Kajian Penerapan MoT sebagai Inisiasi CRM pada Penyedia Layanan Akses Broadband: FirstMedia


  • Teja Endra Eng Tju Universitas Budi Luhur


MoT, Moment of Truth, CRM, ServQual, Service Quality


The Internet has driven the development of e-commerce. Broadband access service providers are able to provide broad coverage and a variety of types of services at relatively low cost. Similar service providers have created competition. As part of CRM (Customer Relationship Management) a broadband access service provider, FirstMedia places the customer at the center of attention, so a high level of service quality and customer satisfaction needs to be achieved and maintained on an ongoing basis. To find out the factors that affect customer satisfaction is one of the issues in FirstMedia. Else is how to model the relationship between those factors with customer satisfaction. All direct service interactions between the company and the customer will have an impact on customer satisfaction level. It is necessary to identify all activities that occur direct interaction between the company and the customer also get a standard relationship model between these interactions and customer satisfaction. The model is based on theories: MoT (Moment of Truth), SERVQUAL (Service Quality) with RATER (Reliability, Assurance, Tangible, Empathy, Responsiveness, and CRM. There are MoT potential on FirstMedia services occurs: Broadband Access, Registration, Installation, Billing, Contact Center, Support Visit. Service quality indicators are built from the Registration, Installation, Billing, Contact Center, Support Visit service using RATER based on SERVQUAL, as a dimension to measure service quality. Broadband Access is a product which performance is used to measure customer satisfaction, because the product is a service, it also uses RATER from SERVQUAL theory to build indicators of Customer Satisfaction.


[1] Albrecht, Karl, 1988. At America's service: how corporations can revolutionize the way they treat their customers. Dow Jones-Irwin, p.26. ISBN 1556230958, 9781556230950.
[2] Albrecht, Karl, 1999. Service Management, 2000. American Society for Training and Development, p.5. ISBN 1562862391, 9781562862398.
[3] Bergeron, Bryan P., 2002. Essentials of CRM: a Guide to Customer Relationship Management. John Wiley and Sons, p.8. ISBN 0471206032, 9780471206033.
[4] Bidgoli, Hossein, 2004. The Internet Encyclopedia. John Wiley and Sons, p.832. ISBN 0471222046, 9780471222040.
[5] BRIE-IGCC E-conomy Project, Berkeley Roundtable on the International Economy, University of California Institute on Global Conflict and Cooperation, 2002. Tracking A Transformation: E-commerce and The Terms of Competition in Industries, Brookings Institution Press, p.464. ISBN 0815700679, 9780815700678.
[6] Carlzon, Jan, 1987. Moments of Truth, Ballinger Pub. Co., pp.1-135. ISBN 0887302009, 9780887302008.
[7] Fjermestad, Jerry & Romano, 2006. Nicholas, Electronic Customer Relationship Management, M.E. Sharpe, p.44. ISBN 0765613271, 9780765613271.
[8] Fransman, Martin, 2006. Global broadband battles: why the U.S. and Europe lag while Asia leads. Stanford University Press, p.267. ISBN 0804753067, 9780804753067.
[9] Hill, Nigel, et al., 2003. How to Measure Customer Satisfaction, 2nd Edition. Gower Publishing, Ltd., p.7. ISBN 056608595X, 9780566085956.
[10] Hill, Nigel & Alexander, Jim, 2006. The Handbook of Customer Satisfaction and Loyalty Measurement, 3rd Edition. Gower Publishing, Ltd., p.2. ISBN 0566087448, 9780566087448.
[11] Kartajaya, Hermawan, 2002. Hermawan Kartajaya on Marketing. Gramedia Pustaka Utama, p.245. ISBN 9792200959, 9789792200959.
[12] Kartajaya, Hermawan, et al., 2004. Marketing in Venus. Gramedia Pustaka Utama, pp.83-84. ISBN 979220203X, 9789792202038.
[13] Kartajaya, Hermawan, et al., 2005. Attracting Tourists, Traders, Investors: Strategi Memasarkan Daerah di Era Otonomi. Gramedia Pustaka Utama, p.191. ISBN 9792212841, 9789792212846.
[14] Larréché, Jean-Claude, 2008. The Momentum Effect: How to Ignite Exceptional Growth. Wharton School Publishing, p.154. ISBN 0132363429, 9780132363426.
[15] Payne, Adrian, 2006. Handbook of CRM: Achieving Excellence in Customer Management. Butterworth-Heinemann, pp.4-7. ISBN 0750664371, 9780750664370.
[16] Zeithaml, Valarie A., Parasuraman, A., & Berry, Leonard L., 1990. Delivering Quality Service: Balancing Customer Perceptions and Expectations. Free Press, p.25. ISBN 0029357012, 9780029357019.




How to Cite

Tju, T. E. E. (2019). Kajian Penerapan MoT sebagai Inisiasi CRM pada Penyedia Layanan Akses Broadband: FirstMedia. Prosiding SISFOTEK, 3(1), 131 - 136. Retrieved from http://seminar.iaii.or.id/index.php/SISFOTEK/article/view/114



3. Data dan Diseminasi Informasi