THE INFLUENCE OF SERVICE QUALITY ON ATTITUDINAL LOYALTY IN LEARNING BUSINESS DIVISION PT. IBM INDONESIA
DOI:
https://doi.org/10.32493/jpkpk.v1i01.677Abstract
ABSTRAK
Tujuan penelitian ini adalah untuk menganalisa dan menguji pengaruh kualitas pelayanan terhadap sikap setia atau loyalitas para pelanggan terhadap kelas-kelas IBM. Yang berlokasi di IBM Indonesia. Adapun perumusan masalahnya adalah apakah ada hubungan antara kualitas pelayanan secara keseluruhan yang menentukan kepuasan pelanggan (laten) dan sikap setia/loyalitas? dan dimensi kualitas mana yang mempengaruhi secara signifikan?
Menggunakan analisa variabel kualitas pelayanan atau SERVQUAL dimensi, dan sikap setia pelanggan. Hasil penelitian menunjukkan bahwa variabel jaminan/assurance, kehandalan/reliability dan empati/emphaty dari dimensi kualitas pelayanan menentukan kepuasan pelanggan (latent) lebih daripada variabel nyata/tangibles, dan respon/responsiveness. Skor SERVQUAL dianalisis dengan menggunakan regresi berganda. Persamaan hasil regresi berganda adalah: Y1 = -0,003 + 0.067X1a + 0.332X1b 0,065 X1c + 0.334X1d + 0.201X1e.
Secara keseluruhan persepsi kualitas pelayanan mempengaruhi sikap kesetian pelanggan, melalui kepuasan pelanggan (laten). Hubungan ini diuji dengan menggunakan analisis korelasi dan bivariat. Persamaan hasil regresi bivariat adalah Y2 = 0.833+0,788 X2. Peningkatan kualitas pelayanan kelas IBM dapat memenuhi keinginan pelanggan dan dapat menimbulkan sikap setia para pelanggan, yang pada akhirnya dapat mempertahankan
Key Word : Service Quality, Perceived service quality, Customer Satisfaction, Attitudinal Loyalty, Servqual.
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