THE ROLE OF USER SATISFACTION ON CUSTOMER ENGAGEMENT BEHAVIOR, CASE STUDY OF TEACHERS IN SERANG BARU AS ZOOM APPLICATION CUSTOMERS
Doni Wihartika, Otori Kiswati and Legi Putra

Universitas Pakuan

Abstract

Currently the world is facing a phenomenon related to health problems, namely the corona virus or covid-19, many countries are affected by this virus, Indonesia is one of them. The Covid-19 pandemic has caused significant changes in communication that is usually carried out face-to-face, now carried out online. Therefore, various applications are used as media in teaching and learning activities, meetings or company matters, and many others.
This research aims to determine user satisfaction and customer engagement with the Zoom application among teaching staff in Serang Baru District, Bekasi Regency. This type of research is exploratory descriptive research, with qualitative research methods. The sampling method is non-probability sampling with a purposive sampling method. Data collection was carried out using structured interviews with 30 respondents. The analysis method uses Miles and Huberman Model analysis (data reduction, data presentation, and drawing conclusions/verification), using NVivo 12 Pro. Using Credibility Tests.
Users of the Zoom application among teaching staff in Serang Baru District, Bekasi Regency were satisfied because the Zoom application met respondents^ expectations, the Zoom application could be reused, and respondents recommended the Zoom application to others. The engagement behavior of Zoom application customers towards teaching staff in Serang Baru District, Bekasi Regency is said to be good, but respondents do not know the limitations of the Zoom application features and the respondents^ answers apparently come to the same conclusion but with different types of delivery. So the author tested the validity of the data on the respondents^ answers.
The advice that the author can convey is that the Zoom application must maintain user satisfaction. And in order to meet customer needs, the Zoom application must continue to improve the quality of its application and continue to create something new and simpler than others. The Zoom application must be able to notify or provide information about the limitations of the features of the Zoom application so that respondents do not blame the Zoom application for features that are outside the activities or features of the Zoom application.

Keywords: Customer engagement behavior of teaching staff, Zoom customer behavior, teachers in Serang Baru, Bekasi Regency, Zoom Application User Satisfaction.

Topic: Marketing management