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UNIVERSITAS INDONESIAFAKULTAS ILMU SOSIAL DAN ILMU POLITIK

DEPARTEMEN ILMU ADMINISTRASIPROGRAM EKSTENSI

SKRIPSI

PENGARUH PENGALAMAN PELANGGAN BERHUBUNGAN DENGAN CALL CENTERTERHADAP LOYALITAS MEREK DITINJAU

DARI PENILAIAN PELANGGAN PENGGUNA KARTU SIMPATI PT TELKOMSEL

Oleh

KHOLIL AHMAD0901320349

Diajukan sebagai salah satu syarat dalam Memperoleh gelar

Sarjana Sosial dalam bidang Ilmu Administrasi

Depok, 2007

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UNIVERSITY OF INDONESIAFACULTY OF SOSIAL AND POLITICAL SCIENCEDEPARTMENT OF ADMINISTRATIVE SCIENCEEXTENSION UNDERGRADUATE PROGRAM

ABSTRACT

Kholil Ahmad (0901320349), The influence of voice-to-voice Customer’s experiential encounter to Brand Loyalty in customer simPATI PT Telkomsel point of view, xiii +125 pages + 18 figures + 31 tables + 53 Bibliographies (1969 –2006) + 3 attachments.

Call center officer or known as customer contact representative (CCR) plays a very important role as the link between company and its customer. Customer often perceived organization’s overall service quality based on their interaction experience with customer contact representatives (CCR). That means that every service encounter could provide a chance for the company to prove its potential as a good quality service provider and could enhance customer loyalty.

The objective of this research was to find the relationship between customer experiences in interacting with call center officer with the assessment of overall service quality and brand loyalty. To measure the customer’s experience in interacting with call center officer through a voice to voice encounter, this research adapted four model measurements from Arjen Burgers, et al, which were: Adaptive ness, Assurance, Empathy and Authority.

The research used literature study and survey method in form of questioner to collect primary data. The populations of this research were simPATI card users, aged 18-35 years old, live in Depok and ever had a voice to voice encounter with call center officer, at least one time. The number of sample taken for this research was 100 respondents and used the non-probability purposive sampling

Factor analysis, simple and multiple regression techniques were used to analize the data. This research found out that customer experience in interacting with call center officer via its dimension “Authority” had a significant and positive impact on the perceived over all service quality. Moreover, the other dimensions, such as: Adaptive ness, Assurance and empathy were not significantly influenced the formation of perceived overall service quality.. It also found out that overall service quality had a positive and significant impact on brand loyalty as well. It was proved that customer experiences in interacting with call center officer was indirectly influenced to the formation of brand loyalty. Customer experiences in interacting with call center officer, especially its authority dimension were influenced the excellence over all service quality. Then, perceived excellence overall service quality was directly influenced the formation of brand loyalty.