Intensive training for call center officers

Oct 13, 2025 by talynt.org 121 views

The Influence of Quality Call Center Services and Prices on Telkomsel Consumer Loyalty in Students of the Faculty of Economics, Department of Extension Management, University of North Sumatra

Introduction

In today's competitive business landscape, consumer loyalty is a crucial aspect that can make or break a company's success. In the telecommunications industry, where services are often commoditized, companies like Telkomsel must go above and beyond to retain their customers. This study aims to investigate the effect of quality call center services and prices on Telkomsel consumer loyalty, specifically among students of the Faculty of Economics, Department of Extension Management, University of North Sumatra.

Background

Telkomsel, as one of the leading telecommunications service providers in Indonesia, has been facing increasing competition in the market. To stay ahead of the game, the company must focus on providing excellent customer service and competitive pricing. Call center services are a critical aspect of customer experience, as they often serve as the first point of contact for customers with queries or issues. Prices, on the other hand, play a significant role in building loyalty, especially among students who have limited budgets.

Methodology

This study employed an associative research design, utilizing both primary and secondary data. The sampling method used was accidental sampling, involving 92 respondents selected randomly. Hypothesis testing was carried out using a double regression model at a significance level of 0.05 or α = 5%. The results showed that simultaneously, both independent variables - quality of call center services and prices - had a positive and significant influence on the dependent variable, namely consumer loyalty.

Results

The results of this study revealed that prices had a more significant impact on Telkomsel's customer loyalty compared to the quality of call center services. The determinant testing (R²) showed that the quality of call center services and prices had a very close relationship with a value of 0.859. This means that 85.9% of consumer loyalty variables can be explained by service quality and price, while the rest, 14.1%, are influenced by other variables that are not included in the model.

Discussion

In the business context, consumer loyalty is a vital aspect that can lead to long-term success. Call center service quality is a critical factor that can affect customer experience. When customers face problems or have questions, fast responses and adequate solutions from call centers can increase their satisfaction. On the other hand, prices also play a crucial role in building loyalty. Among students, who generally have a limited budget, competitive prices can be a major consideration.

Implications

The results of this study have significant implications for Telkomsel and other telecommunications service providers. By understanding the relationship between quality call center services and prices, companies can develop more effective marketing strategies to improve customer loyalty. For example, conducting intensive training for call center officers to provide better services, as well as providing a special discount or package program for students.

Conclusion

In conclusion, this study provides an important picture of how the quality of service and price can affect consumer loyalty. By understanding this relationship, companies like Telkomsel can improve their relationship with customers, which in turn will support the growth and sustainability of the future business. The findings of this study can be used as a reference for future research and can contribute to the development of effective marketing strategies in the telecommunications industry.

Recommendations

Based on the findings of this study, the following recommendations are made:

Intensive training for call center officers: Telkomsel should conduct intensive training for call center officers to provide better services and improve customer satisfaction.
Special discount or package program for students: Telkomsel should provide a special discount or package program for students to make their services more attractive and competitive.
Regular monitoring of customer satisfaction: Telkomsel should regularly monitor customer satisfaction to identify areas for improvement and make necessary adjustments.
Development of effective marketing strategies: Telkomsel should develop effective marketing strategies to improve customer loyalty and retention.

Limitations

This study has several limitations that should be noted. Firstly, the study was conducted among students of the Faculty of Economics, Department of Extension Management, University of North Sumatra, which may not be representative of the general population. Secondly, the study only focused on the quality of call center services and prices, which may not be the only factors affecting consumer loyalty. Future studies should aim to investigate other factors that may influence consumer loyalty.

Future Research Directions

Future research should aim to investigate the following:

Other factors affecting consumer loyalty: Future studies should investigate other factors that may influence consumer loyalty, such as product quality, customer service, and pricing.
Comparison of different telecommunications service providers: Future studies should compare the quality of call center services and prices of different telecommunications service providers to identify best practices.
Long-term effects of quality call center services and prices: Future studies should investigate the long-term effects of quality call center services and prices on consumer loyalty and retention.
Frequently Asked Questions (FAQs) about the Influence of Quality Call Center Services and Prices on Telkomsel Consumer Loyalty

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of quality call center services and prices on Telkomsel consumer loyalty, specifically among students of the Faculty of Economics, Department of Extension Management, University of North Sumatra.

Q: What is the significance of this study?

A: This study is significant because it provides an important picture of how the quality of service and price can affect consumer loyalty. By understanding this relationship, companies like Telkomsel can improve their relationship with customers, which in turn will support the growth and sustainability of the future business.

Q: What are the key findings of this study?

A: The key findings of this study are:

Simultaneously, both independent variables - quality of call center services and prices - have a positive and significant influence on the dependent variable, namely consumer loyalty.
Prices have a more significant impact on Telkomsel's customer loyalty compared to the quality of call center services.
The determinant testing (R²) shows that the quality of call center services and prices have a very close relationship with a value of 0.859.

Q: What are the implications of this study?

A: The implications of this study are:

Telkomsel should conduct intensive training for call center officers to provide better services and improve customer satisfaction.
Telkomsel should provide a special discount or package program for students to make their services more attractive and competitive.
Telkomsel should regularly monitor customer satisfaction to identify areas for improvement and make necessary adjustments.
Telkomsel should develop effective marketing strategies to improve customer loyalty and retention.

Q: What are the limitations of this study?

A: The limitations of this study are:

The study was conducted among students of the Faculty of Economics, Department of Extension Management, University of North Sumatra, which may not be representative of the general population.
The study only focused on the quality of call center services and prices, which may not be the only factors affecting consumer loyalty.

Q: What are the future research directions?

A: The future research directions are:

Investigating other factors that may influence consumer loyalty, such as product quality, customer service, and pricing.
Comparing the quality of call center services and prices of different telecommunications service providers to identify best practices.
Investigating the long-term effects of quality call center services and prices on consumer loyalty and retention.

Q: What are the practical implications of this study?

A: The practical implications of this study are:

Telkomsel can improve their relationship with customers by providing better services and competitive pricing.
Telkomsel can develop effective marketing strategies to improve customer loyalty and retention.
Telkomsel can increase customer satisfaction by providing regular monitoring and feedback.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are:

The study provides an important picture of how the quality of service and price can affect consumer loyalty.
The study contributes to the development of effective marketing strategies in the telecommunications industry.
The study provides a framework for understanding the relationship between quality call center services and prices and consumer loyalty.