Asian Journal of Management Sciences & Education Vol. 11(1) January-April 2022__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________MATERIALS FOR MEASURING CHANNEL SELF-SERVICEADOPTION FOR CORPORATE CUSTOMERS: CASE STUDY OF
TELKOMSEL
Indrawati 1, Arya Dewa Erlangga 2
1

Telkom University (Tel-U), Jawa Barat,Indonesia.

1

indrawati@telkomuniversity.ac.id, 2aryaerl@students.telkomuniversity.ac.id

ABSTRACT
Nowadays, along with the increasing economic development, the corporate customer
segment has become one of the main concerns for telecommunications companies inIndonesia. To improve service quality for corporate segment customers, manymethods and telecommunication products have been developed to meet the segmentneeds. One example is by developing a self-service channel for the products
prurchasing by corporate segment customers by one of the telecommunications
operators, Telkomsel. It is important to know what factors influence corporate
segment customers to want to use this self-service channel. This research proposes a
new modification model for the adoption of self-service channels, which in this study
intends to propose a measurement material to test the model. The measurement
material was derived from previous studies and measurement methods to test themeasurement material using pilot data from 30 repondets corporate customer
segments. The results of this study indicate that the measurement material used in themodification model is valid and reliable, so that it can be used for further research.
Keywords: Performance Expectancy (PE), Effort Expectancy (EE), Content(CO), Social Influence (SI), Facilitating Condition (FC), Behavior Intention(BI), Usage Behavior (UB), UTAUT, Channel Self-Service.

INTRODUCTİONAlong with the continued development of the economic sector in Indonesia, the number ofcorporations in terms of Large Enterprise (Medium) or the Middle (Small MediumEnterprise) has increased from year to year. Telkomsel as the biggest cellular operators inIndonesia supports the corporate segment by providing products for corporate customers thatare in line with current corporate needs. Today Telkomsel currently has about 2.1 million
corporate customers (76% of the corporate market share in Indonesia). To support this,Telkomsel developed a method of purchasing products independently through the web while
previously, for these corporate customers could only buy products through accountmanagement, namely PICs from Telkomsel that deal directly with corporate customers. The
development of self-service channels is very important to support Telkomsel's business interms of achieving sales targets. It is expected that with the presence of self-service channels
for corporate customers, the number of Telkomsel customers will continue to increase and ofcourse accompanied by an increase in product sales numbers that directly impact Telkomsel'srevenue increase.
To support the program, it is necessary to know how customer acceptance of the self-service
channel that has been developed. By knowing what factors influence customers, we canreveal ideas and proposals for developing the channel better for the customer.

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Asian Journal of Management Sciences & Education Vol. 11(1) January-April 2022__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________To find the factors influence corporate customers in adopting channel self-service, this study
used a modified UTAUT model and the measurement material is used to test the model. TheUTAUT model was chosen because based on previous research it has been proven that themodel is accurate enough to determine the factors that influence customers in adoptingtechnology.
Unified Theory of Acceptance and Use of Technology (UTAUT)
First introduced by Venkatesh et al. in 2003 through structuring and consolidating process thevariables in 8 behavioral theories adopting previous technology-based products and services(Venkatesh et al. 2003) [1]. The eight theories are Theory of Reason Action (TRA),
Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), Combined TAM
and TPB (C-TAM-TPB), Innovation Diffusion Theory (IDT), Social Cognitive Theory (SCT),
Motivational Model (MM), and Model of PC Utilization (MPCU)
Vankatesh et al. (2003) [1] empirically tested the eight models and their development models
logitudinal. The study was carried out on 6 months and 3 measurements in four organizations
where new technologies were introduced to individuals or employees. A number ofindividuals were selected to measure the adoption models. Based on the measurement results,
a new model is formulated which is an integration of variables that prove important and has
significant influence. Because of that the new models are called a unified model which is thenknown as the unified theory of acceptance and use of technology (UTAUT). UTAUT wasable to explain 70% of the variation in interest in using technology, a higher value than theeight previous models which only had a predictive power of 17-53% (Venkatesh et al. 2003).
This study uses a modified UTAUT model to determine the factors that influence ofTelkomsel's corporate customer self-service channels adoption. Based on scope of the study,
the modified UTAUT model used in this study as follows:

Fig. 1. Modified UTAUT Model for Channel Self-Service Adoption

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Asian Journal of Management Sciences & Education Vol. 11(1) January-April 2022__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________In this study, the variables are defined as follows:
Performance Expectancy is the level of confidence of individuals in using a system to help
achieving goals (Vankatesh et al, 2003).
Effort Expectancy is the level of individual effort in the use of a system to support theirworks (Vankatesh et al, 2003).
Social Influence is the level at which someone considers it is important for others to convince
themselves to use a new system (Vankatesh et al, 2003).
Content determines whether a system is needed to be accessed or not by individuals(Indrawati, 2017).
Facilitating conditions are the level of individual confidence in the availability ofinfrastructure and technical to use the system (Vankatesh et al, 2003).
Behavior Intention is the level of individual interest in using the system continuously(Vankatesh et al, 2003).
Use Behavior is the frequency level of continuous use of the system (Vankatesh et al, 2003).
Size is the scale of the company based on the number of employees.
Material for the Measurement
To test the modified UTAUT model previously described, this study uses questionnaires as a
primary data collection tool, where the questionnaire must meet good questionnaire criteria,
namely: fulfilling validity criteria, namely content validity, face validity, construct validity
and convergent validity. In addition, it also addresses reliability criteria. The following aremeasurement materials in the form of variables and items in the questionnaire as presented inTable 1.
Items of Performance Expectancy
1. Self-service channels will be useful for Telkomsel corporate products purchasing.
2. Self-service channel allows me to buy Telkomsel corporate products faster3. Self-service channels make Telkomsel corporate products purchasing more effective.
Items of Effort Expectancy
1. The use of self-service channels is easy to learn
2. Purchase Telkomsel corporate products using self-channel service is easy
Getting information about Telkomsel corporate products using self-channel service is3.
easy
Items of Social Influence
1. I use the Telkomsel self-service channel based on direction from my boss
2. I use the Telkomsel self-service channel based on direction from account management
I use the Telkomsel self-service channel based on recomendation from account3.
management
Items of Facilitating Conditions
1. Contacting Telkomsel related to the self-service channels is easy
2. Addressing issues related to the self-service channel is easy
3. Getting support from Telkomsel related to the self-service channels is easy
4. Getting solution from Telkomsel related problems to the self-service channels is easy
Items of Content
1. I can buy products based on my need using self-service channels

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Asian Journal of Management Sciences & Education Vol. 11(1) January-April 2022__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________2. Products that can be purchased using self-service channels vary greatly3. Products that can be purchased using self-service channels very complete
4. Products that can be purchased using self-service channels very up to date
Item of Behavioral Intention
1. I tend to use self-service channel for the future
2. I will use self-service channel more often than through Account Management
3. I will recommend the self-service channel to my colleagues
Items of Use Behavior
1. I will use the self-service channel in every Telkomsel's corporate products purcahsing
2. I prefer to use the self-service channel to buy Telkomsel corporate products
3. I always use the self-service channel to buy Telkomsel corporate products
4. I will more often to use the self-service channel to buy Telkomsel corporate products
METHOD AND RESULTS
In this study, we tested the level of validity and reliability of the questionnaire. The
questionnaire was tested to 30 samples of corporate customers selected randomly but
balanced between the Large Enterprise and Small Medium Enterprise groups. Tests arecarried out based on the selection of the right sample, and the number of samples 30 or aboveapproaches the normal distribution (Indrawati, 2107).
The construct and convergent validity and reliability of the questionnaire to be used areprocessed using SPSS 25 software. In order to be declared valid, the value of CITC
(Corrected Item-Total Corelation) must be greater than 0.3 for a sample of 30 (Indrawati,2017), whereas to see the reliability of the questionnaire, seen from the value of CA(Cronbach Alpha) where the value must be above 0.7.
Following are the results of sample pilot data processing on questionnaires that have made to30 corporate customers as respondents as presented in Table 2.
Questionere
Items
PE1PE
PE2
PE3
EE1EE
EE2
EE3
SI1SISI2SI3FC1FC2FC
FC3FC4
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Corrected Item-Total
Correlation (CITC)
0,868
0,708
0,664
0,790
0,741
0,831
0,813
0,720
0,760
0,938
0,835
0,466
0,726
0,934
0,784
0,649
0,625

Cronbach's Alpha
(CA)
0,852

0,891

0,869

0,874

0,879

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Asian Journal of Management Sciences & Education Vol. 11(1) January-April 2022__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________BIUB

BI1
BI2BI3UB1UB2UB3UB40,7650,7730,6540,9190,7330,4390,5610,8540,823

From the table above, it can be seen that all CITC values of each questionnaire item are> 0.3
and CA> 0.7. This shows that the items in quisioner meet the criteria of validity andreliability.
CONCLUSİONThe measurement material that has been made to test the model in this study has beensuccessfully carried out and tested on 30 respondents of corporate customers, both on theLarge Enterprise and Small Medium Enterprise scale. From the pilot test results it has beenfound that the measurement material which consisting of 7 variables and 24 items has been
proven valid and reliable. Furthermore, this measurement material is ready to be used forfurther research.
REFERENCES[1]

V. Venkatesh, M. G. Morris, G. B. Davis, F. D. Davis, User acceptance of information
technology: toward a unified view. MIS quarterly, 27(3) (2003) 425-478.

[2]

V. Venkatesh, J. Thong, X. Xu, Consumer Acceptance and Use of Information
Technology: Extending the Unified Theory of Acceptance and use of technology. MIS
Quarterly, 36(1) (2012) 157-178.

[3]

Indrawati, (2015). Research Methods in Management and Business Convergence ofCommunication and Information Technology. Bandung: Refika Aditama. ISBN
9786027948549[4]

Indrawati, (2012). Behavioral Intention to Use 3G Mobile Multimedia Services inIndonesia. Doctoral Dissertation, Multimedia University, July 2012.

[5]

Indrawati, (nd). The Use of Modified Unified Theory of Acceptance and Use ofTechnology to Predict the Behavioural Intention toward Website. A Case Study in ABCUniversity in Indonesia.

[6]Indrawati, K. S. Haryoto,(nd). The Use of Modified Theory of Acceptance and Use ofTechnology to Predict Prospective Users’ Intention in Adopting TV Streaming.
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