Integrasi Customer Experience Quality, IPA, dan QFD Untuk Peningkatan Kualitas Pelayanan Wifi Broadband Services Pada Perusahaan Telekomunikasi Wilayah Surabaya Selatan

Rityatama, Indaka Pradnya (2019) Integrasi Customer Experience Quality, IPA, dan QFD Untuk Peningkatan Kualitas Pelayanan Wifi Broadband Services Pada Perusahaan Telekomunikasi Wilayah Surabaya Selatan. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dewasa ini, pelayanan perlu memberikan pengalaman pelanggan yang baik sebagai keunggulan kompetitif. Dalam penelitian ini, kualitas pengalaman pelayanan ditingkatkan berdasarkan model Customer Experience Quality yang diintegrasi dengan metode Quality Function Deployment (QFD). Penelitian dilakukan pada perusahaan telekomunikasi wilayah Surabaya Selatan yang jumlah pengguna layanan Wifi Broadband mengalami penurunan. Persepsi dan tingkat kepentingan pelanggan dari tiap atribut Customer Experience Quality di setiap titik sentuh pelanggan diproses dengan metode Importance-Performance Analysis (IPA) untuk mengidentifikasi atribut yang prioritas untuk ditingkatkan. Atribut prioritas tersebut sebagai input dari customer requirements dalam QFD. Kerangka kerja atau model integrasi Customer Experience Quality, IPA, dan QFD dikembangkan dalam penelitian ini. Terdapat delapan atribut kualitas pelayanan berdasarkan Customer Experience Quality yang prioritas untuk ditingkatkan dalam penelitian ini yaitu “Reward untuk pelanggan loyal”; “Kestabilan koneksi layanan”; “Kecepatan respon atas keluhan”; “Kemudahan menemukan akses layanan selain di Wifi Corner”; “Kecepatan penanganan komplain/gangguan”; “Pemberian diskon”; “Efisiensi pelayanan customer service”; dan “Kemudahan dalam berganti paket layanan”. Berdasarkan lima top atribut prioritas tersebut dirancang peningkatan kualitas pelayanan kedalam 5 prioritas respon teknis yaitu “Optimalisasi fitur Online Live Chat”; “Penyelenggaraan program reward untuk pelanggan loyal”; “Optimalisasi penggunaan frekuensi perangkat pelanggan yang sesuai frekuensi layanan wifi”; “Manajemen bandwidth untuk tiap pelanggan”; dan “Optimalisasi penggunaan aplikasi Wifi.id Go”. Strategi IFA dan WAR dapat diterapkan sesuai budaya perusahaan untuk mengimplementasikan respon teknis guna meningkatkan kualitas pelayanan. ================================================================================================ Services has to provide good customer experience as a competitive advantage because nowdays contemporary consumers look for enganging, robust, compelling, and memorable experience services. In this study, quality of service experience was improved based on Customer Experience Quality model integrated with Quality Function Deployment (QFD) method. This study was conducted on the telecommunication company in South Surabaya area, Indonesia, which is the number of Wifi Broadband Services users has decreased. Customer perceptions and importances of each Customer Experience Quality attributes in every customer touch points were analysed to identify priority attributes with the Important-Performance Analysis method. Those priority attributes were customer requirements in QFD. Framework integration of Customer Experience Quality (EXQ) model and Importance-Performance Analysis into QFD was developed in this study. There were 8 attributes to be improved: "Rewards for loyal customers"; "Stability of internet service connections"; "Quick response to complaints"; "Easy to find access of @wifi.id outside Wifi Corner"; "Fast handling complaints"; "Attractive discounts given"; "Efficient customer service"; and "Ease in changing service packages". Based on that top 5 priority attributes, it was designed to improve service quality into 5 high priority technical responses: "Optimizing the Online Live Chat feature"; "Organizing reward programs for loyal customers"; "Optimizing the frequency usage of customer devices"; "Bandwidth management for each customer"; and "Optimizing the Wifi.id Go application". Company strategy IFA and WAR can be used to implement those technical responses in order to improve quality of wifi broadband services.

Item Type: Thesis (Masters)
Additional Information: RTMT 658.562 Rit i-1 2019
Uncontrolled Keywords: Customer Experience Quality, Service Experience Quality, Quality Function Deployment (QFD,) Importance-Performance Analysis (IPA), Wifi Broadband Services
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
T Technology > TS Manufactures > TS156 Quality Control. QFD. Taguchi methods (Quality control)
Divisions: Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis
Depositing User: Indaka Pradnya Rityatama
Date Deposited: 07 Jul 2021 06:13
Last Modified: 07 Jul 2021 06:13
URI: https://repository.its.ac.id/id/eprint/60628

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