Customer Satisfaction as a Effective Strategy For Servqual Dimension To Increase Bank Customer Loyalty
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 4
Abstract
This research purpose to know whether customer satisfaction becomes effective way for implementation of SERVQUAL dimension consist of tangibles, responsiveness, reliability, assurance and empathy done by PT. Bank Rakyat Indonesia (Persero) Tbk Cabang Ende in order to increase customer loyalty. This type of research is explanatory research using quantitative approach and causality design. Population in this research is customer saving and loan. The sample was taken using purposive random sampling technique and calculated using Slovin formula amounted to 176 people. Data collection techniques using questionnaires. Data analysis techniques used descriptive analysis techniques and multiple linear analysis. The results show that SERVQUAL dimension has not been able to create customer loyalty directly because must be mediated by customer satisfaction, so customer satisfaction becomes an effective strategy for the implementation of SERVQUAL dimensions conducted by PT. Bank Rakyat Indonesia (Persero) Tbk Cabang Ende in order to increase customer loyalty.
Authors and Affiliations
Antonius Ari Yanto Fi, Nazief Nirwanto, Achmad Firdiansjah
Keywords
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- EP ID EP410260
- DOI 10.9790/487X-2004070105.
- Views 37
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