The Influence of Service Quality Toward Customer Satisfaction In Order To Create Customer Loyalty In Banking Industry (A Case of BRI Cik Ditiro Yogyakarta)

Abstract

Endyana, Siska (2007), "The Analysis ofthe Influence ofService Quality toward Customer Satisfaction In Order To Create Customer Loyalty in Banking Industry". Yogyakarta: Faculty ofEconomics, Department ofManagement, International Program, Universitas Islam Indonesia. In the banking business competition recently, the customers' satisfaction and loyalty becomes the main priority in the level of customers' necessity and expectation, hence the bank has to consider the things, which are considered important by customers! In this case, bank need to consider influencing factors ofservice quality to the customer satisfaction and customer loyaltyandwhether or not it fulfills. This research is conducted to analyze the influence of service quality toward customer satisfaction in order to create customer loyalty in banking industry. Variables tested in this research are service quality as the independent variables which are consist of reliability, tangible, responsiveness, assurance, empathy. Customer satisfaction and customer loyalty as the dependent variable. Subjects of this research are customer surveys taken in BRI Cik DiTiro Yogyakarta. Ahundred samples respondents were taken randomly for those who are customers ofBRI Cik DiTiro by distributing questionnaire. The results ofstatistical tests indicate that there is significant positive influence of service quality to customer satisfaction, customer satisfaction to customer loyalty and service quality directly to customer loyalty. Another finding indicates that dimension of responsiveness is the most dominant that influence customer satisfaction and customer loyalty. Meanwhile, dimension of assurance has less influence on customer satisfaction and customer loyalty in BRI Cik DiTiro Yogyakarta.