ELEVATING CUSTOMER EXPERIENCE AND SATISFACTION: A COMPREHENSIVE STUDY ON INDIHOME SERVICE IMPROVEMENT

• Main Author: Kusumadewi, Novitasari
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80697
• Institution: Institut Teknologi Bandung

In response to the evolving landscape of the telecommunications industry, Telkom's IndiHome home internet service transitioned its commercialization to Telkomsel, marking the initiation of the Fixed Mobile Convergence (FMC) strategy at the Telkom Group. FMC seamlessly integrates fixed broadband internet technology with mobile cellular services, presenting customers with enhanced connectivity. This strategic move aims to not only improve customer experience but also optimize capital expenditure efficiency. Amidst fierce competition in the telecommunications sector, particularly in the context of IndiHome, it becomes imperative for Telkomsel to strategically expand and enhance IndiHome services. Understanding the factors influencing customer satisfaction and purchase decisions is pivotal for Telkomsel to develop strategies for sustained growth in this dynamic market. This study employs Structural Equation Modeling (SEM 3.0) and gathers insights from a survey with 369 respondents to explore the impact of customer experience, pricing, and promotions on customer satisfaction and purchase decisions regarding IndiHome services. The results reveal intriguing insights, emphasizing the significance of service quality, competitive pricing, and attractive promotions in the telecom industry. However, the study takes an unexpected turn by uncovering that customer satisfaction, customer experience, pricing, and promotions do not significantly influence purchasing decisions among IndiHome customers. These unexpected findings prompt a re-evaluation of conventional paradigms governing customer acquisition strategies within the telecommunications sector. Through an in-depth analysis, this research aims to shed light on the intricacies of customer preferences and decision-making processes in the context of IndiHome services under the FMC strategy. The outcomes of this study offer valuable insights that can guide Telkomsel in refining its strategies to not only elevate customer experience and satisfaction but also to navigate the competitive telecommunications landscape effectively.