Pengaruh Relational Benefit dan Relationship Quality pada Relational Outcomes di PT ECS Indonesia

ARDYANSYAH, Bayu Sutikno, SE.,MSM

2007 | Tesis | Magister Manajemen

Penelitian ini bertujuan untuk menguji pengaruh relational benefits dimana didalam terdapat confidence benefits, social benefits, dan special treatment benefits kepada relationship quality yang didalamnya terdapat satisfaction dan commitment. Item yang diuji tersebut akan diukur pengaruhnya kepada hasil akhirnya yaitu relational outcomes yang di dalamnya terdapat word of mouth dan customer loyalty. Pengujian di lakukan pada para reseller Microsoft di PT.ECS Indonesia, sebuah perusahaan yang bergerak di bidang distribusi IT. Model penelitian ini merupakan model yang di kemukakan oleh Thurau, Gwinner dan Gremler (2002) dalam jurnalnya yang berjudul “ Understanding Relationship Marketing Outcomes, An Integration of Relational Benefits and Relationship Quality” Subjek penelitian ini adalah 70 partner reseller yang menjual produk Microsoft di Jakarta, dan telah menjadi partner reseller selama lebih dari 2 tahun. Metode penelitian dengan menggunakan skala Likert, dan hasilnya dianalisi dengan menggunakan regresi berganda 5 prediktor dengan program SPSS 14 dan penggunaan SEM, dengan program LISREL 8.54 Hasil penelitian menunjukan bahwa pengimplementasian metode yang ada di jurnal ternyata berbeda dengan hasil temuan di lapangan. Dimana confidence benefits memiliki pengaruh positif terhadap satisfaction, akan tetapi confidence benefits tidak memiliki pengaruh kepada commitment dan loyalty. Social benefits berpengaruh positif terhadap satisfaction, berpengaruh negatif kepada commitment dan loyalty. Special treatment benefit berpengaruh positif kepada ketiga item yang ada, yaitu kepada satisfaction, commitment, dan loyalty. Pada sisi satifaction tidak mendukung communication dan loyalty. Communication berpengaruh pada customer loyalty, dan word of mouth.

First of all, this research’s aim is to examine the influence of relational benefits which include confidence benefits, social benefits and special treatment benefits to relationship quality that consists of satifaction and commitment. Those items will be tested to the final result, which is a relational outcome which consists of word of mouth and customer loyalty. We gave a quastionnaire to some of the Microsoft seller at PT.ECS Indonesia, which has been a distribution company for many years. This research’s model is based on “Understanding Relationship Marketing Outcomes, An Integration of Relational Benefits and Relationship Quality” The subject of this research is 70 reseller partners who sold Microsoft product in Jakarta and has been a partner reseller for more than two years. This method uses Likert scale and the result is analyzed by using double regression 5 predictor with SPSS 14 program and the usage of SEM with LISREL 8.54 program. The result shows us that the implementation from the questionnare is different from reality. Wheras confidence benefits has positive influence towards satisfaction, but not to commitment and loyalty. Moreover, social benefits have positive influence towards satisfaction but have negative influence towards commitment and loyalty. And finally special treatment benefits have positive influence to those three items,which is satisfaction, commitemnt, and loyalty. But, in the case satisfaction does not support communication and loyalty. Communications has effect on customer loyalty and word of mouth.

Kata Kunci : Manajemen Pemasaran,Relational Benefits and Quality,Relationship Quality, Relational Outcomes, CRM