TA DIGITAL
Pengaruh Dimensi Kualitas Pelayanan Perbankan Terhadap Kepuasan Nasabah dan Dampaknya Terhadap Loyalitas Nasabah : studi kasus pada Nasabah PT. Bank Rakyat Indonesia (Persero) Tbk. Kantor Cabang Ungaran Unit Jimbaran
THE INFLUENCE OF BANKING SERVICE QUALITY DIMENSION ON CUSTOMER SATISFACTION AND ITS IMPACT ON CUSTOMER LOYALTY (Case Study at PT Bank Rakyat Indonesia (Persero) Tbk. Ungaran Branch Office, Jimbaran Unit)
Today's, competition in business world is getting tougher. It is also perceived by business people in banking who are required to have a better quality of service so that it can satisfy and retain the customers. The objectives of this research is to analyze how much the influence service quality dimensions on satisfaction and its impact on customer loyalty of BRI at Ungaran branch office, Jimbaran Unit. In this research determined the critical variables that allegedly affect the customer satisfaction and loyalty are the dimensions of service quality tangibles, reliability, responsiveness, assurance and empathy.
In this research, variable of service quality dimensions used to measure the customer satisfaction and loyalty. The object in this research is BRI customers of Ungaran Branch Office, Jimbaran Unit. The analysis tool is the reliability test, validity test, path analysis of trimming model, F test, t test, the coefficient of determination and coefficient Q. sample in this research amounted 100 respondents used purposive technique sampling.
The results of path analysis showed that, the variable of service quality dimensions that is responsiveness and empathy have significant influence towards customer satisfaction variable with path coefficient (β) of 0388 and 0360 and a significance level of 0.002 and 0.004 (p> 0.05); variable of services quality dimension that is empathy and customer satisfaction have significant influence towards customer loyalty variable with path coefficient (β) of 0.428 and 0.425 and significance level 0.000 and 0.000 (p < 0.05). The research results show that the variable of service quality dimensions of empathy directly has a positive and significant effect on the customer loyalty variable. And variable service quality dimensions of responsiveness and empathy indirectly effect on customer loyalty variable through customer satisfaction variables. Based on the results of this research, the BRI of Ungaran Branch Office Jimbaran Unit should be improve the service quality especially in responsiveness and sympathetic attitude of employees to the customers and also maintain a good relationship to the customers so that customers are satisfied with company services with the goal of keeping customers loyal to the company.
Keywords: service’s quality, customer’s satisfaction, customer’s loyalty, and path analysis
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