ANALISA KUALITAS PELAYANAN, CITRA PERUSAHAAN DAN KEPUASAN SERTA PENGARUHNYA TERHADAP LOYALITAS NASABAH BANK JAMBI CABANG SUNGAI PENUH
Abstract
Banking industry plays impotant role for economic developmen in every regions including city of Sungai Penuh. The successfulness of a banking in facing keen competition is determined by customer loyalty. Among factors that are able to influence banking customer loyalty namely servise quality, corporate image and customer satisfaction. The purpose of this research is to inversigate the effect of service quality dimensions, corporate image and customer satisfaction on banking customer loyalty. This research conceptualizes the service quality to have five dimensions namely tangibles, empathy, reliability, responsiveness and assurance. The research population is all deposit banking customer of Jambi Bank Branch Sungai Penuh. In terms of data collection, this research employs accidental sampling method. The numbers of sample used to be analyzed are 163 respondents. In order to test hypotheses development, this research performs multiple regression analysis by Statistical Package for Social Science (SPSS) version 16.0. The results of analysis display that 1) Dimensions of empathy, reliability, responsiveness and assurance influence significantly banking customer loyalty. 2) Dimension of tangibles does not impact banking customer loyalty significantly. 3) Corporate image and customer satisfaction significantly influence banking customer loyalty. 4) Service quality, corporate image and customer satisfaction explain banking customer loyalty which accounted for 62.2%. The results of analysis provide practical contribution and recommend to Jambi Bank to enhancing service quality, corporate image and customer satisfaction.
Keywords: Service Quality, Corporate Image, Satisfaction and Customer Loyalty.
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