Pengaruh Kualitas Layanan Dan Relationship Marketing Terhadap Loyalitas Nasabah Pada Bank Jatim Cabang Perak Surabaya

  • Feliks Anggia B.P Mahasiswa Pascasarjana Universitas Brawija Malang
  • Nurul Eka Rachmawati Mahasiswa Pascasarjana Untag Surabaya
  • Hotman Panjaitan Dosen Pascasarjana Untag Surabaya

Abstract

This research talked about client loyalty in the East Java Bank of Perak Branch,
Surabaya. This research was focused on the enhancement of client loyalty based on the
service quality, and relationship marketing. From the testing results on the model in this
research, by using random sampling, structural equation model (SEM) analysis, and the
assistance of software Amos 20, on 100 respondents, it able to explain the correlation
between service quality and relationship marketing on the client loyalty in the East Java
Bank of Perak Branch, Surabaya. Results of research showed that 1) Service quality
significantly affects the Relationship Marketing. 2) Service quality significantly affects the
client loyalty. 3) Relationship Marketing of the East Java Bank of Perak Branch, Surabaya,
significantly affects the client loyalty. 4) Service quality significantly affects the client
loyalty, indirectly through the relationship marketing of the East Java Bank of Perak
Branch, Surabaya.
In this research, it was found the Determination Coefficient (R²) of 0.591, this case shows
that, with the maximal service, and the good relationship marketing between the bank and
the clients will encourage the client loyalty increase of 59.1%.

Key words: Service Quality, Relationship Marketing, and Loyalty.

References

Alma, Buhcari, 2004, Manajemen Pemasaran

dan Pemasaran Jasa, Edisi Kedua,

ALFABETA, Bandung.

Amirullah, 2002, Perilaku Konsumen, Edisi

Pertama, Graka Ilmu, Yogyakarta

Anwar, A.A. Prabu Mangkunegara, 2002.

Prilaku Konsumen, Edisi Revisi PT.

Refika Aditama, Bandung.

Arbuckle, J.L and Wothe, W. 1999. Amos 4.0

User’s guide. Small Water Corporation,

Chicago.

Bowen JT & Chen SL, 2001. The Relationship

Between Customer Loyality and

Customer Satiffaction, International

Journal Of Contemporary Hospitality

Management, Vol. 13 No.5

Day G.S. 1996. Two Dimensional Concept of

Brand Loyality.Journal of Advertising

Research, Vol. 9, No.3 September, pp.

-35

Dabholkar, Prathibha, Thorpe, Dayle, 1996. A

Measure of Service Quality for Retail

Strore: Scale Development and

Validation, Journal of the Academy of

Marketing Scient, Vol. 24, pp 3-16

Della Bitta J. Albert, Loudon L. David, 1993.

Consumer Behaviour. 4

th

Edition, Mc

Graw Hill International.

Cronin J. Joseph and Taylor Steven A, 1992,

Measuring Service Quality: A

Reexamination and Extention, Journal of

Marketing, Vol. 56, July.

Cronin J. Joseph, Michael K, Brady and G.

Tomas M. Hult, 2000, Assesing The

Effects of Quality, Value and Customer

Satisfaction On Consumer Behavioural

Intentions in Service Environment,

Feliks, Nurul & Hotman

Journal Of Retailing, Vol. 76, pp. 193218.

Engel, James, Roger D Blackwell & Paul W.

Miniard, 1995, Consumer Behaviour,

Fight Edition, The Dryden Press, Forth

Worth.

Ferdinand, Augusty, 2006 Structural Equetion

Modeling dalam Penelitian Manajemen,

IPUD, Semarang.

Fornell. C. 1992, A National Customer

Satisfaction Barometer: The Swedish

Experience, Journal: Of Marketing, Vol.

, January.

Fornell. C., 1996, The American Customer

Satisfaction Index (ASCI) Model:

Nature, Purpose and Finding, Journal of

Marketing, Vol. 60, October, pp. 7-18.

Hair, J.F., Anderson, R.E., Tatham, R.L., and

Black W.C., 1998, Multivariate Data

Analysisi, 5th Edition, Prentice-Hall,

Inc, Upper Saddle River, New Jersey.

Hotman Panjaitan, 2007, Pengaruh IT System

Terhadap Kualitas Layanan dan

Respons Konsumen Perguruan Tinggi

swasta, Jurnal Ekonomi Bisnis

dan Akuntansi Ventura, April 2007.

Hotman Panjaitan, 2005, Dukungan Teknologi

Informasi Meningkatkan Kualitas

Layanan Perguruan Tinggi Swasta,

Jurnal DiE, Vol. 2, No. 1, Okt

Kotler, Philip, 2000, Marketing management

Analysis, Planning, Implementation and

Control, Millenium Edition, Prentice

Hall International, Inc,, New Jersey.

Loudon, David I. & Albert J. Della Bitta,

, Consumer Behaviour : Concept

and Application, Third Edition, Mc

Graw Hill Book Company, Japan.

Noel, Y., Siu, Cheung, Jef Tak-I Ing, 2001, A

Measure of Retail Service Quality,

Jurnal Marketing Inteligence &

Planning, Februari, pp, 88-96.

Oliver, Richard L, 1997, Satisfaction, A

Behavioural Perspective On The

Customer, First Edition, Mc Graw Hill

Companics Inc, New York.

Payne, Adrian, 2001, The Essence Of Service

Marketing: Pemasaran Jasa, Cetakan

Kedua, ANDI, Yogyakarta.

Pengaruh Kualitas Layanan Dan Relationship Marketing

Terhadap Loyalitas Nasabah Pada Bank Jatim Cabang Perak Surabaya

Pedersen, Per E., & Nysveen Herbjorn, 2004,

Shopbot Banking: An Experimental

study of Customer Satisfaction and

loyalty.http://ikt.hia.no/perep/loyalty.pdf

Singarimbun, Masri dan Sofyan, Efendi, 2006,

Metode Penelitian Survei, Cetakan ke

Enambelas, LP3ES, Jakarta.

Valarie Leonard L, 1994, Reassement Of

Expectation As A Comparison Standart

In Measuring Service Quality, Journal

Of Marketing, No. 58, Januari, pp, 111124.

Zeithmal, Valarie, A., and Bitner. M.J., 1996,

Services Marketing, The Mcgraww-Hill

Companics, Inc, New York.

Zeithmal, Valarie, A., Leonardo L., and

Parasuraman A., 1998, The Behavioral

Consequences of Service Quality, Jurnal

Of Marketing, Vol. 60. April, pp. 31-46.

Zeithml, Valarie, A., Parasuman, A., and

Berry, L., 1990, Delivering Quality

Service, Balancing Customer Perception

and Expectation, New York, The Free

Press.

Published
2016-09-14
How to Cite
Anggia B.P, F., Rachmawati, N., & Panjaitan, H. (2016). Pengaruh Kualitas Layanan Dan Relationship Marketing Terhadap Loyalitas Nasabah Pada Bank Jatim Cabang Perak Surabaya. JMM17 : Jurnal Ilmu Ekonomi Dan Manajemen, 3(02). https://doi.org/10.30996/jmm17.v3i02.806
Section
Articles