Studi kepuasan nasabah tahapan BCA di Yogyakarta

PERMADI, Lalu Adi, Dra. Sari Winahjoe, MBA

2003 | Tesis | Magister Manajemen

Persaingan yang ketat di dunia perbankan Indonesia ditandai dengan promosi penjualan besar-besaran di televisi. Salah satu bank terbesar di Indonesia, Bank Central Asia mulai menggarap pasar individual ini dengan lebih serius. Persaingan yang ketat antar bank mendorong BCA meningkatkan kualitas pelayanan dan kepuasan nasabahnya, dengan tujuan akhir meningkatkan loyalitas nasabah BCA. Penelitian ini memiliki tujuan sebagai berikut: 1. mengidentifikasi pengaruh dimensi kualitas pelayanan (core quality dan relational quality) terhadap kepuasan nasabah baik secara mandiri maupun bersama-sama, 2. mengidentifikasi pengaruh perceived value terhadap kepuasan nasabah; 3. mengidentifikasi pengaruh kepuasan nasabah terhadap loyalty intentions. Alat yang digunakan dalam menganalisis adalah regresi linier. Berdasarkan analisis regresi diketahui bahwa core quality dan relational quality memiliki pengaruh yang signifikan terhadap kepuasan nasabah, baik secara mandiri maupun bersama-sama, core quality merupakan variabel memiliki kontribusi terbesar terhadap peningkatan kepuasan nasabah. perceived value memiliki pengaruh yang signifkan terhadap kepuasan nasabah, dan kepuasan nasabah memiliki pengaruh yang signifkan terhadap loyalty intentions. Dengan pertimbangan hasil penelitian di atas maka penulis merekomendasikan kepada BCA untuk terus meningkatkan kualitas inti (core quality) pelayanan perbankan memiliki pengaruh signifikan terhadap kepuasan konsumen yang selanjutnya mendorong peningkatan loyalty intentions, BCA hendaknya mempertimbangkan secara hati-hati biaya jasa perbankan mengingat sensitifitas harga pada permintaan terhadap jasa perbankan., karena semakin penting peranan perceived value terhadap kepuasan pelanggan (nasabah) secara keseluruhan maka peranan perubahan biaya jasa terhadap niat loyal pelanggari di masa depan semakin besar.

Indonesia's banking fast competition marked by great sales promotion event on television. One of the big banks in Indonesia, Bank Central Asia (BCA) was starting seriously in working in the individual market. Fast competition among the banks pushed the BCA to raise its service quality and customer satisfaction, in order to raise the customer loyalty. Purposes of this research were 1) to identify service quality dimensions (core quality and relational quality) influence toward the customer satisfaction, 2) to identify perceived quality's influence toward the customer satisfaction, and 3) to identify customer satisfaction influences toward the customer's loyalty intentions. The used analytical instruments were linier regression. Based on the linier regression result, it proves service quality dimensions have influence in raising the customer satisfaction, core quality found as the most contributor variable to the customer satisfaction, perceived quality has influence toward the customer satisfaction, and last result found that the customer satisfaction has influence toward the customer's loyalty intentions, significantly. By these results, the writer suggested for BCA to maintain the core quality in order to raise the customer satisfaction that thither will push the customer's loyalty intentions to arise, BCA has to maintain its service charge carefully, because the more important perceived quality's role to the overall customer satisfaction that's way the price's change has more important role to the customer's loyalty intentions in future.

Kata Kunci : service quality, core quality, relational quality, customer satisfaction, lbyalty intention, regression, kualitas pelayanan, core quality, relational quality, kepuasan nasabah, perceived value, loyalty intentions, regresi