Kualitas Jasa yang Mempengaruhi Loyalitas dan Relevansinya terhadap Kepuasan

Siti Fatona

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas jasa terhadap loyalitas konsumen melalui kepuasan sebagai variabel mediatornya pada Bank BPR-BKK Karangmalang sragen. Pelanggan merupakan fokus utama yang merasakan kepuasan dari kualitas jasa yang dirasakan. Kepuasan konsumen merupakan faktor dominan dan menentukan dalam mempertahankan perusahaan. Hasil pengujian  menggunakan regresi linear berganda untuk penentuan uji t dan uji F serta pengujian koefisien determinasi. Hasil penelitian model 1 menunjukan bahwa keandalan, daya tanggap, jaminan, empati dan bukti fisik berpengaruh positif terhadap loyalitas konsumen dan untuk model 2 tidak signifikan.  Terdapat pengaruh secara simultan dari keandalan, daya tanggap, jaminan, empati dan bukti fisik terhadap loyalitas konsumen. Sedangkan hasil uji t membuktikan bahwa hanya jaminan dan bukti fisik secara parsial berpengaruh terhadap loyalitas konsumen. Hal ini berarti bahwa keandalan, daya tanggap, jaminan, empati dan bukti fisik  berpengaruh terhadap loyalitas konsumen.

 


This reseach aimed to determine the effect of service quality on customer loyalty through customer satisfaction as a mediating variable in the RB-BKK Bank Karangmalang sragen. Customers are the main focus of satisfaction perceived service quality. Consumer satisfaction is a dominant factor in the determination of the company to maintain. Test results using multiple linear regression to determine the t test and F test. The results show that the model 1 reliability, responsiveness, assurance, empathy and tangibles positive effect on customer loyalty and for model 2 is not significant. There is simultaneous influence of reliability, responsiveness, assurance, empathy and tangibles customer loyalty. While the t-test results prove that the only physical evidence of insurance and partial effect on customer loyalty. This means that the reliability, responsiveness, assurance, empathy and tangibles effect on customer loyalty.

Keywords

Reliability; Responsiveness; Assurance; Empathy; Tangible; Satisfaction; Loyalty

Full Text:

PDF

References

Akbar, M & Parvez, L. 2009. Impact of Service Quality, Trust, and Customer Satisfaction On Customer Loyality. ABAC Journal. Vol. 29, No.1.

Eboli, L & Mazzulla, G. 2007. Service Quality Attributes Affecting Customer Satisfaction for Bus Transit. Journal of Public Transportation. Vol. 10, No. 3.

Nai, L. H & Shu, L. K. 2008. The Effect Of Service Quality Dimentsion On Customer Satisfaction Across Different Service Type: Alternative Differentiation As A Moderator. Advances In Customer Research. Vol. 35.

Kotler, P & Keller, K. 2006. Marketing Management. New Jersey: Pearson Education, Inc.

Ming, I & Shieh, C. 2006. The relation between service quality and customer satisfaction: the example of CJCU library. Chang Jung Chistian University.

Parasuraman. 2005. A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research. Vol. 7, No. 5 pp: 1-21.

Singh, H. 2006. The Importance of Customer Satisfaction in Relation to Customer Loyalty and Retention. UCTI Working Paper WP-06-06.

Luo, X. M & Homburg, C. 2007. Neglected Outcomes Of Customer Satisfaction. Journal of Marketing. Taiwan.


View Counter: Abstract - 2757 and PDF - 2580

Refbacks

  • There are currently no refbacks.