Pengaruh Kualitas Layanan Terhadap Kepuasan dan Loyalitas Nasabah pada Pt. Bank Negara Indonesia Cabang Universitas Sumatera Utara

Abstract

The objective of the research was to examine and find out the influence of tangibles, reliability, responsiveness, assurance, and empathy simultaneously through clients' satisfaction as an intervening variable on clients' loyalty at PT Bank Negara Indonesia (Persero) Tbk, University ofSumatera Utara Branch. The research was done based on the phenomenon of the fluctuation change in savings account, demand deposit, and Certificate of Deposit (CD) each year at PT Bank Negara Indonesia (Persero) Tbk, University of Sumatera Utara Branch. The research problem is whether dimension of service quality which consist of tangibles, reliability, responsiveness, assurance, and empathy influences clients' satisfaction and loyalty partially or simultaneously. 1he research used descriptive quantitative method with explanatory design. The population was 250 clients for at least 6 months, and 71 qf them were us·ed as the samples from 5 dffferent subbranch ojfzces of PT Bank Negara Indonesia (Persero) Thk, University of Sumatera Utara Branch, taken by using non-probability sampling with convenience sampling technique. 11w data were analyzed by using descriptive statistic method with path analysis. The result qf the research showed that, simultaneously (based of F-test) all dimensions o_,f service quality which consisted of tangibles, reliability, responsiveness, assurance, and empathy had significant in_fiuence on clients' satisfaction and loyalty. The result of t-test (partially) showed that the dimension of assurance and empathy influenced clients' satisfaction, and only the dimension of empathy which had sign!ficant i11;fiuence on clients' loyalty.