Pengaruh Preferensi, Kepuasan, dan Transformasi Digital terhadap Customer-Centric Service Design dengan Customer Delivery Experience sebagai Variabel Mediasi pada Layanan Kurir dan Logistik PT Pos Indonesia (Persero)
DOI:
https://doi.org/10.38035/jmpis.v7i2.7726Keywords:
Customer Delivery Experience, Customer-Centric Service Design, Preferensi Pelanggan, Kepuasan Pelanggan, Transformasi Digital, Layanan Kurir dan LogistikAbstract
Persaingan industri jasa logistik mendorong perusahaan mengembangkan customer-centric service design yang berorientasi pada kebutuhan dan pengalaman pelanggan. PT Pos Indonesia (Persero) dituntut untuk mengelola preferensi pelanggan, kepuasan pelanggan, dan transformasi digital untuk menciptakan customer delivery experience yang unggul. Penelitian ini menganalisis pengaruh ketiga variabel tersebut terhadap customer-centric service design, baik secara langsung maupun melalui customer delivery experience sebagai variabel mediasi, menggunakan pendekatan kuantitatif dengan metode survei. Analisis data dilakukan dengan PLS-SEM untuk menguji pengaruh langsung dan tidak langsung antarvariabel. Hasil penelitian menunjukkan bahwa preferensi pelanggan tidak berpengaruh signifikan terhadap customer delivery experience (β = 0,036; p > 0,05), sedangkan kepuasan pelanggan (β = 0,582; p < 0,05) dan transformasi digital (β = 0,305; p < 0,05) berpengaruh positif dan signifikan. Preferensi pelanggan (β = 0,450; p < 0,05) dan transformasi digital (β = 0,319; p < 0,05) berpengaruh signifikan terhadap customer-centric service design, sementara kepuasan pelanggan tidak berpengaruh langsung signifikan (β = 0,156; p > 0,05). Customer delivery experience juga berpengaruh signifikan terhadap customer-centric service design (β = 0,403; p < 0,05) serta memediasi secara signifikan pengaruh kepuasan dan transformasi digital terhadap customer-centric service design, sedangkan preferensi tidak.
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