Detail Cantuman

ABSTRACT

The economic crisis which hit Indonesia in 1997 resulted to the decrease of customers’ trust towards banking. This situation led to the difficulty for banking to raise funds from credit sector since there was a worrisome that the money saved in the bank could not be withdrawn. From the banking point of view (Harmanta dan Ekananda, 2005:71), the crisis slowed down the funds from the third party, and it caused the decrease of banking lending capacity which diminished the banks’ ability to channel the credit. Another condition faced by the banking was the high capital (Fitriani, 2010:2).


This research was conducted by using management science focusing on service quality, satisfaction and loyalty. The observation was done to the banking company at PT Bank Negara Indonesia (Persero) Tbk Sentra X Purwakarta which market credit products. This is a descriptive and verificative research which uses descriptive and explanatory survey methods. There were 140 respondents consisted of customers with category performing loan and non performing loan. The data collecting was conducted by using questionnaire followed with interview and observation. The data was collected until the mid-2015 and was analyzed by using SEM.


The results showed that the credit service quality provided by PT Bank Negara Indonesia (Persero) Tbk Sentra X Branch Purwakarta has been applied properly. Credit customers have been satisfied with the services provided by PT Bank Negara Indonesia (Persero) Tbk Sentra X Branch Purwakarta. Credit customer loyalty PT Bank Negara Indonesia (Persero) Tbk Sentra X Branch Purwakarta has been achieved. The research found that there is significant quality of service which consists of tangible dimension, reliability, responsiveness, assurance, and empathy towards customer satisfaction at PT. Bank Negara Indonesia (Persero) Tbk Sentra X in Purwakarta. There is an impact of the quality of service which consists of tangible dimension, reliability, responsiveness, assurance, and empathy toward customer loyalty credits at PT. Bank Negara Indonesia (Persero) Tbk Sentra X in Purwakarta. There are credit customer satisfaction influence on customer loyalty credits at PT. Bank Negara Indonesia (Persero) Tbk Sentra X in Purwakarta. The result of the final findings of this study from the credit customer assessment is that there is an influence in the quality of service which consists of tangible dimension, reliability, responsiveness, assurance, and empathy towards customer satisfaction credit and it has implication to the loyalty of the customers of PT. Bank Negara Indonesia (Persero) Tbk Sentra X in Purwakarta simultaneously.


Keywords: service quality, satisfaction and loyalty