Research Paper
Year: 2022 | Month: November | Volume: 9 | Issue: 11 | Pages: 486-495
DOI: https://doi.org/10.52403/ijrr.20221164
The Determination of Customer Satisfaction: Case Study of PT XL Axiata Tbk
M. Ali Iqbal1, Rhian Indradewa2
1Universitas Mercu Buana, Jl. Maruya Selatan No.1, Kembangan, Jakarta, Indonesia
2Universitas Esa Unggul, Jl. Arjuna Utara 9, Kebon Jeruk, Jakarta, Indonesia
Corresponding Author: M. Ali Iqbal
ABSTRACT
The development of communication technology is a cycle that continues to grow from time to time, the development of communication technology will inevitably bring changes in daily communication. PT XL Axiata Tbk became a private company that provides the first cellular telephone service in Indonesia. PT XL Axiata Tbk has played a role during the 2020 Covid-19 pandemic, PT. XL Axiata Tbk actively contributes to the improvement of Indonesia's conditions, some of which include Internet quota subsidies for students, the sispreneur incubation program to support women micro-enterprises during the pandemic and distribution of 100 million donations through the Indonesian Red Cross. PT. XL Axiata Tbk has the smallest percentage compared to other telecommunication service companies. This is because XL Axiata is still sharing 3G and 4G networks, so connection delays often occur. In connection with the above, the authors need to conduct a study on customer satisfaction with XL cellular users. This study aims to examine the phenomenon of customer satisfaction, in terms of service quality and customer value. The type of research used is a research with a conclusive design, which is a type of inference research that aims to test a certain hypothesis, either through in-depth research on a problem (descriptive) or looking for relationships between variables (correlative) between the independent variable and the dependent variable. The results showed that service quality had a positive and significant effect on customer value. Service quality had a positive and significant effect on customer satisfaction and customer value had positive and significant effect on customer satisfaction. The practical implication is that PT. XL Axiata Tbk must manage service quality as the most important factors affecting customer value and manage customer value as the most important factors affecting customer satisfaction.
Keywords: service quality, customer value and customer satisfaction
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