FACTORS AFFECTING GENERATION Y’s SATISFACTION TOWARDS MOBILE SERVICE
Abstract
ABSTRACT
This paper aims to understand the relationships between perceived quality, perceived value, customer expectation, corporate image, and trust and Generation Y’s satisfaction with mobile services. Previous studies have indicated a non-consistent finding on the relationship between these factors and satisfaction. Thus, this study will reexamine the relationships adapted from the model developed by Naseer et al. (2012) but with the inclusion of trust as a new dimension. This current study used online and offline surveys as the instrument for data collection from 208 respondents among Generation Y. Multiple regression was used to analyze the data. The findings showed that only two dimensions, namely corporate image and perceived quality, directly impact customer satisfaction. Therefore, mobile service providers should enhance their image and product quality to ensure maximum customer satisfaction. In addition, this study helps the government improve the National Telecommunications Policy (NTP) to ensure the growth of telecommunications services and its use of technology to support national development, which aligns with national aspirations.
ABSTRAK
Penelitian ini bertujuan untuk memahami hubungan antara persepsi kualitas, persepsi nilai, ekspektasi pelanggan, citra perusahaan, dan kepercayaan dengan kepuasan Generasi Y terhadap layanan seluler. Penelitian sebelumnya menunjukkan temuan yang tidak konsisten tentang hubungan antara faktor-faktor ini dan kepuasan. Dengan demikian, penelitian ini akan mengkaji ulang hubungan yang diadaptasi dari model yang dikembangkan oleh Naseer et al. (2012) tetapi dengan memasukkan kepercayaan sebagai dimensi baru. Penelitian terkini ini menggunakan survei daring dan luring sebagai instrumen pengumpulan data dari 208 responden di kalangan Generasi Y. Regresi berganda digunakan untuk menganalisis data.. Temuan menunjukkan bahwa hanya dua dimensi, yaitu citra perusahaan dan persepsi kualitas, yang secara langsung memengaruhi kepuasan pelanggan. Oleh karena itu, penyedia layanan seluler harus meningkatkan citra dan kualitas produk mereka untuk memastikan kepuasan pelanggan yang maksimal. Selain itu, penelitian ini membantu pemerintah meningkatkan Kebijakan Telekomunikasi Nasional (NTP) untuk memastikan pertumbuhan layanan telekomunikasi dan penggunaan teknologinya untuk mendukung pembangunan nasional, yang sejalan dengan aspirasi nasional.
Keywords
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DOI: 10.34203/jimfe.v11i1.10685
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