EFFECT OF SERVICE QUALITY AND SWITCHING BARRIERS ON CUSTOMER SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY USER TELKOMSEL FOR ONLINE LEARNING DURING PANDEMY
Abstract
The policy for implementing online learning during a pandemic requires providers to be able to access the internet. Telkomsel as the largest provider in Indonesia is recorded as having the largest number of subscribers, namely 170 million subscribers in early 2020 with 110.3 million mobile data users, Telkomsel provides a wide selection of internet data package products to facilitate online learning needs during the pandemic period. This study aims to determine the effect of service quality and switching barriers on customer satisfaction and their impact on customer loyalty for Telkomsel users for online learning during the pandemic. 98 respondents who have status as students in Surabaya and have been Telkomsel users at least during the past month were selected through the methodnonprobability purposive sampling and investigate using Path Analysis. The research results show that the overall significance value of the test on the five proposed hypotheses shows a sig value. <0.05, this means that service quality affects customer loyalty; switching barriers affect customer loyalty; customer satisfaction affects customer loyalty; Service quality affects customer satisfaction and switching barriers affects customer satisfaction.
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