Pengaruh knowledge management capabilities (kmc) dan customer relationship management terhadap service quality dari workshop pt x

Lesmanadjaja, Felicya (2018) Pengaruh knowledge management capabilities (kmc) dan customer relationship management terhadap service quality dari workshop pt x. Masters thesis, Universitas Pelita Harapan.

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Abstract

As the garment industry is developing well in Indonesia, the competition between the companies are getting harder. A 28-year-old garment company, PT X, got lots of complains from its customers regarding to the service they gave. PT X has some workshops located in Java island, that facilitate their customers. So, the customers can directly interact with the sales and marketing teams, also design and market development team in order to explain their needs directly. PT X management concerns about the amount of customer complains, which might impact to their selling in the future, as they cannot fulfill customers’ expectation. On daily basis, PT X had applied intergrated software to align employees’ tasks and help to keep company’s knowledge. Knowledge Management Capability (KMC) in a company is applied by doing knowledge acquisition, conversion, application and protection. The ability of a company to manage their knowledge well, might increase company value and effect their relationship with customer, which is called Customer Relationship Management (CRM). When customers’ expectation can be fulfilled, then CRM will be maintain well. In this research, CRM will be reflected by how the company understand customer preferences (UCP) and provide customized services (PCS), as PT X workshop can give customized services to their customers. This research was aimed to analyze the relationship of KMC and CRM in PT X workshop, and the effect on service quality, which might reducing the amount of customers’ complains. Questionnaires was distributed to PT X workshop employess, start from the head of workshop, the head of divisions, and supervisor. After that, the questionnaires were filled by the staff. The number of respondents in this research is 123 people. Structural Equation Model (SEM) was used in the research. The results of the research are the degree of KMC had a positive effect on CRM, and the degree of CRM had positive effect on service quality. On the other hand, the degree of KMC has no significant effect to service quality in workshop PT X. / Industri garmen merupakan salah satu industri yang berkembang baik di Indonesia, sehingga persaingan menjadi semakin ketat antar perusahaan garmen. Salah satu perusahaan garmen yang telah berdiri selama 28 tahun, PT X, mendapatkan banyak komplain dari pelanggan terkait service yang mereka berikan. PT X memiliki banyak workshop yang terletak di area Jawa, dan workshop ini digunakan sebagai sarana bagi PT X, agar pelanggan dapat langsung berinteraksi dengan bagian penjualan, desain dan pengembangan pasar untuk menyampaikan kebutuhan yang mereka inginkan. Dengan banyaknya jumlah komplain, dikhawatirkan penjualan PT X akan semakin menurun di masa mendatang, dikarenakan tidak terjawabnya ekspektasi pelanggan. Manajemen PT X sudah mengaplikasikan software sistem terintegrasi untuk membantu menyelaraskan kinerja karyawan dan menyimpan pengetahuan perusahaan. Knowledge Management Capability (KMC) dalam sebuah perusahaan dapat dilihat dari praktek yang dilakukan dalam mengelolanya, yaitu dengan acquistion, conversion, application dan protection. Kemampuan perusahaan untuk mengelola pengetahuan dengan baik, dapat memberikan nilai yang lebih terhadap perusahaan dan berpengaruh terhadap hubungan dengan pelanggan atau Customer Relationship Management (CRM). Bila sebuah perusahaan dapat mengerti apa yang menjadi ekspektasi pelanggan, maka CRM dapat terjaga dengan baik. Dalam penelitian ini, digunakan dimensi Understanding Customer Preferences (UCP) dan Providing Customized Services (PCS) untuk merefleksikan CRM. Karena PT X melayani customized services untuk pelanggan. Oleh karena itu, penelitian ini bertujuan untuk menganalisa kaitan KMC dan CRM yang telah dijalankan oleh workshop PT X dan pengaruhnya terhadap service quality, sehingga diharapkan dapat menurunkan jumlah komplain pelanggan. Kuesioner diberikan kepada karyawan workshop PT X dimulai dari jabatan kepala cabang, kepala bagian dan supervisor, setelah itu dilanjutkan kepada karyawan dengan jabatan staf. Total responden dalam penelitian ini berjumlah 123 orang. Penelitian ini menggunakan Structural Equation Model (SEM). Dari hasil penelitian ditemukan bahwa, penerapan KMC yang dimediasi oleh CRM memiliki pengaruh positif terhadap service quality sedangkan penerapan KMC tidak memiliki pengaruh signifikan terhadap service quality.

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