Analisis Kepuasan Pelanggan Aplikasi Provider Operator Internet Berdasarkan Pengaruh ECRM (Electronic Customer Relationship Management).

Abstract

Salah satu faktor yang meningkatkan persaingan pada industri telekomunikasi adalah digitalisasi. Alternatif yang menjadi pilihan dalam menjalankan strategi digitalisasi untuk menjaga kepuasan pelanggan yaitu melalui saluran ECRM (Electronic Customer Relationship management) contohnya pada aplikasi provider operator internet. Banyaknya aplikasi provider operator internet yang ada membuat persaingan antar provider menjadi sangat kompetitif. Tujuan penelitian ini adalah menganalisis karakteristik pengguna, mengidentifikasi kepentingan pelanggan berdasarkan ECRM, dan menganalisis perbandingan tingkat kepuasan pelanggan terhadap kinerja ECRM melalui MyTelkomsel, MyXL, MyIM3. Penelitian ini dilakukan dengan 160 responden pengguna aplikasi provider operator internet di Jabodetabek. Metode yang digunakan adalah analisis deskriptif, Importance Performance Analysis (IPA), diagram radar, dan Customer Satisfaction Index (CSI). Hasil dari penelitian ini didapatkan 25 indikator dan 7 dimensi yang dinilai penting oleh pelanggan. Nilai tingkat kepuasan pengguna (CSI) MyTelkomsel sebesar 83,45%, MyXL sebesar 82,80%, dan MyIM3 sebesar 81,59%.

One of the factors that increase competition in the telecommunications industry is digitalization. The alternative that is the choice in carrying out a digitalization strategy to maintain customer satisfaction is through the ECRM (Electronic Customer Relationship management) channel, for example in internet operator provider applications. The number of existing internet operator provider applications makes competition between providers very competitive. The purpose of this study was to analyze user characteristics, identify customer interests based on ECRM, and analyze comparisons of customer satisfaction levels on ECRM performance through MyTelkomsel, MyXL, MyIM3. This research was conducted with 160 respondents using the internet operator provider application in Jabodetabek. The method used were descriptive analysis, Importance Performance Analysis (IPA), radar charts, and Customer Satisfaction Index (CSI). The results of this study obtained 25 indicators and 7 dimensions that were considered important by customers. MyTelkomsel's user satisfaction level (CSI) score was 83.45%, MyXL was 82.80%, and MyIM3 was 81.59%.