THE EFFECT OF NUSA NATIONAL BANK SERVICE QUALITY ON CUSTOMER LOYALTY
DOI:
https://doi.org/10.37638/bima.1.2.84-95Keywords:
customer’s quality influence, customer’s loyalityAbstract
Mengukur kualitas pelayanan serta pengaruh kualitas pelayanan (service quality) itu sendiri terhadap loyalitas nasabah di Bank Nusa. Segmen nasabah yang diteliti adalah nasabah deposito, tabungan dan giro, karena pada saat sekarang banyak penawaran dari Bank-bank pesaing yang menawarkan produk yang serupa dan seberapa jauh customer dapat menentukan pilihannya. Penelitian dilakukan dengan menggunakan metode survai, dengan tujuan untuk mengetahui tanggapan atau pendapat dari sebagian populasi yang bersangkutan terhadap objek penelitian. Melalui penelitian ini diharapkan dapat dijadikan sebagai dasar dan bahan evaluasi bagi pihak Bank Nusa Nasional dalam rangka meningkatkan loyalitas nasabah melalui kualitas pelayanan. Tanggapan responden terhadap kualitas pelayanan Bank BNN yang meliputi tangibles, emphaty, reliability, responsiveness, dan assurances pada umumnya relatif mendapat penilaian baik dari para nasabahnya. Tingkat kesesuaian antara harapan nasabah dan kualitas pelayanan Bank BNN secara keseluruhan relatif tinggi. Sedangkan Loyalitas nasabah cenderung belum terlalu tinggi. Dari hasil pengujian statistik ternyata bahwa kualitas pelayanan Bank BNN berpengaruh cukup tinggi terhadap loyalitas para nasabahnya. Dalam upaya meningkatkan loyalitas nasabah melalui kualitas pelayanan Bank, maka Bank Nusa Nasional Cabang Bandung perlu mempertahankan dan meningkatkan kualitas pelayanannya diantaranya melalui memperluas jaringan pelayanan meningkatkan keterampilan petugas customer services, melakukan riset tentang kepuasan nasabah secara periodik, dan melakukan program pengembangan loyalitas nasabah.
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