Description
Indonesia have good market, we are the fifth in the world. Indonesia have had 5 provider which service internet connection (broadband acces internet), they are Telkom Speedy, Telkomsel Flash, Indosat, First Media (Fastnet) dan XL (Exelcomindo). PT.
Rev. Integr. Bus. Econ. Res. Vol 2(1) 491
Copyright ? 2013 Society of Interdisciplinary Business Research (www.sibresearch.org)
Customer Loyalty the Effects of Service Quality and The
Mediating Role of Customer Relationship Marketing TelKom
Speedy in Jember Area
Muchtar Rizka
Consumer Service Division,
Commerce office Banyuwangi PT. Telekomunikasi Indonesia Tbk.
Astuti Widji
University of Merdeka Malang
Email : [email protected]
ABSTRACT
The research was to exam the influence of service quality on customer loyalty via customer
relationship marketing amongst users of Telkom Speedy. SPEEDY is a Telkom’s product of End
to End Internet Access Service with a basis of Asymmetric Digital Subscriber Line (ADSL)
technology able to transmit data and voice simultaneously through one ordinary telephone line
with the guaranteed speed according to the service package launched from modem to BRAS
(Broadband Remote Access Server). Appropriate measures are identified and a postal survey is
undertaken among 220 were distributed randomly to personal users of a Telkom Speedy in
Jember Area East Java. The measurement of service quality items based on Parasuraman,
Zeithaml and Berry consisted of five items, and the six items of customer loyalty were based on
the work of Roberts, Varki and Brodie. Customer relationship marketing (CRM) was measured
using four items based on Morgan and Hunt (1994). This research had using structural equation
model (SEM) and the result show that customer relationship marketing does play a mediating
role in the effect of service quality on customer loyalty. The findings provide usable model for
assurance item to enhance service quality that contribute to high customer relationship marketing
and loyalty.
Keywords : Service Quality, Customer Relationship Marketing, Customer Loyalty,
Telecommunication Industry.
1. INTRODUCTIONS
Indonesia have good market, we are the fifth in the world. Indonesia have had 5 provider which
service internet connection (broadband acces internet), they are Telkom Speedy, Telkomsel
Flash, Indosat, First Media (Fastnet) dan XL (Exelcomindo). PT. Telkom want to get the market
in Jember Area. It is mean PT.Telkom must have good customer who loyal to use one of the
product. In this case, Service Quality advantage will make customer loyal, then fulfilment need
and want of service quality can be build CRM. CRM is the process of create, maintain, and
enhance strong relationship customer and other stakeholder. . Thus, CRM as a mediating role in
Rev. Integr. Bus. Econ. Res. Vol 2(1) 492
Copyright ? 2013 Society of Interdisciplinary Business Research (www.sibresearch.org)
the effect of service quality on customer loyalty in Telkom Speedy should continuously
monitored and improve. They must monitored to give the best service. Then This research is part
of process to develop of a conceptual framework that integrates service quality, customer loyalty
and CRM.
2. LITERATURE REVIEW
2.1. Service Quality (SERVQUAL)
The literature has suggested that service quality is determined by the differences
between customer’s expectations of service provider’s performance and their evaluation of the
services they received (Lehtinen and Lehtinen, 1982; Lewis and Booms, 1983; Gronroos, 1984,
1990, 1998, 2001; Parasuraman et al, 1985, 1988, 1994). Lehtinen and Lehtinen (1982) give a
three dimentional view of service quality: interaction, physical and corporate quality. The other
side, essentially from a customer’s perspective consisting quality as being two dimentional:
output and process quality. Lewis and Booms (1983) defined service quality as measure service
provider with customer expectation’s. Thus, the influence of service quality: expected service
factor and perceived service factor. In the perceived service quality model developed by
Gronroos are functional and technical quality dimensions. Technical quality dimensions is
WHAT customer gets (outcome) while functional service related variable refers to HOW
customer gets (Process). In operational the service quality construct, Parasuraman et al. have
conducted well-known studies to uncover key service quality attribute that significantly
influence the customer’s perceptions of overall service quality. They initially identified ten
determinants of service quality based on a series of focus group interview. These attributes were
tangibles, reliability, responsiveness, competency, courtesy, communication, credibility, security,
access and understanding the customer. Later, they distilled ten dimensions into five by using a
factor analysis. These five dimensions were tangibles, reliability, responsiveness, assurance and
empathy.
The contention by the developers of ServQual that the instrument can be applied to
determine the service quality offering of any service firm has led to its extensive adoption. They
show empirically that the perception items in servqual exhibit a stronger correlation with service
quality, than the difference score computations. Finally, the authors have recognized the
existence of five dimensions as attributes servqual.
2.2. Customer Relationship Marketing (CRM)
CRM is the biggest paradigmatic shift in marketing theory and practice in recent
decades. It has been well known that customer perceived service quality and customer loyalty
have been the most important success factors of business competition for service providers
(Zeithaml, 1996). CRM is a strong which an intangible asset. CRM cannot be easily duplicated
by competitors. In the CRM paradigm, one of the key goals is to determine different resource
allocations for different tiers of customer. CRM is becoming a necessity in order to survive. The
first researchers who defined relationship marketing as all marketing activities directed toward
establishing, developing, and maintaining successful relationship (Morgan & Hunt, 1994). The
focus of relationship marketing is on building long-termarrangement in which both, the seller and the
buyer participate in interest in providing a more satisfying exchange.
Rev. Integr. Bus. Econ. Res. Vol 2(1) 493
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CRM is to identify establish, maintain, enhance, and when necessary, terminate
relationship with customers and other stakeholders. Relationship marketing aims to establish,
maintain, and enhance relationships with customers, so that the objectives of the parties are met
(Gronroos, 1994). Customer relationship marketing concerns attracting, developing and retaining
customer relationship (Berry and Parasuraman 1991). CRM goal is to provide increased value to
the customer and results in a lifetime value for the service provider (Liu, 2000). Relationship
marketing generates positive seller outcomes by enhancing relationship quality or the overall
strength of the relationship, as indicated by increased trust, commitment, and satisfaction (De
Wulf, Odekerken-Schröder, & Iacobucci, 2001). Trust has been defined as “a willingness to rely
on an exchange partner in whom one has confidence” (Moorman 1993). Hartline and Ferrell
(1996) defined management commitment to service quality as "the manager's affective desire to
improve his or her unit's service quality". Then, Satisfaction of customers with products and
services of a company is considered as most important factor leading toward competitiveness
and success (Hennig-Thurau and Klee, 1997). Customer satisfaction is very important in today’s
business world as according to Deng et al., (2009) the ability of a service provider to create high
degree of satisfaction is crucial for product differentiation and developing strong relationship
with customers.
Thus, customer relationship marketing is building long term relationship with
customer aim achieve business survive and sustainability over time. Indicators were used to
measure CRM (De Wulf, Odekerken-Schröder, & Iacobucci, 2001) : trust, commitment and
satisfaction.
2.3. Customer Loyalty
Much of the work on loyalty in the 1970s-1980s has used this conceptualization. In the
early days the focus of loyalty was brand loyalty and respect to tangible goods. Jacoby and
Chestnut (1978) argued that the behavioral and attitudinal aspects of loyalty are reflected in the
conceptual definition of brand loyalty. This same statement by Griffin (1995). Behavior loyalty
focuses on the long term choice probability for a brand, for example, repeat purchase probability.
Attitudinal loyalty focuses on brand recommendations, resistance to superior products,
repurchase intention etc. Dick and Basu (1994) suggest an attitudinal theoretical framework that
also envisages the loyalty construct as relative attitude and patronage behavior. A further aspect
of loyalty is cognitive loyalty. Gremler and Brown (1996) extend the concept of loyalty to
intangible products and their definition of incorporates the three specific components of loyalty
considered : the purchase, attitude and cognition. However, few studies have looked at customer
loyalty of services. Customer loyalty can be classified into proactive loyalty and situational
loyalty (Oliver, 1997). Proactive loyalty is a moment consumer often bought the brand and
settles for no other substitute, while situational loyalty is when the buyer purchases a brand for a
special occasion.
Customer loyalty is related to a service provider’s ability to maintain its customers’
loyalty and persuade them to recommend its services to potential customers (Zeithaml, 1996).
Six indicators were use to measure customer loyalty (Roberts, K., et al, 2003) : share
information, say positive things, recommend friend, continue purchasing, purchase additional
service and test new service. Customer loyalty is a result of customer retention programs that
always giving encouragement to remain active choosing their brand as exclusive brand.
Customer loyalty is a strategy that creates mutual rewards to benefit firms and customers
(Reichhed & Detrick, 2003). With loyalty customers, companies can maximize their profit
Rev. Integr. Bus. Econ. Res. Vol 2(1) 494
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because loyal customers are willing to purchase more frequently, spend money on trying new
products or services, recommend products and services to others, and give companies sincere
suggestions (Reichheld & Sasser, 1990)
2.3. Research Model
Customer loyalty is considered to be a key factor in order to achieve company success
and sustainability over time. In an era of increasing competition, firms have resorted to using
relationship marketing as a strategy to attract, maintain and enhance customer relationships and
build loyalty. In customer point of view, trust, commitment, mutuality and long- term
relationship with customer which are very essential factors to satisfy their customer needs and
wants. In addition trust provides the basis for loyalty, relationship enhancement (decreased
perception of risk), and yet is mediated by customer perceived value of the relationship (i.e.,
perceived net benefits) (Morgan & Hunt, 1994; Selnes, 1998; Sirdeshmukh, 2002). Delivering
more effective service quality than other is one of the ways that a firm can be a successful in
achieving today business and sustainability over time.
In investigation we use some procedure the mediating effect depicted in figure 1. This
involved the computation of four equations: (1). Customer relationship marketing must affected
on service quality, (2). Customer loyalty must effected on service quality, (3). Customer loyalty
must affected on customer relationship marketing, (4). Customer loyalty must affected on service
quality on both service quality and on the mediator (customer relationship marketing).
Trust in honesty Share
Information
Trust in Customer Say Positive
Benevolen Relationship Things
Marketing
Affective Recommend
Commitment Customer Friends
Loyalty Continue
Satisfaction Purchasing
Service Purchase
Quality Additional
Service
Test New
Tangible Reliable Responsiveness Assurance Empathy Service
Figure 1. The influence service quality on customer loyalty via customer relationship marketing
3. METHODOLOGY
Customer
Relationship
Marketing
Customer
Loyalty
Service
Quality
Rev. Integr. Bus. Econ. Res. Vol 2(1) 495
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3.1. Instrument Development and Sampling Procedure
Service quality is the customer’s overall perceived assessment of service performance.
Five indicators were used to measure the overall service quality of this provider. These indicators
were adapted from Parasuraman (1994): tangible, reliability, responsiveness, assurance and
empathy.
Customer loyalty is related to a service provider’s ability to maintain its customers’
loyalty and persuade them to recommend its services to potential customers (Zeithaml, 1996).
Six indicators were use to measure customer loyalty. These indicators were adapted from
Roberts, K., et al (2003): share information, say positive things, recommend friend, continue
purchasing, purchase additional service and test new service.
CRM (Morgan and Hunt, 1994) as all marketing activities directed toward
establishing, developing, and maintaining successful relationship. Relationship marketing has
been operational by using the model of trust (honesty and benevolence), commitment and
satisfaction.
Questionnaires were distributed to the Telkom speedy user in J ember, East Java. The
questionnaire used consisted 42 items. To measure service quality the 20-item SERVQUAL
instruments was used. To measure customer relationship marketing the 12-item, and to measure
customer loyalty the 12-Item instruments was used. Thus, all measured on a five-point scale
ranking from very agree, to not very agree. The data were collected by surveys. This study
employed structural equation model.
The number of samples should be 220 (Sekaran, 2003) and it take in purposive random
sampling way for user that have 3 month as customer.
4. FINDINGS
4.1. Validity and Reliability Tests
This research indicate that the questionnaires identified take to measure service
quality, customer relationship marketing and customer loyalty exhibit acceptable in terms of
both reliability and validity. The validity was evaluated compare correlation (r) Pearson
Product Moment with r table, and result show that all items r counted >r table (0.4). Thus, all
items is valid (See: Appendix). The reliability was evaluated by assessing the internal
consistency of the items representing each construct of service quality, customer relationship
marketing and customer loyalty using Cronbach’s alpha. The reliability of each construct of
service quality 0.821. For customer relationship marketing was 0,742 and 0,905 for customer
loyalty. It’s more than 0.6. Thus, items of three variable observe is reliable.
4.2. Profile of Respondents
A total of 220 sets of questionnaires were collected. Profile of respondents of this
research indicated that:
? 47.7 % Customer personal Speedy were between the age 21-30 years; 25,9% were between
31-40 year; 18,2% respondents more than the age 40 years and the rest 8,2% were between
17-20 year.
? 38.2% have been using the Speedy for the duration of 6-12 month; 33,6% respondents the
Speedy in more than 12 month, and the rest 28,2% between 3-6 month
Rev. Integr. Bus. Econ. Res. Vol 2(1) 496
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? 42,3 % Speedy customer SLTA grade; 51,4% bachelor grade; 11,4% diploma grade and 3,2
% SLTP undergrade.
? Product choose decide: 74,1% by self, 13,6% friend opinion and 12,3% parent opinion.
4.3. Service Quality, Customer Relationship Marketing and Customer Loyalty of the
Telkom speedy
Service quality consist of tangible, reliability, responsiveness, assurance, and empathy.
The five indicators service quality contribution based on standardized regression weights: 0.56;
0.63; 0.73; 0.83 and 0.80. Thus, Assurance is highly contribution (0.83) of service quality and
tangible is lower contribution (0.56). So, this is depend on customer opinion service quality
(Appendix 1), result show that highly mean of assurance (4.03) and tangible is lower mean
(3.82). This mean that customer comfort transaction with Telkom Speedy officer, good service
level guarantee, modem speedy on time connection and continue connection. But bad in view.
CRM consist of trust in partner’s honesty, trust in partner’s benevolence, affective
commitment, and satisfaction. The four indicators CRM contribution based on standardized
regression weights: 0.65; 0.55; 0.79; and 0.60. Thus, affective commitment is highly
contribution (0.79) of CRM and trust in partner’s benevolence is lower contribution (0.55).
This accord to CRM (Appendix 1), result show that highly mean of affective communications
(3.89) and trust in partner’s benevolence is lower mean (3.62). This mean that we must commit
to customer complaint, then customer care speedy and give solution, and easy in application to
get Telkom speedy service. So, its effective and efficient service
Customer loyalty consist of share information, say positive things, recommended
friends, continue purchasing, purchase additional service, and test new service. The six
indicators customer loyalty contribution based on standardized regression weights: 0.82; 0.80;
0.80; 0.78; 0.79 and 0.74. Thus, share information is highly contribution (0.82) of customer
loyalty and test new service is lower contribution (0.74). This accord to customer opinion
customer loyalty (Appendix 1), result show that highly mean of Share information (3.94) and
test new service is lower mean (3.74). This mean that share information item: Customer care
speedy make interactive relation. Then to know customer response they have to do test new
service .
Based on appendix 1, mean indicators can be concluded that respondent agreed for
indicator from three variable observed.
4.4. The influence service quality on service loyalty via customer relationship marketing
The result on the influenced of service quality on service loyalty via customer
relationship marketing is presented in table 1 and 2. Based on table 1 and 2, it can be concluded
that : (1) Service quality direct effect on customer relationship marketing as strong as 0.774
and CR =6.563 on P value =0.00 (2) Customer relationship marketing direct effect on
customer loyalty as strong as 0.427 and CR =3.818 on P value =0.00 (3) Service quality
direct effect on customer loyalty as strong as 0.485 and CR =4.340 on P value =0.00. While
Service quality indirect effect on customer loyalty via customer relationship marketing as
strong as 0.33. This research accepted significance probability is 0,062, GFI=0,942 and
CFI=0,988. Thus, conclusion that customer relationship marketing is a mediating role in the
Rev. Integr. Bus. Econ. Res. Vol 2(1) 497
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effect of service quality on service loyalty. Its show that assurance as a service quality
indicators can be developing customer relationship and so that create customer loyalty.
Tabel 1
Direct and Indirect Effect Variable
Tabel 2
Result test
HYPOTHESIS Result Description
Service quality direct effect on CRM CR =6.563 Accepted
P= 0.000
Service quality direct effect on Customer Loyalty CR =4.340 Accepted
P= 0.000
CRM direct effect on Customer Loyalty CR=3.818 Accepted
P= 0.000
Service quality indirect effect on Customer
Loyalty via CRM Direct effect=0.485; Accepted
Indirect effect=0.33
5. DISCUSSION
The results confirm the research model, service quality is found to act on service
loyalty via customer relationship marketing. The results also show a major customer speedy is
bachelor, 21-30 years with speedy 6-12 month as user. This type of analysis can help identify
segments that have the highest potential of defection and where best to target limited marketing
resources.
The research contributes to our knowledge by support that CRM perform a mediating
role in the link between service quality and service loyalty. However, the main focus of
management attention must be on CRM, of which service quality is an important antecedent on
service firms Moreover, such monitoring can be extended to include a comparison of the firms
performance on three construct (service quality, CRM and customer loyalty) to those of its
competitors.
This study provides a number of directions for future research. Work can focus on
identifying and possibly developing items tangible measure of service quality. It is also
possible to look at developing a richer model that incorporates other constructs beyond the
Variable
Direct
Effect
Indirect
Effect
Total
Effect
Servqual? CRM 0.774 0 0.774
CRM? Cust Loyal 0.427 0 0.427
Servqual? Cust Loyal via CRM 0.485 0.33 0.815
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three used in this study and to consider their interactive effects. Similarly, the role of brand
image is worthy of further elaboration. Does service quality have an effect on CRM and brand
image and then implications for customer loyalty.
APPENDIX
1. Mean Indicators Variable
Variable Indicator Mean
Service quality Tangible 3.82
Reliability 3.88
Responsiveness 3.97
Empathy 4.00
Assurance 4.03
CRM Trust in partner's honesty 3.83
Trust in partner's
benevolence 3.62
Affective commitment 3.89
Satisfaction 3.88
Customer
Loyalty Share information 3.94
Say positive things 3.91
Recommended friends 3.90
Continue purchasing 3.86
Purchase additional 3.89
Test new service 3.74
2. Validity Indicator of Service Quality
Indicator Item r
Tangible
Good officer service (X111)
0,673
Valid
(X1.1)
Nice view and comfortable (X112)
0,413
Valid
Comfort room service (X113)
0,746
Valid
Easy to get service post(X114)
0,651
Valid
Reliability
(X1.2)
On time installing(X121)
0,630
Valid
On time response (X122)
0,608
Valid
Speed / bandwidth constant (X123)
0,768
Valid
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Right bill counting(X124)
0,481
Valid
Responsiveness
Ontime reopen block line (X131) 0,883 Valid
(X1.3) Good response to give usefull information (X132)
0,762 Valid
Good respon for complaint(X133)
0.883 Valid
Easy to pay in any way (Loket/Bank/ATM) (X134) 0,625
Valid
Assurance Safe in transaction Speedy (X141)
0,741 Valid
(X1.4) Service level guarantee accord to write (X142
0,737 Valid
On time connection (X143)
0,697 Valid
Continue connection (X144)
0,598 Valid
Emphaty
Comfortable service (X151)
0,617
Valid
(X1.5)
Good information for any changes (X152)
0,841
Valid
Good service for customer (X153)
0,716
Valid
Good relation between officer and customer (X154)
0,778 Valid
3. Validity Indicator of Customer Relationship Management
Indicator Item r Discription
Trust in partner’s
honesty (X2.1)
Usefull Quota (X211) 0,790 Valid
Quota up to date (X212) 0,792 Valid
Free modem and installation(X213) 0,701 Valid
Trust in partner’s
benevolence
(X2.2)
Easy terminate (X221) 0,683 Valid
Easy application (X222) 0,739 Valid
Effective service(X223) 0,425 Valid
Affective
commitment
(X2.3)
On time response complaint(X231) 0,857 Valid
Good Administration service (X232) 0,859 Valid
Response to customer information(X233) 0,894 Valid
Satisfactustomeri
on (X2.4)
Usefull program for product(X241) 0,671 Valid
Customer care profesional (X242) 0,815 Valid
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Comfortable speedy program (X243) 0,861 Valid
4. Validiy Indicator of Customer Loyalty
Indicator Item r Description
Share Customer care speedy give information (Y111)
0,767 Valid
Information(Y1.1) Good communication among customer(Y112) 0,877
Valid
Say Good modem tools (Y121) 0,849
Valid
Positive
Things (Y1.2) I tell speedy to another (Y122) 0,787
Valid
Recommanded I ask friend to use speedy service(Y131) 0,88
Valid
Friend (Y1.3.) I recommend friends to use speedy(Y132 0,758
Valid
Continue I will still use speedy (Y141) 0.839
Valid
Purchasing (Y1.4) I will acces any new service(Y142) 0,768
Valid
Purchase I will pay for new service program(Y151) 0.894
Valid
Additional I have home connection(Y152) 0.674
Valid
Service (Y1.5)
Test new Telkom speedy understand customer need(Y161) 0.873
Valid
Service (Y1.6)
Telkom speedy know the way to get customer
intention(Y162) 0.648
Valid
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doc_392646676.pdf
Indonesia have good market, we are the fifth in the world. Indonesia have had 5 provider which service internet connection (broadband acces internet), they are Telkom Speedy, Telkomsel Flash, Indosat, First Media (Fastnet) dan XL (Exelcomindo). PT.
Rev. Integr. Bus. Econ. Res. Vol 2(1) 491
Copyright ? 2013 Society of Interdisciplinary Business Research (www.sibresearch.org)
Customer Loyalty the Effects of Service Quality and The
Mediating Role of Customer Relationship Marketing TelKom
Speedy in Jember Area
Muchtar Rizka
Consumer Service Division,
Commerce office Banyuwangi PT. Telekomunikasi Indonesia Tbk.
Astuti Widji
University of Merdeka Malang
Email : [email protected]
ABSTRACT
The research was to exam the influence of service quality on customer loyalty via customer
relationship marketing amongst users of Telkom Speedy. SPEEDY is a Telkom’s product of End
to End Internet Access Service with a basis of Asymmetric Digital Subscriber Line (ADSL)
technology able to transmit data and voice simultaneously through one ordinary telephone line
with the guaranteed speed according to the service package launched from modem to BRAS
(Broadband Remote Access Server). Appropriate measures are identified and a postal survey is
undertaken among 220 were distributed randomly to personal users of a Telkom Speedy in
Jember Area East Java. The measurement of service quality items based on Parasuraman,
Zeithaml and Berry consisted of five items, and the six items of customer loyalty were based on
the work of Roberts, Varki and Brodie. Customer relationship marketing (CRM) was measured
using four items based on Morgan and Hunt (1994). This research had using structural equation
model (SEM) and the result show that customer relationship marketing does play a mediating
role in the effect of service quality on customer loyalty. The findings provide usable model for
assurance item to enhance service quality that contribute to high customer relationship marketing
and loyalty.
Keywords : Service Quality, Customer Relationship Marketing, Customer Loyalty,
Telecommunication Industry.
1. INTRODUCTIONS
Indonesia have good market, we are the fifth in the world. Indonesia have had 5 provider which
service internet connection (broadband acces internet), they are Telkom Speedy, Telkomsel
Flash, Indosat, First Media (Fastnet) dan XL (Exelcomindo). PT. Telkom want to get the market
in Jember Area. It is mean PT.Telkom must have good customer who loyal to use one of the
product. In this case, Service Quality advantage will make customer loyal, then fulfilment need
and want of service quality can be build CRM. CRM is the process of create, maintain, and
enhance strong relationship customer and other stakeholder. . Thus, CRM as a mediating role in
Rev. Integr. Bus. Econ. Res. Vol 2(1) 492
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the effect of service quality on customer loyalty in Telkom Speedy should continuously
monitored and improve. They must monitored to give the best service. Then This research is part
of process to develop of a conceptual framework that integrates service quality, customer loyalty
and CRM.
2. LITERATURE REVIEW
2.1. Service Quality (SERVQUAL)
The literature has suggested that service quality is determined by the differences
between customer’s expectations of service provider’s performance and their evaluation of the
services they received (Lehtinen and Lehtinen, 1982; Lewis and Booms, 1983; Gronroos, 1984,
1990, 1998, 2001; Parasuraman et al, 1985, 1988, 1994). Lehtinen and Lehtinen (1982) give a
three dimentional view of service quality: interaction, physical and corporate quality. The other
side, essentially from a customer’s perspective consisting quality as being two dimentional:
output and process quality. Lewis and Booms (1983) defined service quality as measure service
provider with customer expectation’s. Thus, the influence of service quality: expected service
factor and perceived service factor. In the perceived service quality model developed by
Gronroos are functional and technical quality dimensions. Technical quality dimensions is
WHAT customer gets (outcome) while functional service related variable refers to HOW
customer gets (Process). In operational the service quality construct, Parasuraman et al. have
conducted well-known studies to uncover key service quality attribute that significantly
influence the customer’s perceptions of overall service quality. They initially identified ten
determinants of service quality based on a series of focus group interview. These attributes were
tangibles, reliability, responsiveness, competency, courtesy, communication, credibility, security,
access and understanding the customer. Later, they distilled ten dimensions into five by using a
factor analysis. These five dimensions were tangibles, reliability, responsiveness, assurance and
empathy.
The contention by the developers of ServQual that the instrument can be applied to
determine the service quality offering of any service firm has led to its extensive adoption. They
show empirically that the perception items in servqual exhibit a stronger correlation with service
quality, than the difference score computations. Finally, the authors have recognized the
existence of five dimensions as attributes servqual.
2.2. Customer Relationship Marketing (CRM)
CRM is the biggest paradigmatic shift in marketing theory and practice in recent
decades. It has been well known that customer perceived service quality and customer loyalty
have been the most important success factors of business competition for service providers
(Zeithaml, 1996). CRM is a strong which an intangible asset. CRM cannot be easily duplicated
by competitors. In the CRM paradigm, one of the key goals is to determine different resource
allocations for different tiers of customer. CRM is becoming a necessity in order to survive. The
first researchers who defined relationship marketing as all marketing activities directed toward
establishing, developing, and maintaining successful relationship (Morgan & Hunt, 1994). The
focus of relationship marketing is on building long-termarrangement in which both, the seller and the
buyer participate in interest in providing a more satisfying exchange.
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CRM is to identify establish, maintain, enhance, and when necessary, terminate
relationship with customers and other stakeholders. Relationship marketing aims to establish,
maintain, and enhance relationships with customers, so that the objectives of the parties are met
(Gronroos, 1994). Customer relationship marketing concerns attracting, developing and retaining
customer relationship (Berry and Parasuraman 1991). CRM goal is to provide increased value to
the customer and results in a lifetime value for the service provider (Liu, 2000). Relationship
marketing generates positive seller outcomes by enhancing relationship quality or the overall
strength of the relationship, as indicated by increased trust, commitment, and satisfaction (De
Wulf, Odekerken-Schröder, & Iacobucci, 2001). Trust has been defined as “a willingness to rely
on an exchange partner in whom one has confidence” (Moorman 1993). Hartline and Ferrell
(1996) defined management commitment to service quality as "the manager's affective desire to
improve his or her unit's service quality". Then, Satisfaction of customers with products and
services of a company is considered as most important factor leading toward competitiveness
and success (Hennig-Thurau and Klee, 1997). Customer satisfaction is very important in today’s
business world as according to Deng et al., (2009) the ability of a service provider to create high
degree of satisfaction is crucial for product differentiation and developing strong relationship
with customers.
Thus, customer relationship marketing is building long term relationship with
customer aim achieve business survive and sustainability over time. Indicators were used to
measure CRM (De Wulf, Odekerken-Schröder, & Iacobucci, 2001) : trust, commitment and
satisfaction.
2.3. Customer Loyalty
Much of the work on loyalty in the 1970s-1980s has used this conceptualization. In the
early days the focus of loyalty was brand loyalty and respect to tangible goods. Jacoby and
Chestnut (1978) argued that the behavioral and attitudinal aspects of loyalty are reflected in the
conceptual definition of brand loyalty. This same statement by Griffin (1995). Behavior loyalty
focuses on the long term choice probability for a brand, for example, repeat purchase probability.
Attitudinal loyalty focuses on brand recommendations, resistance to superior products,
repurchase intention etc. Dick and Basu (1994) suggest an attitudinal theoretical framework that
also envisages the loyalty construct as relative attitude and patronage behavior. A further aspect
of loyalty is cognitive loyalty. Gremler and Brown (1996) extend the concept of loyalty to
intangible products and their definition of incorporates the three specific components of loyalty
considered : the purchase, attitude and cognition. However, few studies have looked at customer
loyalty of services. Customer loyalty can be classified into proactive loyalty and situational
loyalty (Oliver, 1997). Proactive loyalty is a moment consumer often bought the brand and
settles for no other substitute, while situational loyalty is when the buyer purchases a brand for a
special occasion.
Customer loyalty is related to a service provider’s ability to maintain its customers’
loyalty and persuade them to recommend its services to potential customers (Zeithaml, 1996).
Six indicators were use to measure customer loyalty (Roberts, K., et al, 2003) : share
information, say positive things, recommend friend, continue purchasing, purchase additional
service and test new service. Customer loyalty is a result of customer retention programs that
always giving encouragement to remain active choosing their brand as exclusive brand.
Customer loyalty is a strategy that creates mutual rewards to benefit firms and customers
(Reichhed & Detrick, 2003). With loyalty customers, companies can maximize their profit
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because loyal customers are willing to purchase more frequently, spend money on trying new
products or services, recommend products and services to others, and give companies sincere
suggestions (Reichheld & Sasser, 1990)
2.3. Research Model
Customer loyalty is considered to be a key factor in order to achieve company success
and sustainability over time. In an era of increasing competition, firms have resorted to using
relationship marketing as a strategy to attract, maintain and enhance customer relationships and
build loyalty. In customer point of view, trust, commitment, mutuality and long- term
relationship with customer which are very essential factors to satisfy their customer needs and
wants. In addition trust provides the basis for loyalty, relationship enhancement (decreased
perception of risk), and yet is mediated by customer perceived value of the relationship (i.e.,
perceived net benefits) (Morgan & Hunt, 1994; Selnes, 1998; Sirdeshmukh, 2002). Delivering
more effective service quality than other is one of the ways that a firm can be a successful in
achieving today business and sustainability over time.
In investigation we use some procedure the mediating effect depicted in figure 1. This
involved the computation of four equations: (1). Customer relationship marketing must affected
on service quality, (2). Customer loyalty must effected on service quality, (3). Customer loyalty
must affected on customer relationship marketing, (4). Customer loyalty must affected on service
quality on both service quality and on the mediator (customer relationship marketing).
Trust in honesty Share
Information
Trust in Customer Say Positive
Benevolen Relationship Things
Marketing
Affective Recommend
Commitment Customer Friends
Loyalty Continue
Satisfaction Purchasing
Service Purchase
Quality Additional
Service
Test New
Tangible Reliable Responsiveness Assurance Empathy Service
Figure 1. The influence service quality on customer loyalty via customer relationship marketing
3. METHODOLOGY
Customer
Relationship
Marketing
Customer
Loyalty
Service
Quality
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3.1. Instrument Development and Sampling Procedure
Service quality is the customer’s overall perceived assessment of service performance.
Five indicators were used to measure the overall service quality of this provider. These indicators
were adapted from Parasuraman (1994): tangible, reliability, responsiveness, assurance and
empathy.
Customer loyalty is related to a service provider’s ability to maintain its customers’
loyalty and persuade them to recommend its services to potential customers (Zeithaml, 1996).
Six indicators were use to measure customer loyalty. These indicators were adapted from
Roberts, K., et al (2003): share information, say positive things, recommend friend, continue
purchasing, purchase additional service and test new service.
CRM (Morgan and Hunt, 1994) as all marketing activities directed toward
establishing, developing, and maintaining successful relationship. Relationship marketing has
been operational by using the model of trust (honesty and benevolence), commitment and
satisfaction.
Questionnaires were distributed to the Telkom speedy user in J ember, East Java. The
questionnaire used consisted 42 items. To measure service quality the 20-item SERVQUAL
instruments was used. To measure customer relationship marketing the 12-item, and to measure
customer loyalty the 12-Item instruments was used. Thus, all measured on a five-point scale
ranking from very agree, to not very agree. The data were collected by surveys. This study
employed structural equation model.
The number of samples should be 220 (Sekaran, 2003) and it take in purposive random
sampling way for user that have 3 month as customer.
4. FINDINGS
4.1. Validity and Reliability Tests
This research indicate that the questionnaires identified take to measure service
quality, customer relationship marketing and customer loyalty exhibit acceptable in terms of
both reliability and validity. The validity was evaluated compare correlation (r) Pearson
Product Moment with r table, and result show that all items r counted >r table (0.4). Thus, all
items is valid (See: Appendix). The reliability was evaluated by assessing the internal
consistency of the items representing each construct of service quality, customer relationship
marketing and customer loyalty using Cronbach’s alpha. The reliability of each construct of
service quality 0.821. For customer relationship marketing was 0,742 and 0,905 for customer
loyalty. It’s more than 0.6. Thus, items of three variable observe is reliable.
4.2. Profile of Respondents
A total of 220 sets of questionnaires were collected. Profile of respondents of this
research indicated that:
? 47.7 % Customer personal Speedy were between the age 21-30 years; 25,9% were between
31-40 year; 18,2% respondents more than the age 40 years and the rest 8,2% were between
17-20 year.
? 38.2% have been using the Speedy for the duration of 6-12 month; 33,6% respondents the
Speedy in more than 12 month, and the rest 28,2% between 3-6 month
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? 42,3 % Speedy customer SLTA grade; 51,4% bachelor grade; 11,4% diploma grade and 3,2
% SLTP undergrade.
? Product choose decide: 74,1% by self, 13,6% friend opinion and 12,3% parent opinion.
4.3. Service Quality, Customer Relationship Marketing and Customer Loyalty of the
Telkom speedy
Service quality consist of tangible, reliability, responsiveness, assurance, and empathy.
The five indicators service quality contribution based on standardized regression weights: 0.56;
0.63; 0.73; 0.83 and 0.80. Thus, Assurance is highly contribution (0.83) of service quality and
tangible is lower contribution (0.56). So, this is depend on customer opinion service quality
(Appendix 1), result show that highly mean of assurance (4.03) and tangible is lower mean
(3.82). This mean that customer comfort transaction with Telkom Speedy officer, good service
level guarantee, modem speedy on time connection and continue connection. But bad in view.
CRM consist of trust in partner’s honesty, trust in partner’s benevolence, affective
commitment, and satisfaction. The four indicators CRM contribution based on standardized
regression weights: 0.65; 0.55; 0.79; and 0.60. Thus, affective commitment is highly
contribution (0.79) of CRM and trust in partner’s benevolence is lower contribution (0.55).
This accord to CRM (Appendix 1), result show that highly mean of affective communications
(3.89) and trust in partner’s benevolence is lower mean (3.62). This mean that we must commit
to customer complaint, then customer care speedy and give solution, and easy in application to
get Telkom speedy service. So, its effective and efficient service
Customer loyalty consist of share information, say positive things, recommended
friends, continue purchasing, purchase additional service, and test new service. The six
indicators customer loyalty contribution based on standardized regression weights: 0.82; 0.80;
0.80; 0.78; 0.79 and 0.74. Thus, share information is highly contribution (0.82) of customer
loyalty and test new service is lower contribution (0.74). This accord to customer opinion
customer loyalty (Appendix 1), result show that highly mean of Share information (3.94) and
test new service is lower mean (3.74). This mean that share information item: Customer care
speedy make interactive relation. Then to know customer response they have to do test new
service .
Based on appendix 1, mean indicators can be concluded that respondent agreed for
indicator from three variable observed.
4.4. The influence service quality on service loyalty via customer relationship marketing
The result on the influenced of service quality on service loyalty via customer
relationship marketing is presented in table 1 and 2. Based on table 1 and 2, it can be concluded
that : (1) Service quality direct effect on customer relationship marketing as strong as 0.774
and CR =6.563 on P value =0.00 (2) Customer relationship marketing direct effect on
customer loyalty as strong as 0.427 and CR =3.818 on P value =0.00 (3) Service quality
direct effect on customer loyalty as strong as 0.485 and CR =4.340 on P value =0.00. While
Service quality indirect effect on customer loyalty via customer relationship marketing as
strong as 0.33. This research accepted significance probability is 0,062, GFI=0,942 and
CFI=0,988. Thus, conclusion that customer relationship marketing is a mediating role in the
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effect of service quality on service loyalty. Its show that assurance as a service quality
indicators can be developing customer relationship and so that create customer loyalty.
Tabel 1
Direct and Indirect Effect Variable
Tabel 2
Result test
HYPOTHESIS Result Description
Service quality direct effect on CRM CR =6.563 Accepted
P= 0.000
Service quality direct effect on Customer Loyalty CR =4.340 Accepted
P= 0.000
CRM direct effect on Customer Loyalty CR=3.818 Accepted
P= 0.000
Service quality indirect effect on Customer
Loyalty via CRM Direct effect=0.485; Accepted
Indirect effect=0.33
5. DISCUSSION
The results confirm the research model, service quality is found to act on service
loyalty via customer relationship marketing. The results also show a major customer speedy is
bachelor, 21-30 years with speedy 6-12 month as user. This type of analysis can help identify
segments that have the highest potential of defection and where best to target limited marketing
resources.
The research contributes to our knowledge by support that CRM perform a mediating
role in the link between service quality and service loyalty. However, the main focus of
management attention must be on CRM, of which service quality is an important antecedent on
service firms Moreover, such monitoring can be extended to include a comparison of the firms
performance on three construct (service quality, CRM and customer loyalty) to those of its
competitors.
This study provides a number of directions for future research. Work can focus on
identifying and possibly developing items tangible measure of service quality. It is also
possible to look at developing a richer model that incorporates other constructs beyond the
Variable
Direct
Effect
Indirect
Effect
Total
Effect
Servqual? CRM 0.774 0 0.774
CRM? Cust Loyal 0.427 0 0.427
Servqual? Cust Loyal via CRM 0.485 0.33 0.815
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three used in this study and to consider their interactive effects. Similarly, the role of brand
image is worthy of further elaboration. Does service quality have an effect on CRM and brand
image and then implications for customer loyalty.
APPENDIX
1. Mean Indicators Variable
Variable Indicator Mean
Service quality Tangible 3.82
Reliability 3.88
Responsiveness 3.97
Empathy 4.00
Assurance 4.03
CRM Trust in partner's honesty 3.83
Trust in partner's
benevolence 3.62
Affective commitment 3.89
Satisfaction 3.88
Customer
Loyalty Share information 3.94
Say positive things 3.91
Recommended friends 3.90
Continue purchasing 3.86
Purchase additional 3.89
Test new service 3.74
2. Validity Indicator of Service Quality
Indicator Item r
Tangible
Good officer service (X111)
0,673
Valid
(X1.1)
Nice view and comfortable (X112)
0,413
Valid
Comfort room service (X113)
0,746
Valid
Easy to get service post(X114)
0,651
Valid
Reliability
(X1.2)
On time installing(X121)
0,630
Valid
On time response (X122)
0,608
Valid
Speed / bandwidth constant (X123)
0,768
Valid
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Right bill counting(X124)
0,481
Valid
Responsiveness
Ontime reopen block line (X131) 0,883 Valid
(X1.3) Good response to give usefull information (X132)
0,762 Valid
Good respon for complaint(X133)
0.883 Valid
Easy to pay in any way (Loket/Bank/ATM) (X134) 0,625
Valid
Assurance Safe in transaction Speedy (X141)
0,741 Valid
(X1.4) Service level guarantee accord to write (X142
0,737 Valid
On time connection (X143)
0,697 Valid
Continue connection (X144)
0,598 Valid
Emphaty
Comfortable service (X151)
0,617
Valid
(X1.5)
Good information for any changes (X152)
0,841
Valid
Good service for customer (X153)
0,716
Valid
Good relation between officer and customer (X154)
0,778 Valid
3. Validity Indicator of Customer Relationship Management
Indicator Item r Discription
Trust in partner’s
honesty (X2.1)
Usefull Quota (X211) 0,790 Valid
Quota up to date (X212) 0,792 Valid
Free modem and installation(X213) 0,701 Valid
Trust in partner’s
benevolence
(X2.2)
Easy terminate (X221) 0,683 Valid
Easy application (X222) 0,739 Valid
Effective service(X223) 0,425 Valid
Affective
commitment
(X2.3)
On time response complaint(X231) 0,857 Valid
Good Administration service (X232) 0,859 Valid
Response to customer information(X233) 0,894 Valid
Satisfactustomeri
on (X2.4)
Usefull program for product(X241) 0,671 Valid
Customer care profesional (X242) 0,815 Valid
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Comfortable speedy program (X243) 0,861 Valid
4. Validiy Indicator of Customer Loyalty
Indicator Item r Description
Share Customer care speedy give information (Y111)
0,767 Valid
Information(Y1.1) Good communication among customer(Y112) 0,877
Valid
Say Good modem tools (Y121) 0,849
Valid
Positive
Things (Y1.2) I tell speedy to another (Y122) 0,787
Valid
Recommanded I ask friend to use speedy service(Y131) 0,88
Valid
Friend (Y1.3.) I recommend friends to use speedy(Y132 0,758
Valid
Continue I will still use speedy (Y141) 0.839
Valid
Purchasing (Y1.4) I will acces any new service(Y142) 0,768
Valid
Purchase I will pay for new service program(Y151) 0.894
Valid
Additional I have home connection(Y152) 0.674
Valid
Service (Y1.5)
Test new Telkom speedy understand customer need(Y161) 0.873
Valid
Service (Y1.6)
Telkom speedy know the way to get customer
intention(Y162) 0.648
Valid
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