Pengaruh operant dan operand service quality terhadap customer loyalty melalui customer engagement dan customer satisfaction (studi pada nasabah bank cimb niaga di Surabaya)

Guinior, Steven (2018) Pengaruh operant dan operand service quality terhadap customer loyalty melalui customer engagement dan customer satisfaction (studi pada nasabah bank cimb niaga di Surabaya). Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Pertumbuhan ekonomi semakin hari makin meningkat. Pertumbuhan ekonomi sudah mengakibatkan perubahan pada struktur perekonomian. Pertumbuhan ekonomi tersebut juga diikuti oleh berkembangnya bisnis di sektor jasa terutama dalam bisnis perbankan. CIMB Niaga adalah salah satu perusahaan yang bergerak di bisnis tersebut. Kehadiran CIMB Niaga memberikan kemudahan kepada masyarakat dalam melakukan kegiatan perbankan maupun kegiatan lalu lintas pembayaran. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Operant Service Quality dan Operand Service Quality terhadap Customer Loyalty melalui Customer Engagement dan Customer Satisfaction. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh customer engagement dan customer satisfaction sehingga meningkatkan customer loyalty yang pada akhirnya akan meningkatkan loyalitas konsumen dari perusahaan CIMB Niaga. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 145 responden dengan karakteristik responden laki-laki dan perempuan berumur 18-60 tahun, berdomisili di Surabaya, telah menjadi nasabah Bank CIMB Niaga minimal satu tahun, pernah berinteraksi dengan staf CIMB Niaga, dan pernah menggunakan aplikasi CIMB Click. Hasil penelitian menunjukkan bahwa Operant Service Quality dengan koefisien regresi sebesar 0.354 secara positif dan signifikan mempengaruhi Customer Engagement, Operant Service Quality dengan koefisien regresi sebesar 0.051 secara positif dan tidak signifikan mempengaruhi Customer Satisfaction, Operant Service Quality dengan koefisien regresi sebesar 0.038 secara positif dan tidak signifikan mempengaruhi Customer Loyalty, Operand Service Quality dengan koefisien regresi sebesar 0.255 secara positif dan signifikan mempengaruhi Customer Satisfaction, Operand Service Quality dengan koefisien regresi sebesar 0.027 secara positif dan tidak signifikan mempengaruhi Customer Loyalty, Customer Engagement dengan koefisien regresi sebesar 0.842 secara positif dan signifikan mempengaruhi Customer Satisfaction, Customer Engagement dengan koefisien regresi sebesar 0.917 secara positif dan signifikan mempengaruhi Customer Loyalty, dan Customer Satisfaction dengan koefisien regresi sebesar 0.16 secara positif dan tidak signifikan mempengaruhi Customer Loyalty / Economic growth is increasing every day. Economic growth has already led to changes in the structure of the economy. Economic growth is also followed by the development of business in the service sector, especially in the banking business. CIMB Niaga is one of the companies engaged in the business. The presence of CIMB Niaga provides convenience to the community in conducting banking activities and payment traffic activities. The purpose of this study was to determine the effect of Operant Service Quality and Operand Service Quality against Customer Loyalty through Customer Engagement and Customer Satisfaction. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of customer engagement and customer satisfaction so as to increase customer loyalty from CIMB Niaga companies. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 145 respondents with the characteristics of male and female respondents aged 18-60 years, live in Surabaya, has been a bank customer of CIMB Niaga for at least one year, has interacted with CIMB Niaga staff, and has used the CIMB Click application. The results showed that Operant Service Quality with regression coefficient of 0.354 positive and significantly affect Customer Engagement, Operant Service Quality with regression coefficient of 0.051 positive and not significantly affect Customer Satisfaction, Operant Service Quality with regression coefficient of 0.038 positive and not significantly affect Customer Loyalty, Operand Service Quality with regression coefficient of 0.255 positive and significantly affect Customer Satisfaction, Operand Service Quality with regression coefficient of 0.027 positive and not significantly affect Customer Loyalty, Customer Engagement with regression coefficient of 0.842 positive and significantly affect Customer Satisfaction, Customer Engagement with regression coefficient of 0.917 positive and significantly affect Customer Loyalty, and Customer Satisfaction with regression coefficient of 0.16 positive and not significantly affect Customer Loyalty

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