Analysis of Omnichannel in Fixed-Broadband Internet Services to Improve Customer Experience at PT Telkom Indonesia Tbk
Keywords:Telecommunication, Channel Integration Quality, Perceived Fluency, Omnichannel Customer Experience
Many companies use Multichannel to provide their services to customers. However, these channels are not integrated, making customers get different experiences, and the flow of information is not continuous. The Omnichannel comes by synergizing the management of various channels to achieve a seamless, integrated, and consistent customer experience. PT Telkom Indonesia Tbk (Telkom), a telecommunication company that provides internet fixed broadband service, is already integrating its services at various touchpoints with customers. However, it was found that the Net Promoter Score (NPS), which measures the level of customer experience, is not optimal. This study tends to solve the problem with Omnichannel Customer Experience (OCX) by developing a model based on the Wixom & Todd framework that considers the perceived channel integration quality as object-based beliefs and the perceived Fluency as behavioral beliefs along with the moderating effect of internal and external usage experience from customers. The model is validated using an online survey of 210 customers analyzed by the Partial Least Structural Equation Modeling (PLS-SEM) method. Results indicate that perceived Fluency strongly affects Omnichannel Customer Experience along with 6 out of 10 dimensions of channel integration quality.
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