PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS MELALUI PEMASARAN RELASIONAL DAN KEPUASAN NASABAH BNI CABANG SUMBAWA
| Main Author: | I Nyoman Sutama |
|---|---|
| Format: | Article eJournal |
| Bahasa: | eng |
| Terbitan: |
Tarumanagara University
, 2012
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| Subjects: | |
| Online Access: |
http://journal.tarumanagara.ac.id/index.php/em/article/view/921 |
Daftar Isi:
- Bank as financial institution has important role for country economy. Bank industry and other financial institutions deal with the harsh and complex competition. As a result the competition becomes harder and the condition is worsened by the foreign banks that include themselves in the competition of getting the customers. The competitive advantage in financial institutions emphasizes trust and loyalty from the customers. Service quality can be used as measurement in achieving competitive advantage. Good service quality can improve customer loyalty and becomes reliable strategy to attract new customers. The research took place in BNI Bank (Sumbawa Branch) with population of 57,758 customers and sample of 160 people. The sample is taken by using proportional random sampling technique. The research variables consist of service quality (tangible, reliable, responsiveness, assurance, empathy) as exogenous variable, bank-customer relationship (harmony, acceptance, participation, simplicity), satisfaction (the entire service, comparison between financial service with other services, the intention to get similar service) and loyalty (trust, psychological commitment, switching cost, word-of-mouth, cooperation) as endogenous variables. The data analysis used to prove the correlation among constructs uses structural equation modeling (SEM). The research concludes that the relationship marketing can be improved by providing good service quality. Good service quality and relationship with customers will be able to improve customer satisfaction. Customer loyalty will be shaped if customer gets high satisfaction and bank is able to provide good service and build good relationship.