HOW IS THE LOYALTY OF TELKOMCEL CUSTOMERS IN TIMOR-LESTE?
Keywords:
service quality, product quality, loyalty, satisfaction
Abstract
This study aims to assess the loyalty of the Telkomcel customers in Timor-Leste through the service and product quality they received mediated by their satisfaction level. Telkomcel is a telecommunication service that provides internet service in Timor-Leste’s urban area. During the covid-19 pandemic, there was a trend of increasing internet users in Timor-Leste due to the movement restriction in Timor-Leste. The object of the study in this research is the individual customer of Telkomcel, which has used Telkomcel for more than three months and has purchased the internet package more than three times. During the data collection, the research managed to collect 160 samples, with 138 samples being valid. Using SmartPLS 3, the Partial Least Square-Structural Equation Modelling (PLS-SEM) technique was used in this work. The results of this study showed that satisfaction had the most significant influence on customer loyalty, followed by service quality and product quality. The customer emphasized the need to enhance Telkomcel service quality as well as their frustration with the slow network connection and internet speed.
References
Albari, & Kartikasari, A. (2019). The Influence of Product Quality, Service Quality and Price on Customer Satisfaction and Loyalty. AJEFB - Asian Journal of Entrepreneurship and Family Business, 3(1), 49–64. https://www.researchgate.net/publication/339796640
Anggraini, F., & Budiarti, A. (2020). Pengaruh Harga, Promosi, dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan Pada Konsumen Gojek. Jurnal Pendidikan Ekonomi (JUPE), 8(3), 86–94. https://doi.org/10.26740/jupe.v8n3.p86-94
Basu, S., & Irawan. (2003). Manajemen Pemasaran Modern (II). Liberty Offset.
Chakraborty, D. (2019). Factors responsible for making young urban consumers brand loyal: A study on mobile network operators. Journal of Management Development, 38(7), 616–636. https://doi.org/10.1108/JMD-01-2019-0029
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. Modern Methods for Business Research, April, 295–336.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55. https://doi.org/10.2307/1252296
Darmawan, G. S. (2018). Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Citra Perusahaan dan Kepuasan Pelanggan ( studi pada nasabah PT. BRI ( persero ) Tbk Unit Bantur ). Referensi : Jurnal Ilmu Manajemen Dan Akuntansi, 6(1), 91. https://doi.org/10.33366/ref.v6i1.988
Djumarno, Anjani, S., & Djamaluddin, S. (2018). Effect of Product Quality and Price on Customer Loyalty through Customer Satisfaction. International Journal of Business and Management Invention (IJBMI) ISSN, 7(8), 13–20. www.ijbmi.org
Famiyeh, S., Kwarteng, A., & Asante-Darko, D. (2018). Service quality, customer satisfaction and loyalty in automobile maintenance services: Evidence from a developing country. Journal of Quality in Maintenance Engineering, 24(3), 262–279. https://doi.org/10.1108/JQME-10-2016-0056
Fernandes, A. A. R., & Solimun, S. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76–87. https://doi.org/10.1108/JMD-12-2016-0315
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open, 10, 215824402091951. https://doi.org/10.1177/2158244020919517
Fitriyanti, V. (2021). The Effect of Product Quality on Customer’s Satisfaction and Loyalty of EMN Brand in the Ecommerce Era. The International Journal of Business Review (the Jobs Review, 4(1), 1–14.
Garvin, D. A. (1987). Competing on the Eight Dimensions of Quality Harvard Business Review Competing on the Eight Dimensions of Quality. Harvard Business Review, 87603, 17 y 50–51. https://hbr.org/1987/11/competing-on-the-eight-dimensions-of-quality
Gemmel, P., Looy, B. Van, & Dierdonck, R. Van. (2013). Service Management: An Integrated Approach (Third). Pearson.
Hair, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Hassan, M., Hassan, S., Nawaz, M. S., & Aksel, I. (2013). Measuring Customer Satisfaction And Loyalty Through Service Fairness, Service Quality And Price Fairness Perception: An Empirical Study Of Pakistan Mobile Telecommunication Sector. Sci.Int.(Lahore), 25(4), 895–904.
Hassanein, & Abd-Elrahman. (2018). A Review of Telecommunications Service Quality Dimensions. Scholar Journal of Applied Sciences and Research, 1.1(2018), 10.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hu, L., & Bentler, P. M. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological Methods, 3(4), 424–453. https://doi.org/10.1037//1082-989x.3.4.424
Ismadi, F. H., & Susan, M. (2019). The Impact of Identity on Loyalty with Reputation as Mediating Variable. International Journal of Innovation, Creativity and Change. Www.Ijicc.Net, 5(6), 938–951. www.ijicc.net
J, E. R., & Ariyanti, M. (2020). the Effect of Product Quality , Service Quality and Pricing on Customer Satisfaction and Loyalty Case Study on 4G Lte - Advanced Smartfren. Asian Journal of Management Sciences & Education, 9(October), 82–93.
Joudeh, J. M. M., & Dandis, A. O. (2018). Service Quality, Customer Satisfaction and Loyalty in an Internet Service Providers. International Journal of Business and Management, 13(8), 108. https://doi.org/10.5539/ijbm.v13n8p108
Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2019). Principles of marketing. Pearson.
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management (Sixth). Pearson.
La’o Hamutuk. (2021). Covid-19 State of Emergency: 2020-2021 Estadu Emerjénsia Covid-19: 2020-2021. https://www.laohamutuk.org/Justice/2020/20Emergency.htm
Lai, C., & Nguyen, M. C. (2017). Factors affecting service quality, customer satisfaction and loyalty of mobile phone service providers in Vietnam. International Journal of Organizational Innovation, 10(2), 75–86. https://www.proquest.com/openview/cb96adfc1ef5af013e24f164cfc08ef5/1.pdf?pq-origsite=gscholar&cbl=55118
Masitoh, M. R., Wibowo, H. A., & Ikhsan, K. (2019). Pengaruh Kualitas Pelayanan , Kepuasan Pelanggan , dan Kepercayaan Merek Terhadap Loyalitas Pelanggan Pada Pengguna Aplikasi Mobile Shopee. Jurnal Sains Manajemen, 5(1), 101–119.
Meel, D. P. (2020). Analysis of the Researches on Service Quality in Telecom Industry from 2000-2020. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3675040
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. The Journal of Marketing, 49(4), 41–50. http://www.jstor.org/stable/1251430
Paulus A. Pangaila, F., & G. Worang, & R. S. W. (2018). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Pelanggan Pengguna Aplikasi Gojek (Studi Pada Pengguna Layanan Go-Ride Di Kota Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 2778–2787. https://doi.org/10.35794/emba.v6i4.21062
Regata, & Kusumadewi, N. M. W. (2018). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen Yang Dimediasi Oleh Kepuasan Konsumen. E-Jurnal Manajemen Universitas Udayana, 8(3), 1430. https://doi.org/10.24843/ejmunud.2019.v08.i03.p10
Richard L. Oliver. (2010). Satisfaction: A Behavioral Perspective on the Consumer (Second). Routledge.
Rosbo, S. De. (2021). Timor Leste (East Timor) - Telecoms, Mobile and Broadband - Statistics and Analyses - BuddeComm. https://www.budde.com.au/Research/Timor-Leste-East-Timor-Telecoms-Mobile-and-Broadband-Statistics-and-Analyses#:~:text=By August 2020%2C Timor-Leste
Simon, K. (2020). DIGITAL 2020: TIMOR-LESTE. Datareportal. https://datareportal.com/reports/digital-2020-timor-leste
Sousa, C. de. (2021). MTC- ANC issues the Registration Certificate to Ceslink, S.A. http://www.tatoli.tl/en/2021/11/16/mtc-anc-issues-the-registration-certificate-to-ceslink-s-a/
Suherman, M. & Susan, M. (2022). Efek Bauran Pemasaran pada Niat Beli Ulang Konsumen UMKM Makanan dan Minuman Gereja Santo Paulus Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 6(1), 321-431.
Susan, M. (2018). Service quality, satisfaction and trust: A study of public hospitals in Bandung, Indonesia. International Journal of Engineering and Technology(UAE), 7(3.30 Special Issue 30), 393–396. https://doi.org/10.14419/ijet.v7i3.30.18340
Susan, M., Winarto, J., & Gunawan, I. (2021). Development of service quality model as determinants toward banking performance. Estudios de Economia Aplicada, 39(4). https://doi.org/10.25115/eea.v39i4.4629
TDB, A. (2020). Lina Internet Lao Ladun Diak Difikulta Estudante Sira Iha Aprendizajen Via Online| Sekundo.tl - Sekundo Timor Leste. https://sekundo.tl/index.php/articles/LINA-INTERNET-LAO-LADUN-DIAK-DIFIKULTA-ESTUDANTE-SIRA-IHA-APRENDIZAJEN-VIA-ONLINE-2020-05-28-06-57-33
Tempo Timor. (2021). TT ho Telemor oferese internet lenuk ba kliente. https://www.tempotimor.com/politika/5532-tt-ho-telemor-oferese-internet-lenuk-ba-kliente
Thungasal, C. (2019). Pengaruh Kualitas Layanan Dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Hotel Kasuari. Agora, 7(1), 287133.
Tjiptono, F. (2016). Strategi Pemasaran (4th ed.). Andi Offset.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.2307/1251929
Anggraini, F., & Budiarti, A. (2020). Pengaruh Harga, Promosi, dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan Pada Konsumen Gojek. Jurnal Pendidikan Ekonomi (JUPE), 8(3), 86–94. https://doi.org/10.26740/jupe.v8n3.p86-94
Basu, S., & Irawan. (2003). Manajemen Pemasaran Modern (II). Liberty Offset.
Chakraborty, D. (2019). Factors responsible for making young urban consumers brand loyal: A study on mobile network operators. Journal of Management Development, 38(7), 616–636. https://doi.org/10.1108/JMD-01-2019-0029
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. Modern Methods for Business Research, April, 295–336.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55. https://doi.org/10.2307/1252296
Darmawan, G. S. (2018). Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan Melalui Citra Perusahaan dan Kepuasan Pelanggan ( studi pada nasabah PT. BRI ( persero ) Tbk Unit Bantur ). Referensi : Jurnal Ilmu Manajemen Dan Akuntansi, 6(1), 91. https://doi.org/10.33366/ref.v6i1.988
Djumarno, Anjani, S., & Djamaluddin, S. (2018). Effect of Product Quality and Price on Customer Loyalty through Customer Satisfaction. International Journal of Business and Management Invention (IJBMI) ISSN, 7(8), 13–20. www.ijbmi.org
Famiyeh, S., Kwarteng, A., & Asante-Darko, D. (2018). Service quality, customer satisfaction and loyalty in automobile maintenance services: Evidence from a developing country. Journal of Quality in Maintenance Engineering, 24(3), 262–279. https://doi.org/10.1108/JQME-10-2016-0056
Fernandes, A. A. R., & Solimun, S. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76–87. https://doi.org/10.1108/JMD-12-2016-0315
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open, 10, 215824402091951. https://doi.org/10.1177/2158244020919517
Fitriyanti, V. (2021). The Effect of Product Quality on Customer’s Satisfaction and Loyalty of EMN Brand in the Ecommerce Era. The International Journal of Business Review (the Jobs Review, 4(1), 1–14.
Garvin, D. A. (1987). Competing on the Eight Dimensions of Quality Harvard Business Review Competing on the Eight Dimensions of Quality. Harvard Business Review, 87603, 17 y 50–51. https://hbr.org/1987/11/competing-on-the-eight-dimensions-of-quality
Gemmel, P., Looy, B. Van, & Dierdonck, R. Van. (2013). Service Management: An Integrated Approach (Third). Pearson.
Hair, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Hassan, M., Hassan, S., Nawaz, M. S., & Aksel, I. (2013). Measuring Customer Satisfaction And Loyalty Through Service Fairness, Service Quality And Price Fairness Perception: An Empirical Study Of Pakistan Mobile Telecommunication Sector. Sci.Int.(Lahore), 25(4), 895–904.
Hassanein, & Abd-Elrahman. (2018). A Review of Telecommunications Service Quality Dimensions. Scholar Journal of Applied Sciences and Research, 1.1(2018), 10.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hu, L., & Bentler, P. M. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological Methods, 3(4), 424–453. https://doi.org/10.1037//1082-989x.3.4.424
Ismadi, F. H., & Susan, M. (2019). The Impact of Identity on Loyalty with Reputation as Mediating Variable. International Journal of Innovation, Creativity and Change. Www.Ijicc.Net, 5(6), 938–951. www.ijicc.net
J, E. R., & Ariyanti, M. (2020). the Effect of Product Quality , Service Quality and Pricing on Customer Satisfaction and Loyalty Case Study on 4G Lte - Advanced Smartfren. Asian Journal of Management Sciences & Education, 9(October), 82–93.
Joudeh, J. M. M., & Dandis, A. O. (2018). Service Quality, Customer Satisfaction and Loyalty in an Internet Service Providers. International Journal of Business and Management, 13(8), 108. https://doi.org/10.5539/ijbm.v13n8p108
Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2019). Principles of marketing. Pearson.
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management (Sixth). Pearson.
La’o Hamutuk. (2021). Covid-19 State of Emergency: 2020-2021 Estadu Emerjénsia Covid-19: 2020-2021. https://www.laohamutuk.org/Justice/2020/20Emergency.htm
Lai, C., & Nguyen, M. C. (2017). Factors affecting service quality, customer satisfaction and loyalty of mobile phone service providers in Vietnam. International Journal of Organizational Innovation, 10(2), 75–86. https://www.proquest.com/openview/cb96adfc1ef5af013e24f164cfc08ef5/1.pdf?pq-origsite=gscholar&cbl=55118
Masitoh, M. R., Wibowo, H. A., & Ikhsan, K. (2019). Pengaruh Kualitas Pelayanan , Kepuasan Pelanggan , dan Kepercayaan Merek Terhadap Loyalitas Pelanggan Pada Pengguna Aplikasi Mobile Shopee. Jurnal Sains Manajemen, 5(1), 101–119.
Meel, D. P. (2020). Analysis of the Researches on Service Quality in Telecom Industry from 2000-2020. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3675040
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. The Journal of Marketing, 49(4), 41–50. http://www.jstor.org/stable/1251430
Paulus A. Pangaila, F., & G. Worang, & R. S. W. (2018). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Loyalitas Pelanggan Pengguna Aplikasi Gojek (Studi Pada Pengguna Layanan Go-Ride Di Kota Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4), 2778–2787. https://doi.org/10.35794/emba.v6i4.21062
Regata, & Kusumadewi, N. M. W. (2018). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen Yang Dimediasi Oleh Kepuasan Konsumen. E-Jurnal Manajemen Universitas Udayana, 8(3), 1430. https://doi.org/10.24843/ejmunud.2019.v08.i03.p10
Richard L. Oliver. (2010). Satisfaction: A Behavioral Perspective on the Consumer (Second). Routledge.
Rosbo, S. De. (2021). Timor Leste (East Timor) - Telecoms, Mobile and Broadband - Statistics and Analyses - BuddeComm. https://www.budde.com.au/Research/Timor-Leste-East-Timor-Telecoms-Mobile-and-Broadband-Statistics-and-Analyses#:~:text=By August 2020%2C Timor-Leste
Simon, K. (2020). DIGITAL 2020: TIMOR-LESTE. Datareportal. https://datareportal.com/reports/digital-2020-timor-leste
Sousa, C. de. (2021). MTC- ANC issues the Registration Certificate to Ceslink, S.A. http://www.tatoli.tl/en/2021/11/16/mtc-anc-issues-the-registration-certificate-to-ceslink-s-a/
Suherman, M. & Susan, M. (2022). Efek Bauran Pemasaran pada Niat Beli Ulang Konsumen UMKM Makanan dan Minuman Gereja Santo Paulus Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 6(1), 321-431.
Susan, M. (2018). Service quality, satisfaction and trust: A study of public hospitals in Bandung, Indonesia. International Journal of Engineering and Technology(UAE), 7(3.30 Special Issue 30), 393–396. https://doi.org/10.14419/ijet.v7i3.30.18340
Susan, M., Winarto, J., & Gunawan, I. (2021). Development of service quality model as determinants toward banking performance. Estudios de Economia Aplicada, 39(4). https://doi.org/10.25115/eea.v39i4.4629
TDB, A. (2020). Lina Internet Lao Ladun Diak Difikulta Estudante Sira Iha Aprendizajen Via Online| Sekundo.tl - Sekundo Timor Leste. https://sekundo.tl/index.php/articles/LINA-INTERNET-LAO-LADUN-DIAK-DIFIKULTA-ESTUDANTE-SIRA-IHA-APRENDIZAJEN-VIA-ONLINE-2020-05-28-06-57-33
Tempo Timor. (2021). TT ho Telemor oferese internet lenuk ba kliente. https://www.tempotimor.com/politika/5532-tt-ho-telemor-oferese-internet-lenuk-ba-kliente
Thungasal, C. (2019). Pengaruh Kualitas Layanan Dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Hotel Kasuari. Agora, 7(1), 287133.
Tjiptono, F. (2016). Strategi Pemasaran (4th ed.). Andi Offset.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.2307/1251929
Published
2022-08-01
How to Cite
Raharjo, L., & Susan, M. (2022). HOW IS THE LOYALTY OF TELKOMCEL CUSTOMERS IN TIMOR-LESTE?. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(2), 1531-1549. https://doi.org/10.31955/mea.v6i2.2192
Section
Articles
Copyright (c) 2022 Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
