap kualitas jasa

dan atau kepuasaan layanan (overall quality and/or satisfaction with services)102
.

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