Sukmono, Rita Ambarwati (2014) Strategi Multichannel Pengaruhnya terhadap Retensi Nasabah Bank Dimediasi oleh Kepuasan dan Loyalitas Nasabah (Studi pada Bank BNI di Wilayah Surabaya). Doctor thesis, Universitas Brawijaya.
Abstract
Tujuan penelitian ini adalah untuk menguji dan menjelaskan: 1) pengaruh multichannel bank terhadap retensi nasabah emerald di wilayah Surabaya, 2) peran kepuasan dan loyalitas nasabah dalam memediasi atas hubungan multichannel dengan retensi nasabah, 3) peran loyalitas nasabah dalam memediasi hubungan kepuasan dan retensi nasabah. Desain penelitian ini menggunakan survei dan pengumpulan data secara cross section melalui kuesioner . Unit analisis adalah nasabah emerald yang memiliki rekening minimal selama 1 tahun di BNI wilayah Surabaya dengan total dana minimal sebesar 1 (satu) milyar rupiah, berusia 18 – 50 tahun, dan memiliki salah satu dari fasilitas e-banking ( ATM, phone/mobile/SMS banking, dan internet banking ). Populasi dalam penelitian ini sulit ditentukan jumlahnya secara pasti ( infinite ) sehingga untuk metode pengambilan sampelnya menggunakan non probability sampling (sampel tidak acak). Teknik penentuan unit sampel dalam penelitian ini adalah purposive sampling . Metode analisis data dalam pengujian hipotesis adalah Generalized Structured Component Analysis (GSCA). Hasil penelitian ini menunjukkan bahwa multichannel secara langsung tidak berpengaruh signifikan terhadap retensi nasabah. Kepuasan nasabah tidak dapat menjadi mediasi sempurna ( complete mediation ) dan loyalitas nasabah dapat menjadi mediasi sempurna ( complete mediation ) hubungan antara multichannel dengan retensi nasabah. Selanjutnya, loyalitas nasabah mampu sebagai mediasi sempurna ( complete mediation ) hubungan antara kepuasan dengan retensi nasabah. Implikasi praktis penelitian ini, bagi pihak manajemen bank perlu meningkatkan peran multichannel dalam upaya retensi nasabah emerald terutama untuk keamanan dan keakuratan data profil keuangan nasabah. Penelitian ini mengembangkan teori marketing mix dengan menggunakan multichannel sebagai salah satu elemen yang dapat meningkatkan retensi nasabah dengan menggunakan mediasi kepuasan dan loyalitas nasabah.
English Abstract
The purpose of this study is to examine and explain: 1) the influence of multichannel on the retention of emerald customer in Surabaya area, 2) the role of satisfaction and customer loyalty is mediated the relationship between multichannel and the retention of emerald customer in Surabaya, 3) the role of customer loyalty is mediated the relationship between satisfaction and customer retention within Surabaya emerald customer. This study is design by using surveys and cross section data collection through questionnaire. The analyze unit are emerald customer who have owned emerald account for at least 1 year in BNI Surabaya with 1 million rupiahs as a minimum in total funds, ageing around 18 – 50 years old, and used e-banking facility such as: ATM, phone/mobile/SMS banking, and internet banking. The population need to conduct this study is hard to determined because the questionnaire applicant is infinite, so the author used Non Probability Sampling Method. The author also used The Purposive Sampling method the determined unit sample. To analyze the data gathered and to test the hypothetic conclusions the author used Generalized Structured Component analysis (GSCA). The study showed that bank multichannel services didn`t have a significant effect against customer retention. The customer satisfaction cannot become the complete mediation however customer loyalty can become the complete mediation. In the relation between multichannel services and customer retention, the result also showed that customer loyalty can become the complete mediation in their relation between satisfactory with emerald customer retention in Surabaya. The simple effects of this study to the management are, so that the management can elevate the banking services for the emerald customer. The main purpose is to elevate multichannel services by increasing emerald customer retention are securing and maintaining customer data so that they always up to date. This study are based on marketing mix theory by using multichannel as one of the element that can increase customer retention.
| Item Type: | Thesis (Doctor) |
|---|---|
| Identification Number: | DES/658.812/SUK/s/061408131 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Doktor Kimia, Fakultas MIPA |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 17 Dec 2014 11:32 |
| Last Modified: | 16 Mar 2022 04:41 |
| URI: | http://repository.ub.ac.id/id/eprint/161299 |
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