0821011045, Widya Suita Sihombing (2012) QUALITY OF SERVICE AND RELATIONSHIPS AND THE INFLUENCE TOWARDS THE DEBTOR’S LOYALTY AT PT. BANK NEGARA INDONESIA (PERSERO) TBK SENTRA KREDIT KECIL BANDAR LAMPUNG. digital library.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
Banking business is strongly influenced by the quality of services and relationship provided by officers. Therefore, It is very important to know whether the services and relationship so far has met the expectations of the customers so that customers are becoming more loyal, and in the end, it will increase the value of loans in BNI. Many organizations are placing the focus of service as a way to gain competitive advantage. The ability of an organization to stay in business is a function of the organization's competitiveness and ability to get customers. Customers are the foundation of business and customers make the business going on. In the concept of marketing mix, efforts initially focused on how to create customer satisfaction. In this concept, if satisfaction has been achieved, the marketers has finished the task of marketing. Satisfied customers will tend to buy more and have the properties of the product and brand loyalty. This concept is changing along with the development of marketing theory in the early 1990s. Customer satisfaction is not enough anymore to make customers loyal. It is the new marketing concept that changed the focus of the marketing mix to marketing relationships. Although the improvement of service quality and relationships is continuously to be done through the things above, the increasement number of loans in PT Bank Negara Indonesia (Persero) Tbk does not seem too significant, while the debtor is likely to switch to other banks are also very large considering the competition in the banking world today. Based on this background, the problems raised in this research is: "Is the quality of service quality and relationship has a significant impact on loyalty debtor in BNI SKC Bandar Lampung". The hypothesis proposed is: "Quality of service and relationship has a significant influence on debtor’s loyalty at BNI SKC Bandar Lampung". This study uses the model which is adopted from the research of Roberts, Keith, Sajeev Varki and Rod Brodie (2003) where latent variables were observed between the variables which affect each other simultaneously analyzed by using Structural Equation Modeling (SEM). The object used to collect primary data using questionnaires is 100 debtors at BNI SKC Bandar Lampung. Based on SEM analysis showed that the quality of relationships has a direct influence in shaping the 62% customer loyalty. While service quality (service quality) had no significant causal relationship to the loyalty of consumers, so the quality of service can not directly affect consumer loyalty, but the quality of service have an indirect influence in shaping customer loyalty through relationship quality (quality of relationships). The ultimate goal of this thesis is to help PT Bank Negara Indonesia Sentra Kredit Kecil Bandar Lampung in increasing debtor’s loyalty in the future.
| Jenis Karya Akhir: | Artikel |
|---|---|
| Subyek: | |
| Program Studi: | FKIP > Prodi Pendidikan Bahasa dan Sastra Indonesia dan Daerah |
| Pengguna Deposit: | tik 15 . Digilib |
| Date Deposited: | 14 Jan 2016 03:27 |
| Terakhir diubah: | 14 Jan 2016 03:27 |
| URI: | http://digilib.unila.ac.id/id/eprint/17270 |
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