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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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Untuk menguji variabel overall service qualityterhadapvariabelloyalitas

merekdilakukan uji regresi sederhana. Berikut ini adalah model konstruk

penelitian tingkat overall service qualityterhadap loyalitas merek.

102

Bitner, et al. Op.Cit

111

Gambar 4.6
Model Pengaruh tingkat overall service quality terhadap loyalitas merek

Nilaifactor score dari variabel overall service quality sebagai variabel bebas

diregresikan dengan nilai factor score variabel terikat yaitu loyalitas merek.

Besarnya hubungan antara variabel overall service qualitydengan loyalitas

merek adalah sebesar 0,628. Tingkat signifikansi koefisien korelasi dari variabel

tingkat overall service qualitydengan loyalitas merekadalah 0,00. Karena

probabilitas jauh di bawah 0,05 maka korelasi antara variabel bebas, yakni:

overall service quality dengan variabel terikat loyalitas merek sangat nyata.

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

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

loyalitas merek atau variabel bebas tingkat overall service quality berpengaruh

terhadap Loyalitas merek pada taraf kepercayaan 95%.

Tabel 4.20
Uji Anova Loyalitas merek

Model

Sum of
Square

df

Mean
Square

F

Sig.

Signifikansi
Hubungan

Regression

39,053

1

39,053

63,842

0,000 a

Signifikan

Residual

59,947

98

0,612

Total

99

99
Sumber: Hasil Pengolahan Data Primer Peneliti, Juli 2007

Overall Service
Quality

Loyalitas
Merek

112

Untuk regresi sederhana, digunakan R square. Nilai R square=0,394

menunjukkan bahwa 39,4% variasi loyalitas merek dipengaruhi oleh tingkat

overall service quality, Sementara sisanya dipengaruhi oleh sebab-sebab lain.

Tabel 4.21
Koefisien Regresi loyalitas merek

Variabel

Koefisien
Regresi

Standard
Error

Sig.

t

Signifikansi
Hubungan

Konstanta

2,38 E-017

0,078

1,000

0

Overall Service
Quality

0,628

0,079

0,000

7,990

Signifikan

Sumber: Hasil Pengolahan Data Primer Peneliti, Juli 2007

Untuk tabel koefisien regresi diperoleh data bahwa signifikansi hubungan

variabel tingkat overall service qualitydengan variabel loyalitas merek adalah 0

(nol)atau lebih kecil dari 0,05 dan t hitung (7,99) > t tabel (1,999). Sehingga

tingkat overall service quality dapat menjadi prediktor loyalitas merek.Dengan

demikian, terbukti ada pengaruh antara tingkat overall service quality dengan

loyalitas merek. Sebagaimana dinyatakan oleh K.A. Venetis dan Ghauri di mana

service quality memperkuat keinginan konsumen untuk membeli lagi, membeli

lebih, membeli jasa lainnya, menjadi kurang sensitif terhadap harga dan

menceritakan kepada orang lain mengenai pengalaman menyenangkan mengenai

jasa tersebut.103

103

Serkan Aydin dan Gokhan Ozer., Op Cit

113

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