Analisis Omnichannel Layanan Internet Fixed Broadband Untuk Memperbaiki Customer Experience pada PT Telkom Indonesia Tbk

Iqbal, Irfan Muhammad (2023) Analisis Omnichannel Layanan Internet Fixed Broadband Untuk Memperbaiki Customer Experience pada PT Telkom Indonesia Tbk. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Seiring berkembangnya teknologi, banyak perusahaan menggunakan Multichannel seperti dengan toko fisik dan platform digital untuk memberikan layanannya ke pelanggan. Namun masing-masing channel ini tidak saling terintegrasi membuat para pelanggan mendapatkan pengalaman yang berbeda dan aliran informasi pun tidak berkesinambungan. Konsep Omnichannel hadir dengan mensinergikan pengelolaan berbagai channel untuk mencapai Customer Experience yang seamless, terintegrasi dan konsisten. Omnichannel semakin banyak digunakan di berbagai perusahaan khususnya pada sektor jasa telekomunikasi yang menyediakan produk layanan internet fixed broadband. Perusahaan pada sektor ini memiliki tingkat persaingan yang tinggi, sehingga peran customer experience yang baik sangat dibutuhkan agar dapat menjaga loyalitas pelanggan sehingga tidak berpaling ke kompetitor.
PT Telkom Indonesia Tbk (Telkom), perusahaan sektor telekomunikasi yang memiliki produk internet fixed broadband dengan merk Indihome, sudah menerapkan Omnichannel dalam mengintegrasikan layanannya di berbagai touchpoint dengan pelanggan. Namun ditemukan bahwa angka Net Promoter Score (NPS) yang mengukur tingkat customer experience di setiap perjalanan pelanggan Indihome belum optimal, sehingga perbaikan Omnichannel untuk meningkatkan customer experience perlu dilakukan agar dapat meningkatkan angka NPS Telkom sehingga memperkuat posisi Telkom sebagai penguasa pasar internet fixed broadband di Indonesia. Penelitian ini akan mengembangkan model Wixom & Todd yang mempertimbangkan aspek kelancaraan yang dirasakan pelanggan (perceived fluency) dan aspek kualitas integrasi channel (channel integration quality) kemudian pengaruhnya terhadap Omnichannel Customer Experience (OCX) dengan moderasi pengalaman penggunaan internal dan eksternal dari pelanggan. Sebanyak 210 kuesioner disebarkan kepada pelanggan Indihome dan data yang dikumpulkan diolah menggunakan metode Partial Least Square – Structural Equation Modelling (PLS-SEM). Ditemukan bahwa channel integration quality berpengaruh positif dan signifikan terhadap perceived fluency karena mampu memberikan kenyamanan dengan tidak adanya pembatas dalam berinteraksi antar channel. Kemudian perceived fluency juga berpengaruh positif dan signifikan terhadap Omnichannel Customer Experience. Hal ini sejalan dengan tujuan penggunaan Omnichannel yaitu membuat proses pembelian lebih efisien sehingga membentuk kepercayaan, kepuasan, dan loyalitas pada pelanggan. Moderasi pengalaman penggunaan internal pelanggan juga terbukti mampu mengurangi dampak hubungan perceived fluency dengan OCX karena pengalaman familiar akan membentuk kebiasaan (habbit) yang membuat pelanggan tidak bisa menilai kelancaran layanan. Sedangkan moderasi pengalaman eksternal pelanggan tidak berpengaruh signifikan.
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Along with technological developments, many companies use Multichannel such as physical stores and digital platforms to provide their services to customers. However, each of these channels is not integrated with each other making customers get different experiences and the flow of information is not continuous. The Omnichannel concept comes by synergizing the management of various channels to achieve a seamless, integrated, and consistent Customer Experience. Omnichannel is increasingly being used in various companies, especially in the telecommunication services sector which provides fixed broadband internet service products. Companies in this sector have a high level of competition, so the role of a good customer experience is needed in order to maintain customer loyalty so they do not turn to competitors. PT Telkom Indonesia Tbk (Telkom), a telecommunication company that has fixed broadband internet products under the Indihome brand, has implemented Omnichannel to integrate its services at various touchpoints with customers. However, it was found that the Net Promoter Score (NPS) which measures the level of customer experience in each Indihome customer journey is not optimal, so that Omnichannel improvements to improve customer experience need to be carried out in order to increase Telkom's NPS figure thereby strengthening Telkom's position as the market leader of the fixed-broadband internet in Indonesia. This research will develop the Wixom & Todd model that considers the perceived fluency aspects and the channel integration quality aspects and their influence on the Omnichannel Customer Experience (OCX) by moderating the internal and external usage experience of the customer. A total of 210 questionnaires were distributed to Indihome customers and the data collected was processed using the Partial Least Square – Structural Equation Modeling (PLS-SEM) method. It was found that channel integration quality has a positive and significant effect on perceived fluency because it is able to provide convenience with borderless cross-channel interaction. Then perceived fluency also has a positive and significant effect on the Omnichannel Customer Experience. This is in line with the purpose of using Omnichannel which is to make the purchasing process more efficient hence it can build trust, satisfaction, and loyalty to customers. Moderation of the customer's internal usage experience is also proven to be able to reduce the impact of the perceived fluency relationship with OCX because the familiar experience will form a habit that makes the customer unable to assess the fluency of the service. While the moderation of external usage experience has no significant effect.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Internet Fixed Broadband, Channel Integration Quality, Perceived Fluency, Omnichannel Customer Experience
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Irfan Muhammad Iqbal
Date Deposited:	26 Sep 2023 06:17
Last Modified:	26 Sep 2023 06:17
URI:	http://repository.its.ac.id/id/eprint/104082

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