PERAN NILAI DALAM HUBUNGAN ANTARA KUALITAS LAYANAN, KEPUASAN KONSUMEN DAN REPUTASI PERUSAHAAN (Survey pada PT. Telekomunikasi Indonesia Tbk, Kandatel Yogyakarta)

A number of studies have been done in the field of cellular services in different countries. The Indonesian mobile telecommunications service market has experiences a tremendous growth over the last few years. This has been bolstered by the influx of the foreign direct investment in this sector that facilitated by goverment. Competition among existing players has also intensified as companies are increasingly focusing both on retaining their existing customers as well as attracting the new ones. This study attempts to identify factor related to service such as service quality, customer satisfaction, value and corporate reputation in the PT. Telekomunikasi Indonesia Tbk. Kandatel Yogyakarta especially CDMA known as Telkom Flexi, relationship of this variables are analyze using regression and Moderated Regression Analysis (MRA). The result of study indicate the relationship between service quality to customer satisfaction show to be positive significant as the relationship between customer satisfaction to corporate reputation. Most importantly, the relationship between service quality to customer reputation was not moderated by value. These findings will help the mobile service providers to maintain and evaluate service quality, customer satisfaction, corporate reputation and revise factor related to the value. Keywords: Service quality, customer satisfaction, value, corporate reputatio