PENGARUH KUALITAS PELAYANAN CALL CENTER TERHADAP LOYALITAS MEREK KARTU PRABAYAR PT XL AXIATA TBK

• Main Authors: , Silvia Citra Mandari, S.E, , Dr. Slamet Santosa Sarwono, MBA.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/99774/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55892
• Institution: Universitas Gadjah Mada

This scientific writing entitled �Call Centre Service Influence towards Prepaid Card Brand Loyalty of PT. XL Axiata Tbk�. This research aimed to identify call centre service quality influence towards XL prepay card brand loyalty and to know call centre service quality influence towards XL customer satisfaction, then to know service quality influence and customer satisfaction towards XL Prepay card brand loyalty. Customer service that would be observed included 4 (four) dimensions namely: Adaptability Assurance, Empathy and Authority. This research was conducted in Jakarta and research population was all cellular phone users both male and female who had ever contacted XL call centre who were visiting XL Centre Rajawali Tower of South Jakarta. Sample collection was using non probability sampling and using purposive sampling method with 212 respondents. Analysis tool used Structural Equation Models (SEM). It was aimed to measure service quality (customer experience) towards customer loyalty through satisfaction as intervening variable. From research result, it showed that Adaptability, Assurance, Empathy and Authority dimensions were positively and positively affected satisfaction. They were also positively and significantly affected loyalty.