Model Relationship Marketing Pada Bank Umum Konvensional (Studi Empirik Pada Nasabah Bri, Bank Kalbar, Bank Mandiri dan BNI di Kalimantan Barat)

- Ramadania

Abstract


Tujuan dari penelitian ini adalah untuk mengalisis hubungan antara kualitas layanan, kepuasan, kepercayaan dan komitmen dalam membangun loyalitas pada pelanggan (nasabah) yang memiliki orientasi hubungan yang tinggi terhadap organisasi dalam setting perbankan konvensional. Loyalitas adalah tujuan relationship marketing yang dibangun tidak hanya melalui kepuasan namun juga oleh kepercayaan dan komitmen sebagai mediator kunci dalam membangun loyalitas.

Penelitian ini dilakukan pada BRI, Bank Kalbar, Bank Mandiri dan BNI di Kota Pontianak dan Singkawang Kalimantan Barat. Data dikumpulkan dengan menggunakan kuesioner yang melibatkan 440 responden. Variabel diukur dengan menggunakan 44 item menggunakan skala Likert dengan skala 1 sampai dengan 5. Hubungan antara variabel dalam penelitian ini dianalisis dengan menggunakan analisis jalur.

Hasil penelitian ini menunjukkan bahwa model Relationship Marketing dalam Bank konvensional memiliki kriteria model fit. Berdasarkan analisis jalur, diperoleh bahwa: 1) kualitas pelayanan mempunyai hubungan positif dengan kepuasan dan komitmen, 2) kepercayaan mempunyai hubungan positif dengan komitmen, 3) komitmen mempunyai hubungan positif dengan loyalitas. Dengan demikian dapat dikatakan bahwa kepuasan, kepercayaan dan komitmen adalah variabel perantara yang menguhungankan kualitas layanan dan loyalitas pelanggan (nasabah). 

 

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DOI: http://dx.doi.org/10.26418%2Fproyeksi.v19i01.928

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