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Faktor determinan yang mempengaruhi customer retention jasa operator seluler di Jakarta : studi banding antara IM3 dan simpati
Tujuan dari penelitian ini adalah untuk mencari dan membandingkan faktor-faktor yang mempengaruhi customer retention serta melakukan pengujian pada perceived tariff, perceived service quality, switching barriers terhadap customer satisfaction dan customer retention. Metode pengumpulan data menggunakan metode survei. Populasi dalam penelitian ini adalah mahasiswa yang menggunakan kartu IM3 maupun simPATI lebih dari satu tahun. Total sampel berjumlah 407 orang. Alat analisis yang digunakan adalah SPSS 21 dan AMOS 22. Hasil dari penelitian ini menunjukkan secara umum faktor determinan yang mempengaruhi customer retention adalah perceived tariff, customer satisfaction dan perceived service quality. Pada Model IM3, perceived tariff terhadap customer retention serta perceived service quality terhadap customer satisfaction berpengaruh positif dan lebih kuat dibandingkan pada model simPATI. Nilai fit model IM3 dengan P sebesar 0.95, CMIN/DF sebesar 0.79, TLI sebesar 1.03, CFI sebesar 1.00, dan RMSEA sebesar 0.00. Pada model simPATI, perceived tariff terhadap customer satisfaction serta customer satisfaction terhadap customer retention berpengaruh positif dan lebih kuat dibandingkan pada model IM3. Nilai fit model simPATI dengan P sebesar 0.35, CMIN/DF sebesar 1.05, TLI sebesar 0.99, CFI sebesar 0.99, dan RMSEA sebesar 0.02. Dalam kedua model, switching barriers tidak berpengaruh terhadap customer retention. Hasil dari penelitian ini bermanfaat bagi sektor bisnis operator seluler, untuk membuat strategi yang lebih baik dalam mempertahankan para pelanggannya.
Kata kunci: customer retention, customer satisfaction, perceived tariff, perceived service quality, switching barriers, structural equation model.
The purpose of this study is to find and compare the factors that affect customer retention and perform testing on perceived tariff, perceived service quality, switching barriers on customer satisfaction and customer retention. Methods of data collection using the survey method. The population in this study were students who use the card IM3 and simPATI more than one year. The total sample was 407 people. The analytical tool used was SPSS 21 and AMOS 22. Results of this study indicate that in general the determinant factors influencing customer retention is perceived tariff, customer satisfaction and perceived service quality. In IM3 model, perceived tariff on customer retention as well as perceived service quality on customer satisfaction has a positive effect and stronger than in the simPATI model. IM3 fit model with a value of P 0.95, CMIN/DF of 0.79, TLI at 1.03, CFI at 1.00, and RMSEA at 0.00. In simPATI model, perceived tariff on customer satisfaction as well as customer satisfaction on customer retention has a positive effect and stronger than in the model IM3. simPATI fit model value with P at 0.35, CMIN/DF at 1.05, TLI of 0.99, CFI of 0.99, and RMSEA at 0.02. In both models, switching barriers do not affect customer retention. The results of this study useful for the business sector mobile operators, to make a better strategy in retaining customers.
Keywords: customer retention, customer satisfaction, perceived tariff, perceived service quality, switching barriers, structural equation model.
Bibliografi hal. 166-171
SS00002648 | SK 2648 | UPT Perpustakaan UNJ (CD.08.2014.001) | Tersedia |
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