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"Penelitian ini memaparkan bagaimana atribut-atribut customer value pada jasa layanan purna jual dalam membentuk loyalitas pelanggan. Peneliti menggunakan pendekatan penelitian kualitalif pada penelitian ini, dengan jenis penelitian deskriptif untuk mempelajari suatu fenomena yang sedang berlangsung, dimana didalamnya juga terdapat opini dan persepsi mengenai fenomena tersebut. Hasil penelitian diperoleh bahwa proses pembentukan loyalitas pelanggan melalui atribut-atribut customer value pada jasa layanan purna jual adalah dimulai ketika pelanggan menggunakan jasa Iayanan purna jual tersebut. Atribut-atribut nilai seperti atribut fungsional dan emosional yang diciptakan oleh jasa layanan purna jual membentuk value yang kemudian membuat pelanggan puas. Sementara harga bukanlah suatu masalah meski berbeda jauh dengan penetapan harga yang ditawarkan kompetitornya, dengan membandingkan kualitas dan pelayanan yang mereka terima.

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This research exposes how the attributes of customer value on the after-sales service can establish customer loyalty. This research uses a qualitative research method with a descriptive type of research, because the researcher want to learn about the process ofthe phenomenons, where there are also opinions and perceptions about these phenomenas. The results of this research show that customers will always looking for the benefit of the value of services they use. The customers consider that attributes of the value such as iimctional and emotional attributes, which is created by the after sales services, membentuk value that make them satisfied. For customers the price attribute is not a big problem event it has a big differ with the competitor w long as the quality of the services is satisfied."

"[ABSTRAKIndustri telekomunikasi di Indonesia telah menjadi sangat kompetitif. Tiga operator terbesar telekomunikasi telah menguasai 90% pangsa pasar telekomunikasi di Indonesia. PT XL Axiata Tbk, operator terbesar kedua dari sisi pangsa pasar, telah menciptakan customer service berbasis digital melalui Twitter yang disebut XLCare. Dalam era digital ini, kepuasan pelanggan telah menjadi sangat penting dikarenakan arus informasi yang sangat cepat menyebar ke banyak pihak dalam dunia digital. Pada tahun 2014, performa XL Axiata berada di bawah Indosat dan Telkomsel dari sisi jumlah promotor di dunia digital. Untuk memahami kondisi ini dan juga untuk mengukur tingkat kepuasan pelanggan, survey elektronik untuk mengukur kualitas layanan dan akhirnya mengukur tingkat loyalitas pelanggan. Berdasarkan analisa, beberapa rekomendasi akan diajukan untuk memperbaiki proses dalam bisnis.

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ABSTRACTThe telecommunication industry in Indonesia has been so competitive nowadays. Threebig local operators have owned 90% of total telecommunication market share in Indonesia.PT Telkomsel Tbk, PT XL Axiata Tbk, and PT Indosat Tbk are competing each other bydelivering great products and services towards to their customers, particularly the digitalservices. This condition may occur due the expansion of social media usage in Indonesia.One of the key service that plays a critical part to support the business growth is thecustomer service team. PT. XL Axiata Tbk, currently the 2nd largest telecommunicationoperators in terms of market share, has developed a digital-based customer service throughTwitter channel which is called @XLCare. In this digital era, the customer satisfaction hasbecome so crucial due to the viral marketing that can be reached in a very short timethrough the electronic word of mouth. In 2014, the performance of the PT XL Axiata Tbkis below PT Indosat Tbk and PT Telkomsel Tbk in terms of numbers of buzzers. Tounderstand this condition and also to measure the customer satisfcation, electronic servicequality survey will be conducted to measure the loyalty variables. Based on analysis,several recommendations will be proposed to improve the business process, The telecommunication industry in Indonesia has been so competitive nowadays. Threebig local operators have owned 90% of total telecommunication market share in Indonesia.PT Telkomsel Tbk, PT XL Axiata Tbk, and PT Indosat Tbk are competing each other bydelivering great products and services towards to their customers, particularly the digitalservices. This condition may occur due the expansion of social media usage in Indonesia.One of the key service that plays a critical part to support the business growth is thecustomer service team. PT. XL Axiata Tbk, currently the 2nd largest telecommunicationoperators in terms of market share, has developed a digital-based customer service throughTwitter channel which is called @XLCare. In this digital era, the customer satisfaction hasbecome so crucial due to the viral marketing that can be reached in a very short timethrough the electronic word of mouth. In 2014, the performance of the PT XL Axiata Tbkis below PT Indosat Tbk and PT Telkomsel Tbk in terms of numbers of buzzers. Tounderstand this condition and also to measure the customer satisfcation, electronic servicequality survey will be conducted to measure the loyalty variables. Based on analysis,several recommendations will be proposed to improve the business process]"

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