Manfaat relasional dalam perusahaan jasa: perspektif pelanggan dan perusahaan

Johan S, Andhi (Pembimbing:Naila Zulfa,S.E,MA), Naila,Zulfa,S.E,MA

2006 | Tesis | S2 Management

Popularitas pemasaran keterhubungan berawal dari asumsi bahwa dengan membangun hubungan dengan pelanggan akan menghasilkan return positif dalam bentuk, seperti, kepuasan, loyalitas, dan positive word-of mouth. Penelitian ini menjawab asumsi tersebut secara empiris. Tujuan umum penelitian ini adalah mengkonfirmasi model struktural manfaat relasional atas dasar perspektif pelanggan (manfaat confidence, sosial, dan perlakuan khusus) yang dibangun melalui peran customer-contact personnel dalam hubungannya dengan outcomes pemasaran atas dasar perspektif perusahaan (kepuasan, loyalitas, dan positive word-of mouth) pada seting perusahaan jasa.

Teknik sampling yang digunakan adalah purposive sampling terhadap pelanggan bengkel resmi sepeda motor yang ada di pasaran. Survei dilakukan di kota Purwokerto dan sekitamya terhadap 445 responden dan Analisis Pemodelan Persamaan Struktural digunakan untuk menguji model struktural dan menganalisis jalur regresi menggunakan program AMOS.

Hasil studi menunjukkan bahwa manfaat relasional berupa confidence dan social benefits yang dipersepsikan pelanggan terhubung positif dan signifikan dengan outcomes pemasaran, yaitu berupa kepuasan terhadap customer-contact personnel. Dalam model struktural, kemudian kepuasan terse but terhubung secara positif dengan outcomes pemasaran lainnya, yaitu kepuasan dengan perusahaan, loyalitas terhadap customer-contact personnel dan perusahaan tl, dan positive word of mouth tentang customer-contact personnel dan perusahaan. Satu hipotesis ditolak, yaitu hubungan antara manfaat perlakuan khusus dengan kepuasan terhadap customer-contact personnel. Tetapi temuan ini dipertimbangkan lebih disebakan karena seting penelitian Genis jasa). Customer-contact personnel hanya memiliki sedikit kesempatan untuk berkreasi merealisasikatl manfaat perlakuan khusus tersebut. Hasil pengujian menunjukkan bahwa data observasi secara umum dapat mengkonfirmasi model awal dan model revisi. Ini artinya bahwa model penelitian dapat menjelaskan data observasi tentang pola hubungan antar konstruk laten.

The popularity of relationship marketing begins witl1 the assumption that by building relationships with customers will produce positive returns in the form of, for examples, satisfaction, loyalty, and positive word-of-mouth. This research answers that assumption empirically. The general objectives of this research are to confirm the structural model of relational benefits on the customer's perspective (confidence, social, and special treatment benefits) that created through the role of customer-contact personnel in the effects on marketing outcomes from the service firm perspective (satisfaction, loyalty, and positive word-of-mouth) that was held in the moderate-contact service setting.

Purposive sampling was employed to the official motor repair customers in the market place. The survey was held in Purwokerto city and around to 445 observations and Structural Equation Modeling (SEM) was {employed to test the research structural model and analyze regression path using AMOS program.

The study found that relational benefits in the form of confidence and social benefits perceived are positively significant associated with marketing outcomes, in the form of satisfaction with the customer-contact personnel. In the structural model, it's then associated positively with others marketing outcomes in the form of, such as, satisfaction to the company, loyalty to the customer-contact personnel and the company, and positive word-of-mouth about customer-contact personnel and company. There is one hypothesis rejected, that is the association between special treatment benefits and satisfaction with customer-contact personnel. But this finding was considered because the nature of service setting used in this research. Customer-contact personnel have a little change to realize this special treatment benefits. The analysis showed that the observation data generally could confirm the proposed and revised model. It's mean that research model can explain the observation data about the regression pattern between latent construct.

Kata Kunci : manfaat relasional, customer-contact personnel, kepuasan, loyalitas,positive word of mouth.