ANALISIS ANTESEDEN PERILAKU BANK SWITCHING DAN LOYALITAS PELANGGAN
INSIATININGSIH (Pembimbing: DR. BAMBANG RIYANTO LS., MBA), DR. BAMBANG RIYANTO LS., MBA
Penelitian ini merupakan penelitian empiris yang bertujuan untuk mengetahui dan menguji hubungan antara kualitas layanan, kepuasan nasabah, loyalitas nasabah dan perilaku switching nasabah, juga menguji pengaruh sikap nasabah terhadap layanan human teller dan perbankan yang terotomatisasi, serta pengaruh ekspektasi nasabah terhadap layanan human teller dan perbankan yang terotomatisasi.
Obyek penelitian adalah bank BNI 1946, bank Mandiri, bank BCA dan bank Danamon dengan subyek penelitian adalah nasabah yang merasakan layanan pada keempat bank tersebut. Hasil penelitian menunjukkan bahwa modifikasi terhadap model penelitian altematif I dengan penambahkan path pada hubungan antara variabel sikap terhadap human teller dan perbankan yang terotomatisasi dengan loyalitas nasabah menunjukkan hasil kriteria goodness of fit yang lebih baik sehingga model tersebut merupakan altematif model penelitian yang lebih baik Pengujian hipotesis juga menunjukkan bahwa: (1) Terdapat hubungan positif signifikan antara persepsi nasabah tentang kemudahan faktor perbankan dan sikap nasabah terhadap human teller dan perbankan yang terotomatisasi, (2) terdapat hubungan positif signifikan antara sikap nasabah terhadap human teller dan perbankan yang terotomatisasi terhadap kepuasan yang dirasakan, (3) terdapat hubungan positif signifikan antara persepsi nasabah tentang kemudahan faktor perbankan terhadap kepuasan yang dirasakan nasabah jika tidak diperantarai oleh sikap terhadap human teller dan perbankan yang terotomatisasi, dan (4) terdapat hubungan negatif signifikan antara kepuasan yang dirasakan nasabah dengan perilaku bank switching artinya semakin besar kemungkinan nasabah untuk switch ke bank lain semakin tidak puas nasabah kepada bank tersebut , dan hubungan positif signifikan antara kepuasan yang dirasakan nasabah dengan loyalitas nasabah.
This empirical research has three objectives. Firstly, to know and to test the relationships between service quality, customer satisfaction and customer switching behavior. Secondly, to test the influence of customer attitude toward human teller services and automated banking. Thirdly, to test the influence of customer expectation toward human teller services and automated banking.
The research objects were four banks, which are bank BNI 1946, bank Mandiri, bank BCA and bank Danamon, while the subjects were customers that have ever dealt with the four banks. The research revealed that the modification of the first alternative research model by added path on the relationship between attitude toward human teller and automated banking and customer loyalty resulted on better goodness of fit, so that this model considered to be better alternative model. The hypothesis testing showed that: (1) there is a positively significant relationship between customer perception about ease banking factor and customer attitude toward human teller and automated banking. (2) There is a positively significant relationship between customer attitude toward human teller and automated banking and perceived satisfaction. (3) There is positively significant relationship between customer perception about ease banking factor toward perceived customer satisfaction if it is not mediated by attitude toward human teller and automated banking and (4) there is negatively significant relationship between perceived satisfaction by customer with bank switching behavior, meant that the higher the possibility a customer to switch to other bank the less satisfied a customer toward that bank, and there is a positive significant relationship between perceived satisfaction and customer loyalty.
Kata Kunci : automated banking, ease of banking factor, bank Switching behavior, customer loyalty, customer perception, and customer attitude, perbankan yang terotomatisasi, kemudahan faktor perbankan, perilaku, loyalitas nasabah, persepsi nasabah dan sikap nasabah.
