The Effect Of Using Structured Chat On Customer Satisfaction
DOI:
https://doi.org/10.29407/1qv9y787Keywords:
Structured Chat, customer satisfaction, Digital Communication , Whatsapp BusinessAbstract
This study aims to examine the implementation of structured chat and its effect on customer satisfaction at Indonesia Business Education. The study was motivated by the increasing use of WhatsApp Business as a digital customer service medium in training institutions. Using a quantitative causal-associative approach, data were collected from 109 respondents selected from a population of 150 customers through a Likert-scale questionnaire and analyzed using SPSS. The results showed that structured chat implementation was categorized as good, while customer satisfaction was categorized as high. Simple linear regression produced the equation Y = 7.572 + 0.694X, with a significance value of 0.000 < 0.05, indicating a positive and significant effect of structured chat on customer satisfaction. The coefficient of determination (R²) of 0.409 indicates that structured chat contributes 40.9% to customer satisfaction, while the remaining 59.1% is influenced by other factors. These findings indicate that effective digital communication through faster responses, clear information, consistent answers, and organized chat management can improve the customer service experience. Thus, improving the implementation of structured chat can increase customer satisfaction at Indonesia Business Education.
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Copyright (c) 2026 Choirotun Nisa, Rahardyan Surya, Wahyuni Sri Astutik (Author)
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