EFEKTIVITAS KOMUNITAS PELANGGAN KARTU SELULER PRABAYAR MEMBANGUN LOYALITAS, MENINGKATKAN USERSHIP
DOI:
https://doi.org/10.22441/jimb.v3i3.3856Keywords:
perilaku konsumen, komunitas pelanggan, usership, value added,Abstract
Pelanggan telepon seluler di Indonesia begitu mudah untuk berganti nomor telepon ke
operator lain. Hal ini tidak terlepas dari persaingan antar operator telekomunikasi di
Indonesia,angka perputaran pelanggan telpon seluler (churn rate) di Indonesia
diperkirakan mencapai 8,6 persen dalam sebulan. Disinilah kemampuan masing masing
operator di uji untuk mempertahankan, dan menarik pelanggan sebanyak banyaknya dan
tentu saja pelanggan yang menguntungkan. Perang tarifpun terjadi, klaim kualitas terbaik
(jangkauan luas dan sinyal kuat) menjadi garansi penawaran, maka komunitas pelanggan
menjadi strategi unggul yang dapat digunakan di tengah persaingan yang ketat ini.Value
yang ingin ditawarkan adalah melalui customer relationship, dengan mengupayakan
pendekatan melalui komunitas kartu prabayar dalam membangun hubungan yang
berkesinambungan dengan pelanggan. Dengan menggunakan pemikiran dari bidang ilmu
perilaku konsumen, penelitian ini berupaya untuk menelaah efektifitas komunitas
pelanggan kartu prabayar berdasarkan interaksi motivasi dan benefit service terhadap
usership yang diukur dengan usage dan rekomendasi anggota komunitas dalam
penggunaan kartu prabayar serta meningkatkan lama berlangganan (length of stay).
Penyebaran kuesioner dilakukan untuk mendapatkan data primer dari anggota komunitas
pelanggan kartu prabayar. Tentunya diharapkan bahwa operator memahami peran penting
dari komunitas pelanggan dan faktor yang mempengaruhi keberhasilan komunitas tersebut
menjadi motor peningkatan pendapatan
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