CD Tesis

Pengaruh Service Recovery Terhadap Customer Satisfaction Dan Word Of Mouth (WOM) Pada Nasabah Kartu Kredit Bri Touch Di Kota Pekanbaru

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IKHBAL AKHMAD, NIM. 1210247875. The Effect of Service Recovery To Custumer Satisfaction And Word of Mouth (WOM) of BRI Touch Credit Card Holders in Pekanbaru. Under Supervision of Samsir and Sri Restuti This research held in order to analyze the direct and indirect effect of service recovery on word of mouth through BRI Touch credit card holders’ satisfaction. Population are BRI Touch holders who have had service failure using BRI Touch credit card. Sampling determined by non probability sampling method. Sample consists of 160 respondents that are selected by using accidental sampling method. Variable used is service recovery as exogenous and customer satisfaction and word of mouth as endogenous. Data analyzed by using descriptive and Structural Equation Modelling (SEM) assisted by AMOS 20.0. This study reveals that service recovery positive and significantly influences satisfaction. Satisfaction alone has positive and significant effect to strengthen word of mouth. Directly, service recovery positive and significantly influences word of mouth. Indirectly, satisfaction plays as mediating role of the effect of service recovery to word of mouth. It is recommended to provide direct compensation for every service failures that experienced by BRI Touch credit card holders. All expenses that written on bills must previously explained by BRI credit card officers. It is also recommended to build an virtual community so all customers may directly interact to each other, including to BRI card management. Keywords: Service Recovery, Satisfaction and Word of Mouth

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 12 .116 (0016)

Penerbit

Pekanbaru : Universitas Riau - Pasca Teknik Manajemen Pemasaran., 2016

Deskripsi Fisik

xi, 112 hlm,;ill 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

10 12 .116 (0016)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN PEMASARAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

lubis

Versi lain/terkait

Lampiran Berkas

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