The Analysis of Influence between Service Quality and...
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The Analysis of Influence between Service Quality and Satisfaction towards Customer Loyalty Case Study at PT. Bank Negara Indonesia (PERSERO), Tbk Submitted By: Erika Nur Octariani Student ID: 604082000006 INTERNATIONAL PROGRAM ACCOUNTING DEPARTMENT FACULTY OF ECONOMICS AND SOCIAL SCIENCES UNIVERSITAS ISLAM NEGERI SYARIF HIDAYATULLAH JAKARTA 1429 H / 2008 M
Transcript of The Analysis of Influence between Service Quality and...
The Analysis of Influence between Service Quality and Satisfaction towards
Customer Loyalty
Case Study at PT. Bank Negara Indonesia (PERSERO), Tbk
Submitted By:
Erika Nur Octariani
Student ID: 604082000006
INTERNATIONAL PROGRAM
ACCOUNTING DEPARTMENT
FACULTY OF ECONOMICS AND SOCIAL SCIENCES
UNIVERSITAS ISLAM NEGERI SYARIF HIDAYATULLAH
JAKARTA
1429 H / 2008 M
ABSTRACT
Erika Nur Octariani. Thesis Title “The Analysis of Influence between
Services Quality, Satisfaction and Customer Loyalty, Case Study at PT. Bank Negara Indonesia (persero), tbk”. Graduate program (S1). Major in management
concentration in marketing. Economics faculty and Social Sciences of State Islamic University Syarif Hidayatullah, Jakarta.
The main purpose of this research is to analyze and know about the
influence of service quality, customer satisfaction influence to customer loyalty at
PT. Bank Negara Indonesia (persero), tbk. The indicators for this research Such
as: Services Quality (X1), Satisfaction (X2), and Customer Loyalty (Y) as
dependent variable.
In getting data and information, the researcher took 50 respondents as a
sample. The researcher got the primary data from a field research in Jakarta that is
supported by secondary data, and then using double to account of the statistics
methods from linier regression and correlation for analysis and the hypothesis.
The result of research has been shows; there is a correlation about 0.647
means there is a positive influence between services quality and satisfaction
towards customer loyalty. From the multiple linier regressions similarity have influence to customer loyalty is the customer satisfaction variable around 0.459
from the services quality significance is 0.027.
The Keyword is: Services Quality, Satisfaction, and Customer Loyalty.
ACKNOWLEDGEMENT
Bismillahirrohmanirrohim
Alhamdulillahi rabbil ‘alamin, I would like to say thanks and being
grateful to Allah SWT that already gives His gift, bless, and consecrate to me and
also regard to nabi Muhammad SAW, so that this thesis could be finished in
fulfilling one of the requirements to get my Bachelor Economics Degree in the
State Islamic University, Syarif Hidayatullah, Jakarta.
The writer realizes that this thesis is too far from the perfection, realizing
that the limitation of the knowledge as well as experiences that the writer has, but
because of many parties support, finally the writer could finish this thesis by
hoping that it could be worthwhile for every reader. The writer also expects for
any suggestions to improve the content of this thesis.
In making this thesis, the writer was not alone but I was supported and
taught by many parties. In this opportunity, the writer would like to say my huge
thankful to:
1. My lovely parents Mr. Ir. H. John Hendry, MEng. and Mrs. Desrina
Nasmudin, SMHk, for their effort to help and support. I realize that I
could be nothing without their prayer to Allah SWT, especially to my
father for his time every midnight, doing prayer to his children and my
family in general.
2. My lovely brother, Maulid Novarino, Muhammad Kharisma, Rizano
Sibghatullah, for his time and energy help me enrich my knowledge.
The most important is for understanding in helping me giving a joke
and entertaining when I became stress and frustrated when finish my
thesis. I wish we all will be a successful people together, we can reach
our dream and show to the world, make our parents happy and proud
to us, okey guys... I love you so much
3. My aunts, Mrs. Hj. Tuti Sundari SE. MM, that are works in the right
place and suitable to spread out my questioners in their workplace as
my data in helping finish my thesis. Also to Mrs. Marliza Sulaeman
SE, and Mrs. Mira Sulaeman SE, all of you have given me great
experience and knowledge that I haven’t reward back yet with what
they have given to me.
4. To all of my family that I could not tell one by one, I would like to
present my thesis to both of my lovely grand mom, such as:
Almarhumah H. Hilma, I love you oma, unfortunately you can not see
my graduation but I believe if you are here with me you will be proud
of me as your lovely grand child, and also ibu H. Asmaniar, that
always pray in the middle of night for me and all of family generally.
5. Mr. Prof. Abdul Hamid as a Dean of Faculty of Economics and Social
Sciences, State Islamic University, Syarif Hidayatullah, Jakarta, and
Mr. Prof. Ahmad Rodoni as a management chief officer of Faculty of
Economics and Social Sciences, State Islamic University, Syarif
Hidayatullah, Jakarta.
6. Mrs. Dr. Rofikoh Rokhim as supervision 1 and Mr. Sisdjiatmo
K.Widhaningrat as supervision 2. Thanks have given the times to
guide, motivate as well as the supports accompanied by the knowledge
and unforgettable great experiences from them.
7. For all of my friends at campus, we have a great time in last 5 years,
especially for Iyah and Bono that already help and support me in
finishing process the thesis, hopefully we all as the first batch will
always be communication, keep contact and have good relationship
after graduation while we will be rather meet each other.
8. To PT. Bank Negara Indonesia (persero), Tbk. That have gives me an
opportunity did an internship also held the research and gives me the
data or information that I needs in process to finishing my thesis.
9. For all the lecturers in UIN Jakarta, staff, and the other parties in the
international program secretariat. Hope Allah could reward back your
nice helps.
At the end, the writer expects for any critics as well as suggestions that could
improve the content of this thesis. Hopefully this thesis could be worthwhile
for all of us. Amien. Thank you.
Wassalamualaikum warahmatullahi wabarakatuh.
Jakarta, February 2009
Erika Nur
Octariani
TABLE OF CONTENTS
Acceptance Letter
..............................................................................................................................
ii
Auto Biography
..............................................................................................................................
iv
Abstract
..............................................................................................................................
v
Acknowledgement
..............................................................................................................................
vi
Contents
..............................................................................................................................
ix
Contents of Table
..............................................................................................................................
xiii
Contents of Picture
..............................................................................................................................
xv
Contents of Appendices
..............................................................................................................................
xvi
Chapter I INTRODUCTION
Page
A. Background
1
B. Problem Formulation
.................................................................................................
4
C. Research Objective and Purpose
.................................................................................................
5
D. Population and Research Sample
.................................................................................................
6
Chapter II LITERATURE REVIEW
A. General figure of company
1. Background of BNI
......................................................................................
8
2. Vision and Mission of BNI
......................................................................................
10
3. Philosophy of New Logo
......................................................................................
10
B. Definition of Marketing
.................................................................................................
11
C. Definition of Bank
.................................................................................................
13
D. Definition of Services
.................................................................................................
14
E. Definition of Marketing in Services
.................................................................................................
15
F. Definition of Customer Value
.................................................................................................
16
G. Definition of Service Quality
.................................................................................................
18
H. Definition of Customer Satisfaction
.................................................................................................
21
I. Definition of Customer Loyalty
.................................................................................................
25
J. Relationship between Customer Satisfaction and
Customer Loyalty
.......................................................................................................
27
K. Consideration Framework
.................................................................................................
32
L. Hypothesis
.................................................................................................
34
Chapter III RESEARCH METHODS
A. Research Scope
.................................................................................................
35
B. Sampling Methods
.................................................................................................
36
C. Population and Research Sample
.................................................................................................
36
D. . Data Collection Methods
.................................................................................................
37
E. Analysis Methods
.................................................................................................
38
1. Validity Test
................................................................................
39
2. Reliability Test
................................................................................
39
3. Multiple Linier Regression
................................................................................
40
4. Classic Assumption Test
................................................................................
40
5. Hypothesis Test
................................................................................
43
F. Operational Variable Research
.................................................................................................
45
Chapter IV ANALYSIS
A. General Description of Research Object
.................................................................................................
51
1. Location and Time of Research
................................................................................
51
2. Characteristics of Respondent
................................................................................
51
B. Analysis and Discussion
.................................................................................................
51
1. Validity and Reliability Test
.................................................................................................
51
C. Questioner Result of Services Quality
.................................................................................................
54
D. Questioner Result of Satisfaction
.................................................................................................
69
E. Questioner Result of Customer Loyalty
.................................................................................................
72
F. Multiple Classic Regression Assumption Test
.................................................................................................
75
1. Multicolinearity Test
................................................................................
75
2. Heterokedasity Test
................................................................................
76
3. Normality Data Test
............................................................................................
77
G. Multiple Linier Regression
.................................................................................................
78
1. Determination Coefficient (R2)
................................................................................
78
2. Similarity of Multiple Linier Regression
................................................................................
78
3. F Test
................................................................................
80
4. T Test
................................................................................
81
Chapter V CONCLUSION AND IMPLICATION
A. Conclusion
.................................................................................................
82
B. Implication
.................................................................................................
83
C. Recommendation
.................................................................................................
85
REFERENCES
..............................................................................................................................
86
APPENDICES
..............................................................................................................................
88
CONTENT OF TABLES
No Details
Page
3.1 Likert Scale
38
3.2 Operational Variable Research
46
4.1 Try Out Questioner Result
53
4.2 BNI has capability in fulfill services
54
4.3 Employee has knowledge about BNI products
55
4.4 Employee has knowledge and skill in handle customer problem
55
4.5 BNI has good reputation on customer perspective
56
4.6 BNI follows banking regulation
57
4.7 BNI guarantee the clandestine of customer
57
4.8 BNI guarantee security feeling of customer
58
4.9 Employee have concern to customer
58
4.10 Employee ready to help customer
59
4.11 Employee aware with customer’s problem
60
4.12 BNI give easiness transaction to customer every time
60
4.13 BNI give the easy thing to electric and telephone payment
61
4.14 BNI could give quick and short transaction of services
62
4.15 BNI has good performance in ATM facilities, complete and Spread in
much area
62
4.16 BNI provide the services suitable with the promise
63
4.17 BNI could save the customer data very well and keep the secret
64
4.18 The employees have good performance in handle the problem
64
4.19 The employee could finish the fault happen
65
4.20 The employee can give solution if there is a fault
65
4.21 The employee can handle the situation if there is a fault
66
4.22 The physically appearance and good interior
66
4.23 The employee always fresh look and polite
67
4.24 Enough Teller and Customer Services
67
4.25 BNI give the services according with the customer needs
68
4.26 The performance of BNI based on expectation of customer
69
4.27 The physically appearance and good interior
70
4.28 The customer will recommend BNI to another people in using
banking services
70
4.29 The customer will repeat the transaction
71
4.30 The customer will reject another bank
72
4.31 The customer will always use banking services of BNI in the future
73
4.32 The customer will give reference BNI to other people
74
4.33 Multicolinearity Test
75
4.36 Determination Test
78
4.37 Similarity of Multiple Linier Regression
78
4.38 F Test
80
4.39 T Test
81
CONTENT OF PICTURES
No Details
Page
2.1 Concept of Customer Satisfaction
23
2.2 Consideration Framework
33
4.34 Heterokedasity Test
76
4.35 Normality Data Test
77
CONTENT OF APPENDICES
No Details
Page
1. Questioner of customer BNI
88
2. Questioner Result of 50 Respondents
91
3. Result of SPSS 13.0 Regression
94
CHAPTER I
INTRODUCTION
A. Background
The competition among the corporation in the globalization era more hard
and tight, the be concerned to satisfaction and unsatisfied of the customer that
more huge, a lot of people that be concerned of this thing, because the company or
service industry such as a bank or other financial institution have to put the
orientation of customer satisfaction as the main purpose.
The main key to win the competition is give the value and satisfaction to
the customer by deliver the product or services that have the best quality. The
company has to thinking how could make the customer feel satisfied and customer
never leave the company or organization to another company, and will be the
competitor customer that make the effect of the less of profit in the company.
Service industry has dominated in economic concentration almost in all of
industry country. Especially in banking, development in service sectors has the
impact to create work field and increase the income for industry country. Many
deregulations in development in service sector especially in era high technology
and digital era give the intensive challenges in service sector.
In these condition the competition in bank more stretched, because of that,
the services company and bank start to have differentiation especially in service
quality. Kotler (2003) discuss about the introduction product to customer
traditionally, how to make closest with customer with ‘4P’ that already work good
but in marketing Muhtosim Arief (2006) think need to add ‘3P’ more to service
marketing, are people, physical evidence and process because more of services
that given by people is like selection, training, and motivation to employee.
Generally, the level of service quality influence by some factor which is
reliability, assurance, tangible, empathy and responsiveness. The fifth dimension
factor of service quality could be influence by the employee according Gonroos
(2000) theory.
That case will be makes differentiation, means in customer satisfaction.
The bank also need demonstrate the service quality by physical evidence. Next,
bank can choose the differentiation in process that bank give to customer. The
service delivery influence by some element, for example consumer come to the
bank to get the bond or debt, the customer will be know that other customer
waiting the service and other services. Customer also can see physical
environment such as building, interior, equipment, and furniture. The customer
also can see the employee of bank or contact personnel and connect with bond
staff.
In banking also can leave with the service and service quality because in
banking activity the main point is service that give to customer directly. Because
of that all of the bank or other financial institution makes the competition and
effort to give the best services that will be effect the satisfaction of the customer.
The value of customer satisfaction in every bank or other financial
institution is different, its depends on the value that offered by the bank to the
customer, such as the facility for example ATM machine that available in the
strategic location, the services with the expert human resource that could represent
the high quality value that had of the bank to give to customer.
Many effort that always keep and running by the bank or finance
institution to show off the credibility that had by the bank professionally, so that
the bank or finance institution has to give the trust, secure, convenience and
comfortable feeling to customer that want to invest the money. Because the
customer satisfaction is will be represent the successful the bank services that
could give the services suitable with the customer needs and willingness.
M. Arief (2006) explain that not visible to customer is production process
in behind and organization system that support visible to customer. So, the result
of services is the customer will be loyal to the bank that influenced by all of the
system services business.
Tjiptono (2000) explains that in service quality, the definition of process
is almost same, except the activity process can do as combination from structure,
process and result. Focus in services process in bank is to give and fulfill the
benefit or give more outside from the customer expectation.
The technology of application in banking always has direction of the
motivation to give the best services, quick and accurate. And also submit an
application for PT Bank Negara Indonesia (BNI). In order to existence in banking
world. BNI is one of much financial institution that already provides the great
facility and services to customer.
The research is predominantly consumer orientated rather than taking
place in business to business settings. The research covers both goods and
services with a variety of sample sizes reported.
While how much the influence of service quality and customer satisfaction
to customer loyalty, not really know well so I as the writer would try to analyze
the research for my thesis with the title:
“The Analysis of Influence between Service Quality and Satisfaction
towards Customer Loyalty” (Case Study at BNI)
Three key issues emerged from the literature regarding the relationship
between satisfaction and loyalty:
(1) Satisfaction and loyalty are related constructs;
(2) There are moderating factors for the relationship, and
(3) The methodology influences the outcome of the research.
These will now be discussed.
B. Problem Formulation
Business competition is much stretched force all bank or service company
to have business strategy in running business. Related in these things, so the
problem will be researches are:
1. How the service quality can be influence to loyalty of customer in BNI?
2. How the customer satisfaction has influence to customer loyalties in BNI?
3. How the service quality and customer satisfaction has influence toward
customer loyalty in BNI?
C. Research Objective and Purpose
1. Objective
The objectives of this research are:
a. To analyze the influence of service quality to loyalty of customer in
BNI.
b. To analyze the influence of customer satisfaction to loyalty of
customer in BNI.
c. To analyze the influence of both, services quality and customer
satisfaction towards customer loyalty in BNI.
2. Usefulness of Research
The uses of this research are:
a. As a regulation to achieve undergraduate in international program,
management, faculty economic and social science, state Islamic
University Syarif Hidayatullah Jakarta.
b. As an application and applying knowledge that already get from
management merger. And give the writer understanding and
perspective about value, customer satisfaction towards customer
loyalty perspective.
c. Give the input to the company as an alternative solution in arrange the
company policy in services business strategy to reach sustainable
competitive advantage.
d. Theoretically, this research can have a function in knowledge
development especially in management and marketing subject. Beside
that can be use as a reference to next research in management and
marketing.
D. Population and Research Sample
1. Research Population
Research population in this case is the customer of BNI. Due to a lot of
number of population customer at BNI, so the representative sample
collection is needed to give a correct picture of the population.
2. Research Sample
The size of variable is determined by:
a. The sizes of total sample minimum are 50 respondents. Actually
before the researcher was using 100 respondents with 15 of questions,
but the result was not valid then, the researcher was tried to use 50
respondents with 31 of questions and the outcome is valid, so the
researcher could continue the research.
b. The research held in PT. Bank Negara Indonesia 46, kantor besar,
Sudirman, Jakarta.
c. The respondent chooser by this research, following the order; active
customer, means come to BNI minimum once a month, have fix
income, the respondent is chooser with simple random sampling
methods.
CHAPTER II
LITERATURE REVIEW
A. General figure of company
1. Background of PT. Bank Negara Indonesia (BNI)
Established in 1946 as the first bank formed and owned by the Indonesian
government, BNI used to call by its unabbreviated name of Bank Negara
Indonesia.
Historical records show that on the eve of the 30th
of October 1946, only a
few months after its formal establishment, the bank distributed the first currency
bills ever issued by the Indonesian government, known as ORI, or oeang republic
Indonesia. This day is commemorated annually as the national finance day, while
the date of the bank’s establishment, the 5th of July was assigned as national bank
day.
Following the appointment of the Dutch inherited de javasche bank as
Indonesia’s central bank in 1949, Bank Negara Indonesia’s role as the circulation
and central bank was terminated. The bank was instead designated as a
development bank, and was later given the right to provide foreign reserve
services, thus allowing direct foreign transactions.
In 1955, along with increased capitalization, the bank’s legal status was
formally changed into that of a state owned commercial bank. This became the
foundation for the bank to provide a better and wider scope of assistance for the
countries national business.
By the last quarter of 1968, the bank decided to attach its year of established
to its name s a part of its corporate identity, officially changing the corporate
name into Bank Negara Indonesia. The bank was then widely referred to as ‘BNI
46’ for several decades. The simpler name of ‘Bank BNI’ was adopted in 1998
along with the change of the corporate identity.
BNI legal status was upgrade in 1992 into a state owned limited corporation
with the name of PT. Bank Negara Indonesia (PERSERO), while the bank
decision to become a public company was manifested through an initial public
offering of its shares in 1996.
BNI ability to adapt to environmental, socio-cultural and technological
advances is reflected through the continuous refinement of its corporate identity
over time, which signifies the bank dedication and commitment to continuous
improvement of performance.
A refine corporate identity was introduces in 2004, reflecting positive future
prospects after a year of struggle through a period of hardship. A shorter name of
‘BNI’ replaced the former ‘BANK BNI’, while the year of establishment ‘46’ was
exposed through the logo mark, as a reinforcement of the pride of being the
country first national bank.
Maintaining the spirit of the heroic national struggle that is rooted in its
history, BNI strives to provide the best services for the country, to become the
pride of nations, today and always.
2. Vision and Mission of BNI
Vision of BNI
To be a national bank that can be proud of leading in services and
performance in Indonesia. To be proud of national bank that offers the best
service with the competitive price to corporation market segmentation,
commercial and consumer.
Mission of BNI
Maximize stakeholders’ value by providing financial solutions that are
focused on selected corporate, commercial and consumer market segments.
3. The philosophy of new logo
Character of BNI
The character of BNI is made in new turquoise color, to represent the
strength, authority, uniqueness, and modern image in the performance. The
characteristic is made special to show off the original and unique structure in BNI
performance.
The symbol of ‘46’
The number of ‘46’ is symbolization in BNI birthday; also represent an
inheritance as the first bank in Indonesia. In this logo, the number of ‘46’ position
is diagonally that pierce the peach box to represent the new and modern of BNI
46.
Color pallet
The corporate of color pallet has design reiterate, but still stay on the old
corporate color, which is turquoise and peach. The turquoise color that used in the
new logo is more dark, strength, and represents the stabilization and survive
image. The new orange in the symbol made bright and strong in the performance,
and also represent the confidential and fresh image.
The logo of ‘46’ and BNI represent the modern and dynamic appearance.
While by using the new corporate color represent more perform the BNI identity.
That kind of things will facilitate the BNI to do differentiation in banking industry
and market by illustrate the unique, fresh, and modern image.
Start from the fighting spirit that already grown up based on the history,
BNI has vision and mission to give the best services to Indonesia, also to be the
pride bank in our country.
B. Definition of Marketing
Marketing is the one of the main activity that doing by the business people
in surviving in life, in develop and get the profit. The marketing is development
from the market word that have means the place or facility where the people meet
and make the transaction, in the abstract perspective marketing could say that the
activity or process of the all of the system.
On the below will see from the marketing expert about the meaning of
marketing.
“Marketing deals with identifying and meeting human and social needs”,
Kotler (2003). One of the shortest definitions of marketing is “meeting needs
profitability”. Marketing is a social process and managerial where individual or a
group gets their needs and willingness with do the transaction with other
individual or other group.
Marketing is “an organizational function and a set of processes for
creating, communicating, and delivering value to customers and managing
customer relationships in ways that benefit the organization and its
stakeholders”, Drucker (2002). Means that marketing as a tools or process
communication in introduce the service and products for the people to get the
beneficial for the marketer and customer.
While, Sofyan Assauri (2004) has perspective marketing is the human
activity that have purpose to fulfill the necessary and people willingness by the
changes process. And William J. Stanton (1998) marketing is the system of all of
the business activity that has point to planning, price decision, promotion, and
distribution of goods and services in fulfill the potential buyer needs.
Beside that Kotler (2001) said that marketing is the human activity that
have purposes to make satisfaction of people needed and people willingness by
the changes process.
That understanding could give the figure that marketing by the meet
process among individual or group where they are want to get what they need and
what they want by creating, offering and changes process. Beside that the
marketing is the activities systems that have relationship between one to another
that will be continue in planning, pricing decision, promoting and distribution of
goods and services to customer by individually or grouping.
In running the marketing activity on the company by do the coordination
in order to the purposes and main point that have expectation in marketing side
especially and corporation in general could be reached with effective and
efficient. The coordination that could be creates the synergy with good
management, which called by marketing management.
C. Definition of Bank
The bank is the familiar word for the people, especially for urban people
and even in the town; bank is not the strength thing anymore. Kasmir (2004)
perspective bank is the finance institution that has that main activity collect the
money from the people and distribute back to the people also give another
services of bank.
Meanwhile the finance institution is the company or organization that has
the task in finance subject that the activities only collect the money, or only
distribute the people or can be both of them, which are collect and distribute the
money.
From the explanation on the above we could take the summary that the
bank is the company that have specialization on financial focus, means the
banking system always have connection in financial issue, so the conclusion is the
bank industry have three main activity are collect the money, distribute the money
and give another bank services.
The third activity is giving another service of bank. The purposes in giving
another services of bank is to support the both activity before is collect the money
and distribute the money. Another services that given by the bank to the customer
such as: transfer, clearing, collection, bank card, distribute the fee and payment.
D. Definition of service
Service is present in work or act that can see or invisible from one side to
another side. In generally services that produced and consumed at one time, where
interaction among the person that give services and the person that received the
services is influence the result of services. Kotler (2003) said” a service can be
defined as any activity or benefit that one party can offer another that is essential
intangible and that does not result in the ownership anything. Its production may
or may not tie to a physical product”.
Definition from Zeithaml and Bitner (1996) that “services are deeds,
process, and performance”. In these statement service as process and screen,
service not only resulted from service company, but is including integral thing
that offered by manufacture company. Based on definition above, service means
as invisible thing that involve act or work performance by process and work result
offered by one party to another party. In production service is have related in
physical product, but could not excessively.
on the whole, service is including all economic activity that makes result
not in physical product or construction, commonly it’s consumed at one time
when the product resulted and give the addition value, such as convenience,
entertainment, happiness and healthy or solution of the problem that faced by the
customer.
On the other side, service company or bank give service operation is they
that give customer service products, tangible or intangible thing, such as
transportation, entertainment, food, and education. From many definitions on the
above, give the impression that in services always there are interaction aspects
among consumer and the party that give the service, meanwhile both of party that
involve not always recognize.
Means Service Company or bank attract and concern the customer with
contract system, beside that the member will get the facility and easy thing from
company, with the purpose of company will get the profit.
E. Definition of Marketing In Services
Marketing that developed by McCarthy (1981), that popular with
marketing mix 4P is: “product, price, promotion, and place”. The 4P already
accepted the benefit and affectivity by the marketer. In service industry, products
are not real so that only can see by the process not the result, because of these
characteristic so that the quality is the point in service industry. Because the
characteristics of services not real so the price can be the indicator that
representative the service quality.
The purposes of promotion in marketing is to make the services more real
for the customer, in services communication promoting by “word of mouth” is
very effective in influence the customer. The right place can be makes easy in
distribution the services for the customer to get the products. People in Service
Company or bank are vital elements in do the marketing.
In service industry or bank the process of production always more
important than result. That’s happen because directly interactions between
producers that do the process of production with the customer that consume the
service in the same time. The characteristic of service is not real can be see after
the consumption increasing the risk of taking decision by customer.
Rambat (2001) explain that “marketing merupakan tool atau alat bagi
marketer yang terdiri atas berbagai elemen suatu program pemasaran yang perlu
dipertimbangkan agar implementasi strategi pemasaran dan positioning yang
ditetapkan dapat berjalan sukses”.
F. Definition of Customer Value
Gale (1994) state that, consumer perception to value of the quality offered
by the bank, have more relative highly from the competitor and will be influence
to customer loyalty level, more high value perception that feels by the customer,
so more high the possibility the transaction happen. And the expectation of
relationship that expect is the long term relationship, because the effort and cost
that spend out by the bank is certain more high than have to attract a new
customer or the customer that already leave the bank, from the maintaining
relationship.
For the customer, the product mechanism that feels by customer is same or
higher than the expectation, which give value thinking and also the satisfaction,
Kotler (2000). The attribute value is characteristics product in mind and explained
by the customer. The value consequence is subjective customer estimate as the
consequence from products consumer.
Conceptual models to value variable, not only based on service value
dimension, but also to develop to the quality value of service value that including
in service marketing mix, such as: price, products (services), promotion, and
people, selling services.
The concept attribute value customer services that using in this research is:
1. Price
2. Products (services):
a. Function deposit of transaction tools
b. Function financial movements
c. Deposits multifunction
3. Services:
a. Easy location
b. Speed
c. Convenience
d. Information
e. People
f. Image
g. Professionalism staff (people) and gift (promotion).
G. Definition of Services Quality
The services quality by Tjiptono (2000), basically the service quality
definition or services is the effort in order to fulfill the customer needs and
customer willingness also exactly in delivery to equilibrium the customer
expectation.
While Chandra (2005) said that the quality as the dynamic condition that
has relationship with the product, services, human resource, process and the
environment that could fulfill or can passing the expectation.
The customer perception to services quality is the hall thinking by the
services authority, but also because the services performance most of all the time
not consistent, so the customer often using the sign of intrinsic and extrinsic as the
evidence in intrinsic sign in valuing, that has connected with the output and the
delivering technique, while the extrinsic sign is the support of services.
Kotler and Amstrong (1996) have statement that services have four
characteristics, such as:
1. Intangibility
2. Inseparability
3. Variability
4. Perish ability
The management of Bank has to arrange the strategy in facing the service
characteristics that perish ability. Bank need to make adaptation in order to make
it equilibrium among the total of request with the available of personal that ready
in give the services to customer, that kind of things can be anticipated with the
ATM machine and on line system that have to available on 24 hours in services
optimally.
The services quality have significant contribution in making the customer
retention, differentiation, positioning, word of mouth communication, buy
continually, customer loyalty, market, profitability and strategy of competition in
every market organization, for manufacture company or even the distributor of
services.
The quality has relation with the customer satisfaction. The quality gives
the special support for the customer to make relationship and link that make the
profitable for both of side for the long term. The emotional bond it can make it
possible for company to make understanding what the specific customer needs
and expectation of customer.
In the company revolve, company will increase the customer experience
that amazing and minimize or make a zero the sad experience. Next the customer
satisfaction will gives contribution in create the switching barriers, switching the
cost, and customer loyalty.
The factors that used in evaluating the services quality is that have
intangible characteristic, the customer in general using some of attribute such as:
tangibility, reliability, responsiveness, assurance, and empathy.
There is three of services quality dimension such as: outcome related or
technical quality, process related or functional quality, and image related
dimensions. The third of dimension then explain in seven criteria of service
quality, which are:
1. Professionalism and Skills
The customer thing that the services distributor, the employee,
operational system, and the physically sources have the knowledge and
skill that needs in order to solve the customer problem by professional
2. Reputation and Credibility
The customer believe that the business of services distributor can
trusted, and give the value for money that suitable and represent the
performance and positive value.
3. Attitude and Behavior
The customer feels that the employee of bank has concern to the
customer and try to help in solving the problem with happiness.
4. Accessibility and Flexibility
The customer feels the services distributor, location, operational hours,
employee, and the operational system is arranged and operated well so
makes the customer can easy in access the finance activity. Beside that
also arranged with the purposes in make flexible in fulfill the customer
request and customer willingness.
5. Reliability and Trustworthiness
The customer believe that anything that could happen or that already
ahs agreement, the customer could trust to services distributor,
employee, or the system in fulfill the promises and do the best for
customer.
6. Services Recovery
The customer believes that if there is a fault, the services distributor
will active to take the situation and found the best solution.
7. Service cape: the customer feels that physically condition and
environment aspect of another service encounter will support the
positive experience by the services process.
H. Definition of Customer Satisfaction
In reality customer satisfaction concept is still abstract, achieving of
satisfaction can articulate a simple process or complicated, every people have a
part in give services, it’s very important and influence in build satisfaction, but in
this era customer have to facing variance of products, brand, price, and supplies.
Kotler (1997) said “customer satisfaction is a person’s feeling of pleasure
or disappointment resulting from comparing a product’s received performance
(or outcome) in relations to the person’s expectation”. Means that satisfaction or
dissatisfaction is comparing from expectation of consumer to real service
encounter perception, from the opinion of expert on the above, so can construct
conclusion in generally meaning of satisfied or dissatisfied of customer can see
from suitable among expectation customer with perception.
Meanwhile Tjiptono (2005) have statement that the satisfaction of
customer is the transaction of selling and buying evaluation, where the alternative
that could be choose at least give same result or pass from the customer
expectation, while the unsatisfied it show up if there is no get the outcome at all.
From that definition we can make the formula is:
Customer satisfaction = f (expectation, perceive performance)
From the formula on the above could explain that there is two main of
variable that decide the customer satisfaction are expectation or wish and effort.
The effort is far from the expectation, so the customer will be disappointed or
unsatisfied.
Basically, the customer satisfaction concept is including the differentiation
between level of necessary and performance or the outcome that could be feeling
by customer. That concept could be apply in satisfaction measurement or
unsatisfied to current company quality, because both of the concept is has relation.
The Concept of Customer Satisfaction
Picture 2.1
Source: Rangkuti (2003), Measuring Customer Satisfaction, PT.
Gramedia Pustaka Utama.
The customer that feel satisfied of the company will attract to buy products
of this company all over again, it’s happen because customer felt their willingness
already fill, commonly, expected of customer is estimation or conviction customer
about what customer will get if they buy or consume a products or services.
The Objective of
Company
Customer
Expectation of the
Product
PRODUCT
Customer Needs
and Willingness
The Product Value
for Customer
Customer
Satisfaction Level
One factor that identify customer satisfaction is customer perception about
service quality that have focus in five service dimensions, customer satisfaction ,
besides influenced by services perception also by quality products, price, and
other private factors also situation at that time, customer perception about quality
services should not makes customer use services to give value.
Definition customer satisfaction by Mowen (1990:511) is “customer
satisfaction is defined as overall attitude regarding a good or service after its
acquisition and use it is a post choice evaluative judgment resulting from a
specific purchase selection”. Means that customer satisfaction is all of attitude to
products or service after acquisition and use it.
Interestingly, satisfaction is used as a common marketing benchmark of an
organization’s performance, almost to the exclusion of other issues. The banking
sector is a classic example of an industry where customer satisfaction and repeat
purchase are not positively related, although the PR hype from the banks would
have you believe otherwise.
Definition acquisition in here by Mowen (1990:504) is “the consumption,
disposition, and post choice evaluation of goods, services, and idea. Means that
acquisition are consumption, using, and evaluation from products, services and
idea that choused”. That’s statement supported by Mowen (1990:622) is
“satisfaction refers to an emotional response to evaluation of product or service
consumption”.
Important factor that influence to customer satisfaction is performance
level that given by the bank or service company to customer about the services,
these thing suitable with statement by Mowen (1990:523) “the factor most
important to satisfaction is the level of performance of the product or service. If
the level of product or service quality is high, customer tends to satisfied, even if
they expected such levels of performance”.
I. Definition of Customer Loyalty
Service capability that have by company in giving excellent services to
customer, it is will be effect satisfaction of customer. With satisfaction that felt by
customer it will be achieve loyalty to company.
Customer loyalty is affect of the satisfaction of customer, when customer
felt that the expected and willingness of customer fill up, more customer feel
satisfied more increase the loyal of customer to the company it self, behavioral
loyalty is the purchase behavior actually displayed by customer, cognitive loyalty
relates to the intentions of future behavior expressed by the customer. Finally,
affective loyalty defines the attitude of the customer to the company.
Attitudinal loyalty represents the individual’s feeling towards the
company, which may or may not be translated into purchase behavior, depending
on factors such as cost, alternatives, and convenience. However, attitudinal loyalty
is an important construct as customer with more favorable attitudes are more
likely to stay loyal in the long term.
The increased profit from loyalty comes from reduces marketing costs,
increased sales and reduces operational costs. “Loyal customers are less likely to
switch because of price and they make more purchases than similar non loyal
customer” Reichheld and Sasser (1990).
Loyal customer will also help promote the Service Company or bank. The
customer will provide strong word-of-mouth. Rambat (2001) states, “loyal
customers serve as a ‘fantastic marketing force’ by providing recommendations
and spreading positive word-of-mouth”. Loyal customers are customers who hold
favorable attitudes toward the Service Company or bank, commit to repurchase
the services, and recommend to others.
The customer loyalty, in general, there are three distinctive approaches to
measure loyalty:
1. The behavioral measurement
2. Attitudinal measurement
3. composite measurement
The behavioral measure considers consistent, repetitious purchase
behavior as an indicator of loyalty. Thus, repeat purchase does not always mean
commitment. Attitudinal measurements use attitudinal data to reflect the
emotional and psychological attachment inherent in loyalty. The third approach,
composite measurements of loyalty, combines the first two dimensions and
measurement of loyalty.
According Tjiptono (2000) customer loyalty is commitment created by
customer to brand, shop, or distributor based on positive attitude that
representative in consistent transaction or buying by customer.
Customer loyalty is loyal attitude of customer to company that provide
goods and services, customer satisfaction is factor that also decide customer
loyalty level, another factor such as customer value, customer satisfaction, and
switching barrier (SWA sembada “saatnya mencermati loyalitas pelanggan”,
2005: 27).
Thus method could be concluding is condition of customer will evaluate
services attribute that could buy and customer will be satisfied. Next satisfaction
could decide loyalty or customer desire to do transaction continually,
(www.Suaramerdeka.com).
The loyal customer don’t need to think more in save money in BNI,
because by learning process and experience, the customer found that fulfill
customer willingness. And loyalty is commitment of customer for the BNI, and
the customer will consistent with these commitments.
J. Relationship between Customer Satisfaction and Customer Loyalty
Customer satisfaction is an important issue for marketing managers,
particularly those in services industries. However, it appears that achieving
customer satisfaction is often the end goal, as evidenced by the emphasis on
customer satisfaction surveys. This paper proposes that this focus is due to the
assumption that satisfied customers are loyal customers and thus high levels of
satisfaction will lead to increased sales.
The relationship between satisfaction and loyalty in many instances is
moderated by other factors. That is the strength of the relationship can be lower or
higher given the influence of other variables. The identification and testing of
moderator variables builds on the assumption that satisfaction and loyalty are
related yet distinct constructs.
It appears that customer satisfaction is not necessary for repeat loyalty. In
fact, 70 percent of the customers of these banks are attitudinally loyal: they intend
to repurchase from their current bank despite being dissatisfied. These examples
suggest the nature of the relationship between satisfaction and loyalty is complex.
Yet marketing literature suggests that it is quite simple: satisfaction leads to
attitudinal loyalty Lovelock et al. (2001).
As a result of this assumption, customer satisfaction is often used as a
proxy for loyalty and other outcomes. The authors empirically demonstrate that
satisfaction is not the same as attitudinal loyalty and that there are instances where
satisfaction does not result in loyalty. A business sample was selected due to the
relevance of satisfaction and attitudes in settings of high risk where a high level of
decision making is involved. A sample of 267 businesses was surveyed on their
satisfaction and attitudinal loyalty levels towards an advertising service.
The results indicate that satisfaction and loyalty in a business services
setting are different constructs, and that, while the relationship is positive, high
levels of satisfaction do not always yield high levels of loyalty.
The objective of customer satisfaction measurements should be customer
loyalty, high customer satisfaction will result in increasing loyalty for the firm and
that the customers will be less prone to overtures from competition, however the
ability of customer satisfaction scores to predict such loyalty has not been
adequately demonstrated.
The most frequently mentioned outcome of the marketing process is a
satisfied customer, with many definitions of marketing incorporating this
important marketing concept. Marketing leads to outcomes other than satisfaction,
including awareness, image perceptions and loyalty. There are also other factors
that influence purchasing where satisfaction does not always play a role, lack of
perceived differentiated competitors, such as in the banking industry. Thus,
satisfaction should not be the only goal for marketing practitioners.
Customer loyalty is determined to a large extent by customer satisfaction,
Customer satisfaction index study find a positive connection between customer
satisfactions and stock market return also offer some evidence of the linkage
between customer satisfaction and loyalty.
True loyalty requires commitment to brands, holding a favorable relative
attitude towards brands is indicative of manifest satisfaction and commitment
towards brands, this commitment will interpret into a desire to buy brands,
recommending the brands to others, and loyalty.
Customer loyalty is happen by learning process, where the customer
realize, choose, and evaluate the service company and bank that can fulfill the
expectation and give the satisfaction of customer. Coyne (1989) states,” there are
two critical thresholds affecting the connection between satisfaction and loyalty,
on high side, when satisfaction reaches a certain level, loyalty increases
dramatically”.
Customer satisfaction and customer loyalty measures are very helpful in
keeping customer service. The customer perspective obtained from satisfaction
and loyalty surveys help the bank or organization to priorities those activities
which will deliver the greatest competitive advantage in terms of customer
satisfaction, ensuring the company makes best use of scarce resource.
Customer satisfaction and customer loyalty surveys are important in
ensuring that the voice of the customer is heard at the highest level within an
organization and that business plans are prepared with the customer’s needs in
mind.
While satisfaction itself is an emotional construct, its antecedents or
drivers can be either emotional or cognitive, depending on the situation. Oliver
(1989) proposed five models of satisfaction and its antecedents, three of which
result from disconfirmation of expectations and can be labeled evaluative-based
satisfaction.
The remaining two depict satisfaction as an outcome of non-rational
processes that can be labeled Emotion-driven. Patterson et al (1997) summarized
previous research and indicated that satisfaction does not always have
disconfirmation antecedents. It is the purpose of this paper to demonstrate that
satisfaction is not a proxy for loyalty.
The literature assumes that satisfaction and loyalty are related, but does
not always present empirical evidence for divergence. The relationship between
satisfaction and loyalty is moderated by key psychological and situational
variables, and the method used to examine the relationships can influence the
results. This paper focuses on the first theme, the empirical establishment of
divergence in the constructs in a business service setting. Further research is
needed to investigate the other two issues, and this is detailed in the final section
of this paper.
These issues lead to the identification of three key gaps, which this
research aims at filling. First, there is a lack of empirical evidence for discriminate
validity for satisfaction and attitudinal loyalty. Second, few studies on satisfaction
and loyalty have been conducted in a business-to-business services setting.
Finally, insufficient attention is paid to reporting measurement or constructs
validity when examining the relationship between satisfaction and loyalty.
Dick and Basu (1994) suggest that “low relative attitude with low repeat
purchase connotes absence of loyalty, while low relative attitude with high repeat
purchase indicates spurious loyalty. Satisfaction is thus viewed as an antecedent
of relative attitude”. “However, the ability of customer satisfaction scores to
predict such loyalty has not been adequately demonstrated” Higgins (1997).
K. Consideration framework
The competition among the company more crowded and hard that will be
effect to push the company especially that move in services subject to give a
better services than other, because the services is the important factor in services
industry. Especially for industry that move in banking services subject that really
be concerned by the bank it self.
Tjiptono (2000) said that the quality of services or goods is the effort to
fulfill the necessary and willingness of the customer also the exactly in delivery to
fill the customer expectation.
The factors that used in evaluate the services by Gonroos (2000) explain in
seven criteria in valuation of services, are professionalism and skill, reputation
and credibility, accessibility and flexibility, reliability and trustworthiness,
services recovery and service cape.
The satisfaction is the buyer evaluation where the alternative is chosen by
give the outcome that same or pass the customer expectation, while unsatisfied is
the effect if the outcome could not fulfill the customer expectation.
The satisfaction is the factor that decides the loyalty level of the customer,
the customer that has loyalty will show off the attitude such as: reject another
competitor, buying back and will give reference the goods and services to other
people. The company has to increase the services quality that given to customer so
that the customer will be satisfied and will be affects the loyalty of customer.
Picture 2.2
Consideration Framework
L. Hypothesis
Value
(X1)
Satisfaction (X2)
Customer Loyalty
(Y)
Multiple Linier
Regressions
Conclusion
According Mowen (1995:531) statement that “the loyalty in organization
influences directly by satisfied or unsatisfied of customer by accumulation, when
customers have low satisfaction to an organization”. So the customers also have
low loyalty. These statement supported by Hawkins (1986:699) explain that “the
customer that loyal with an organization show the satisfaction level that higher
than the customer that not loyal or the customer that have low loyalty to an
organization”.
The hypothesis formula that can be approved that has relation between
Services Quality-Satisfaction-Customer Loyalty is:
1. Ho1: there is no significant direct influence between services quality of
banking services variable to customer loyalty in BNI.
Ha1: there is significant direct influence between services quality of banking
services variable to customer loyalty in BNI.
2. Ho2: ρ=0: There is no significant influence between customer satisfaction of
banking services variable to customer loyalty in BNI.
Ha2: ρ≠0: There is significant influence between customer satisfactions of
banking services variable to customer loyalty in BNI.
3. Ho3: There is no significant direct influence between services quality of
banking services with customer satisfaction towards customer loyalties in
BNI.
Ha3: There is significant direct influence between services quality of banking
services with customer satisfaction towards customer loyalties in BNI.
CHAPTER III
RESEARCH METHOD
The research design that will be use in this research is causal research,
which explains about the causal relationship between research variables, the
purposes to make a decision of relationship methods cause and effect from
independent variables to dependent variables. On problem that discussed on
chapter 1 about is there any influence between value, customer satisfaction and
customer loyalty in BNI? The answer according Mowen (1995:531) statement that
explains about customer loyalty is having relationship with satisfied or unsatisfied
of customer to organization. Because of that research method is needed to answer
those problem formulation based on the hypothesis that already discussed on
chapter 2.
B. The Research Scope
The scope of this research is descriptive research and conclusive, where
the definitions of descriptive are:
a. To describe the characteristics from the relevant group
b. To show the variables that have correlation or relationship
c. To make the specifics prediction
And conclusive means these research have a conclusion.
The research is a cause and effect relationship to see the influence between
values, customer satisfaction variable, towards customer loyalty in BNI.
B. Sampling Methods
The sample fill the characteristics of population, so that, the answer of
questioner from the population is representative the people opinion. These
methods in taking sample using non probability sampling, means the methods
taken by subjective and researcher could to choose the respondent.
In this research use the scale that have the purpose to analysis the
respondent opinion about the influence between value, satisfaction of customer
and customer loyalty in BNI Jakarta. The customer of BNI is the object of this
research. The respondent will be asking to answer the questioner to participate in
giving the assessment of services in BNI.
C. Population and Research Sample
1. Research Population
Research population in this case is the customer of BNI. Due to a lot of
number of population customer at BNI, so the representative sample
collection is needed to give a correct picture of the population.
2. Research Sample
The size of variable is determined by:
a. The sizes of total sample minimum are 50 respondents. Actually
before the researcher was using 100 respondents with 15 of questions,
but the result was not valid then, the researcher was tried to use 50
respondents with 31 of questions and the outcome is valid, so the
researcher could continue the research.
b. The research held in BNI, kantor besar, Sudirman, Jakarta.
c. The respondent chooser by this research, following the order; active
customer, means come to BNI minimum once a month, have fix
income, the respondent is chooser with simple random sampling
methods.
D. Data Collection Methods
These research methods did on October 2008 used collection and
observation data, data is collected from BNI Jakarta, there are:
1. Primary Data: data is getting from the survey result with giving
questioner to the respondent that suitable with the population
characteristics of customer BNI Sudirman, kantor besar, Jakarta.
2. Secondary Data: the general data is getting from the last research and
literature about relationship between customer loyalty and customer
satisfaction.
Data that already collected by the respondent, and then will be selected,
edit, suitable with the researcher necessary.
E. Analysis Methods
This research method using the analysis methods is the descriptive
methods. The purpose is to get some figure of descriptive or systematic outline,
actual, accurate about the fact, also the phenomenon relationship that will be
researched and explore.
The level of essential of customer value factor and customer satisfaction
towards customer loyalty will do by Likert method. The instrument of the
question will end result the total score for every member of sample that represent
by every score that already write down, on the below:
Table 3. 1
Likert Scale
Likert Scale Score
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
1
2
3
4
5
Source: Freddy Rangkuti (2003)
1. Validity Test
Validity is an indicator that shows the level of validity or legitimacy of
an instrument. An instrument is valid if could measurement what do
we need. Valid means that instrument could be use to measure what we
want to calculate. Validity that used in this research is construction
validity is the framework from one concept; with calculate among
correlation with moment product correlation formula. With r = 0, 01 if
less from that so the statement is not valid.
2. Reliability Test
The instrument that used for many times to measure the same object
will make a same data of the result. To measure the reliability
coefficient could use with alpha cronbach formula.
Where:
R 11 = Instrument Reliability
k = sum of Question
σ2
= Total Variance
σ2 b = Sum of Variance
3. Multiple Linier Regression
( )
−=
∑21
2
111
σ
σb
k
kr
In this research using model is multiple linier regression analysis. This
model used because wants to looking for the influence value (X1) and
satisfaction (X2) to customer loyalty (Y) in BNI.
Multiple linier regressions the formula is:
Y = α + b1 X1+ b2 X2+ ε
Where:
Y = Dependent Variable
a = constantan (price Y if X = 0)
b = Coefficient Regression
X1 = Independent Variable (Customer Value)
X2 = Independent Variable (Customer Satisfaction)
ε = Standard Error
4. Classic Assuming Test
a. Autocorrelation
Autocorrelation is the relationship that happen among the member
from observation that systematize in time combination that connected
with time length that could means that, correlation relationship from
every variable now will have same condition with future condition.
One of analysis that used to analyze the autocorrelation is with Durbin
Watson
( )
∑∑ −−
=n
nn
e
eed
2
1
Where:
Ho: there is no correlation
Ha: there is positive/negative correlation if Durbin Watson < -2
so there is positive autocorrelation, and if DW >2 so it is negative
correlation.
b. Multikolinearity
Multikolinearity used to prove there is correlation linier between
independent variable in regression model. If independent variable
creates the perfect correlation it could be perfect multikolinearity.
To analyze is there any multikolinearity or not in regression model
with do the observation the tolerance value and variance inflation
factor (VIF). Independent regression model multikolinearity have VIF
value approximately on 1 until 10 and have tolerance number close to
the fault in estimation independent variable capacity as a dependent
variable predictor.
The multikolinearity test do by consider VIF value regression if
VIF value of independent variable bigger than 10 so, the conclusion
that a variable have strong linier relation with another independent
variable. To decrease the multikolinearity is disappear the independent
that variable from the similarity regression.
c. Heterokedastisity
Heterokedasity show that the variance of variable there is no same
for every observation. The fault of heterokedasity happen not random,
but show the systematically relation based on the biggest one or more.
Heterokedasity have purpose to check is there any regression
model happen in differentiation variance of residual or another
observation is still same so can called by homokedasity and not
heterokedasity.
To analyze is there any heterokedasity, use some method, which are:
(i) Observe the graphic plot between variable prediction variable
connected (ZPRED) with the residual (SRESID). To detect is there
any heterokedasity could do with consider current method in
scatter plot graphic between SRESID and ZPRED, where point Y
is Y that already predicted and point X is the residual (Y prediction
– Y real).
(ii) Basic analyzes, if there is current point that make a systematize
figure. If there is no clear model by point spread on the above and
below on zero in Y point, so there is no heterokedasity.
5. Hypothesis test
a. Partial test
The objective to make a conclusion regarding the influence of
independent variable (X) to dependent variable.
So, the formula such as:
Sb
Sebttest
−=
∑ ∑
Χ−Υ
=
n
SeSb
2
2
( )2
2
−
ΧΥ−Υ−Υ=∑ ∑ ∑
n
bSe
α
Where:
a = Constantan
b = Coefficient correlation
N = Total sample
Sb = Error Coefficient Correlation
Se = Estimation Error
If T test > T table so Ho rejected and Ha accepted, means
independent variable by partial have significant influence to dependent
variable .
If T test < T table so Ho accepted and Ha rejected, means
independent variable by partial don’t have significant influence to variable
dependent.
b. F test (simultan)
To do hypothesis analysis, so there is role that needs to be concerned is
the formulation zero hypotheses (ho) and we also need to put the
alternative hypothesis (ha), such as:
1. Ho : ρ = 0 there is no significant influence between variable X1
and X2 to variable Y.
2. Ha : ρ ≠ 0 there is significant influence between variable X1
and X2 to variable Y.
This analyzes to analyze all the independent variable together can
influence to dependent variable. So the formulate to F test is:
( ) ( )1/1
/1
2
−−−=
KnR
kRf
If F test > F table so Ho rejected and Ha accepted, means independent
variable together have significant influence to dependent variable.
If F test < F table so Ho accepted and Ha rejected, means independent
variable together don’t have significant influence to dependent variable.
F. Research operational variable
The variable in this research there are independent variable and dependent
variable, which is:
1. Independent variable
This variable called by stimulus variable, predictor, antecedent. Or in
bahasa can call with variable bebas. Independent variable is the variable
that gives influence or the causal of the changes happen or the effect from
dependent variable. In this research that being the independent variable is
service quality (Professional and Skill, Reputation and Credibility,
Attitude and Behavior, Accessibility and Flexibility, Reliability and
Trustworthiness, Services Recovery, and Service Cape) (X1) and
satisfaction (X2).
2. Variable dependent
This variable always calls by output variable, criteria, consequence. In
bahasa called by variable terikat. Dependent variable is the variable that
influence or that to be the effect, because of the independent variable. The
variable dependent in this research is the customer loyalty (Y).
customer satisfaction is formed by the elements of customer
satisfaction, there are; First, services quality is the element formed
satisfaction of customer that shows of all that formed the services, so that
the services have the value added for the customer. Second, Reliability is
the element formed satisfaction of customer that shows the services of
bank, the bank that able to be pledged, so that the services that resulted by
the bank suitable with the bank promised. Third, convenience of
acquisition is the element formed satisfaction of customer that shows of
the easy things that given by the bank for the customer of the services that
resulted in getting the product of services by the bank.
To measure faithfulness of customer loyalty can do by behavioral
measurement, attitudinal measurement, measuring satisfaction, and
commitment. From that’s element, only one element that use to analysis of
customer loyalty is the behavioral measurement consider consistent,
repetitious purchase behavior as an indicator of loyalty the customer to the
bank.
Table 3.2
Operational variable research
No Variable Sub Variable Indicator
1.
Service Quality (X 1)
Professionalism
and Skills
Reputation and
Credibility
1. Capability in fulfill the
services
2. The knowledge of
employee about the
products of bank
3. The employee have
knowledge and skills when
handle the problem
4. Bank has good
reputation
Attitudes and
Behavior
Accessibility and
Flexibility
5. Follow the rules and
regulation of banking
system
6. The clandestine / secret
of the customer cover by
bank
7. Give the guarantee of
security to customer
8. The employee
concerned to customer of
bank.
9. The employee always
ready to help customer.
10. The employee aware
with the problem that
faced by Customer.
11. The customer feels
easy doing transaction all
the time.
12. The electric payment
and telephone
Reliability and
Trustworthiness
Services Recovery
Service Cape
13. The transaction
process is fast and quick
14. The machine ATM
facility is complete and
spread.
15. Provide the services
suitable with the promises
16. keep notes and
document without a
mistake
17. Can trusted in solve
the problem
18. Can finish the trouble
if there is a mistake.
19. Can give solution
when the fault happens.
20. The employee could
handle the situation if fault
happens.
21. The physically
2.
3.
Customer satisfaction
(X2)
Customer loyalty (Y)
Evaluation
performance of building
and good interior.
22. Modern facility and
tools
23. Enough teller and
customer Service.
24. The services suitable
with the customer needs.
25. Appropriate between
customer expectations
with the fact.
26. Will say the positive
things about bank
27. Give recommends and
support people to use the
bank services.
28. The customer always
does buying continually.
29. The customer will
reject another competitor.
30. Customer will use
bank services in the future.
31. Make reference to
other people.
CHAPTER IV
ANALYSIS
A. General Description of Research Object
1. Location and Time of Research
This research is held in PT. Bank Negara Indonesia (persero), Tbk.
Kantor Besar, Sudirman, Jakarta. Research data is found through distributing
questionnaires and collecting the information directly. The distribution of
questionnaires started on October 2008.
2. Characteristics of Respondent
The questionnaires has been distributed to 50 respondents of customers
at PT. Bank Negara Indonesia (persero), Tbk. It is a representative sample that
is needed to give a correct picture of the whole population.
B. Analysis and discussion
1. Valid and Reliability Test
Before the questioner was spread to the 50 respondents, the researcher
tried out or survey to 10 respondents with 31 questions to test the validity also
reliability from the entire questionnaire.
The standardization of questions was tried out with 10 respondents.
The questioner divided three main variables which are services quality
variable, customer satisfaction variable and customer loyalty. The service
quality variable divided to be 7 sub variables, which are: Professional and
Skills, Reputation and Credibility, Attitudes and Behavior, Accessibility and
Flexibility, Reliability and Trustworthiness, Services Recovery, and Service
Capability, that have 24 indicator and sub indicator.
In Satisfaction variable there is one sub variable, which is Evaluation
that have indicator or sub indicator. And for customer loyalty variable have 3
sub indicators.
Table 4.1
The Result of Analysis of Influence between Service Quality and Customer
Satisfaction towards Customer Loyalty in PT. BNI 46
No. of
Instrument
Item
Correlation
Cronbach’s
Alpha
Information
Question_1
Question_2
Question_3
Question_4
Question_5
Question_6
Question_7
Question_8
Question_9
Question_10 Question_11
Question_12 Question_13
Question_14 Question_15
Question_16 Question_17
Question_18
Question_19
Question_20
Question_21
Question_22
Question_23
Question_24
Question_25
Question_26
Question_27
Question_28
0.368
0.577
0.542
0.799
0.378
0.342
0.255
0.722
0.418
0.299 0.172
0.210 0.767
0.113 0.865
0.298 0.922
0.421
0.313
0.102
0.799
0.391
0.791
0.400
0.903
0.758
0.714
0.821
0.938
0.936
0.936
0.933
0.938
0.938
0.939
0.934
0.937
0.939 0.939
0.939 0.934
0.939 0.934
0.938 0.931
0.937
0.938
0.941
0.933
0.937
0.933
0.938
0.933
0.933
0.934
0.933
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid Valid
Valid Valid
Valid Valid
Valid Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Question_29
Question_30
Question_31
0.620
0.797
0.794
0.935
0.933
0.933
Valid
Valid
Valid
Source: Primary Data (Try Out)
According the try out result from the data from 31 of question that
give to 10 respondents, there is no negative correlation of value, so when
did spreading to 50 of respondents, the 31 of question could be used again
as the standardization of research questioner.
C. The Questioner Result of Service Quality
The outcome of questioner will illustrate to see the response
frequency from the respondent and customer of BNI that have capability to
how the BNI could be fulfill the needs and willingness of customer about
services, facility and so on.
Table 4.2
BNI Sudirman has capability in fulfill the services
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 disagree 2 0 0 % 0 Neutral 3 1 2 % 3
Agree 4 34 68 % 136 Strongly Agree 5 15 30 % 75
TOTAL 50 100 % 214
The table above shows the majority of respondent have stated that
that BNI has the capability and capacity in fulfill the services. Around
30% of respondent strongly agree with the statement regarding BNI of the
ability in accomplish the services that needs by customer and 68%
respondent have statement agree of capability that had by BNI in fulfill to
customer, while only 2% is neutral. This means Customer believe BNI
have capability of BNI in giving the best services.
Table 4.3
The employees have knowledge about the products of BNI
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 disagree 2 0 0 % 0 Neutral 3 13 26 % 39 Agree 4 33 66 % 132
Strongly Agree 5 4 8 % 20 TOTAL 50 100 % 191
The some of respondent have stated that employees have the
knowledge about the product of bank. This is proven by the 50 respondent,
approximately 8% of respondent is agree with the statement that said the
employee have knowledge about the banks products. Around 66% is
strongly agreed, while about 26% of respondent is neutral. And there is no
respondent disagree with the statement.
Table 4.4
The employee of bank has knowledge and skill in handle the problem of
customer
Scale Score Total
Customer percentage Total
Strongly 1 0 0 % 0
Disagree disagree 2 0 0 % 0
Neutral 3 2 4 % 6 Agree 4 43 86 % 172
Strongly Agree 5 5 10 % 25 TOTAL 50 100 % 203
On table 4.4 explain that from 50 respondent that 10% said that
strongly agree, 86% of respondent have statement agree with the statement
and 4% of respondent is neutral. It is prove that the employee of bank has
knowledge and skill in handle the problem of customer.
Table 4.5
BNI has good reputation on customer perspective
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 disagree 2 0 0 % 0 Neutral 3 5 10 % 15 Agree 4 22 44 % 88
Strongly Agree 5 23 46 % 115 TOTAL 50 100 % 208
The table above proves that the majority of respondent feel that
BNI has good reputation on customer perspective, because it can be see
from the table that show from 46% of respondent said strongly agree, 44%
of respondent is agree with the statement, and only 10% of respondents
choose the neutral one. With BNI that has already established for long
time so that many customer believes with the BNI reputation.
Table 4.6
BNI follow with the banking regulation
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 disagree 2 0 0 % 0
Neutral 3 8 16 % 24 Agree 4 40 80 % 160
Strongly Agree 5 2 4 % 10 TOTAL 50 100 % 194
The table 4.6 above shows the majority of respondent have stated
that BNI always following the regulation of banking. It is because the 50
of respondent statement with 4% of respondent have statement strongly
agree, and 80% of respondent agree with the statement, and only 16% that
choose to be neutral. Means customer is agreeing that BNI always follow
and run in the right regulation of banking system.
Table 4.7
BNI can guarantee the clandestine of customer
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 disagree 2 0 0 % 0
Neutral 3 2 4 % 6 Agree 4 36 72 % 144
Strongly Agree 5 12 24 % 60
TOTAL 50 100 % 210
The table 4.7 above explains that the majority of respondent have
stated that BNI can guarantee the clandestine of the customer so customers
can feel secure and protected in doing financial activity in BNI, thus
statement is supported by 24% of respondent is strongly agree and 72% of
respondent is agree, while the 4% of respondent choose the neutral.
Table 4.8
The bank could give the guarantee of security feels to customer
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 disagree 2 0 0 % 0 Neutral 3 3 6 % 9 Agree 4 43 86 % 172
Strongly Agree 5 4 8 % 20 TOTAL 50 100 % 201
BNI could make the customer fells secure in doing finance activity.
This statement can be proved with the majority of respondent around 8%
of respondent is strongly agree with the statement, also 86% of respondent
is agree feels secure in doing transaction in BNI, and only 6% that pick the
neutral answer.
Table 4.9
The employee have concern attitude to customer.
Scale Score Total
Customer Percentage Total
Strongly Disagree 1 0 0 % 0
disagree 2 0 0 % 0 Neutral 3 5 10 % 15
Agree 4 39 78 % 156 Strongly Agree 5 6 12% 30
TOTAL 50 100 % 201
The table 4.9 on the above explains that 12% of respondent
strongly agree with the statement about the employee that concern act with
the customer, around 78% of respondent also agree with that statement,
and 10% of respondent is neutral. It is means that employee of BNI have
concern and caring attitude to customer.
Table 4.10
The employee ready to help the customer
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0
disagree 2 0 0 % 0 Neutral 3 1 2 % 3 Agree 4 46 92 % 184
Strongly Agree 5 3 6% 15 TOTAL 50 100 % 202
The table 4.10 above wants to show that from 50 of respondent
there is 6% of respondent is strongly agree, around 92% of respondent is
agree, and 2% of respondent is choose neutral. It is prove that employee of
BNI always be ready in services and help customer.
Table 4.11
The employee aware with customer problem
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 disagree 2 0 0 % 0 Neutral 3 12 24 % 36 Agree 4 32 64 % 128
Strongly Agree 5 6 12% 30 TOTAL 50 100 % 194
The table 4.11 above explain that the majority of respondent said
that the employee of bank aware with the customer’s problems. There are
2% of respondents that strongly agree about the customer could make
transaction every time, and 64% of respondent is agreeing, while only 9%
choose neutral.
Table 4.12
BNI make the easy for customer in do transaction all the time
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 disagree 2 0 0 % 0 Neutral 3 10 20 % 30
Agree 4 34 68 % 136
Strongly Agree 5 6 12 % 72 TOTAL 50 100 % 238
The table 4.12 above show that the majority of respondent feels
easy in do transaction all the time, it’s proved about 12% is strongly agree
with the statement, around 68% of respondent is agree, and 20% of
respondent have statement neutral.
Table 4.13
BNI give the easy thing to electric and telephone payment
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 0 0 % 0 Neutral 3 6 12 % 8 Agree 4 36 72 % 144
Strongly Agree 5 8 16% 40 TOTAL 50 100 % 192
The table 4.13 on the above explains that 16% of respondent that
have statement strongly agree, there is 72% of respondent make a
statement agree, 12% is neutral, and there is no respondent said disagree
will reject use another bank services, means that the customer already feels
easy when do electric and telephone payment with BNI services.
Table 4.14
BNI could give quick and short transaction of services
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 2 4 % 4 Neutral 3 10 20 % 30 Agree 4 36 72 % 144
Strongly Agree 5 2 4% 10 TOTAL 50 100 % 188
The table explain that 4% of respondent said that strongly agree,
72% of respondent said agree, 20% of respondent is neutral, and 4% of
respondent said disagree, while there is no respondent strongly disagree.
The majority of respondent is agreeing with statement that BNI could give
fast and short time transaction in services.
Table 4.15
BNI have good performance in machine ATM facilities, complete and
Spread in much area
Scale Score Total percentage Total
Customer
Strongly Disagree 1 0 0 % 0 Disagree 2 0 0 % 0
Neutral 3 1 2 % 3 Agree 4 41 82 % 164
Strongly Agree 5 8 16% 40 TOTAL 50 100 % 207
The table 4.15 on the above explains that the majority of
respondent have a statement that the BNI have good performance also
good performance in ATM machine and spread in much area. 16% of
respondent said strongly agree, 82% of respondent is agree, and 2% of
respondent is neutral. The majority respondent is agree, it is based on
much ATM machine own by BNI that spread in many places to get the
customer whatever the place.
Table 4.16
BNI provide the services suitable with the promise
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 0 0 % 0 Neutral 3 9 18 % 27 Agree 4 40 80 % 160
Strongly Agree 5 1 2% 5 TOTAL 50 100 % 192
According the table 4.16 on the above, that explain 2% of
respondent is strongly agree, 80% of respondent have statement agree,
18% of respondent choose neutral, it is prove and explain that BNI could
provide the services according with the promises.
Table 4. 17
BNI could save the customer data very well and keep the secret
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 0 0 % 0 Neutral 3 5 10 % 5 Agree 4 44 88 % 176
Strongly Agree 5 1 2% 5 TOTAL 50 100 % 196
The table 4. 17 explain that the majority of respondent is agree
with statement that said BNI keep the customer data very well and save.
2% of respondent is strongly agree, 88% of respondent is agree with the
statement, and 10% of respondent said neutral. While there is no
respondent choose disagree.
Table 4.18
The employees have good performance in handle the problem
Scale Score Total
Customer percentage Total
Strongly 1 0 0 % 0
Disagree Disagree 2 1 2 % 2
Neutral 3 8 16 % 24 Agree 4 39 78 % 156
Strongly Agree 5 2 4% 10 TOTAL 50 100 % 192
Table 4. 18 explain that the employee have good performance in
handle the problem of customer. That statement could see from 4% of
respondent said strongly agree, 78% of respondent said agree with the
statement, 16% of respondent said neutral, and 2% of respondent said
disagree.
Table 4. 19
The employee could finish the fault happen
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 0 0 % 0 Neutral 3 11 22 % 33 Agree 4 37 74 % 148
Strongly Agree 5 2 4% 10 TOTAL 50 100 % 191
Table 4. 19 explain that 4% of respondent said strongly agree, 74%
of respondent said agree with the statement, and 22% of respondent is
neutral. While there is no respondent choose disagree. That prove the
employee could finish the problem of customer.
Table 4. 20
The employee can give solution if there is a fault
Scale Score Total percentage Total
Customer
Strongly Disagree 1 0 0 % 0 Disagree 2 0 0 % 0
Neutral 3 6 12 % 18 Agree 4 43 86 % 172
Strongly Agree 5 1 2% 5 TOTAL 50 100 % 195
Table 4.20 show that 2% of respondent is strongly agree with the
statement, 86% of respondent is agree, and 12% of respondent said
neutral, while there is no respondent said disagree. That prove the
employee can give the problem solution from the customer perspective.
Table 4. 21
The employee can handle the situation if there is a fault
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 0 0 % 0 Neutral 3 4 8 % 12 Agree 4 23 46 % 92
Strongly Agree 5 23 46 % 115 TOTAL 50 100 % 219
The table 4. 21 shows that 46% of respondent said strongly agree,
46% of respondent said agree, and 8% of respondent said neutral for the
statement. That prove the employee is expert in handle the situation.
Table 4.22
The physically appearance and good interior
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0
Disagree 2 1 2 % 2 Neutral 3 2 4 % 6
Agree 4 32 64 % 128 Strongly Agree 5 15 30 % 75
TOTAL 50 100 % 211
Table 4. 22 explain that majority of respondent said agree with the
good physically appearance and building interior. That prove by 30% of
respondent said strongly agree, 64% of respondent said agree, 4% of
respondent is neutral, and 2% of respondent is disagree.
Table 4.23
The employee always fresh look and polite
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0
Disagree 2 0 0 % 0 Neutral 3 0 0 % 0 Agree 4 30 60 % 120
Strongly Agree 5 20 40 % 100 TOTAL 50 100 % 220
Table 4. 23 shows that majority of respondent said the employee
always fresh look and polite. It is prove by 40% of respondent said
strongly agree, and 60% have is agree with the statement. While there is
no respondent choose neutral and disagree. That think it is the principle of
BNI to give good performance for customers.
Table 4.24
Enough Teller and Customer Services
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 1 2 % 2
Neutral 3 3 6 % 9 Agree 4 41 82 % 164
Strongly Agree 5 5 10 % 25 TOTAL 50 100 % 200
Table 4. 24 shows 10% of respondent said strongly agree, 82% of
respondent is agree with the statement, 6% of respondent said neutral, and
2% of respondent is disagree, while there is no respondent said strongly
disagree. From 50 respondents said that BNI have enough teller and
customer services to service customer.
Table 4.25
BNI give the services according with the customer needs
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 0 0 % 0
Neutral 3 2 4 % 6 Agree 4 34 68 % 136
Strongly Agree 5 14 28 % 70 TOTAL 50 100 % 212
Table 4. 25 shows the majority of respondent said that BNI give
the services suitable with the customer needs. That could be prove by 28%
of respondent said strongly agree, 68% of respondent said agree, and 4%
of respondent is neutral. That shows the services of BNI are suitable with
customer necessary.
D. The Questioner Result of Customer Satisfaction
The Questioner Result shows the frequency of the 50 respondent
that answer the fourth question about satisfaction from the BNI’s
performance with the expectation of customers repeating the transaction.
Table 4.26
The performance of BNI based on expectation of customer
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 2 4 % 4 Neutral 3 4 8 % 12 Agree 4 38 76 % 152
Strongly Agree 5 6 12 % 30 TOTAL 50 100 % 198
Table 4. 26 show that the majority of respondent said that the BNI
performance is based on with the customer expectation. It is prove with 12
% of respondent said strongly agree, 76 % of respondent is agree, 8 % of
respondent is neutral, and 4 % of respondent said disagree. This shows that
BNI’s performance is quite suitable to the customer expectations.
Table 4.27
The physically appearance and good interior
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 1 2 % 2 Neutral 3 8 16 % 24
Agree 4 36 72 % 144 Strongly Agree 5 5 10 % 25
TOTAL 50 100 % 195
Table 4. 27 shows that the majority of customer would like to say
positive things about BNI to other people. It is proven with 10 % of
respondent that said strongly agree, 72 % of respondent is agree, 16 % of
respondent said neutral, and 2 % of respondent said disagree. Means
customer of BNI is agreeing with statement about BNI have physical
appearance and good interior.
Table 4.28
The customer will recommend BNI to another people in using banking
services
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 1 2 % 2 Neutral 3 12 24 % 36
Agree 4 36 72 % 144 Strongly Agree 5 1 2 % 5
TOTAL 50 100 % 187
Table 4. 28 explain that the majority of customer will recommend
to other people to use BNI’s banking services. It is proven with 2 % of
respondent said strongly agree, 72 % of respondent said agree, 24 % of
respondent said neutral, while 2 % of respondent disagree. Most
respondents said that they agree, which means that the customer is
generally satisfied and will give recommendations to other people.
Table 4.29
The customer will repeat the transaction
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 2 4 % 4 Neutral 3 7 14 % 21 Agree 4 39 78 % 156
Strongly Agree 5 2 4 % 10 TOTAL 50 100 % 191
Table 4. 29 explain that the majority of respondents said the
customer will do transaction continually. It is proven by 4 % of respondent
that strongly agree with the statement, 78 % of respondent said agree, 14
% of respondent said neutral, and 4 % of respondent said disagree.
E. The Questioner Result of Customer Loyalty
Below are the questioner results of customer loyalty to see the
frequency of answer from 50 respondents. It is consisted questions that
start with the percentage of rejecting another bank, continuality, and
recommendations to other people.
Table 4.30
The customer will reject another bank
Scale Score Total
Customer percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 7 14 % 14 Neutral 3 25 50% 75 Agree 4 17 34 % 68
Strongly Agree 5 1 2 % 5 TOTAL 50 100 % 162
Table 4.30 on the above shows that 2 % of respondent said that
strongly agree will reject using another banking services, 34 % of
respondent said agree, 50 % of respondent said neutral, and 14 % of
respondent said disagree. Many customer that reject to use another
banking services, proves that the customers have loyalty to BNI.
Table 4.31
The customer will always use banking services of BNI in the future
Scale Score Total
Customer percentage Total
Strongly Disagree 1 1 2 % 1 Disagree 2 0 0 % 0
Neutral 3 19 38% 57 Agree 4 28 56 % 112
Strongly Agree 5 2 4 % 10 TOTAL 50 100 % 180
Table 4. 31 show that the majority of customer will keep using
banking services of BNI in the future. That is prove by 4 % of respondent
said strongly agree, 56 % of respondent said agree with the statement, 38
% of respondent is neutral, and 2 % of respondent is strongly disagree.
Many customers that will be use the banking services of BNI in the future,
means that the customer has loyalty to BNI.
Table 4.32
The customer will give reference BNI to other people
Scale Score Total
Customer Percentage Total
Strongly Disagree 1 0 0 % 0 Disagree 2 1 2 % 2 Neutral 3 12 24% 36
Agree 4 36 72 % 144 Strongly Agree 5 1 2 % 5
TOTAL 50 100 % 187
Table 4. 32 show about the majority of customer will give
reference the bank to other people, that statement is proven by 2 % of
respondent said that strongly agree with statement, around 72 % of
respondent said agree, 24 % of respondent is choose neutral, and 2 % of
respondent said disagree. That statement proves that customer will
reference other people about BNI services, and it indicates customer
loyalty.
F. The Multiple Classic Regression Assumption Test
1. Multicolinearity Test
Table 4.33
Coefficients (a)
Collinearity Statistics Model
Tolerance VIF 1(Constant)
Serv_Q 0.577 1.733 Cust_Sat 0.577 1.733
a. Dependent Variable: Customer loyalty
Based on the table the first classic assumption there is the
multicolinearity in the result of regression model. The regression models
are independent from multicolinearity if the VIF (variance inflation factor)
not more than 10 and the tolerance value is no less than 0.1. It can be seen
from the table so it can be seen that the VIF is 1.733 and the tolerance
value is 0.577. So it can be concluded that the regression model is
independent from multicolinearity.
2. Heterokedasity Test
Table 4.34
3210-1-2-3-4
Regression Standardized Predicted Value
4
2
0
-2
-4
Re
gre
ss
ion
Sta
nd
ard
ize
d R
es
idu
al
Dependent Variable: Cust_Loyal
Scatterplot
Based on the scatter plot above, the residual spread is not
organized. That could see from the plot that points are separated
and unorganized. With that result, we can come to the conclusion
that the homokedasity or similarity regression that fulfills the
heterokedasity.
3. Data Normality Test
Table 4.35
1.00.80.60.40.20.0
Observed Cum Prob
1.0
0.8
0.6
0.4
0.2
0.0
Ex
pe
cte
d C
um
Pro
b
Dependent Variable: Cust_Loyal
Normal P-P Plot of Regression Standardized Residual
Based on the picture 4.35 on the above, we can see that points are
spread surrounding the diagonal line and following the diagonal direction,
so the regression model fulfills the normality assumption and regression
model that is used to predict the service quality and satisfaction based on
customer loyalty.
G. Multiple Linier Regression
1. Determination Coefficient (R2)
Table 4.36
Model R R
Square
Adjusted R
Square
1 0.647 0.418 0.393 a. Predictors: (constant), Cust_Sat, Serv_Q
b. Dependent Variable: Cust_loyal
From the model summary above, we can see that determination of
coefficient ( R Square ) around 0.418 means that the services quality and
satisfaction has influence to customer loyalty at 41.8 % while the rest is
58.2 % influenced by another variable that is unknown and not included in
this regression analysis.
2. Similarity of Multiple Linier Regression
Table 4. 37
Understandardized
Coefficient Model
B Std.Error
1 (constant) 0.926 3.003
serv_Q 0.027 0.04
Cust_Sat 0.459 0.116
The result of the coefficient regression shows that constantan
coefficient value is 0.926 and with the T test is 0.308. The significant
value is 0.759. The slope coefficient of services quality is 0.027 with the T
test of 0.672 and significant value of 0.505.and coefficient slope of
customer satisfaction of 0.459 with T test value of 3.949 and significant
value of 0.000.
The result is the regression similarity:
Y = 0.926 + 0.027 X1 + 0.459 X2
Where:
Y = customer loyalty
X1 = services quality
X2 = satisfaction
From the similarity means that the price of 0.926 is the constant
value shows that the factors influence the services quality and satisfaction,
the value of customer loyalty around 0.926.
The service quality variable ( X1 ) have positive influence to
customer loyalty, with coefficient regression about 0.027, means there is
effect on increasing customer loyalty about 0.027.
The satisfaction variable ( X2 ) have the positive influence to
customer loyalty, with the coefficient regression around 0.459, means that
there is the effect of increasing the customer loyalty around 0.459.
3. F Test
Table 4. 38
ANOVAb
46.918 2 23.459 16.895 .000a
65.262 47 1.389
112.180 49
Regression
Residual
Total
Model1
Sum of
Squares df Mean Square F Sig.
Predictors: (Constant), Cust_Sat, Serv_Qa.
Dependent Variable: Cust_Loyalb.
Based on the table 4.38 on the above, it is shown that the multiple
coefficient regression result by F test is 16.895 while the significant level
shows 0.000 < 0.05 and F table is 3.23 with the independent degree of 47,
so the conclusion that F test > F table, means that significant. It means Ho
is rejected and Ha is accepted. It can be concluded that there is significant
influence between services quality and satisfaction to customer loyalty in
BNI.
4. T Test
Table 4.39
Coefficients
Model t Sig.
1 (Constant) .308 .759
Serv_Q .672 .505
Cust_Sat 3,949 000
a. Dependent Variable: Cust_Loyal
Based on the coefficient table on the above, to know the influence
of each dependent variable, such as:
1. The variable X1 (service quality) T test 0.672 < T table 1.684 and
significant value is 0.505 > 0.05. That means Ha is rejected, so that the
services quality variable does not influence to variable Y (customer
loyalty).
2. To variable X2 (satisfaction) T test 3.949 > T table 1.684 and
significant is 0.000 < 0.05. Means Ha is accepted, so the satisfaction
variable is influence by significantly to variable Y (customer loyalty).
CHAPTER V
CONCLUSION AND IMPLICATIONS
A. Conclusion
a. Based on the coefficient correlation R between services quality and
satisfaction to customer loyalty approximately 0.0647, means that
there is a positive relationship between services quality and
satisfaction towards customer loyalty in BNI. The significance of R
Square (R2) id the determination of index, is the percentage that
present the influence of variable X1 (services quality) and X2
(satisfaction) to Y (customer loyalty), with the significant of R
Square around 0.418 or 41.8 % while the residue around 58.2 % is
influenced by another variable.
b. Based on the significant T test < T table in services quality is
around 0.672 < 2.0105 it is means Ha is rejected. This means that
services quality variable (X1) has no significant influence towards
customer loyalty (Y).
c. Meanwhile the significant of T test > T table in satisfaction (X2) is
around 3.949 > 2.0105 that means Ha is accepted. This means that
the satisfaction variable (X2) significantly influences customer
loyalty (Y).
d. Based on the hypothesis test can analysis and knowing by the F test
> F table, is 16.895 > 3.191 means the significant of Ha is accepted
and Ho is rejected. So this means that there is significant influence
between services quality and satisfaction towards customer loyalty.
e. From the multiple linier regressions similarity of variable it is
proven that an amount of influence is given to customer loyalty by
the customer satisfaction and services quality variable as it is
amounted to 0.0459 and 0.027 respectively.
B. Implications
Based on the conclusion on the above, that customer loyalty in BNI
is significantly influenced by the factors of service quality and satisfaction.
We can also conclude that there is influence on services quality and
satisfaction to customer loyalty in BNI, but the stronger in influence
between services quality and satisfaction towards customer loyalty is the
satisfaction factors.
These things could be analyzed and seen by the total of data
accumulation that already processed before. The multiple regression
analysis is derived from the multicolinearity indicator, heterokedasity and
autocorrelation. From the conclusion,
The implication from this research is the company that needs to do
more service quality to influence the customer loyalty such as with
improving the professionalism and skills, reputation and credibility,
attitude and behavior, accessibility and flexibility, reliability and
trustworthiness, services recovery and services capability. With these
factors in check, the overall service will make the customer feels satisfied
with the services quality in BNI.
In services industry, service quality to customers is of the utmost
importance. The customer will move to other service providers –banks, in
this case- if services are worse than others. Performance must always suit
or exceed customer expectations if the company wants to keep its
customers loyal.
The banks are a very reputation oriented industry. Customer
perspective is very important. Customers who have a positive perspective
about a bank may spread the news to other people, so the image given to
customers is very important.
In order for Banks to have loyal customers, it is proven in this
research that it vital for them to have a strong quality of service and
customer satisfaction that can be gained from many varying factors which
include; Professionalism and Skills, Reputation and Credibility, Attitudes
and Behavior, Accessibility and Flexibility, Reliability and
Trustworthiness, Services Recovery, and Service Capability.
C. Recommendation
Recommendation for this research is:
1. Program to increase long time relationship with customer of BNI is
needed to do by the increasing of staff professionalism in front
liner also in customer services. Staff professionalism it is not
including technique of skills from the task but also non technique
such as: humanity.
2. This research have indication that services quality is not significant
influence to customer loyalty in BNI, because of that, BNI have to
increase quality using the branch office of BNI. Using BNI branch
office and create good coordination to make customer satisfied.
3. Recommendation to next another researcher, hopefully to continue
this research, because this research is far from perfect and don’t
have yet the ideal component where the component is important to
make customer satisfaction as a factor to create customer loyalty,
and increasing the service quality performance for next research.
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