The Influence of satisfaction, switching cost, interpersonal bonds, and brand reputation on sutomer loyalty :: An empirical study of BNI Bank Customer in Yogyakarta

PURWORINI, Dian, Prof.Dr. Basu Swastha Dharmmesta, MBA

2006 | Tesis | Magister Manajemen

Kepuasan pelanggan telah menjadi faktor yang paling signifikan dalam mempengaruhi perkembangan kesetiaan pelanggan. Di sisi lain, perkembangan industri yang semakin kompetitif membutuhkan pemahaman terhadap faktor-faktor lain. Tesis ini mempelajari pengaruh dari kepuasan pelanggan, switching costs, interpersonal bonds, serta reputasi bank terhadap kesetiaan pelanggan di bank. Berdasarkan survey terhadap 200 responden dan analisis menggunakan regresi berganda dan independent sample t-test, ditemukan bahwa ada pengaruh dari kepuasan pelanggan, switching costs, interpersonal bonds, serta reputasi bank terhadap kesetiaan pelanggan di bank BNI Yogyakarta. Perbedaan hasil ditemukan ketika dilakukan analisis terpisah di setiap cabang, tetapi, reputasi bank mempengaruhi kesetiaan pelanggan secara konsisten di setiap cabang. Lebih lanjut, hasil independent sample t-test menunjukan bahwa kesetiaan pelanggan di cabang Trikora dan cabang UGM tidak mempunyai perbedaan secara signifikan. Hasil ini menunjukkan bahwa kepuasan pelanggan tidak selalu berimbas kepada kesetiaan pelanggan. Implikasi untuk bank yaitu bahwa memfokuskan pada faktor yang memberikan pengaruh paling tinggi kepada kesetiaan pelanggan, akan mempermudah bank untuk merencanakan strategi baru agar mendapatkan keuntungan lebih. Hal ini dapat dilakukan dengan memahami kesetiaan pelanggan di dalam bisnisnya

Customer satisfaction has become the most significant antecedent in the customer loyalty development. Conversely, as the industry has growing competitively, the existence of another factors are highly needed. This study investigates the influence of customer satisfaction, switching costs, interpersonal bonds, and brand reputation on customer loyalty in bank. Based on a survey of 200 respondents sample, and was analyzed by using multiple regression and independent sample t-test, it was found that there is a significant influence of customer satisfaction, switching costs, interpersonal bonds, and brand reputation to customer loyalty in BNI bank customers in Yogyakarta branches Trikora and GMU. The different result is found in separately analysis of each branch. However, brand reputation was found to have consistency influence to customer loyalty. Furthermore, the independent sample t-test resulted in no significant difference between the customer loyalty in branch Trikora and branch GMU. The findings further indicate that satisfaction is not always lead to customer loyalty. Implication for banking organizations is that focusing on the factor that contributes more to the development of customer loyalty will support bank in crafting new strategies to sustain its competitive advantage through understanding the customer loyalty within their business.

Kata Kunci : Kepuasan Konsumen,Reputasi Bank,Loyalitas, customer satisfaction, switching costs, interpersonal bonds, brand reputation, and customer loyalty