Analysis Of The Influence Of Service Quality Dimensions And Expertise Towards Customer Loyalty Through Satisfaction Of The BPR Candra Mukti Arta Gedong Kuning Yogyakarta

Abstract

Iskandar, Fitra (2012) “Analysis of the Influence of Service Quality Dimensions and Expertise Towards Customer Loyalty Through Satisfaction of The BPR Chandra Mukti Arta Gedong Kuning Yogyakarta”: Management Department, International Program Faculty of Economics, Universitas Islam Indonesia. Nowadays, customers tend to pay attention to the performance of services in choosing a bank. That is why it is not surprising if, in fact, banking competition is no longer determined by the sales price of products offered to the customers, but rather by the performance of services. The main purpose of conducting this research is to describe the influence of service quality dimensions (consisting of variable reliability, tangibles, empathy, responsiveness, assurance) and expertise (the circumstances where the customer has a good knowledge about banking) in relation between satisfaction and loyalty, especially in the BPR Chandra Mukti Arta Gedong Kuning Yogyakarta. As the findings, this research discovers that the results of multiple linear regression analysis showed a positive and significant influence of the services quality dimensions variable both partially on customer satisfaction in the BPR Candra Mukti Arta. These results indicate that if the quality of service increases, the customer satisfaction will also increase, but if the quality of services declined, then customer satisfaction will also be decreased. The results of multiple regression analysis also showed that the expertise variables have a significantly positive effect on customer loyalty of BPR Candra Mukti Arta. This means that the higher the expertise of customers, the level of customer loyalty will also be higher. Keywords: service quality, service quality dimensions, expertise, satisfaction, loyalty