Pengaruh Persepsi Kualitas Pelayanan, Faktor Penambat Dan Kualitas Hubungan Relasional Terhadap Kepuasan Dan Loyalitas Pelanggan: Suatu Penelitian Pada Penyedia Jasa Telepon Selular Di Jawa Barat
DOI:
https://doi.org/10.22441/incomtech.v2i2.1110Abstract
Menurunnya kepuasan dan loyalitas pelanggan perlu dipahami karena
kedua hal tersebut merupakan penentu bagi kinerja perusahaan jasa
telekomunikasi seluler. Faktor-faktor yang mempengaruhi kepuasan dan
loyalitas pelanggan adalah persepsi kualitas pelayanan, faktor penambat
dan kualitas hubungan relasional secara simultan. Berdasarkan data
yang dikumpulkan pada delapan Perguruan Tinggi di Bandung, penulis
mengidenifikasikan bahwa faktor penyebab kepuasan dan loyalitas
pelanggan yang utama adalah persepsi kualitas pelayanan sedangkan
faktor penambat tidak berpengaruh langsung terhadap kepuasan
pelanggan, namun hanya sebagai variabel moderator saja terhadap
hubungan antara persepsi kualitas pelayanan dan kualitas hubungan
relasional dengan kepuasan pelanggan. Kualitas hubungan relasional
juga tidak secara langsung berpengaruh terhadap kepuasan pelanggan.
Persepsi kualitas pelayanan dan kualitas hubungan relasional
berpengaruh langsung terhadap loyalitas pelanggan.
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