PENGARUH KUALITAS PELAYANAN, RELATIONSHIP MARKETING DAN CORPORATE SOCIAL RESPOSIBILITY TERHADAP LOYALITAS DAN KEPUASAN NASABAH BANK

Yunita Kurnia Sari

Abstract

This study aims to provide empirical evidence about the influence of Quality of Service, Relationship Marketing, Corporate Social Responsibility and customer satisfaction to customer loyalty in BRI branch Tebing Tinggi. By using the 150 respondents BRI customers Tebing Tinggi branch determination technique in 2016. Convenience sampling is sampling, that the sampling technique with a collection of information from members of the population that is easily available and able to provide such information. Mechanical testing of hypotheses using multiple regression analysis and path analysis.

F test results showed that simultaneous all independent variables affect the customer loyalty. Based on t test results can be concluded that customer satisfaction has a significant positive effect on customer satisfaction and customer loyalty. Relationship Marketing is not a significant effect on customer satisfaction and loyalty, while CSR significant effect on loyalty but has no significant effect on customer satisfaction. Further significant variable customer satisfaction has a significant positive effect on customer loyalty.

Full Text:

PDF

References

Agusta LR dan Dedy Baramulli. 2011. Pengaruh Kepercayaan dan Kepuasan Terhadap Loyalitas Nasabah. Jurnal Inovasi Manajemen. Vol. 8 No. 2.

Akbar, M.M., and Parvez, N. 2009. Impact of Services Quality, Trust, and Customer Satisfaction on Customer Loyalty. ABAC Journal, Vol. 29, No. 1, pp. 24-38.

Anggraeni, Savitri. 2012. Pengaruh E-Service Quality terhadap Kepuasan dan Loyalitas Pelanggan (Kasus Pada Pengguna Internet Banking di Commonwealth Bank Cabang Seminyak Bali). Tesis, Program Studi Magister Manajemen Universitas Udayana, Denpasar.

Bedi, M. 2010. An Integrated Framework for Service Quality, Customer Satisfaction and Behavioral Responses in Indian Banking Industry-a Comparison of Public and Private. Journal of Services Research, Vol. 10 No. 1, pp. 157-172.

Bowen, John T & Shiang-Lih Chen.2001. The Relationship Between Customer Loyalty and Customer Satisfaction. International Journal of Contemporary Hospitality Management, Vol. 13, No. 5, pp. 213-217.

Chan, S. 2003. Relationship Marketing. Jakarta : Gramedia Pustaka Utama

Christina Widya Utami. 2006. Manajemen Ritel ( Strategi dan Implementasi Ritel Modern). Jakarta: Salemba Empat.

Griffin, Jill. 2008. Customer Loyalty How To Learn IT, How To Keep If. Mc. Grow.

Kotler, Philip and Garry Amstrong. 2008. Principle of Marketing, Prentice Hall Internasional. Inc : New Jersey.

Kotler, Philip. 2000. Marketing Management, Millenium Edition, Prentice Hall Internasional. Inc : New Jersey

Kumar, M., Kee, F. T., and Manshor, A. T. 2009. Determining the Relative Importance of Critical Factors in Delivering Service Quality of Banks: an Application of Dominance Analysis in SERVQUAL Model. Managing Service Quality, Vol. 19, No. 2, pp. 211-228.

Ladhari, R., Ladhari, I., and Morales, M. 2011. Bank Services Quality: Comparing Canadian and Tunisian Customer Perceptions. International Journal of Bank Marketing, Vol. 29, No. 33, pp. 224-246.

Lupiyoadi Rambat. 2008. Manajemen Pemasaran Jasa. Salemba Empat Jakarta

Madjid, Rahmat. 2013. Customer Trust as Relationship Mediation Between Customer Satisfaction and Loyalty at Bank Rakyat Indonesia (BRI) Southeast Sulawesi. The International Journal of Engineering and Science, Vol. 2 No.5.

Ming, S.L., Huey, D.H., and Ming, F.Y. 2010. The Study of The Relationship Among Experiental Marketing, Services Quality, Customer Satisfaction and Customer Loyalty. International Journal of Organizational Innovation, pp. 352-378

Molaee, M., Ansari, and Telmouri, H. 2011. Analizing The Impact of Service Quality Dimensions on Customer Satisfaction and Loyalty in The Banking Industry of Iran. International Journal of Academic Research in Accounting, Finance and Management Sciences, Vol. 13, No. 3, pp. 5-13.

Naeem, H., and Saif, I. 2009. Service Quality and Its Impact on Customer Satisfaction: An Empirical Evidence from the Pakistani Banking Sector. The International Business and Economics Research Journal, Vol. 8, No. 12, pp. 99-104.

Ndubisi, N.O. and Chan, K.W. (2005) Factorial and discriminant analyses of the underpinnings of relationship. International Journal of Bank Marketing. 23(3): 542-57.

Ndubisi, N.O. (2007), “Relationship Marketing and Consumer Loyalty,” Marketing Intelligence and Planning, Vol. 25, No. 1, pp. 98-106.

Odin, Y., N. Florence P. and Valette.2001. Conceptual and Operational Aspects Of Brand Loyalty, An Empirical Investigation. Journal of Business Research. 53. pp. 75-84.

Parasuraman. A., Zeithaml, V.A. and Berry, L.L, (1994), “Reassessment of Expectations as a Comparison Standar in Measuring Service Quality: Implication for Further Research, Journal of Marketing, January (58): 111-124 Principles, Sixth Edition, IRWIN, Chicago

Sanka, M.S. 2012. Bank Service Quality, Customer Satisfaction and Loyalty in Ethiopian Banking Sector, Journal of Business Administration and Management Sciences Research, Vol. 1, No. 1 , pp. 001-009.

Silmi, Sulhida, 2012, Persepsi Nasabah Tentang Relationship Marketing dan Pengaruhnya Terhadap Loyalitas (Studi Pada Nasabah Tabungan Utama PT. Bank Mega Syariah Cabang Malang). Jurnal Manajemen Pemasaran, 8(1):1 14.

Sutanto. P. dan Japarianto. E. 2013. Analisa Pengaruh Service Quality, Price dan Customer Relationship Terhadap Customer Loyality dengan Customer Satisfaction Sebagai Variabel Intervening di Rumah Makan Taman Handayani. Jurnal Manajemen Pemasaran, 1(2): 1 9.

Tjiptono, F. 2004. Manajemen Jasa. Yogyakarta : Andi

Tjiptono, F. 2005. Pemasaran Jasa. Edisi Satu, Bayu Media Publishing: Malang

Yani, E. 2004. Analisis Pengaruh Kualitas Pelayanan terhadap Loyalitas Nasabah PT Bank Sumut di Medan, Tesis, Medan: Program Pascasarjana Universitas Sumatra Utara

Zafar, M., Zafar, S., dan Asif, A. 2012. Service Quality, Customer Satisfaction and Loyalty: An Empirical Analysis of Banking Sector in Pakistan, Information Management and Business Review, Vol. 4, No. 3, pp. 159-167.

DOI: https://doi.org/10.20961/jbm.v17i2.17184

Refbacks

  • There are currently no refbacks.