Fauzan, Hanif (2014) Segmentasi Customer Menggunakan Analisis RFM Untuk Peningkatan Layanan Pelanggan ; Studi Kasus : Telkom Speddy Regional V Jawa Timur Periode Pembayaran Q4 Tahun 2012 Dan Q1 Tahun 2013. Masters thesis, Insititut Teknologi Sepuluh Nopember.
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Abstract
Semakin banyaknya operator telekomunikasi di Indonesia, dengan penawaran harga dan layanan dasar yang diberikan relatif sama, membuat kompetisi pasar telekomunikasi di Indonesia menjadi sangat berat dan rentan terhadap masalah loyalitas pelanggan. Telkom merupakan salah satu operator penyedia layanan telekomunikasi berbasis pada jaringan kabel dengan Speedy sebagai produk layanan jasa tambahan yang diharapkan bisa membuat layanan telepon kabel tidak ditinggalkan oleh pelanggannya. Dalam menjaga loyalitas pelanggan, Telkom melakukan peningkatan kualitas layanan Speedy melalui program HSSP (High Speed Same Price), namun demikian diperlukan sebuah analisis terhadap calon pelanggan program HSSP supaya program HSSP dapat memberikan dampak optimal terhadap loyalitas pelanggan dan pendapatan perusahaan. Tujuan dari penelitian ini adalah untuk membuat pengelompokan berdasarkan informasi pelanggan terhadap pendapatan Speedy menggunakan data kebiasaan bayar pelanggan, jumlah yang dibayar, dan usia berlangganan yang bisa dibuat sebagai rekomendasi untuk kebijakan dan strategi perusahaan dalam peningkatan loyalitas dan optimalisasi layanan kepada pelanggan. Pengelompokan pelanggan dibuat menggunakan model Recency, Frequency, dan Monetary (RFM).
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The increasing number of telecom operators in Indonesia, which offer price and service that relatively equal each other make the competition in Indonesia telecommunication becomes very heavy and prone to customer loyalty problems. Telkom is one of telecommunication service provider based on wired network with Speedy as additional service product that expected to make a cable telephone service not left by customers. In maintaining customer loyalty, Telkom serve the Speedy customer by quality improvement through HSSP (High Speed Same Price) program. However, HSSP program required an customer analysis to provide optimal impact for revenue and customer loyalty. The purpose of the research is to create customer clustering based on customer information such as customer payment, payment amount, and customer subcription time that can be made as a recommendation for company policy and strategy in increasing the customer loyalty and service optimalization. Clustering customer were made using the Recency, Frequency, and Monetary (RFM) model.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTMT 658.401 2 Fau s |
| Uncontrolled Keywords: | loyalitas pelanggan, kualitas layanan, program HSSP, RFM model, dan Fuzzy C Means, customer loyalty, service quality, HSSP programs, RFM model, |
| Subjects: | H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Mr. Marsudiyana - |
| Date Deposited: | 21 Nov 2023 07:43 |
| Last Modified: | 21 Nov 2023 07:43 |
| URI: | http://repository.its.ac.id/id/eprint/105184 |
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