ManfaatDan Kosekwensi Hubungan Antara Pelanggan Dengan Customer Contract Employe :: Sebuah Pengembangan Model Struktural

KUSSUDYARSANA, Dr. B.M. Purwanto, MBA

2003 | Tesis | S2 Manajemen

Membangun hubungan baik dengan pelanggan dipandang perusahaan sebagai isu strategis. Penelitian sebelumnya telah berhasil menguji Namun demikian, mengukur kesuksesan relasional merupakan tugas yang sulit. Dalam studi ini peneliti berupaya untuk menguji apakah manfaat relasional yang disampaikan oleh customer contact employee dalam kontek hubungan jangka panjang mempunyai dampak positif tehadap kepuasan dan loyalitas. Sampel yang digunakan dalam penelitian ini adalah pelanggan salon potong rambut yang ada di kota Yogyakarta dan Kota Solo. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Pengumpulan data dalam penelitian ini dilakukan dengan self administrative questionaire. Untuk melakukan pengujian hipotesis dalam penelitian ini digunakan analisis jalur (path analysis) dengan metode structural equation model (SEM).SEM adalah sekumpulan teknik-teknik statistikal yang memungkinkan pengujian serangkaian hubungan yang relatif rumit secara simultan. Permodelan dalam SEM dilakukan dengan dua langkah (two step approach). Pertama, mengembangkan measurement model dan kedua adalah structural model. Hasil studi memperlihatkan manfaat hubungan berupa special treatment benefit (stb) dan confidence benefit berpengaruh terhadap kepuasan terhadap customer contact employee. Sedangkan manfaat sosial tidak berpengaruh pada kepuasan tehadap customer contact employee (SWCE), dan tidak pula berpengaruh pada loyalitas terhadap customer contact employee (LCE) sebagaimana diduga sebelumnya. Temuan lainya, kepuasan terhadap customer contact employee berpengaruh terhadap loyalitas kepada customer contact employee. Loyalitas pada customer contact employee akan berpengaruh pada loyalitas pada perusahaan. Apabila dalam model sebelumnya memperlihatkan pengaruh kepuasan pada customer contact employee (swce), dimediasi oleh loyalitas terhadap customer contact employee (lce) guna menghasilkan pengaruh terhadap loyalitas terhadap perusahaan (lcc), maka model yang baru ini memperlihatkan hubungan langsung kepuasan pada customer contact employee (swce) terhadap loyalitas terhadap perusahaan (lcc). Terakhir, manfaat kepercayaan (CB) berpengaruh positif terhadap loyalitas terhadap customer contact employee. Studi ini telah menguji suatu model. Hasil evaluasi godness of fit indeces atas model yang terpilih menunjukkan hasil yang baik. Hasil tersebut menunjukkan bahwa model tersebut dapat diterima dan mengkonfirmasi model sekaligus mengembangkan model dari penelitian sebelumnya. Secara umum, data sampel yang digunakan mendukung model persamaan struktural

Building relationship with customer is increasingly viewed as a strategic necessity in recent service business. Previous research found that building relationship with customer was significant matter to create company loyalty. In this study the author’s attempt to determine if relational benefit delivered by customer contact employee in within context of along-term relationship have positive impact on customer satisfaction, and loyalty. The respondents were customers of haircut shop in Yogya and Solo. Data were collected using self-administered questionnaire. In this study, SEM used to test the hypothesis model statistically to determine the extent to which the proposed model is consistent with the sample data. SEM is an extension of multivariate statistical technique, most notably multiple regression and factor analysis. This research use a two-step approach. In two steps process, the measurement model first estimated and then fixed in the second stage when structural model is estimated. In this study eight hypothesis are tested and the result, six hypotheses were supported, and two not supported. Specifically two relational benefits are: confidence benefit, and special treatment benefit positively associated with satisfaction with customer contact employee. This study didn’t find positive impact between social benefit and satisfaction with customer contact employee and neither positive impact between social benefit and loyalty to customer contact employee. Satisfaction with customer contact employee is positive associated with satisfaction with company and loyalty to customer contact employee and also loyalty to company. Satisfaction with the company is positively associated with loyalty to company Loyalty to customer contact employee is positive impact to loyalty to company, and finally confidence benefit positively impact to loyalty to customer contact employee. The study tested a model that defined a structural relationship between the relational benefit, satisfaction with customer contact employee, satisfaction with company and company loyalty. The result suggested that the model was confirmed and developed from previous study. In general, the survey result supported the proposed structural equation model for relational benefit, satisfaction and loyalty. The study result could be taken into account to determine any policies that link the all of characteristic used the study.

Kata Kunci : Manajemen Pemasaran,Pelanggan dan Customer Contact Employee, Customer Contact Employee, Customer Satisfaction, Loyalty, Relationship, Social Benefit, Special Treatment Benefit, and Confidence Benefit