Keterkaitan antara Kualitas Pelayanan, Kepuasan Pelanggan dan Retensi Pelanggan di Sektor Perbankan

doi:10.36782/jemi.v4i2.2168

Keterkaitan antara Kualitas Pelayanan, Kepuasan Pelanggan dan Retensi Pelanggan di Sektor Perbankan

Desak Gede Eka Tirtawati

Abstract

Customer retention is one of the key indicators in the service industry. One of the ways to increase customer retention is by improving service quality and customer satisfaction. This study was conducted to understand about correlation between customer satisfaction and customer retention in the B2C market. This study examined the effect of service quality and customer satisfaction on retention in the banking sector, as these variables had not been tested simultaneously before. This study used Structural Equation Modeling (SEM) to analyze 150 samples from customers of Bank Central Asia (BCA) in Jakarta. The questionnaire have been distributed to respondents who have been selected through technique sampling purposive. The result showed that service quality give positive impact on customer satisfaction and customer retention in Bank BCA.

Keywords

management ; marketing ; bank

References

Anderson, E. W., & Sullivan, M. W. (1998). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12 No. 2.

Bove, L. L., & Johnson, L. W. (2000). A customer-service worker relationship model. International Journal of Services Industries Management, 11, No. 5, 491–511.

Coviello, N. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 18.

Dawkins, P. (1990). Customer retention as a competitive weapon. Directors and Boards, Summer 1990, 20–40.

Eriksson, K., & Vaghult, L. . (2000). Customer retention, purchase behaviour and relationship substances inprofessional services. Industrial Marketing Management, 29 No,4, 363–372.

Farquhar, J. D. (2004). Customer retention in retail financial services : an employee perspective. International Journal of Bank Marketing, 22 No. 2, 86–99.

Kalakota, R., Stone, T., Applegate, L., Holsapple, C. ., Kalakota, R., Rademacher, F. ., & Whinston, A. . (1996). Frontiers of Electronic Commerce. Addison-Wesley Pub. (Sd), Whinston.

Keiningham, T. L., Cooil, B., & Weiner, J. (2017). The value of different customer satisfaction and loyalty metrics in predicting customer retention , recommendation , and share-of-wallet. 17(4), 361–384. https://doi.org/10.1108/09604520710760526

Knox, S. (1998). Loyalty-based segmentation and the customer development process. European Management Journal, 16 No. 6, 729–737.

Madjid, R. (2013). Customer trust as relationship mediation between customer satisfaction and loyalty at Bank Rakyat Indonesia (BRI) Southeast Sulawesi. The International Journal of Engineering and Science, 2 No. 5, 48–60.

Maxham, J. G. (2000). The service recovery’s influence on customers’ satisfaction, positive word of mouth and purchase intentions. Journal of Business Research, 54 No. 1, 11–24.

Mendoza, L. ., Marius, A., Perez, M., & Griman, A. . (2007). Critical success factors for a customer relationship management strategy. Informaation and Software Technology, 49 No.8, 913–945.

Moghadam, M. (2013). Determinants of Customer Retention : Offering a Model to Banking Industry. 2(3), 76–81.

Naderian, A., & Baharun, R. (2015). Service Quality and Consumer Satisfaction and Loyalty Association Moderated by Switching Cost in Hospitality Industry. International Journal of Hospitality and Tourism Systems, 8(1). https://doi.org/10.21863/ijhts/2015.8.1.001

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Alternative scales for measuring service quality: A comparative assessment based on psychometric and diagnostic criteria. In Journal of Retailing (Vol. 70, Issue 3, pp. 201–230). https://doi.org/10.1016/0022-4359(94)90033-7

Santoso. (2006). Menggunakan SPSS untuk Statistik Non Parametrik. PT. Elex Media Komputindo.

Schweidel, D. ., Fader, P. ., & Bradlow, E. . (2008). A Bivariate Timing Model of Customer Acquisition and Retention.

Sheth, J. ., & Sisodia, R. . (1999). Revisiting marketing’s lawlike generalizations. Journal of the Academy of Marketing Science, 27 No. 1, 71–87.

Stauss, B., Chojnacki, K., Decker, A., & Hoffman, F. (2001). Retention effects of a customer club. International Journal of Service Industry Management, 12(1,(2001):7), 1–11.

Thurau, T. H. (2004). Customer orientation of service employees. https://doi.org/10.1108/09564230410564939

Full Text: PDF