The Relationship between User Experience, Customer Satisfaction, Switching Cost and Customer Loyalty in Indonesia Cellular Operators
Abstract
Industri telekomunikasi di Indonesia sangat kompetitif dalam beberapa tahun terakhir dengan jumlah langganan kartu SIM melebihi jumlah penduduk. Telkomsel, Indosat, XL Axiata dan Tri adalah penyedia layanan terbesar di Indonesia. Daya saing yang tinggi telah membuat XL Axiata mengalami pertumbuhan pelanggan yang negatif. Penelitian ini bertujuan untuk menguji hubungan antara Customer Loyalty, Customer Satisfaction, Switching Cost, dan User Experience. Enam prediktor User Experience pengguna telah dipilih untuk penelitian ini berdasarkan tinjauan literatur. Non probability sampling digunakan dalam penelitian ini dan selanjutnya teknik sampling insidental digunakan. Kuesioner dilakukan melalui 385 responden sebagai bagian dari populasi dengan menggunakan kuesioner format digital. Analisis Partial Least Square (PLS) digunakan untuk menjelaskan hasil kuesioner dengan menggunakan perangkat lunak SmartPLS. Dari hasil analisis data statistik, semua item yang diukur dalam penelitian ini valid dan reliabel. Pada analisis Partial Least Square, model yang digunakan dalam penelitian ini telah melewati analisis outer model dan analisis inner model. Lima dari enam predictor User Experience memiliki efek positif terhadap Customer Satisfaction, kecuali Emotional. Trust, Switching Cost, dan Customer Satisfaction berpengaruh positif terhadap Customer Loyalty. Keywords: User Experience, Customer Satisfaction, Service Providers, SEM-PLSReferences
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