The Effect Of Customer Relationship Management To Speedy/Indihome Customer Loyalty And Strategic Implementation In Telkom E-Service

DOI

10.2991/isclo-15.2016.23How to use a DOI?

Keywords

subscribers loyalty, competence, CRM, Speedy/Indihome, path analysis.

Abstract

Based on the results of a survey conducted by the Association of Indonesian Internet Service Provider (Penyelenggara Jasa Internet Indonesia/APJII), it was discovered that the internet subscribers in Indonesia in 2014 grew by 30. 49%. There was a paradox if we compare the growth of Speedy/Indihome Telkom subscribers to the internet user growth in Indonesia. Telkom was supposed to be able to totally use the internet users by increasing the number of Speedy Telkom subscribers. In fact, the growth number of Speedy subscribers was only 0.4% and, in general, it was considered much lower than the growth number of internet users in Indonesia. The purpose of this research was to reveal the influence of Customer Relationship Management (CRM) on the loyalty of the Speedy/Indihome subscribers. In accordance with the research purpose, the research used the study of causality, and the nature of this research was verification. From the questionnaire distributed, 182 valid questionnaires were gained. The method of data analysis used path analysis. From the research findings, it can be concluded that the independent variables, namely Competence, Relationship, Caring, and Thrust significantly and positively affected the loyalty, meanwhile Sharing Information did not. The effect of those variables on Loyalty was 81.2% and the highest was Competence with 38.2%. The highest variable influencing the subscribers' loyalty was Competence. Telkom has to focus more on the effort of improving the staff competencies, especially dealing with the Speedy/Indihome subscribers in order to maintain their loyalty. With this high subscribers' loyalty, the company is easier to increase the values of each subscriber in order to improve the company's income.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Taufan Umbara
AU  - Maya Ariyanti
PY  - 2016/03
DA  - 2016/03
TI  - The Effect Of Customer Relationship Management To Speedy/Indihome Customer Loyalty And Strategic Implementation In Telkom E-Service
BT  - Proceedings of the 3rd International Seminar and Conference on Learning Organization (isclo-15)
PB  - Atlantis Press
SP  - 118
EP  - 125
SN  - 2352-5398
UR  - https://doi.org/10.2991/isclo-15.2016.23
DO  - 10.2991/isclo-15.2016.23
ID  - Umbara2016/03
ER  -