ALMANAR, AHMAD BAKIR (2022) ANALISA PERAN MEDIASI RELATIONSHIP QUALITY TERHADAP PENGARUH SERVICE QUALITY DAN BRAND IMAGE DALAM MENINGKATKAN CUSTOMER LOYALTY PADA NASABAH DUAL CUSTOMER (STUDI PADA PT BANK MEGA, TBK KCP JAKARTA KEBON JERUK). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increasing number of banks in Indonesia would lead to a fierce competition to provide the best service to customers where quality service based on customer satisfaction become the ultimate goal. Such competition would force every banking business actor to deliver the best experience to the customers. This study aims to analyze the Mediation Role of Relationship Quality (RQ) which consist of satisfaction and trust on the relationship between Service Quality (SQ) and Brand Image (BI) toward dual customers’ loyalty on Bank Mega KCP Kebon Jeruk. The sampling method used is purposive sampling with 201 respondents and this study employs PLS-SEM version 3.3.2 for data analysis. The results of this study indicate that RQ mediates the relationship between BI and Customer Loyalty (CL), and does not mediate the relationship between SQ and CL. Accordingly, Bank Mega KCP Kebon Jeruk is expected to provide special treatment and services to Dual Customer customers in order to maintain their loyalty. Keywords: Dual Customer, Bank BUKU III, Formative Model Evaluation, Mediation Effect, Relationship Quality. Semakin banyaknya bank di Indonesia dapat memunculkan persaingan yang semakin ketat dalam memberikan pelayanan terbaiknya kepada nasabah yang pada akhirnya akan memunculkan sebuah kualitas layanan yang berbasis pada kepuasan pelanggan. Persaingan tersebut akan memaksa setiap pelaku bisnis perbankan untuk bisa mempromosikan dirinya sebaik mungkin kepada nasabah. Penelitian ini bertujuan untuk menganalisa Peran Mediasi Relationship Quality (RQ) dalam hubungan antara Service Quality (SQ) dan Brand Image (BI) terhadap Loyalitas nasabah Dual Customer di Bank Mega KCP Kebon Jeruk. Metode Sampling yang digunakan adalah purposive sampling dengan 201 responden dan PLS-Sem versi 3.3.2 digunakan untuk menganalisa data. Hasil penelitian ini menunjukkan bahwa RQ memiliki peran mediasi dalam hubungan antara BI terhadap Customer Loyalty (CL), dan tidak memediasi hubungan antara SQ dan CL. Berdasarkan hasil analisa, Bank Mega KCP Kebon Jeruk diharapkan mampu memberikan treatment dan pelayanan khusus kepada nasabah Dual Customer untuk dapat mempertahankan loyalitas nasabah Dual Customer. Kata Kunci: Dual Customer, Bank BUKU III, Model Evaluasi Formative, Efek Mediasi, Kualitas Hubungan.
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