PENGARUH KEPUASAN PELANGGAN DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN: STUDI PADA BANK RAKYAT INDONESIA (BRI)

Barus, Ravena Br (2020) PENGARUH KEPUASAN PELANGGAN DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN: STUDI PADA BANK RAKYAT INDONESIA (BRI). S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

Customer satisfaction is the most important component for a company, where customer satisfaction is created from service quality. Various ways have been done by the company to increase customer satisfaction and customer loyalty. This research was conducted with the aim of: 1) To determine that Customer Satisfaction and Service Quality influence each other 2) To determine the effect of Customer Satisfaction and Service Quality on perceived value of service 3) To determine the effect of perceived value of service on corporate image and corporate reputation 4) To know that Corporate Image and Corporate Reputation influence each other. 5) Knowing the influence of Corporate Image and Corporate Reputation on Customer Loyality. Respondents of this study were 300 customers of Bank Rakyat Indonesia. Data were analyzed using SPSS version 20 software. The results showed that: 1) Customer Satisfaction has a positive and significant relationship with Service Quality of Bank Rakyat Indonesia (Persero) Tbk. 2) Customer Satisfaction has a significant and positive influence on Perceived Value Service of Bank Rakyat Indonesia (Persero) Tbk. 3) Service Quality has a significant and positive influence on Perceived Value Service of Bank Rakyat Indonesia (Persero) Tbk. 4) Perceived Value Service has a significant and positive influence on the Corporate Image of Bank Rakyat Indonesia (Persero) Tbk. 5) Perceived Value Service has a significant and positive influence on Corporate Reputation of Bank Rakyat Indonesia (Persero) Tbk. 6) Corporate Image has a positive and significant relationship with Corporate Reputation at the Head Office of Bank Rakyat Indonesia (Persero) Tbk. 7) Corporate Image has a significant and positive influence on Customer Loyalty of Bank Rakyat Indonesia (Persero) Tbk. and 8) Corporate Reputation has a significant and positive influence on Customer Loyalty at the Head Office of Bank Rakyat Indonesia (Persero) Tbk.

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