Peran Kualitas Jasa dan Kepuasan Nasabah Terhadap Kesetiaan Nasabah Serta Minat Untuk Berpindah Bank

Abstract

With so many banks in the banking system in Indonesia then certainly
competition between banks is getting fierce. Each bank must inevitably create
a superior quality of service compared to competitors so as to satisfy
customers who ultimately result in customer loyalty or intention to switch
banks considering the cost of bank switching (switching cost) is low. On the
other hand banks must also comply with the guidelines of Bank Indonesia and
the Financial Services Authority (FSA/ OJK). Based on this phenomenon then
examined whether the perceived quality of the customer in this case is related
to the bank customer satisfaction and loyalty as well as affect the desire or
interest to switch banks. So the research problems are: 1) How does the
quality of services and customer satisfaction bank and 2) What is the impact
of customer satisfaction to customer loyalty and switch intention. This
research is a survey conducted in Palembang to the people who are customers
of banks in Palembang. Linear regression model used to measure the
relationship between variables. To answer the first question, the independent
variables of service quality (with 3 sub-variables: customer expectation,
perceived quality, perceived value) regressed multiple with customer
satisfaction. Meanwhile, to answer the second question, simple regression
used to measure effect of customer satisfaction with customer loyalty and
switch intention. The test results show that the reliability and validity of
research instrument is already showing good reliability and validity. Similarly
result with the classical assumption test. The influence of the quality of
services measured using subvariable Customer Expectation, Perceived
Quality and Perceived Value, to the customer satisfaction showed significance
for the variable Perceived Quality. Customer satisfaction on customer loyalty
significantly positive effect. Customer satisfaction against switch intention
also significant but positive influence. Overall, these models haven?t predict
the dependent variable properly.