CD Tesis

Analisis Pengaruh Internal Service Quality (Intqual) Dan Marketing Mix Terhadap Customer Satisfaction Nasabah Tabungan Pada Bank Perkreditan Rakyat Konvensional Di Kota Pekanbaru

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Currently, in Pekanbaru city, there are several Rural Banks, all of which compete for market share in various ways. All existing Rural Banks compete to offer their products accompanied by the quality of their respective services and treatments. Rural Bank has two functions, namely as an intermediary institution that collects public funds in the form of savings and deposits for later distribution in the form of credit. For this study, the author used savings and deposits as the main indicators. In this study, the writer only focused on 10 Conventional Rural Banks located in Pekanbaru city. This study aimed to determine and analyze the influence of Internal Service Quality (INTQUAL) and Marketing Mix on Customer Satisfaction of Savings Customers at Conventional Rural Banks in Pekanbaru city.
The population in this study were customers at Conventional Rural Banks in Pekanbaru City where researchers only took 10 (ten) of a total of 16 Conventional Rural Banks domiciled in Pekanbaru city with a sample of 150 people who became customers at 10 Conventional Rural Banks in Pekanbaru. To collect the data and information needed in this study the writer used a questionnaire. Then, the data analysis technique in this study used several methods in analyzing the data that had been collected previously. The data analysis method used was multiple linear regression with data analysis techniques using SPSS 21.
Based on the results of research on savings customers of Rural Banks, it was found that: (1) The quality of internal services influences customer satisfaction, which means that teamwork in providing services to customers is considered successful in providing satisfaction. (2) Products influence customer satisfaction, which means that savings products are considered attractive and in accordance with the promotions offered. (3) Price influences customer satisfaction, it means that the indicators of affordable administrative costs, competitive interest, and low transaction costs are considered important factors for customers. (4) Place influences customer satisfaction, which means that the selection of location, access, visibility, and infrastructure has been considered good. (5) Promotion does not influence customer satisfaction, it means that the promotion that Rural Banks have carried out is not going well. Rural Banks still rely on promotions through brochures, which in the current situation are considered old-fashioned and cause promotions to become ineffective because most of the saving customers are also bank creditors, who come directly to the bank to apply for a loan. (6) People (employees) have an influence on customer satisfaction, which means that employees who play a role in providing services can influence buyer perceptions. (7) Physical Facility Design partially influences customer satisfaction, which means that the services provided also influence purchasing decisions and decisions to use service products. (8) The process does
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not influence Customer Satisfaction, it means that the process that Rural Banks have carried out is considered to be still slow.
It is hoped that further researchers will make the entire Conventional Rural Banks in Pekanbaru the object of research thus the research results can describe the overall results of Conventional Rural Banks in Pekanbaru. It is also hoped that further researchers will add other variables that can influence Customer Satisfaction besides Internal Service Quality (INTQUAL) and Marketing Mix.
Key Words : Internal Service Quality, Marketing Mix and Customer Satisfaction.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1810246788

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1810246788

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

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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