Evaluasi Kualitas Layanan terhadap Operator Telekomunikasi: Tinjauan Perspektif Pelanggan

  Author(s)
Armin Darmawan (Universitas Hasanuddin)
Mulyadi Mulyadi (Universitas Hasanuddin)
Fauziah Fauziah (Universitas Hasanuddin)
  Abstract
This study examines the quality level of service in one of the telecommunication operator (mobile network provider) in Makassar. This paper focuses on the identification of the gaps, mapping quality level of service, and the evaluation of the service quality level. The study was conducted using SERVQUAL approach which refers to the five dimensions of service quality. SERVQUAL is helpful in identifying, mapping, and analyzing the gap level between expectations and perceptions of a telecommunication service. Questionnaires were randomly distributed to the 400 respondents’ mobile telecommunication users in Makassar. The results show that there were 10 negative attributes on the SERVQUAL value of 15 questions. This indicates that the service quality to the users is at the low level. For mapping and prioritization of services related attributes that need to be improved, this study used the Importance-Performance Analysis (IPA) diagram. The first quadrant indicates a high level of customer expectations relative to those attributes but on the perception remains low. The first quadrant is a mapping attribute which is prioritized in the improvement of service quality related to the reliability dimensions i.e the improvement of network quality, network expansion, and the affordable cost of access (Internet, telephone, and SMS).
  Keywords
SERVQUAL; Kualitas; Pentingnya analisis performansi; Menyediakan Jaringan Seluler
  Click to Read the Full Text
PDF
  References

[1] S. Srikanjanarak, A. Omar, dan T. Ramayah. “Value Added Service and Service Quality from the Customer's Perspective: An Empirical Investigation in Thai Telcommunivation Industry” ASEAN Marketing Journal, Vol. 1, pp. 63-74, 2009.

[2] PT. XL. "Laporan Tahunan 2016." Internet: https://www.xl.co.id/aboutus/id/investor/informasi/laporan-tahunan.html. Retrieved from xl.co.id: xl.co.id/nformasi/laporan-tahunan.

[3] S. Chakraborty dan K. Sengupta. “Structural equation modelling of determinants of customer satisfaction of mobile network providers: Case of Kolkata India”. IIMB Management Review, Vol. 26, pp. 234-248, 2014, https://doi.org/10.1016/j.iimb.2014.10.001

[4] H. Lin dan Y. Wang. “An examination of the determinants of customer loyalty in mobile commerce contexts”. Journal of Information and Management, Vol. 43, pp. 271-282, April 2006, https://doi.org/10.1016/j.im.2005.08.001

[5] S. Najafi, S. Saati, M.K. Bighami, dan F. Abdi. “How do customers evaluate hotel service quality? An empirical study in Tehran hotels.” Management Science Letters, Vol. 3, pp. 3019-3030, 2013, DOI 10.5267/j.msl.2013.10.019

[6] B. Barabino dan E. Deiana. “On the attributes and influencing factros of end-users quality perceptions in urban transport: An exploratory analysis.” Procedia and Social Behavioral Sciences, Vol. 87, pp. 18-30, 2013, https://doi.org/10.1016/j.sbspro.2013.10.591

[7] W.O. Lee dan L.S. Wong. “Determinants of Mobile Commerce Customer Loyalty in Malaysia”. Procedia and Social Behavioral Sciences, Vol. 224, pp. 60-67, 2016, https://doi.org/10.1016/j.sbspro.2016.05.400

[8] S.M. Amin, U.N. Ahmad, dan L.S. Hui. “Factors Contributing to Customer Loyalty towards Telecommunication Service Provider.” Procedia Social and Behavior Sciences, Vol. 40, pp. 282-286, 2012, https://doi.org/10.1016/j.sbspro.2012.03.192

[9] N. Uzunboylu. “Service Quality in International Conference Industry: A case study of WCES 2015.” Procedia Economics and Finance, Vol. 39, pp. 44-56, 2016, https://doi.org/10.1016/S2212-5671(16)30239-8

[10] F.A. Rasheed dan M.F. Abadi. "Impact of service quality, trust and perceived value on customer loyalty in Malaysia services industries." Procedia Social and Behavioral Sciences, Vol. 164, pp. 298-304, 2014, https://doi.org/10.1016/j.sbspro.2014.11.080

[11] N. Stefano, N. Casarotto Filho, R. Barichello, dan A.P, S. "A fuzzy SERVQUAL based method for evaluated of service quality in the hotel industry." Procedia CIRP, Vol. 30, pp. 433-438, 2015, https://doi.org/10.1016/j.procir.2015.02.140

[12] R. Wang dan M.L. Seng. "Evaluation of International Student Satisfaction using Fuzzy Imporance-Performance Analysis." Procedia Social and Behavioral Sciences, Vol. 25, pp. 438-446, 2011, https://doi.org/10.1016/j.sbspro.2012.02.055

[13] L.V. Zeitaml, A. Parasuraman, dan L. Berry. "Servqual: a Multiple Item Scale for Measuring Customer Perception of Service Quality." Journal and Retailing, Vol. 64, pp. 12-40, 1988.

[14] K. Umam. "Analisis Kualitas Layanan pada Pelanggan Operator Seluler TRI". Bandar Lampung, Lampung, Indonesia: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Lampung. 2016.

StatisticsArticle Metrics

This article has been read : 51 times
PDF file viewed/downloaded : 30 times