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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Erikson Sianipar, H. Sucherly, Umi Kaltum, Yevis Marty Oesman
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DOI:10.17265/2328-2185/2018.06.003
Affiliation(s)
Padjajaran University, Bandung, Indonesia
ABSTRACT
The increase
of fixed broadband penetration can increase a country’s
economic growth. Indonesian fixed broadband usage density
still lags far behind other countries. This condition becomes a great
opportunity for operators in marketing fixed broadband products. The different
offers and services of each fixed broadband operator in Indonesia will have an
impact on the ease of acquiring and maintaining customer loyalty levels. The
unstable number of subscribers (unsubscribing/switch to other operator) is
increasing year by year. This condition can be caused by customer value
perceived by the customer that
is inferior because the
management of customer relationship management is less good. The method used is
descriptive and explanatory. The unit of analysis is the last customer of four
broadband operators in Indonesia. Time horizon is cross-sectional, where the
research is conducted simultaneously. The survey data are
collected from questionnaires to fixed broadband subscribers and through focus
group discussions and interviews with managers related to the object study. Data
are analyzed descriptively and quantitatively and this research uses quantitative research design using
Structural Equation Modeling (SEM). The findings show that the effect of
customer relationship management on customer loyalty through customer value is
significant.
KEYWORDS
customer relationship management, customer value, customer loyalty, fixed broadband
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