Analisa Kualitas Pelayanan Media Customer Service Untuk Meningkatkan Kepuasan Pelanggan Menggunakan Customer Satisfaction Index Pada Online Travel Agent (OTA)

Fahmi, Moch Dian (2021) Analisa Kualitas Pelayanan Media Customer Service Untuk Meningkatkan Kepuasan Pelanggan Menggunakan Customer Satisfaction Index Pada Online Travel Agent (OTA). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sejak terkonfirmasinya COVID-19 pada tahun 2019 lalu, banyak orang yang telah merencanakan perjalan bisnis ataupun liburan mereka jauh hari sebelumnya, terpaksa harus melakukan refund maupun resechedule dikarenakan situasi pandemi yang terjadi. Salah satu aplikasi online travel agent yang diserbu oleh masyarakat untuk melakukan refund dan reschedule adalah XYZ. XYZ mengerahkan seluruh tim customer service nya pada berbagai media, yaitu call center, media sosial, maupun email. Namun, dikarenakan lonjakan yang terjadi, banyak pengguna mengaku sudah menunggu 90 hari lebih sesuai aturan XYZ, namun tidak kunjung mendapatkan refund yang diinginkan. Terlihat di media sosial XYZ seperti Twitter dan Instagram, banyak pengguna mengeluh karena pengembalian dana perjalanan mereka tak kunjung selesai. Penelitian ini bertujuan untuk menganalisa kepuasan pelanggan XYZ menggunakan kuesioner yang didasari atas atribut kepuasan pelanggan atau service quality (SERVQUAL) Keaandalan (Reliability), Tanggapan (Responsiveness), Kepastian (Assurance) dan Empati (Empathy). Terdapat 17 item pernyataan dari total 4 dimensi yang ada dengan pengukuran menggunakan Skala Likert 1 sampai 5. Didapatkan responden sebayak 113 yang sesuai kriteria, yaitu berhubungan langsung dengan customer service call center atau Twitter dari XYZ. Hasil kuesioner dianalisa menggunakan Importance Performance Analysis menunjukan pada kuadran I, Call center dan admin twitter XYZ mampu dan mengerti permintaan customer, Call center dan admin twitter XYZ dapat mengulangi permintaan tersebut dengan baik dan benar secara lisan ataupun tulisan, ketersediaan jam pelayanan yang memadai, Call center dan admin twitter dapat memberikan informasi produk dan laporan dengan jelas kepada customer perlu diperbaiki dan Customer Satisfaction Index dengan angka 67,76 dapat diinterpretasi pelanggan merasa puas dengan customer service dari XYZ selain itu terdapat implikasi manajerial yang dapat diterapkan XYZ sebagai pertimbangan dalam menyusun strategi yang tepat untuk mempertahankan dan memberikan kualitas pelayanan yang terbaik.
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Since the confirmation of COVID-19 in 2019, many people who have planned their business trips or vacations well in advance, have had to make refunds or resechedule due to the pandemic situation. One of the online travel agent applications invaded by the public to refund and reschedule is XYZ. XYZ deploys its entire customer service team in various media, namely call centers, social media, and email. However, due to the surge, many users claimed to have waited more than 90 days according to XYZ rules, but did not get the desired refund. Seen on XYZ social media such as Twitter and Instagram, many users complained that their trip refunds were never completed. This study aims to analyze XYZ customer satisfaction using questionnaires based on customer satisfaction attributes or service quality (SERVQUAL) Reliability Responsiveness, Assurance and Empathy. There are 17 statement items from a total of 4 dimensions that exist with measurements using a Likert Scale of 1 to 5. 113 respondents were obtained who fit the criteria, namely directly related to customer service call center or Twitter from XYZ. The results of the questionnaire analyzed using Importance Performance Analysis showed in quadrant I, Call center and admin twitter XYZ able and understand customer requests, Call center and twitter admin XYZ can repeat the request well and correctly orally or in writing, availability of adequate service hours, Call center and twitter admin can provide product information and reports clearly to customers need to be improved and Customer Satisfaction Index with 67.76 can be interpreted customers are satisfied with the customer service of XYZ in addition there are managerial implications that can be applied XYZ as consideration in putting together the right strategy to maintain and provide the best quality of service.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Online Ticket Agency, Customer Satisfaction Index, Customer Service, XYZ, SERVQUAL ============================ Online Ticket Agency, Customer Satisfaction Index, Customer Service, XYZ, SERVQUAL
Subjects: H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
T Technology > T Technology (General) > T58.6 Management information systems
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User: Moch. Dian Fahmi
Date Deposited: 06 Aug 2021 05:44
Last Modified: 06 Aug 2021 05:44
URI: http://repository.its.ac.id/id/eprint/85019

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