Girsang, Runita Kartika Sari (2019) Pengaruh Self Service Technology Dan Customer Relationship Marketing Terhadap Loyalitas Nasabah Melalui Kepuasan Nasabah (Studi Pada Nasabah Prioritas PT. Bank Central Asia Tbk. Cabang Tulungagung). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menjelaskan dan menganalisis pengaruh self service technology dan customer relationship marketing terhadap loyalitas nasabah melalui kepuasan nasabah. Penelitian ini merupakan penelitian kuantitiatif dengan pendekatan eksplanatory research. Penelitian ini dilakukan pada nasabah PT. BCA, Tbk Cabang Tulungagung yang berjumlah 82 responden. Pengumpulan data menggunakan kuesioner dan kajian pustaka dengan analisis SmartPLS versi 3.0. Hasil penelitian menunjukkan pengaruh secara langsung dari pengaruh self service technology terhadap kepuasan nasabah dan pengaruh self service technology terhadap loyalitas nasabah memiliki pengaruh yang signifikan. Pengaruh customer relationship marketing terhadap kepuasan nasabah dan pengaruh customer relationship marketing terhadap loyalitas nasabah memiliki pengaruh yang signifikan. Serta, pengaruh kepuasan nasabah terhadap loyalitas nasabah memiliki pengaruh yang signifikan. Hasil penelitian untuk pengaruh tidak langsung, yaitu pengaruh self service technology terhadap loyalitas nasabah melalui kepuasan nasabah dan pengaruh customer relationship marketing terhadap loyalitas nasabah melalui kepuasan nasabah memiliki hubungan mediasi.
English Abstract
This study aims to explain and analyze the influence of self-service technology and customer relationship marketing on customer loyalty through customer satisfaction. This quantitative explanatory research was conducted 82 customers of PT. BCA, Tbk Branch of Tulungagung. The data was collected through questionnaires and literature review and was analyzed using SmartPLS version 3.0. The result of the research shows that the direct influence of self-service technology on customer satisfaction and the direct influence of self-service technology on customer loyalty are significant. Furthermore, the influence of customer relationship marketing on customer satisfaction and the influence of customer relationship marketing on customer loyalty are significant. In addition, the effect of customer satisfaction on customer loyalty is significant. Finally, the influence of self-service technology on customer loyalty is mediated by customer satisfaction and the influence of customer relationship marketing on customer loyalty is mediated by customer satisfaction.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.812/GIR/p/2019/041904232 |
| Uncontrolled Keywords: | CUSTOMER RELATIONS, CUSTOMER SATISFACTION |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endang Susworini |
| Date Deposited: | 23 Jan 2020 04:34 |
| Last Modified: | 03 Jun 2022 02:18 |
| URI: | http://repository.ub.ac.id/id/eprint/178278 |
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