PENGARUH EWOM TERHADAP SERVICE QUALITY DAN SATISFACTION PENGGUNA JARINGAN TELEKOMUNIKASI DI INDONESIA
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Abstract
Abstract—This research aims to analyze the influence of the Ewom (Electronic Word of Mouth Communication) dimension on Customer Satisfaction and Service Quality with the moderating effect of Positive Emotional Experience. This research has eight dimensions of constructive variables: Service Communication, Quality Service, Relational Value, Trust, Satisfaction, Ewom, Fwom and Positive Emotional Experience. This study was conducted in a single service setting, and as such, the results cannot be generalized. The data collected to support the initial variables was distributed to telecommunications network 286 users in Indonesia via a Google Forms questionnaire form. This investigation uses SmartPLS 4 because of its robustness in testing prediction models. This document provides guidance on how telecommunications service managers can develop and manage their network of relationships. Specifically, this paper shows how business referrals can be generated and used to build customer retention from a variety of relationship building strategies. This study shows that service providers who provide quality services, design superior values and provide reliable information are in a better position to develop good relationships with customers and ultimately engage them in Positive Emotional Experiences.
Keywords: eWOM, service quality, satisfaction
Abstrak—Penilitian ini bertujuan untuk menganalisis pengaruh dimensi eWOM (Komunikasi Mulut Ke Mulut Elektronik) terhadap Customer Satisfaction dan Service Quality dengan efek moderasi Positive Emotional Experience. Penelitian ini memiliki delapan dimensi dari variabel konstruktif Service Communication, Quality Service, Relational Value, Trust, Satisfaction, eWOM, fWOM dan Positive Emotional Experience. Studi ini dilakukan dalam satu pengaturan layanan, dan dengan demikian, hasilnya tidak dapat digeneralisasi. Data yang dikumpulkan untuk mendukung variabel awal didistribusikan kepada pengguna jaringan telekomunikasi di Indonesia melalui 286 responden kuesioner Google Forms. Penyelidikan ini menggunakan SmartPLS 4 karena ketahanan dalam menguji model prediksi. Dokumen ini memberikan panduan tentang bagaimana manajer layanan telekomunikasi dapat mengembangkan dan mengelola jaringan hubungan mereka. Secara khusus, makalah ini menunjukkan bagaimana referensi bisnis dapat dihasilkan dan digunakan untuk membangun retensi pelanggan dari berbagai strategi membangun hubungan. Studi ini menunjukkan bahwa penyedia layanan yang menyediakan layanan berkualitas, merancang nilai-nilai superior dan memberikan informasi yang dapat diandalkan berada dalam posisi yang lebih baik untuk mengembangkan hubungan yang baik dengan pelanggan dan pada akhirnya melibatkan mereka dalam Pengalaman Emosional Positif.
Kata kunci: eWOM, service quality, satisfaction
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