Analisis pengaruh site organization, reability, responsiveness, user friendliness, personal need, dan efficiency terhadap electronic customer satisfaction dan electronic customer loyalty pada nasabah m-banking Bank Mestika di kota Medan

Septyani, Clauvia (2022) Analisis pengaruh site organization, reability, responsiveness, user friendliness, personal need, dan efficiency terhadap electronic customer satisfaction dan electronic customer loyalty pada nasabah m-banking Bank Mestika di kota Medan. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Sejalan dengan perkembangan teknologi informasi, layanan yang disediakan Bank mengalami evolusi yang mengarah kepada layanan perbankan digital (Digital Banking). Layanan ini lebih berorientasi kepada pemenuhan kebutuhan nasabah dengan memanfaatkan sepenuhnya teknologi digital melalui perangkat (device) dan aplikasi (software) sebagai delivery channel. Selain itu, layanan perbankan digital dapat diakses kapan saja dan di mana saja, serta meminimalkan interaksi secara langsung dengan pegawai Bank. Hal ini bertujuan juga untuk meningkatkan efficiency kegiatan operasional dan mutu pelayanan Bank kepada nasabahnya. Penelitian ini bertujuan untuk menganalisa pengaruh Site Organization, Reliability, Responsiveness, User Friendliness, Personal Need, dan Efficiency Terhadap Electronic Customer Satisfaction dan Electronic Customer Loyalty pada Nasabah M-Banking Bank Mestika di Kota Medan. Sampel yang digunakan pada penelitian ini dengan karakteristik yaitu pria dan wanita nasabah Bank Mestika yang memiliki aplikasi m-banking di Kota Medan dengan jumlah responden sebanyak 125 responden. Pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS versi 25 sebagai Software untuk mengolah data. Temuan empiris tersebut mengindikasi bahwa dari pengolahan data yang telah dilakukan, pada objek M-Banking Bank Mestika diperoleh hasil 5 hipotesis diterima terdapat hubungan yang signifikan antara Site Organization, User Friendliness, Personal Need, Efficiency, terhadap Electronic Customer Satisfaction, dan Electronic Customer Satisfaction terhadap Electronic Customer Loyalty. Selain itu, terdapat 2 hipotesis yang ditolak yaitu hubungan antara Reliability, Responsiveness terhadap Electronic Customer Satisfaction.= In line with the development of information technology, the services provided by the Bank have evolved towards digital banking services (Digital Banking). This service is more oriented towards meeting customer needs by fully utilizing digital technology through devices and applications (software) as delivery channels. In addition, digital banking services can be accessed anytime and anywhere, and minimize direct interaction with Bank employees. This also aims to increase the efficiency of operational activities and the quality of the Bank's services to its customers. This study aims to analyze the effect of Site Organization, Reliability, Responsiveness, User Friendliness, Personal Need, and Efficiency on Electronic Customer Satisfaction and Electronic Customer Loyalty on M-Banking Customers of Bank Mestika in Medan City. The sample used in this study has the characteristics of male and female customers of Bank Mestika who have an m-banking application in Medan City with a total of 125 respondents. Processing and analyzing data in this study is by using SPSS version 25 as software for processing data. These empirical findings indicate that from the data processing that has been carried out, on the Bank Mestika M-Banking object the results of 5 hypotheses are accepted there is a significant relationship between Site Organization, User Friendliness, Personal Need, Efficiency, to Electronic Customer Satisfaction, and Electronic Customer Satisfaction to Electronic Customer Loyalty. In addition, there are 2 hypotheses that are rejected, namely the relationship between Reliability, Responsiveness to Electronic Customer Satisfaction.

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