OPTIMALISASI PROFITABILITAS DI PT ASURANSI BINTANG Tbk DENGAN MENGGUNAKAN PENDEKATAN SERVICE PROFIT CHAIN

Nureni Susilowati, Drs.Wakhid Slamet Ciptono,, MBA., MPM., Ph.D.

2013 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk mengetahui apakah terdapat korelasi yang positif antara masing-masing variabel dalam pendekatan service profit chain di PT Asuransi Bintang Tbk, yaitu kualitas layanan internal, kepuasan karyawan, loyalitas karyawan, persepsi pelanggan terhadap kualitas layanan eksternal, nilai hubungan dan kepuasan konsumen serta profitabilitas d PT Asuransi Bintang Tbk. Dalam penelitian ini, penulis menggunakan pendekatan service profit chain (Hessket, 1997), yang menghubungkan antara elemen karyawan dengan kinerja perusahaan, untuk kepentingan peningkatan profitabilitas organisasi dalam industri jasa. Sampel penelitian berjumlah 156 orang karyawan dan 100 orang konsumen. Data dianalisa menggunakan korelasi Pearson product moment dan analisa deskriptif. Hasil penelitian menunjukkan bahwa terdapat korelasi yang positif antara masing-masing variable dalam service profit chain di PT Asuransi Bintang Tbk. Untuk itu, manajemen harus memberi perhatian besar pada kualitas layanan internal sebagai pintu pembuka rantai penciptaan laba, sehingga mampu mendorong penciptaan laba yang optimal.

The purpose of this research is to identify are there any positive correlation between each variable in the service profit chain in PT Asuransi Bintang Tbk, i.e. Variables in the service profit chain concept are the quality of internal services, employee satisfaction, employee loyalty, customer perception of external service quality and value of relations, customer satisfaction, customer loyalty and profitability In this study, the authors use the service profit chain approach (Hessket, 1994), which connects the elements of employee and company performance, for the prominence of increasing the profitability of the organization in the service industry. Research sample was 156 employees and 100 customers. Data were analyzed using Pearson product moment correlation and descriptive analysis. The results showed that there is a positive correlation between each variable in the service profit chain in PT Asuransi Bintang Tbk, i.e. there is a positive correlation between the quality of internal services with employee satisfaction, employee satisfaction with employee loyalty, employee loyalty with customer perception of external service quality and value of relations, customer perception of external service quality and value of relationships with customer satisfaction, customer satisfaction and customer loyalty and customer loyalty to profitability in PT Asuransi Bintang Tbk Therefore, management should pay a great attention to the quality of internal services as a door opener of optimal profit chain creation and employees as the company's main resource, as it is the employees who interact directly with customers in the delivery of insurance services, so as to encourage the optimal revenue earnings.

Kata Kunci : optimalisasi profitabilitas, service profit chain, asuransi kerugian