UNIVERSITAS INDONESIA

FAKULTAS ILMU SOSIAL DAN ILMU POLITIK

DEPARTEMEN ILMU ADMINISTRASI
PROGRAM EKSTENSI

SKRIPSI

PENGARUH PENGALAMAN PELANGGAN

BERHUBUNGAN DENGAN CALL CENTER
TERHADAP LOYALITAS MEREK DITINJAU
DARI PENILAIAN PELANGGAN PENGGUNA
KARTU SIMPATI PT TELKOMSEL

Oleh

KHOLIL AHMAD
0901320349

Diajukan sebagai salah satu syarat dalam

Memperoleh gelar
Sarjana Sosial dalam bidang Ilmu Administrasi

Depok, 2007

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 UNIVERSITY OF INDONESIA
FACULTY OF SOSIAL AND POLITICAL SCIENCE
DEPARTMENT OF ADMINISTRATIVE SCIENCE
EXTENSION 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.