ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH PADA PT BANK RAKYAT INDONESIA (Persero) CABANG PUTRI HIJAU MEDAN

Manajemen Prima Volume I, Nomor 1, Januari 2011

Senin, 22 Juli 2013 13:14 | Sudah dibaca 361 kali

PT. Bank Rakyat Indonesia (Persero) Cabang Putri Hijau Medan is a monetary service, thus it must win emulation which progressively more competitive. Bank Rakyat Indonesia cannot only rely on product development of eye service, but it must also force relation with all service users or clients who judge the make-up of the quality of service and product which on the market. This research formula internal demonstrates how the Quality of Service has effects on the Costumer Satisfaction at PT. Bank Rakyat Indonesia (Persero) Cabang Putri Hijau Medan. This research aims to study and analyze the influences of The Quality of Service on the Costumer Satisfaction of PT. Bank Rakyat Indonesia (Persero) Cabang Putri Hijau. The Quality of Service in this research uses five of the that is consist of: reliability, responsiveness, assurances, empathy and tangibles have relationship with Costumer Satisfaction. If costumer feel satisfied, that make customer high probability to buys a service. In this research, Multiple regreression of technical analysis is applied. To test the impact, F test is applied and to test the partial influence, t test is applied at significant level 0,05. The number of samples used for this analysis are 266 consumers that comprise at Tabungan of PT. Bank Rakyat Indonesia (Persero) Cabang Putri Hijau Medan. The result of the research indicates that average client assess the Costumer Satisfaction by PT. Bank Rakyat Indonesia (Persero) Cabang Putri Hijau Medan is good. The result of this research also simultaneously that the Quality of Service (e.g., realibility, responsiveness, assurance, empathy and tangible) has a positive effect and significant to the Costumer Satisfaction. While partially only reliability dimension which does not has an effect on the satisfaction of the client. Partially, it is shown that assurance have dominant influence on customer satisfaction.

Kata Kunci: Service, Emulation, Expected, Perceived, Satisfaction