Arip Hidayat, HIDAYAT, Arip (2025) PENGARUH CUSTOMER EXPERIENCE DAN SERVICE QUALITY TERHADAP CUSTOMER SWITCHING PADA PENGGUNA XL PRABAYAR DI KOTA BANDUNG. S1 thesis, Universitas Islam Nusantara.

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Abstract

In the competitive telecommunications industry, customer experience and service quality are key factors in retaining customers and reducing switching rates. This research aims to analyze the influence of customer experience and service quality on customer switching among XL prepaid users in the city of Bandung. The research was conducted using descriptive and verificative methods with a quantitative approach. The sample for this research consists of 385 respondents. The research was conducted using non-probability sampling techniques, where data was collected through the distribution of questionnaires to 385 respondents who are XL prepaid users in the city of Bandung. The data analysis techniques used are validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (T Test), simultaneous tests (F Test), and coefficient of determination tests. Data processing using IBM SPSS 25 software. The research findings indicate that the Customer Experience variabel has a positive and significant effect on Customer Switching. The Service Quality variabel also has a positive and significant effect on Customer Switching. Furthermore, the results show that the combined influence of Customer Experience and Service Quality has a positive and significant effect on Customer Switching. Keywords: Customer Experience, Service Quality, Customer Switching

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