ANALISIS PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP NILAI NASABAH DAN KEUNGGULAN PRODUK DALAM MENINGKATKAN KEPUASAN DAN LOYALITAS NASABAH (Studi Kasus: Pada Bank BRI Kantor Cabang Pekalongan)

ISNADI, DIDIK (2005) ANALISIS PENGARUH CUSTOMER RELATIONSHIP MARKETING TERHADAP NILAI NASABAH DAN KEUNGGULAN PRODUK DALAM MENINGKATKAN KEPUASAN DAN LOYALITAS NASABAH (Studi Kasus: Pada Bank BRI Kantor Cabang Pekalongan). Masters thesis, Program Pascasarjana Universitas Diponegoro.

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Abstract

The purpose of this research is to test the influences of customer relationship marketing, customer value and product excellence toward customer satisfaction and the effect to improvement of customer loyalty. Using these variables, caused by result of the research before Tax, Brown and Chadrasekaran (1998),Mital, Ross and Baldasare (1998), Too, Souchon and Therkell (2000), and Leo YM Sin et al (2002), discovered the direct influences of custon2er relationship marketing, customer value and product excellence toward customer satisfaction and the effect to improve customer loyalty. 772e usage of these variables are able to solve the arising problem within PT Bank BRI Pekalongan branch, which high degree of criticize accepted by PT.Bank BR1 Pekalongan branch, where the criticism its effect to decrease customer loyalty. The samples of this research are 100 customer ofPT. Bank BRI Pekalongan branch. Structural Equation Modeling (SEM) was run by an AMOS software for data analysis. The result of the analysis showed that customer relationship marketing has positive influence which is significant toward customer value and product excellence, customer value and product excellence has positive influence which is significant toward customer satisfaction, customer satisfaction has positive influence which is significant toward customer loyalty. This empirical result indicated that in order to increase customer loyalty as cause of high degree of criticize accepted by PT.Bank BR1 Pekalongan branch, where tnean in its monthly PTBank BRI Pelcalongan branch accept 21 negative criticism and 18 positive criticism, in categorized by five SERVQUAL dimension are tangibles, reliability, responsiveness, Assurance dan Empathy. So PTBank BRI Pekalongan branch should focus on factors such as: customer relationship marketing, customer value, product excellence and customer satisfaction, because its factors proven has influence toward degree of customer loyalty. Theoretical implications and suggestions for future research have been elaborated at the end of this study Penelitian ini ditujukan untuk menguji pengaruh customer relationship marketing, nilai nasabah dan keunggulan produk terhadap kepuasan nasabah dan dampaknya kepada peningkatan loyalitas nasabah. Penggunaan variable-variabel tersebut dengan alasan basil penelitian terdahulu, yaitu: Tax, Brown dan Chandrasekaran (1998), Mital, Ross dan Baldasare (1998), Too, Souchon dan Thirkell (2000) dan Leo YM Sin et al (2002) yang menemukan pengaruh Iangsung customer relationship marketing, nilai nasabah dan keunggulan produk terhadap kepuasan nasabah dan pengaruhnya terhadap loyalitas nasabah. Penggunaan variabel-variabel tersebut dapat memecahkan permasalahan yang terjadi pada PT. Bank BRI kantor cabang Pekalongan, yaitu tingginya tingkat kritik yang diterima PT. Bank BRI kantor cabang Pekalongan, dimana hal tersebut berdampak pada loyalitas nasabah yang rendah. Stunpel penelitian ini adalah nasabah PT. Bank BRI kantor cabang Pekalongan, sejumlah 100 orang. ;Structural Equation Modeling (SEM) yang dijalankan dengan perangkat lunak AMOS, digunakan untuk menganalisis data, Hasil analisis menunjukkan bahwa customer relationship marketing berpengaruh positif dan signifikan terhadap nilai nasabah dan keunggulan produk, nilai nasabah dan keunggulan produk berpengaruh positif dan signifikan terhadap kepuasan nasabah, kepuasan nasabah berpengaruh positif dan signifikan terhadap loyalitas nasabah. Temuan empiris tersebut mengindikasikan bahwa untuk meningkatkan loyalitas nasabah, yang merupakan penyebab terjadinya tingginya tingkat kritik yang diterima PT Bank BRI kantor cabang Pekalongan, dimana rata-rata dalam tiap bulannya Bank Bill Kanca Pekalongan menerima 21 kritik negatif dan 18 kritik positif yang dikategorikan pada lima dimensi SERVQUAL yaitu tangibles, reliability, responsiveness, Assurance dan Empathy. Sehingga PT Bank BRI kantor cabang Pekalongan perlu memperhatikan faktor-faktor seperti customer relationship marketing, nilai nasabah, keunggulan produk dan kepuasan nasabah, karena faktor-faktor tersebut terbukti mempengaruhi tinggi rendahnya loyalitas nasabah. Implikasi teoritis dan saran-saran bagi penelitian mendatang juga diuraikan pada bagian akhir dalam penelitian ini

Item Type:Thesis (Masters)
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Postgraduate Program > Master Program in Management
ID Code:13244
Deposited By:Mr UPT Perpus 2
Deposited On:03 Jun 2010 14:40
Last Modified:03 Jun 2010 14:40

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