Pengukuran Customer Experience Donatur Retail Zakat Melalui Integrasi Customer Effort Score, Customer Satisfaction Index, Dan Net Promoter Score Pada Lembaga Amil Zakat LMI
DOI:
https://doi.org/10.47077/ekosiana.v13i2.747Abstrak
Realisasi penghimpunan zakat yang belum sebanding dengan potensi nasional menunjukkan perlunya penguatan strategi layanan, retensi, dan loyalitas donatur, khususnya pada segmen donatur retail. Penelitian ini bertujuan mengukur pengalaman donatur retail zakat melalui integrasi Customer Effort Score (CES), Customer Satisfaction Index (CSI), dan Net Promoter Score (NPS) pada Lembaga Amil Zakat LMI. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan data primer yang diperoleh melalui kuesioner daring terhadap 220 responden dari populasi sekitar 16.000 donatur retail. Instrumen penelitian mencakup kemudahan donasi, profesionalisme layanan, responsivitas petugas, akses informasi, transparansi laporan, preferensi komunikasi, preferensi program, dan kesediaan merekomendasikan lembaga. Hasil penelitian menunjukkan skor CES sebesar 3,58 dari skala 4, CSI sebesar 92,4%, dan NPS sebesar 28 poin. Temuan ini menegaskan bahwa kemudahan layanan dan kepuasan donatur telah berada pada kategori tinggi, sedangkan loyalitas berbasis rekomendasi masih perlu diperkuat melalui komunikasi personal, transparansi laporan program, dan pelibatan donatur dalam aktivitas pendistribusian. Artikel ini berkontribusi pada kajian ekonomi syariah dan manajemen zakat dengan menawarkan pendekatan evaluasi pengalaman donatur yang menghubungkan aspek kemudahan, kepuasan, dan loyalitas rekomendatif.
Kata Kunci: customer experience, donatur retail, zakat, CES, CSI, NPS
Referensi
American Express. Global Customer Service Barometer. American Express Research, 2020.
Association of Fundraising Professionals. The Fundraising Effectiveness Project: Quarterly Report 2024. Arlington, VA: AFP Foundation for Philanthropy, 2024.
Badan Amil Zakat Nasional. Outlook Zakat Indonesia 2025. Jakarta: Pusat Kajian Strategis BAZNAS, 2025.
Badan Amil Zakat Nasional. Outlook Zakat Indonesia 2026. Jakarta: Pusat Kajian Strategis BAZNAS, 2026.
Bennett, Roger, and Anna Barkensjo. “Causes and Consequences of Donor Perceptions of the Quality of the Relationship Marketing Activities of Charitable Organisations.” Journal of Targeting, Measurement and Analysis for Marketing 13, no. 2 (2005): 122-139. https://doi.org/10.1057/palgrave.jt.5740138.
Cronin, John J., Jr., and Steven A. Taylor. “Measuring Service Quality: A Reexamination and Extension.” Journal of Marketing 56, no. 3 (1992): 55-68. https://doi.org/10.2307/1252296.
Dixon, Matthew, Karen Freeman, and Nicholas Toman. “Stop Trying to Delight Your Customers.” Harvard Business Review 88, no. 7/8 (2010): 116-122.
Dompet Dhuafa. Laporan Tahunan 2023. Jakarta: Dompet Dhuafa Republika, 2024.
Fornell, Claes. “A National Customer Satisfaction Barometer: The Swedish Experience.” Journal of Marketing 56, no. 1 (1992): 6-21.
Hair, Joseph F., William C. Black, Barry J. Babin, and Rolph E. Anderson. Multivariate Data Analysis. 8th ed. Andover: Cengage Learning, 2019.
Kotler, Philip, and Kevin Lane Keller. Marketing Management. 15th ed. Boston: Pearson Education, 2016.
Lemon, Katherine N., and Peter C. Verhoef. “Understanding Customer Experience Throughout the Customer Journey.” Journal of Marketing 80, no. 6 (2016): 69-96. https://doi.org/10.1509/jm.15.0420.
Oliver, Richard L. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.” Journal of Marketing Research 17, no. 4 (1980): 460-469. https://doi.org/10.2307/3150499.
Oliver, Richard L. “Whence Consumer Loyalty?” Journal of Marketing 63 (1999): 33-44. https://doi.org/10.2307/1252099.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. “A Conceptual Model of Service Quality and Its Implications for Future Research.” Journal of Marketing 49, no. 4 (1985): 41-50. https://doi.org/10.2307/1251430.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.” Journal of Retailing 64, no. 1 (1988): 12-40.
Polonsky, Michael J., and Adrian Sargeant. “Managing the Donation Service Experience.” Nonprofit Management and Leadership 17, no. 4 (2007): 459-476. https://doi.org/10.1002/nml.163.
Reichheld, Frederick F. “The One Number You Need to Grow.” Harvard Business Review 81, no. 12 (2003): 46-54.
Republik Indonesia. Peraturan Pemerintah Nomor 14 Tahun 2014 tentang Pelaksanaan Undang-Undang Nomor 23 Tahun 2011 tentang Pengelolaan Zakat. Jakarta, 2014.
Republik Indonesia. Undang-Undang Nomor 23 Tahun 2011 tentang Pengelolaan Zakat. Jakarta, 2011.
Roziq, A., E. D. Suryaningsih, and N. Hisyamuddin. “Variables Determining Muzaki Loyalty in Paying Zakat, Infaq and Shodaqoh at Zakat Institutions in Indonesia.” Inferensi: Jurnal Penelitian Sosial Keagamaan 14, no. 2 (2020): 249-266. https://doi.org/10.18326/infsl3.v14i2.249-266.
Sargeant, Adrian. “Relationship Fundraising: How to Keep Donors Loyal.” Nonprofit Management and Leadership 12, no. 2 (2001): 177-192.
Sargeant, Adrian, and Jen Shang. Fundraising Principles and Practice. 2nd ed. Hoboken, NJ: Wiley, 2017.
Sargeant, Adrian, and Lucy Woodliffe. “Building Donor Loyalty: The Antecedents and Role of Commitment in the Context of Charity Giving.” Journal of Nonprofit & Public Sector Marketing 18, no. 2 (2007): 47-68. https://doi.org/10.1300/J054v18n02_03.
Sekaran, Uma, and Roger Bougie. Research Methods for Business: A Skill-Building Approach. 7th ed. Chichester: Wiley, 2016.
Sutomo, Mukhamad Najib, and Setiadi Djohar. “Pengaruh Kualitas Pelayanan Lembaga Amil Zakat terhadap Kepuasan dan Loyalitas Muzakki: Studi Kasus LAZ PKPU Yogyakarta.” Jurnal Aplikasi Bisnis dan Manajemen 3, no. 1 (2017): 59-70. https://doi.org/10.17358/JABM.3.1.59.
Tjiptono, Fandy. Pemasaran Jasa: Prinsip, Penerapan, dan Penelitian. Yogyakarta: Andi, 2019.
Verhoef, Peter C., Katherine N. Lemon, A. Parasuraman, Anne Roggeveen, Michael Tsiros, and Leonard A. Schlesinger. “Customer Experience Creation: Determinants, Dynamics and Management Strategies.” Journal of Retailing 85, no. 1 (2009): 31-41. https://doi.org/10.1016/j.jretai.2008.11.001.
Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler. Services Marketing: Integrating Customer Focus across the Firm. 7th ed. New York: McGraw-Hill Education, 2018.
