Pengaruh Service Quality, Service Convenience, dan Perceived Price and Fairness terhadap Loyalitas Nasabah Bank dengan Kepuasan Nasabah sebagai Variabel Mediasi

Fincent Sutanto, Keni Keni
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Abstract

The purpose of this research is to investigate the effects of service quality, service convenience and perceived price and fairness on banking customer loyalty with customer satisfaction as the mediating at the bank . The method to sample the bank’s customers was by using non-probability sampling method with convenience sampling technique. The instruments to collect the data was by distributing questionnaires to 244 respondents of bank’s in Jakarta. Method to analysed the data was by using PLS-SEM. The result of the research reveal that service quality and perceived price and fairness have positive impacts on customer loyalty, while service convenience has no effect on customer loyalty. This research also found that service convenience and perceived price and fairness have positive impacts on customer satisfaction, while service quality has no effect on customer satisfaction. Moreover, customer satisfaction acts as mediating variable between service convenience. The finding suggest bank should maintain and enhance for service quality and perceived price and fairness to encourage customers decision to repurchase or remain a customer.

 

Tujuan penelitian ini untuk mengetahui pengaruh kualitas layanan, kenyamanan layanan dan kelayakan harga yang dirasakan terhadap loyalitas pelanggan dengan kepuasan nasabah sebagai variabel mediasi terhadap nasabah bank. Penelitian ini menggunakan metode non-probability sampling dengan teknik convenience sampling. Penulis mengumpulkan 244 responden untuk penelitian ini dari nasabah bank swasta di Jakarta yang sebagian besar adalah karyawan umum. Respons dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa kualitas layanan dan persepsi harga dan keadilan memiliki dampak positif terhadap loyalitas pelanggan, kenyamanan layanan tidak berpengaruh terhadap loyalitas pelanggan. Penelitian ini juga menemukan bahwa kenyamanan layanan dan persepsi harga dan keadilan memiliki dampak positif pada kepuasan pelanggan dan kualitas layanan tidak berpengaruh pada kepuasan pelanggan. Selain itu, kepuasan pelanggan bertindak sebagai variabel perantara antara kenyamanan layanan. Temuan ini menyarankan bank harus menjaga dan meningkatkan kualitas layanan serta harga dan keadilan yang dirasakan untuk mendorong keputusan pelanggan untuk membeli kembali atau tetap menjadi pelanggan.

Keywords

Service Quality; Service Convenience; Perceived Price and Fairness; Customer Satisfaction; Customer Loyalty

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