Pengaruh Kepuasan Pelanggan dan Komitmen Multidimensional pada repurchase Intention dan Advocacy Intention

Tjahyadi, Rully Arlan, Dr. B.M. Purwanto, M.B.A.

2007 | Tesis | S2 Management

Tujuan penelitian ini adalah untuk menginvestigasi tingkat yang mana kepuasan pelanggan mempengaruhi komitmen multidimensional, intensi pelanggan untuk menggunakan service provider, dan menjadi advocate bagi service provider. Penelitian ini juga menginvestigasi pengaruh komitmen multidimensional pada intensi pelanggan untuk menggunakan service provider dan menjadi advocate bagi service provider. Model diuji dalam konteks service relationship dengan dua setting jasa-jasa bengkel dan jasa layanan kesehatan. Penelitian ini dilakukan di Bandung dengan menggunakan survei pada 200 responden untuk jasa bengkel dan 200 responden untuk jasa rumah sakit. Structural equation modelling (SEM) digunakan untuk menguji pengaruh kepuasan pelanggan pada komitmen multidimensional, repurchase intention, dan advocacy intention, serta menguji pengaruh komitmen multidimensional pada repurchase intention dan advocacy intention. Penelitian ini menemukan bahwa komitmen pelanggan (affective dan normative) berperan sebagai pemediasi parsial hubungan antara kepuasan pelanggan dan intensi pelanggan di masa akan datang. Penelitian ini juga menemukan bahwa komitmen normative berpengaruh sangat kuat dan positif pada repurchase intention dalam dua setting jasa. Komitmen affective berpengaruh positif pada repurchase intention dan advocacy intention hanya dalam setting jasa rumah sakit. Selanjutnya, penelitian ini menemukan bahwa kepuasan pelanggan bepengaruh sangat kuat dan positif pada komitmen multidimensional. Kepuasan pelanggan berpengaruh sangat kuat dan positif pada repurchase intention dan advocacy intention pada kedua setting jasa. Hasil penemuan tersebut memiliki implikasi penting bahwa service provider harus memfokuskan perhatiannya pada kekuatan evaluatif (kepuasan pelanggan) dan kekuatan relasional (komitmen pelanggan) yang mendorong perilaku pelanggan yang sangat penting. Kata-kunci : Loyalitas pelanggan, Kepuasan pelanggan, Klasifikasi jasa, Relationship marketing, Komitmen multidimensional.

The purpose of this research is to investigate the extent to which customer satisfaction influence multidimensional commitment, repurchase intention, and advocacy intention. This research also investigates the impact of multidimensional commitment on repurchase intention and advocacy intention. The model was examined in the context of a service relationship with two service settings-car/motorcycle repair and maintenance service and health care service. This research conducted at Bandung using survey to 200 respondent for car/motorcycle repair and maintenance service, and 200 for health care service. Structural equation modeling (SEM) is used to examine the effect of customer satisfaction on multidimensional commitment, repurchase intention, and advocacy

intention, and examine the effect of multidimensional commitment on repurchase intention and advocacy intention. This research found that customer commitment (affective and normative) serve as a partial mediator of the customer satisfaction-future intention relationship. This research also found that normative commitment was strongly and positively related to repurchase intention in two service settings. Affective commitment was positively related to repurchase and advocacy intention only in health care service. In addition, this research found that customer satisfaction was strongly and positively related to multidimensional commitment. Customer satisfaction was strongly and positively related to repurchase and advocacy intention in two service settings. These findings have important implication that service providers have to focus attention on both the evaluative force (customer satisfaction) and the relational forces (customer commitment) that drive crucial customer behaviours. Keywords : Customer loyalty, Customer satisfaction, Classification of service, Relationship marketing, Multidimensional commitment.

Kata Kunci : Loyalitas pelanggan, Kepuasan pelanggan, Klasifikasi jasa, Relationship marketing, Komitmen multidimensional, Customer loyalty, Customer satisfaction, Classification of service, Relationship marketing, Multidimensional commitment