Pengaruh Mediasi Reputasi Perusahaan pada Loyalitas Pelanggan dan Rekomendasi Layanan Bank Mandiri Yogyakarta
Alfaresa,Sifa (Adv : Basu Swastha Dharmmesta, Prof., Dr., M.B.A.), Basu Swastha Dharmmesta, Prof., Dr., M.B.A.
Tujuan keseluruhan dari penelitian ini adalah untuk mengembangkan pemahaman tentang efek mediasi reputasi organisasi pada rekomendasi layanan dan loyalitas pelanggan. Hal ini yang kemudian diuji dengan menggunakan Regresi Linier Sederhana, Regresi Linear, dan Uji Mediasi. Prosedur pada data yang dikumpulkan menggunakan survei yang menghasilkan 140 responden. Ditemukan bahwa kepuasan pelanggan meningkatkan reputasi di lingkungan pelayanan. Selain itu juga ditemukan bahwa reputasi sebagian memediasi hubungan antara kepuasan dan loyalitas, dan reputasi yang sebagian memediasi hubungan antara kepuasan dan rekomendasi.
The overall purpose of this study was to develop an understanding of the mediating effect of organizational reputation on service recommendation and customer loyalty.These models were then tested by using Simple Linear Regression, Multiple Linear Regression, and Mediating Test. Procedure on the data collected from a survey that yielded 140 respondents. It was found that customer satisfaction enhances reputation in the service environment. It was also discovered that reputation partially mediates the relationship between satisfaction and loyalty, and that reputation partially mediates the relationship between satisfaction and recommendation. The findings suggest that the relationship between corporate reputation and profitability may reside in reputationÂ’s influence on customer loyalty, and that reputation plays an important role.
Kata Kunci : Jasa, reputasi, rekomendasi, perbankan, Service, reputation, recommendation, banking
