Analisis pengaruh kepuasan pelanggan terhadap Switching Intention dan Loyalty Intentions dalam perusahaan jasa :: Studi kasus Bank Mandiri Cabang UGM Yogyakarta

ANASTASIA, Tissie, Bayu Sutikno, SE.,MSM

2006 | Tesis | Magister Manajemen

Penelitian ini dimaksudkan untuk mengukur pengaruh 3 dimensi kualitas jasa yaitu core quality, relational quality, dan perceived value terhadap kepuasan pelanggan serta pengaruh kepuasan pelanggan terhadap loyalty intentions dan switching intention pada perusahaan jasa. Penelitian ini menggunakan metode penyebaran kuesioner untuk memperoleh data primer dengan teknik purposive sampling untuk 200 responden nasabah bank Mandiri cabang UGM Yogyakarta dengan cara mengevaluasi tingkat kualitas pelayanan bank tersebut. Hasil dari analisis regresi berganda adalah variabel core quality, relational quality,dan perceived value yang signifikan mempengaruhi kepuasan pelanggan. Regresi sederhana dibuktikan bahwa kepuasan pelanggan berpengaruh negatif terhadap switching intention dan kepuasan pelanggan berpengaruh positif terhadap loyalty intentions.

This research is attempted to measure the influence of three dimensions of service quality, i.e. core quality, relational quality, and perceived value to customer satisfaction, as well as the influence of customer satisfaction to the switching intention and loyalty intentions in Service Company. This research uses a method of distributing questionnaire in order to gain primary data, with purposive sampling technique for 200 respondents of the customers of Bank Mandiri branch UGM Yogyakarta by evaluating the service quality level of the bank. The results of a multiple regression analysis are variables that significantly influence customer satisfaction: core quality, relational quality, and perceived value. Meanwhile, from the result of simple regression, it was proven that customer satisfactions negatively influence switching intention, and customer satisfactions positively influence loyalty intentions.

Kata Kunci : Kepuasan Pelanggan,Switching Intention,Loyalty Intentions,Core Quality,Relational Quality,Perceived Value,Core quality, Relational quality, Perceived value, Customer satisfaction, Switching intention, Loyalty intentions