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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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Pentingnya mengelola pengalaman pelanggan positif pelanggan dalam

menggunakan jasa yang diberikan perusahaan telah menimbulkan kesadaran dari

organisasi perusahaan jasa untuk memperhatikan setiap titik interaksi pertemuan

antara perusahaan dengan pelanggannya. Interaksi tersebut mendefinisikan

kualitas jasa layanan (service quality) didalam benak konsumen. Oleh Richard

Normann pertemuan antara pelanggan dan penyedia jasa disebut sebagai

“momenth of truth’.

58

Lau dan Lee., Op Cit hal. 366.

59

David A Aaker., Building Strong Brands. New York: The Free Press, 1996. hal. 319

44

Seringkali setiap encounter merupakan sebuah momen, saat di mana

pelanggan mengevaluasi jasa layanan dan membentuk opininya terhadap kualitas

dari jasa layanan tersebut. Menurut Lovelock, setiap moment of truth adalah

kesempatan untuk mempengaruhi persepsi pelanggan terhadap kualitas jasa

(service quality)60

.

Ada beberapa ahli yang memberikan definisi mengenai service encounter,

Misalnya Suprenant dan Solomon mendefinisikannya sebagai “ the dyadic

interaction between a customer and service provider”, dimana masing-masing

baik pelanggan maupun personel perusahaan memiliki peran yang harus

dimainkan yang akan berpengaruh terhadap kualitas encounter tersebut. Definisi

yang lebih luas mengenai service encounter, dikemukakan oleh Shostack dimana

service encounter adalah "a period of time during which a consumer directly

interacts with a service". Definisi yang dikemukakan oleh Shostack mencakup

semua aspek dari perusahaan jasa yang memungkinkan interaksi dengan

pelanggan, aspek-aspek itu meliputi:Personil perusahaan, fasilitas fisik, dan

elemen-elemen visible lainnya. Pengertian yang dikemukankan oleh Shostack

tidak hanya membatasi encounter hanya pada interaksi interpersonal akan tetapi

dapat terjadi tanpa adanya keterlibatan elemen manusia61
.

Secara garis besar, service encounter bisa dikelompokkan menjadi tiga

macam, yakni remote encounter, phone encounter, dan face to face encounter62
.

Dalam remote encounter, service encounter terjadi tanpa adanya kontak langsung

60

Cristhophet H. Lovelock., “Managing Services” Printice Hall, Englewood. Cliff. 1992. Hal.

203

61

Mary Jo Bitner, et al. The Service Encounter: Diagnosing Favorable and Unfavorable
Incidents. Journal of Marketing
. Vol 54. Januari 1990. hal 72

62

Tjiptono., op cit, hal. 143

45

dengan karyawan, misalnya pelanggan berinteraksi dengan mesin ATM, melalui

situs internet atau memlalui automatic dial-in ordering. Dalam phone encounter,

service encounter berlangsung apabila terjadi interaksi antara konsumen dengan

petugas perusahaan penyedia jasa melalui telepon. Phone encounter banyak

digunakan oleh perusahaan untuk keperluan layanan pelanggan ataupun

pemesanan produk.. Sedangkan dalam face-to-face encounter, karyawan dan

pelanggan berinteraksi secara langsung.

Service encounter seringkali berpengaruh besar pada pembentukan kesan

awal atas organisasi jasa secara keseluruhan, apalagi apabila konsumen tidak

memiliki basis utama untuk menilai organisasi. Sebagaimana yang dinyatakan

oleh Gronroos yang membagi jasa ke dalam dua elemen, yakni aspek fungsional

dan bagaimana layanan tersebut diberikan, menurutnya:

Functional service quality is paramount and no satisfaction with the
encounter can compensate for a poor service output. On the other hand,
the customers' satisfaction with the encounter may affect their
perception of the overall service quality63

Berdasarkan beberapa penelitian terhadap service quality dan service

satisfaction juga menegaskan pentingnya kualitas dari interaksi antara personel

perusahaan dengan konsumen dalam penilaian keseluruhan terhadap kualitas jasa

dan atau kepuasaan layanan (overall quality and/or satisfaction with services)64
.

Konsekuensinya, kontak telepon dan interaksi tatap muka dengan staf perusahaan

63

Jean-Louis ChandonPierre-Yves Leo,dan JeanPhilippe,.“Service encounter dimensions - a
dyadic perspective: Measuring the dimensions of service encounters as perceived by customers
and personnel”.
Bradford:International Journal of Service Industry Management,.Vol.8,1997,
hal.65

64

Bitner, et al. Op.Cit

46

bisa sangat penting dalam membentuk persepsi pelanggan terhadap kualitas jasa,

setiap service encounter berkontribusi pada pembentukan kepuasan keseluruhan

pelanggan dan kesediaan untuk melakukan bisnis kembali dengan perusahaan

yang sama. Ditilik dari sudut pandang organisasi, setiap service encounter

memberikan peluang untuk membuktikan potensi perusahaan sebagai penyedia

jasa berkualitas dan meningkatkan loyalitas pelanggan.

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