Pengaruh relationship quality pada loyalitas pelanggan jasa perbankan Syariah

UNIVERSARI, Nuria, Prof. Dr. Basu Swastha Dh, MBA

2010 | Tesis | S2 Manajemen

Keberhasilan relationship quality tidak hanya diukur dari sikap dan perilaku pelanggan terhadap hubungan pada saat ini, tetapi juga pada potensi untuk menumbuhkan hubungan di masa yang akan datang. Peneliti menerapkan konsep pengukuran tersebut dengan menggunakan kepercayaan dan komitmen sebagai dimensi yang mengukur relationship quality. Penelitian ini bertujuan menguji pengaruh kepercayaan pada tiga dimensi komitmen yaitu komitmen afektif, komitmen kalkulatif dan komitmen normatif, serta menguji pengaruh masing-masing dimensi komitmen tersebut pada loyalitas pelanggan. Pengukuran loyalitas pelanggan menggunakan konstruk multidimensi yang terdiri dari word of mouth, purchase intention, price insensitivity dan complaining behavior. Data diperoleh melalui survei dengan instrumen penelitian berupa kuesioner. Kuesioner yang didistribusikan kepada responden berjumlah 261 tetapi yang kembali dan digunakan untuk analisis hanya 228. Responden penelitian ini terdiri dari para nasabah bank umum syariah di Yogyakarta. Unit analisis dalam penelitian ini adalah individual. Hasil analisis menggunakan SEM dengan bantuan AMOS 16.0 menunjukkan bahwa kepercayaan berpengaruh positif pada komitmen afektif, komitmen kalkulatif maupun komitmen normatif. Sedangkan dibandingkan dua komponen komitmen yang lain -komitmen afektif dan komitmen kalkulatif- komitmen normatif merupakan komitmen yang paling berperan penting dalam menentukan loyalitas pelanggan jasa perbankan syariah.

The success of relationship quality is not only measured by customers’ attitude and behavior to current relationship, it also considered the potentiality to grow the relationship in the future. Researcher was implementing the measurement concept by using the trust and commitment dimensions to measure the relationship quality. This research aimed at testing the trust effects on three dimensions of commitment, which were: affective commitment, calculative commitment, and normative commitment and finding out the effects of each of these commitments on the customers’ loyalty. The measurement of costumers’ loyalty was using the multi-dimension construct, which were consisted of word of mouth, purchase intention, price insensitivity and complaining behavior. Data were derived from the survey, where the research instrument used was questioners. These were distributed to 261 respondents, however only 228 that were returned and analyzed. The respondents of the research were sharia bank customers in Yogyakarta. The analysis unit in this research was individual. Result of the analysis using SEM and supported with AMOS 16.0 suggesting that the trust positively influenced the affective commitment, calculative commitment and normative commitment. However, compared to the two other commitments affective and calculative commitments, normative commitment was the one that has most important role in defining the loyalty of sharia banking service customers.

Kata Kunci : Relationship quality,Kepercayaan,omitmen afektif,Komitmen kalkulatif,Komitmen normatif,Loyalitas jasa, relationship quality, trust, affective commitment, calculative commitment, normative commitment, service loyalty