Peran service recovery melalui interaksi online customer-to-customer (c2c) pada forum komunitas online femaledaily.com

Yulianita, Marsha Hani (2018) Peran service recovery melalui interaksi online customer-to-customer (c2c) pada forum komunitas online femaledaily.com. Masters thesis, Universitas Pelita Harapan.

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Abstract

In today's modern era, service recovery is not only face-to-face, but also through virtual worlds such as online discussion forums. Current phenomenon in online discussion forum is customers using online discussion forums to express their disappointment in failure of the service. The purpose of this study is to identify customer-to-customer (C2C) interactions in an online environment that can help service recovery after service failures and explore the role of customer-to-customer online in service recovery. This research conduct using qualitative analysis with thematic analysis method by analyzing complaints posted start from May 2016 until May 2017 on online discussion forum femaledaily.com. The result shows that there are five forms service recovery such as information sharing (103 post), emotional release (111 post), social support (43 posts), knowledge exchange and release (94 post), and leadership in the online community (16 post). In addition, the research results show there are two roles such as, complinants with 52% and repliers with 48%. In complainant’s role, there are five roles such as 44% instigator, 22% itenerants, 20% help seeker, and 14% story teller. And then in repliers’s role such as 52% earned by ironist, 20% listener, 18% helper, and 10% educator. / Pada era modern sekarang ini, service recovery atau pemulihan layanan tidak hanya dengan bertatap muka secara langsung saja, namun bisa juga melalui dunia maya seperti forum diskusi online. Fenomena yang terjadi saat ini pada forum diskusi online adalah para customer yang menggunakan forum diskusi online untuk mencurahkan kekecewaan nya terhadap kegagalan jasa yang dialami. Tujuan penelitian ini yaitu untuk mengidentifikasi interaksi customer-tocustomer (C2C) pada lingkungan online yang dapat membantu pemulihan layanan atau service recovery setelah mengalami kegagalan layanan serta mengeksplorasi peran customer-to-customer secara online dalam pemulihan layanan. Penelitian ini dilakukan memakai pendekatan kualitatif dengan metode analisis tematik dengan menganalisis keluhan yang diposting mulai dari Mei 2016 sampai Mei 2017 pada forum diskusi online femaledaily.com Hasil penelitian menunjukkan terdapat lima bentuk pemulihan layanan, yaitu information sharing (103 post), emotional release (111 post), social support (43 post), knowledge exchange and release (94 post), dan leadership in the online community (16 post). Selain itu hasil penelitian menunjukkan terdapat dua peran yaitu peran complinants dengan jumlah 52% dan peran repliers 48%. Pada peran complainants, terdapat 5 peran yaitu instigator 44%, itenerants 22%, help seeker 20%, dansStory teller 14%. Serta pada peran repliers, sebanyak 52% didapatkan oleh peran ironist, peran listener 20%, peran helper 18%, dan peran educator 10%.

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