Pengaruh keterlibatan psikologis, pengalaman nasabah, dan keterikatan emosional nasabah terhadap kesetiaan nasabah: Studi pada perbankan nasional di Kepulauan Riau
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Abstract
This study aims to analyze the effect of psychological engagement, customer experience, and customer emotional attachment on customer loyalty. The analysis technique used is a descriptive analysis technique with a quantitative approach where data collection is carried out cross-sectionally. The number of samples used in this study is 153 respondents with the condition that they are customers of a private bank and have made transactions in the last 3 months. This study showed that psychological engagement, customer experience, and customer emotional attachment have a positive and significant effect on customer loyalty.
Penelitian ini bertujuan untuk menganalisis pengaruh keterlibatan psikologis, pengalaman nasabah, dan keterikatan emosional nasabah terhadap kesetiaan nasabah. Teknik analisa yang digunakan adalah teknik analisis deskriptif dengan pendekatan kuantitatif yang pengumpulan datanya dilakukan secara cross-sectional. Jumlah sampel yang digunakan berjumlah 153 responden yang merupakan nasabah perusahaan perbankan swasta yang telah melakukan transaksi dalam 3 bulan terakhir. Penelitian ini menunjukkan bahwa keterlibatan psikologis, pengalaman nasabah, dan keterikatan emosional nasabah berpengaruh positif dan signifikan terhadap kesetiaan nasabah.
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