Persepsi Pelanggan terhadap Service Recovery pada Bisnis Online dengan Menggunakan Pendekatan Justice Theory

Miyagi, Ribka Anintha (2020) Persepsi Pelanggan terhadap Service Recovery pada Bisnis Online dengan Menggunakan Pendekatan Justice Theory. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Persaingan bisnis online, baik ritel maupun jasa yang semakin signifikan menuntut masing-masing bisnis tersebut untuk mencapai keunggulan kompetitif sehingga mampu memenangkan persaingan untuk mencapai kepuasan dan loyalitas pelanggan. Namun, kepuasan dan loyalitas tidak semudah itu didapatkan oleh suatu bisnis. Pada fase pembelian dan pasca pembelian, pelanggan akan melakukan evaluasi terhadap yang telah diterima dari bisnis yang riskan terjadi service failure. Maka, dibutuhkan respon berupa service recovery yang dapat menanggulangi service failure. Tetapi, tidak seluruh service recovery dapat berhasil yang menunjukkan bahwa masing-masing pelanggan memiliki standarnya sendiri untuk service recovery. Standar ini menunjukkan bahwa pelanggan membentuk persepsinya terhadap service recovery yang dapat dipahami dengan menggunakan pendekatan Justice Theory untuk mengevaluasi tingkat keadilan yang dilakukan bisnis online pada proses service recovery. Penelitian ini juga mengamati perilaku pasca service recovery yaitu positive-e-word-of-mouth yang mampu mempengaruhi persepsi pelanggan lainnya terhadap bisnis online. Tujuan yang hendak dicapai dalam penelitian ini diantaranya adalah: (1) menganalisis pengaruh persepsi pelanggan terhadap bentuk service recovery yang dilakukan bisnis online terhadap kepuasan dan loyalitas pelanggan, (2) mengidentifikasi tingkat kepentingan masing-masing bentuk service recovery terhadap kepuasan dan loyalitas pelanggan bisnis online, dan (3) mengetahui perilaku positive e-word-of-mouth pelanggan pasca service recovery pada bisnis online. Penelitian ini melibatkan 170 responden yang pernah mengalami service failure bersama bisnis online. Berdasarkan analisis PLS-SEM, dari delapan hipotesis yang diuji, enam diantaranya diterima. Hasil IPMA menunjukkan bahwa kesopanan karyawan memberikan efek yang paling signifikan terhadap persepsi pelanggan, loyalitas pelanggan, dan positive e-wom. Penelitian ini sebelumnya dipublikasikan di Journal of Applied Economic and Sciences tahun 2019. ======================================================= Online business competition, both retail and services, which increasingly significant requires each of these businesses to achieve a competitive advantage in order to win the competition to achieve customer satisfaction and loyalty. However, satisfaction and loyalty are not as easy as that obtained by a business. In the purchase and post-purchase phases, customers will evaluate what they have received from businesses that are at risk of service failure. Then, a response is needed in the form of service recovery that can overcome service failure. However, not all service recovery could be successful which shows that each customer has their own standard for service recovery. This standard shows that customers form their perception of service recovery that can be understood by using the Justice Theory approach to evaluate the level of justice that is done online business in the service recovery process. This study also investigated post-service recovery behaviors that are positive-e-word-of-mouth that can affect other customers' perceptions of an online business. The objectives of this study include: (1) analyzing the effect of customer perceptions on the form of service recovery by online businesses on customer satisfaction and loyalty, (2) identifying the level of importance of each form of service recovery on customer satisfaction and loyalty of online business customers, and (3) understanding the positive e-word-of-mouth behavior of customers after service recovery in online businesses. There were 170 respondents involved, all of them have at least once experienced a service failure with the online business. The PLS-SEM analysis revealed that six out of eight hypotheses were accepted. The IPMA analysis showed a notable finding that the Employee Courtesy affect the customer perception of justice, customer loyalty, and the customer positive e-wom significantly. Previously, this article has been published in Journal of Applied Eonomic and Sciences in 2019.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Persepsi Pelanggan, Service Failure, Service Recovery, Justice Theory, Bisnis Online ======================================================== Customer’s Perception, Service Failure, Service Recovery, Justice Theory, Online Business
Subjects: H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
H Social Sciences > HF Commerce > HF5415.52 Consumer complaints. Complaint letters
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Ribka Anintha Miyagi
Date Deposited: 10 Aug 2020 06:51
Last Modified: 10 Aug 2020 06:52
URI: https://repository.its.ac.id/id/eprint/77354

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