S, Yuni Krida (2011) Pengembangan Model Multikriteria-ANP (Analytical Network Process) Pengukuran Kinerja Pada Strategi Customer Relationship Management (CRM) Studi Kasus : Perusahaan Jasa Telekomunikasi. Masters thesis, Institut Teknologi Sepuluh November.
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Abstract
Metode Analytic Network Process (ANP) digunakan untuk mendukung proses pembobotan pada sistem pengukuran kinerja berbasis CRM-Scorecard. Selama ini, pembobotan yang digunakan dalam pengukuran CRM-Scorecard menggunakan metode yang mengabaikan adanya kemungkinan hubungan keterkaitan antarfaktor CRM (Kim et al., 2009). Penelitian ini mengusulkan penggunaan metode MCDM (Multicriteria Decision Making)-ANP yang mengakomodasi persepsi mengenai hubungan keterkaitan antarfaktor CRM dalam proses pembobotan untuk pengukuran kinerja. Kajian tersebut diterapkan pada PT Z, yang merupakan salah satu perusahaan jasa telekomunikasi terbesar di Indonesia. Proses pembobotan hanya dilakukan pada faktor-faktor penting CRM, sedangkan unsur KPI digunakan sebagai dasar pengisian kuesioner sesuai dengan konsep ANP. Pemodelan pada PT Z didasarkan pada strategy map yang telah diperoleh terlebih dahulu dengan menggunakan metode DEMATEL. Terdapat hubungan feedback antara keempat perspektif CRM-Scorecard yang terdiri atas Organizational Performance (0,324), Customer (0,358), Process (0,134), dan Infrastructure (0,264). Perspektif Customer (0,358) merupakan kulminasi dari strategy map PT Z. Kinerja faktor-faktor CRM yang telah mencapai target memuaskan pada PT Z mencapai 29,4%, kategori sedang sebesar 64,7%, dan faktor CRM yang termasuk dalam kategori buruk hanya mencapai 5,9%.
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The Analytic Network Process (ANP) method is proposed to support the weighting process in a CRM-Scorecard-based performance measurement system. Previous research on CRM-Scorecard measurement used weighting methods that ignored the possibility of interrelationships among CRM factors (Kim et al., 2009). This study proposes the use of the MCDM (Multicriteria Decision Making)-ANP method, which accommodates the perceived interrelationships among CRM factors in the weighting process for performance measurement. The proposed method was applied to PT Z, one of the largest telecommunications service companies in Indonesia. The weighting process focused only on the important CRM factors, while the KPIs (Key Performance Indicators) were used as the basis for completing the questionnaire in accordance with the ANP concept. The model developed for PT Z was based on a strategy map obtained beforehand using the DEMATEL method. The results indicate the existence of feedback relationships among the four CRM-Scorecard perspectives, consisting of Organizational Performance (0.324), Customer (0.358), Process (0.134), and Infrastructure (0.264). The Customer perspective (0.358) represents the culmination of the strategy map at PT Z. The CRM factors at PT Z that achieved satisfactory performance targets accounted for 29.4%, those in the medium category accounted for 64.7%, and those in the poor category accounted for only 5.9%.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | 658.314 Yun p |
| Uncontrolled Keywords: | Analitic Network Process (ANP), CRMScorecard, Sistem pengukuran Kineija, MCDM, Analytic Network Process (ANP), CRM-Scorecard, Performance Measurement System, MCDM. |
| Subjects: | H Social Sciences > HF Commerce > HF5549.5.P35 Performance standards |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis |
| Depositing User: | magang . |
| Date Deposited: | 30 Sep 2026 01:38 |
| Last Modified: | 30 Sep 2026 01:38 |
| URI: | http://repository.its.ac.id/id/eprint/145054 |
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