Pengaruh Kerelasian, Kualitas Layanan, Penanganan Keluhan, dan Citra Terhadap Kepuasan dan Loyalitas (Studi Pada Nasabah Bank BUMN di Jakarta)

Salim, Agus and Prof. Dr. Margono Setiawan,, S.E., S.U. and Dr. Rofiaty,, S.E., M.M. and Dr. Fatchur Rohman,, S.E., M.Si. (2018) Pengaruh Kerelasian, Kualitas Layanan, Penanganan Keluhan, dan Citra Terhadap Kepuasan dan Loyalitas (Studi Pada Nasabah Bank BUMN di Jakarta). Doktor thesis, Universitas Brawijaya.

Abstract

Tujuan penelitian menguji dan membuktikan secara empiris: Apakah loyalitas nasabah dipengaruhi oleh kerelasian, kualitas layanan, penanganan keluhan, dan citra bank secara langsung maupun tidak langsung melalui kepuasan. Apakah loyalitas nasabah dipengaruhi oleh kepuasan secara langsung. Populasi pada penelitian adalah seluruh nasabah bank di Indonesia yang jumlahnya tidak diketahui secara pasti. Sampel yang dipilih adalah 335 responden yang telah menjadi nasabah minimal selama empat tahun dan pernah melakukan komplain atas satu atau lebih fasilitas layanan “Kartu Kredit, Pinjaman, Kredit Kepemilikan Rumah, Tabungan, Automatic Teller Machine, Deposito dan Giro, Uang Elektronik, Telemarketing, dan lainnya” ke bank BUMN di Jakarta periode 2012–2017. Pengambilan sampel menggunakan metode purposive sampling, analisis data penelitian menggunakan Partial Least Square. Hasil penelitian menunjukkan bahwa: Kerelasian nasabah baik secara langsung maupun dimediasi kepuasan tidak mampu meningkatkan loyalitas nasabah. Semakin tinggi kualitas layanan secara langsung tidak mampu meningkatkan loyalitas nasabah, namun mampu meningkatkan kepuasan, dan kepuasan mampu memediasi secara signifikan terhadap loyalitas. Semakin baik penanganan keluhan nasabah secara langsung tidak menyebabkan semakin tinggi loyalitas nasabah, dan secara langsung menyebabkan semakin tinggi kepuasan nasabah. Selanjutnya kepuasan mampu memediasi penanganan keluhan terhadap peningkatan loyalitas. Semakin baik citra bank secara langsung maupun dimediasi kepuasan mampu meningkatkan loyalitas nasabah. Semakin tinggi kepuasan nasabah secara langsung menyebabkan semakin tinggi loyalitas nasabah.

English Abstract

The purpose of this study is to assess and prove empirically wheather customer loyalty is influenced directly by customer relationship, service quality, handling of complaints, and bank image and indirectly through satisfaction and wheater customer loyalty is directly influenced by satisfaction. The population of the study is all bank customers in Indonesia, which numbers are not known for certain. Using purposive sampling method, 335 people who have been customers for at least four years and have complained about one or more service facilities. i.e. credit card, loans, home ownership credit, savings, automatic teller machine, deposits and demand deposit, electronic money, telemarketing, and others, to state-owned banks in Jakarta in the period of 2012-2017 were selected as sample.The data of this study were analyzed using Partial Least Square. The result of the research shows that Customer relationship directly and indirectly does not increase customer loyalty. Better service quality directly does not improve customer loyalty, but increases satisfaction, and satisfaction significantly mediates its influence on loyalty. Better customer complaints handling does not directly lead to a higher customer loyalty, but it directly leads to higher customer satisfaction. Furthermore, satisfaction mediates the positive influence of complaint handling on loyalty. Better bank image positively and directly influences customer loyalty and positively influences it through satisfaction. Higher customer satisfaction directly leads to higher customer loyalty.

Item Type:	Thesis (Doktor)
Identification Number:	DES/658.812/SAL/p/2018/061809528
Uncontrolled Keywords:	Kerelasian Nasabah, Kualitas Layanan Bank, Citra Bank, Penanangan Keluhan Nasabah, Kepuasan Nasabah, Loyalitas Nasabah,customer relationship, bank service quality, bank image, customer complaint handling, customer satisfaction, customer loyalty.
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations
Divisions:	S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User:	Sugeng Moelyono
Date Deposited:	04 Oct 2022 07:17
Last Modified:	04 Oct 2022 07:17
URI:	http://repository.ub.ac.id/id/eprint/195323

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