Susanti, Nanis (2014) Word Of Mouse, Perwujudan Baru Word Of Mouth, Ekspresi Kepuasan Dan Loyalitas Pelanggan Online. Doctor thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan mengungkap dan menganalisis perspektif pelanggan tentang: 1) e-Service Quality dan 2) Keterhubungan antara e-Service Quality, e-Satisfaction dan e-Loyalty. Unit analisis adalah kumpulan teks ulasan pelanggan Zappos.com, sebuah toko online di Amerika. Purposive text sampling dengan kedalaman dan detail ulasan digunakan untuk memperoleh jawaban lengkap atas pertanyaan penelitian. Analisis hermeneutika terhadap 35 teks sampel menghasilkan perspektif pelanggan. Belanja online adalah belanja yang menyenangkan dalam nuansa kekeluargaan yang menumbuhkan sikap saling percaya dan saling setia. e-Service Quality terjawab melalui perspektif belanja online menyenangkan yang ditentukan oleh tema-tema: Pengalaman Belanja sebelumnya, Kepraktisan, Penanganan Masalah dan Kepuasan Fungsional. Perspektif kepuasan adalah emotional e-Satisfaction yaitu Kepuasan Emosional dalam berbelanja online serta Kegembiraan dan Kebahagiaan yang tercipta dari nilai-nilai kekeluargaan. Kekeluargaan adalah perhatian khusus dan peduli sesama yang dijalankan anggota tim layanan pelanggan. Perspektif e-Loyalty tergambar dari tema-tema saling setia yaitu Komitmen dan Pembuktian kesetiaan oleh pelanggan serta Dedikasi Melayani oleh tim layanan pelanggan. Perspektif e-Loyalty sangat ditentukan oleh e-Trust yang tergambar dari tema-tema saling percaya yaitu sikap pelanggan memberikan pengakuan terhadap: Kinerja Tim layanan dan Reputasi Perusahaan juga Kepercayaan Perusahaan kepada pelanggan.
English Abstract
This research aims to reveal and analyze customers‟ perspectives on: 1) e-Service Quality and 2) Connectedness between e-Service Quality, e-Satisfaction and e-Loyalty from customers‟ perspectives. The unit of analysis for this research were text corpus of customer reviews at Zappos.com, an online store in United States. Purposive sampling text with depth and detailed reviews were used to obtain a complete answer to the research questions. Hermeneutic analysis of 35 sample texts produced customers‟ perspectives. Online shopping was a fun shopping in familial nuance which fostered mutual trust and mutual loyalty. e-Service Quality revealed through fun online shopping perspective which was determined by the themes: prior Shopping Experience, Practicability, Handling Problem and Functional Satisfaction. Perspective on satisfaction was emotional e-Satisfaction which was Emotional Satisfaction in shopping online as well as Joy and Happiness which were created from family values. Family values meant special attention or caring fellows which was given by the members of customer service team. E-Loyalty was described from the themes of mutual loyalty: Commitment and Proof of loyalty by the customers and Dedication to Serve by the team of customer service. Perspective of e-Loyalty was determined by e-Trust which was reflected from the themes of mutual trust. Mutual Trust meant the attitude of the customers who gave acknowledgement to: Team Performance of customer service and Corporate Reputation as well as Company Trust to the customer.
| Item Type: | Thesis (Doctor) |
|---|---|
| Identification Number: | DES/658.834 3/SUS/w/061402900 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 16 Jun 2014 14:23 |
| Last Modified: | 16 Jun 2014 14:23 |
| URI: | http://repository.ub.ac.id/id/eprint/161319 |
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