Faktor-Faktor Penentu Niat Konsumen Menyampaikan keluhan Secara Langsung Kepada Penyedia Jasa (Provider) Telepon Seluler.
YUSTIRA, MEGA NILA (Adv.: Teguh Budiarto, Drs., M.I.M), Teguh Budiarto, Drs., M.I.M
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh perceived value of complaint, possibility of success, dan attitudes toward complaint terhadap tendency to make complaint pada pelanggan provider telepon seluler. Alienation, previous experience, dan controllability dianalisis sebagai anteseden. Penelitian ini mengadopsi metode sampling dan dilakukan survei pada provider telepon seluler di Indonesia. Partial Least Square (PLS) dipergunakan untuk menguji hipotesis. Penelitian ini dilakukan kepada 227 orang responden yaitu konsumen dari penyedia layanan ponsel yang memiliki ketidakpuasan untuk produk perusahaan tersebut.
Hasil penelitian menunjukkan bahwa perceived value of complaint, possibility of success, dan attitudes toward complaint, semua memiliki efek yang signifikan terhadap tendency to make complaint. Juga, alienation, previous experience, dan controllability dianalisis sebagai anteseden. Hasil menunjukkan perusahaan yang harus mendorong pelanggan untuk mengeluh dengan menaikkan perceived value of complaint dan possibility of success, dan dengan mengintensifkan attitudes toward complaint.
The purpose of the study is to analyze the influence of perceived value of complaint, possibility of success, and attitudes toward complaint on tendency to make complaint of mobile phone costumers. Alienation, prior experience of complaining, and controllability are analyzed as the antecedents. The study adopted a systematic sampling method and carried out surveys in mobile phone provider in Indonesia. Partial Least Square (PLS) was employed to test the hypotheses. This study conducted 227 people as costumers in mobile phone provider that have dissatisfaction for the products of the firm.
The results show that perceived value of complaint, perceived possibility of success, and attitudes toward complaint, all have significant effect on the tendency to make complaint. Also, alienation, prior experience of complaining, and controllability are analyzed as the antecedents. The results indicate that firm should encourage customers to complain by raising the complaint value and possibility of success, and by intensifying their attittude toward complaining
Kata Kunci : alienation, previous experience, controllability, attitude toward complaint, perceived value of complaint, possibility of successful, tendency to make complaint,
