Title: THE EFFECT OF SERVICE QUALITY ON SERVICE VALUE AND CUSTOMER LOYALTY AT THE BALI REGIONAL DEVELOPMENT BANK, SINGARAJA BRANCH

Authors: I Ketut Suwarna

Item Type : Thesis (Thesis)

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

The phenomenon of low service quality, service value, and customer loyalty at the Singaraja Branch of the Bali Regional Development Bank is a problem that must be solved as early as possible because high service quality, service value, service value, and customer loyalty are the keys to determining the success of the banking industry in achieving goals and facing increasingly tight competition. This study aims to determine: (1) the level of service quality, service value, and customer loyalty; (2) the influence of service quality on service value; (3) the influence of service quality on loyalty; (4) the influence of service value on loyalty; and (5) the influence of service quality and service value on loyalty at the Singaraja Branch of the Bali Regional Development Bank. This study uses a service marketing management theory approach that focuses on service quality, service value, and loyalty to find solutions to the problems faced by the Singaraja Branch of the Bali Regional Development Bank. A total of 12,497 customers of the Singaraja Branch of the Bali Regional Development Bank spread across three marketing areas, namely the Singaraja City Region, West Singaraja, and East Singaraja Region were the objects of observation in this study. This research employed a verification research method and a survey method, employing a simple random sampling technique with proportional allocation. The sample size in this study was 120 customers, distributed proportionally across each marketing area. The data collection techniques used were questionnaires, interviews, and document recording. The data analysis methods employed were descriptive analysis and path analysis. The findings of the descriptive analysis indicate that the service quality level of the Singaraja Branch of the Bali Regional Development Bank, both in total and per service quality dimension, is in the "high" category, while the service value and customer loyalty are in the "moderate" category. Furthermore, the findings of the Path Analysis test indicate that: (a) service quality has a positive and significant effect on service value; (b) service quality has a positive and significant effect on loyalty; (c) service value has a positive and significant effect on loyalty; and (d) service quality and service value have a positive and significant effect on customer loyalty. The findings of this study imply that in adopting policies to increase customer loyalty, the management of the Singaraja Branch of the Bali Regional Development Bank and other relevant Bali Regional Governments are expected to pay attention to service quality and service value, as these two variables have a positive and significant effect on customer loyalty

Keywords: CUSTOMER SERVICES ; CONSUMER SATISFACTION

Sources: http://repository.unair.ac.id/34818/