Analisis Pengaruh Service Quality terhadap Perceived Value, Satisfaction and Continued Interaction: Studi terhadap nasabah Bank Mandiri Pengguna Fasilitas ATM Mandiri Daerah Istimewa Yogyakarta
RATIH BUDI LESTARI, Drs. Teguh Budiarto, MIM.
Teknologi berbasis self-service di dunia perbankan saat ini telah menjadi hal yang lazim . Memahami persepsi konsumen atas kualitas pelayanan dan pengaruhnya terhadap perceived value, satisfaction dan continued interaction dapat menjadi salah satu cara strategis bagi pemasar untuk dapat lebih mudah meraih pangsa pasarnya.
Penelitian ini bertujuan untuk mengukur pengaruh service quality terhadap perceived value, satisfaction dan continued interaction pada nasabah Bank Mandiri yang menggunakan fasilitas ATM Mandiri. Penelitian ini dilakukan dalam lingkup Daerah Istimewa Yogyakarta. Penelitian ini menggunakan metode kuesioner dalam mengumpulkan data. Kuesioner kemudian disebarkan kepada 160 responden. Penelitian ini menggunakan analisis regresi linier berganda.
Berdasarkan penelitian, diperoleh hasil bahwa perceived service quality memiliki pengaruh positif tehadap customer perceived value, satisfaction dan continued interaction.
Technology-based self service banking options have become more prevalent in recent years. Understanding customer's perceived service quality and the impact of perceived service quality on perceived value, satisfaction and continued interaction can be one of the strategic ways for marketers to reach the market share.
The purpose of this study is to investigate the effect of perceived service quality to perceived value, satisfaction and continued interaction on customers Mandiri Banking that use ATM Mandiri facilities. The research was done in Daerah Istimewa Yogyakarta. The study uses questionnaire method to collect the data. The questionnaires were spread to 160 respondents. Multiple regression is used to analyze the data in this study.
The results shows that perceived service quality have positive effect to customer perceived value, satisfaction and continued interaction.
Kata Kunci : Service Quality, Perceived Value, Satisfaction, Continued Interaction,
