Pengaruh kualitas pelayanan terhadap loyalitas nasabah dengan kepuasan dan komplain (studi kasus pada nasabah asuransi jiwa di AJB Bumiputera 1912 Kantor Cabang Magelang)

Oleh :
Anggoro Danang Setyanto - F1207535 - Fak. Ekonomi dan Bisnis

ABSTRACT General purpose of the thesis writing is to construct a model that can explain the service quality toward customer loyalty with satisfaction and complaint becomes mediation variable in AJB Bumiputera 1912 Magelang Branch office. Meanwhile, specifically, there are five purposes expected, which are to explain the influence of (1) service quality toward customer loyalty, (2) service quality toward customer’s satisfaction, (3) satisfaction toward customer’s loyalty, (4) satisfaction toward customer’s complaint, (5) satisfaction toward customer’s loyalty. The data collection technique is done by survey in which the respondents are directly asked to complete the designed questionnaire. Meanwhile the statistic testing used is structural equation model (SEM). SEM is used as analysis media because (1) it can estimate the double dependent correlation that is related to each other, (2) its ability to rise the unobserved concept in the correlation and to determine the measurement error in estimation process, and (3) its ability to accommodate a set of correlation between independent variable and dependent variable as well as to reveal latent variable. Testing result derived indicates positive and significant correlation between variable in four correlation interactions, which are (1) service quality and loyalty (CR = 3,289), (2) service quality and satisfaction (CR = 3,555), (3) satisfaction and loyalty (CR = 2,765), (4) satisfaction and complaint (CR = -3,589), (5) complaint and loyalty (CR = 0,09). Positive and significant correlation between variables indicates that there are any positive influences among the variables. Meanwhile, the insignificant correlation indicates that there is no influence among variables. Meanwhile the marketing stimulus that can be done is (1) optimize customer’s satisfaction by mean of increasing service quality and (2) complaint intensity can not become reference of decreasing loyalty, it does mean that customer’s complaint can not be a priority for AJB Bumiputera 1912 Insurance of Magelang Branch Office, conversely AJB Bumiputera must try to minimize the complaints perceived by customers. (Keyword : Service Quality, Satisfaction, Complaint, Loyalty)