Pengaruh Aktivasi Merek, Hambatan Berpindah Dan Kepuasan Nasabah Terhadap Loyalitas Nasabah Bank “X”

Abstract

The policy by the Bank of Indonesia to decrease interest rate of Bank Indonesia's certificate, from 11,82% in 2008 to 4,20% in 2012 causes the declination of the interest rate for the bank products such as savings, deposit, and giro. In 2008-2013, Bank "X" which is government owned, and has the second largest asset in Indonesia unfortunately has the customer loyalty level lower than of Bank "Y". Bank "Y" is chosen as the Best of Indonesian Bank Loyalty Championship for conventional bank savings product category, which was organized by Indonesian Bank Loyalty Award (IBLA). To maintain the continuance of the company as well as the banking activities, customer loyalty is one the main keys. In this regard, the objective of the research is to analyze the factors that influence the customer loyalty. The data is analyzed using descriptive statistic and Structural Equation Modeling (SEM). The result of the research shows that the customer satisfaction variable, switching barriers, and brand activation are significantly affected by customer's loyalty. Reliability attribute, responsiveness, empathy and tangible are capable to influence the customer's satisfaction. The interpersonal relationship indicators, alternative attractiveness and switching cost influence the switching barriers.

The Effect of Switching Barriers, Hedonic Value on Customer Loyalty with Customer Satisfaction as Mediator

“…Meanwhile, the lower switching barriers, the hedonic value and customer satisfaction, will make customer loyalty lower. This is confirmed by Shiftan, et al (2015) and Fauziah (2017) which state that several factors that can affect customer loyalty are customer satisfaction, switching barriers and hedonic value. With switching barriers, consumers will find it difficult to switch to other brands due to the viewpoints of economic, psychological, social value, the function of making transactions and other advantages of the product.…”

Pelanggan TV Berbayar di Indonesia: Tantangan Hambatan Berpindah dalam Mempertahankan Loyalitas

“…Perusahaan dalam mengelola interaksi pelanggan dapat lebih efektif dibantu oleh hambatan berpindah yang baik untuk mempertahankan daya saing dalam perekonomian saat ini. Terdapat tiga dimensi dalam hambatan berpindah yaitu interpersonal relationship (hubungan interpersonal), attractiveness of alternative (daya tarik alternatif lain), dan perceived switching cost (biaya peralihan yang dirasakan) (Fauziah, Hartoyo, & Yuliati, 2017).…”