Title: THE INFLUENCE OF SERVICE QUALITY ON SERVICE VALUE AND CUSTOMER LOYALTY AT BALI REGIONAL DEVELOPMENT BANK SINGARAJA BRANCH
Author: 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 Bali Regional Development Bank, Singaraja Branch, is a problem that must be sought for a solution 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 research 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 research uses a service marketing management theory approach which 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 Bali Regional Development Bank, Singaraja Branch, spread across three marketing areas, namely Singaraja City, West Singaraja and East Singaraja, were used as objects of observation in this research. In carrying out this research, it used a form of verification research and survey methods, with a simple random sampling technique with proportional allocation. The sample size in this research was 120 customers who were distributed proportionally in each marketing area. The data collection techniques used were questionnaires, interviews and document recording. Meanwhile, the data analysis methods used are descriptive analysis and path analysis. The findings of the descriptive analysis show that the level of service quality of the Bali Regional Development Bank, Singaraja Branch, both in total and per service quality dimension, is in the "high" category, while the level of service value and customer loyalty is in the "medium" category. Apart from that, 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 has a positive and significant effect on customer loyalty. The findings of this research provide the implication that in adopting policies to increase customer loyalty, the leadership of the Singaraja Branch of the Bali Regional Development Bank 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 real influence on customer loyalty.
Keywords: CUSTOMER SERVICES; CONSUMER SATISFACTION
Sources: http://repository.unair.ac.id/34818/
