THE INFLUENCE OF SERVICE QUALITY ON SERVICE VALUE AND CUSTOMER LOYALTY IN BALI REGIONAL DEVELOPMENT BANK SINGARAJA BRANCH
Amount: THE INFLUENCE OF SERVICE QUALITY ON SERVICE VALUE AND CUSTOMER LOYALTY IN BALI REGIONAL DEVELOPMENT BANK SINGARAJA BRANCH
Authors: I Ketut Suwarna
Item Type: Thesis
Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia
Publisher: Airlangga University
Abstract
The phenomenon of low service quality, service value, and customer loyalty at the Bali Regional Development Bank Singaraja Branch is a problem that must be solved as early as possible because service quality, service value, service value, and high customer loyalty are the keys that determine the success of the banking industry in achieving goals and face increasingly fierce competition. This study aims to determine: (1) the level of service quality, service value, and customer loyalty; (2) the effect of service quality on service value; (3) the effect of service quality on loyalty; (4) the influence of service value on loyalty; and (5) the effect of service quality and service value on loyalty at the Singaraja Regional Development Bank Bali Branch. This study uses a service marketing management theory approach that focuses on service quality, service value and loyalty to find solutions to problems faced by the Singaraja Regional Development Bank Bali. A total of 12.497 customers of the Bali Regional Development Bank Singaraja Branch spread across three marketing areas, namely the Singaraja City Region, West Singaraja and East Singaraja Region as the object of observation in this study. In its implementation, this research uses the form of verification research and survey methods, with a simple random sampling technique with proportional allocation. The sample size in this study was 120 customers spread proportionally in each marketing area. Data collection techniques used are questionnaires, interviews and document recording. While the data analysis method used is descriptive analysis and path analysis. The findings of descriptive analysis show that the level of service quality of the Regional Development Bank of Bali Singaraja Branch both in total and per dimension of service quality is in the "high" category while the level of service value and customer loyalty is in the "medium" category. In addition, the findings of the Path Analysis test results show 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 have implications that in taking policies to increase customer loyalty, the leadership of the Bali Regional Development Bank Singaraja Branch and other related Bali Regional Governments are expected to pay attention to service quality and service value, because these two variables have a positive and significant effect on customer loyalty.
Keywords: CUSTOMER SERVICES; CONSUMER SATISFACTION
sources: http://repository.unair.ac.id/34818/
