Analisis pengaruh kualitas layanan terhadap kepuasan nasabah (Studi kasus pada nasabah PT. Bank International Indonesia, Tbk Cabang Suryakencana Bogor

Abstract

This economic growth also indirectly leads to an increase in the level of competition in banking industry. Thus, customer satisfaction becomes the key point to increase product sales in an effort to become a leader in the competition. The more a bank can guarantee customer satisfaction, the more sympathy and trust the bank gets from the customer. The way to serve the customers will greatly affect the number of customers and volume of customer purchases. Reliable product with great promotions will not produce maximum results without excellent customer service. As one of the leading private bank in Indonesia, BII has standard operating procedure that focuses on customer satisfaction. This makes BII always get a good appreciation of its customers ever since. The objectives of this research are (1) to analyze the effect of physical (Tangible) variable against customer satisfaction, (2) to analyze the effect of Reliability against customer satisfaction, (3) to analyze Responsiveness against customer satisfaction, (4) to analyze the effect of Assurance against customer satisfaction, and (5) to analyze the effect of Empathy against customer satisfaction. The research was conducted on customers of PT Bank International Indonesia, Tbk. The number of samples used in this study is a minimum of 125 respondents. Data analysis methods used are validity and reliability test questionnaire. The analysis tools are SEM or Stuctural Equation Model with the help of software SmartPLS. Based on these results it can be seen that the dimensions of service quality, namely tangible, responsiveness, and emphaty has significant positive effect to customers satisfaction of PT. Bank Internasional Indonesia, Tbk. However, reliability and assurance variable has no real effect to customer satisfaction. Variables of service quality dimension which have the most influence on customer satisfaction, which in this research has R-Square value of 0.640, are Tangible Variable (X1), followed by Responsiveness Variable (X3), and Emphaty Variable (X5). This result can be interpreted that customer satisfaction is influenced 64% by variable of service quality analized in this research and 36% by other variable uncovered by this research.