Pengaruh servicescape dan kualitas komunikasi karyawan terhadap loyalitas nasabah melalui kepuasan nasabah bank mandiri di Surabaya

Wiludjeng, Nandjar (2011) Pengaruh servicescape dan kualitas komunikasi karyawan terhadap loyalitas nasabah melalui kepuasan nasabah bank mandiri di Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh langsung dan tidak langsung dari sebuah model servicescape, kualitas komunikasi karyawan, loyalitas nasabah dan kepuasan nasabah yang dianggap sebagai variabel intervening. Desain penelitian ini menggunakan penelitian kausal. Data utama dalam penelitian yang digunakan adalah data primer yang dikumpulkan melalui pengedaran kuesioner kepada responden nasabah bank Mandiri di Surabaya. Teknik pengambilan sampel dengan menggunakan metode purposive sampling dengan menentukan sampel berdasarkan pada pertimbangan peneliti. Model analisis penelitian adalah Structural Equation Model (SEM) dengan program AMOS 16. Berdasarkan hasil analisis, disimpulkan bahwa: hasil studi mendukung pengaruh servicescape terhadap kepuasan nasabah, hasil studi mendukung pengaruh servicescape terhadap loyalitas nasabah, hasil studi mendukung pengaruh kualitas komunikasi karyawan terhadap kepuasan nasabah, hasil studi mendukung pengaruh kualitas komunikasi karyawan terhadap loyalitas nasabah, hasil studi mendukung pengaruh kepuasan nasabah terhadap loyalitas nasabah, dan hasil studi mendukung pengaruh servicescape dan kualitas komunikasi karyawan terhadap loyalitas nasabah melalui kepuasan nasabah / The purpose of this study was to examine direct and indirect effects of an integrated model of servicescape and personal communication quality upon customer loyalty, and considered customer satisfaction as intervening variable. This study used a causal design. The main data used in this study are primary data collected through the circulation of questionnaires to the respondents Mandiri bank customers in Surabaya. The sampling technique using purposive sampling method to determine the sample based on the consideration of researchers. Data Analysis used SEM (Structural Equation Modeling) analysis technique by program package AMOS 16. Based on the analysis it can be concluded that: the result of study supports the influence of servicescape to customer satisfaction, supports the influence of servicescape to customer loyalty, supports the influence of personal communication quality to customer satisfaction, supports the influence of personal communication quality to customer loyalty, supports the influence of customer satisfaction to customer loyalty, supports the influence of servicescape and personal communication quality to customer loyalty through customer satisfaction

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