ANALISIS KUALITAS PELAYANAN DAN BAURAN PEMASARAN TABUNGAN EMERALD TERHADAP KEPUASAN NASABAH SERTA IMPLIKASINYA TERHADAP LOYALITAS PADA BANK XYZ JAKARTA

RUMIYATI, RUMIYATI (2021) ANALISIS KUALITAS PELAYANAN DAN BAURAN PEMASARAN TABUNGAN EMERALD TERHADAP KEPUASAN NASABAH SERTA IMPLIKASINYA TERHADAP LOYALITAS PADA BANK XYZ JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 1. 01 COVER - RUMIYATI RUMIYATI.pdf Download (423kB) | Preview
	Text (BAB I) 4. 02 BAB 1 - RUMIYATI RUMIYATI.pdf Restricted to Registered users only Download (118kB)
	Text (BAB II) 5. 03 BAB 2 - RUMIYATI RUMIYATI.pdf Restricted to Registered users only Download (218kB)
	Text (BAB III) 6. 04 BAB 3 - RUMIYATI RUMIYATI.pdf Restricted to Registered users only Download (221kB)
	Text (BAB IV) 7. 05 BAB 4 - RUMIYATI RUMIYATI.pdf Restricted to Registered users only Download (267kB)
	Text (BAB V) 8. 06 BAB 5 - RUMIYATI RUMIYATI.pdf Restricted to Registered users only Download (49kB)
	Text (DAFTAR PUSTAKA) 9. DAFTAR PUSTAKA - RUMIYATI RUMIYATI.pdf Restricted to Registered users only Download (127kB)
	Text (LAMPIRAN) 10. LAMPIRAN - RUMIYATI RUMIYATI.pdf Restricted to Registered users only Download (769kB)

Abstract

Loyalty builders are no longer an option in the banking world. At present it is seen, the tendency of customers to have several savings accounts at different banks. For this reason, XYZ Bank needs to build service quality and marketing mix towards customer satisfaction and customer loyalty, one of the ways this is done is by marketing. The main key of marketing in banking is to build strong relationships in a sustainable manner by providing excellent service. For the development of service quality there are several dimensions of SERVQUAL, dimensions according to Zeithaml, Parasurahman and Berry (2010), namely Tangible, Responsiveness, Reliability, Assurance and Emphaty. Developing new service quality dimensions that can be applied in the banking world in particular. This dimension is called the Banking Service Quality (BSQ). The results showed that the BSQ dimension had a positive and significant effect on customer satisfaction, besides that customer satisfaction had a positive and significant effect on customer loyalty. The tangible dimension has a greater impact on customer satisfaction than the reliability, effectiveness and assurance of the service portfolio, price and access. Keywords: Service Quality, Marketing Mix, Customer Satisfaction, Customer Loyalty Pembangun loyalitas adalah bukan pilihan lagi dalam dunia perbankan. Saat ini terlihat, kecenderungan nasabah memiliki beberapa rekening tabungan pada bank yang berbeda. Untuk itu Bank XYZ perlu membangun kualitas pelayanan dan bauran pemasaran terhadap kepuasan nasabah dan loyalitas nasabah, salah satu cara yang dilakukan adalah dengan pemasaran. Kunci utama dari pemasaran dalam perbankan yaitu membangun hubungan yang kuat secara berkelanjutan dengan memberikan pelayanan yang sangat baik. Untuk pengembangan kualitas pelayanan ada beberapa dimensi SERVQUAL, dimensi menurut Zeithaml, Parasurahman dan Berry (2010), yaitu Tangible, Responsivenes, Reliability, Assurance dan Emphaty. Mengembangkan dimensi kualitas layanan baru yang dapat diterapkan di dunia perbankan khususnya. Dimensi tersebut dinamakan Banking Service Quality (BSQ). Hasil penelitian menunjukkan bahwa dimensi BSQ berpengaruh positif dan signifikan terhadap kepuasan nasabah, selain itu kepuasan nasabah berpengaruh positif dan signifikan terhadap loyalitas nasabah. Dimensi berwujud punya dampak besar terhadap kepuasan nasabah dari pada keandalan, efektivitas dan jaminan portofolio layanan, harga dan akses. Berdasarkan. Kata Kunci: Kualitas Pelayanan, Bauran Pemasaran, Kepuasaan Pelanggan, Loyalitas Nasabah.

Actions (login required)

View Item