Pengaruh online banking service quality dan perceived security terhadap e-customer loyalty yang dimediasi oleh e-customer satisfaction pada online banking bank XYZ

Kurniawan, Steven (2018) Pengaruh online banking service quality dan perceived security terhadap e-customer loyalty yang dimediasi oleh e-customer satisfaction pada online banking bank XYZ. Masters thesis, Universitas Pelita Harapan.

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Abstract

This research aims to study the effect of online banking service quality and perceived security on customer satisfaction and its implications on customer loyalty in online banking. The conceptual model in this research was modified from the previous study by adding one variable perceived security. This research is testing the relationship of online banking service quality, perceived security, customer satisfaction, and customer loyalty. This research data is analyzed by using structural equation modeling (SEM) and processed by using SmartPLS 3.0. This research model was tested on XYZ bank customer’s population where the primary data source obtained from online questionnaire. The sample used was 140 respondents that met the criteria for this study. From this research can be concluded that online banking service quality have a positive influence on customer satisfaction and direct influence on customer loyalty while the perceived security has an influence on loyalty only through customer satisfaction. It was found that efficient of websites have a big role on the online banking service quality. The significant impact of online banking service quality and the perceived security on consumer satisfaction will lead to customer loyalty marked by lower intentions for customer to switch bank services. The value of of customer loyalty in using online banking is 0,553. This research proposes a model for understanding customer loyalty in online banking service quality, as well as providing managerial implications that will help bankers in implementing more effective marketing strategies. Future research will need to use different bank customers as populations. / Penelitian ini bertujuan untuk mempelajari pengaruh kualitas layanan online banking dan persepsi keamanan pada kepuasan serta implikasinya pada loyalitas konsumen dalam online banking. Model konseptual pada penelitian ini dimodifikasi dari penelitian sebelumnya dengan menambahkan satu variabel yaitu persepsi keamanan. Dalam penelitian ini dilakukan pengujian hubungan dari variabel: kualitas layanan online banking, persepsi keamanan, kepuasan, dan loyalitas konsumen. Data penelitian ini dianalisis dengan permodelan persamaan struktural (SEM) dan diproses dengan menggunakan SmartPLS 3.0. Model penelitian ini diuji pada populasi konsumen bank XYZ dimana sumber data primer yang diperoleh dari survei online dengan kuesioner. Sampel yang digunakan sebanyak 140 sampel yang memenuhi kriteria untuk penelitian ini. Dari penelitian ini dapat disimpulkan bahwa kualitas layanan online banking mempunyai pengaruh positif pada kepuasan pelanggan dan pengaruh langsung pada loyalitas pelanggan sementara persepsi keamanan mempunyai pengaruh terhadap loyalitas hanya melalui kepuasan pelanggan. Ditemukan bahwa website yang efisien perbankan memiliki peran besar terhadap kualitas layanan online banking. Dampak signifikan kualitas layanan online banking dan persepsi keamanan terhadap kepuasan konsumen akan mengarah kepada loyalitas konsumen yang ditandai oleh niat yang lebih rendah bagi konsumen untuk berganti layanan bank. Nilai dari loyalitas konsumen dalam menggunakan online banking adalah sebesar 0,553. Penelitian ini mengusulkan suatu model untuk memahami loyalitas konsumen pada online banking, serta memberi implikasi manajerial yang akan membantu para banker dalam menerapkan strategi pemasaran yang lebih efektif. Diperlukan pengujian dengan populasi konsumen bank yang berbeda pada penelitian selanjutnya.

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