Kualitas Pelayanan, Customer Relationship Management, Dan Kepuasan Konsumen Sebagai Determinan Loyalitas Pelanggan KSPPS BMT Tumang Surakarta
DOI:
https://doi.org/10.37385/9f0jpn29Keywords:
kualitas pelayanan; customer relationship management; kepuasan konsumen; loyalitas pelanggan; KSPPS BMT TumangAbstract
Penelitian ini menganalisis pengaruh kualitas pelayanan, customer relationship management (CRM), dan kepuasan konsumen terhadap loyalitas pelanggan pembiayaan KSPPS BMT Tumang Surakarta. Studi menggunakan pendekatan kuantitatif cross-sectional pada 150 pelanggan yang memenuhi kriteria purposive sampling. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linear berganda dengan SPSS 22 setelah uji validitas, reliabilitas, dan asumsi klasik. Hasil menunjukkan kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas (B=0,163; p=0,015), CRM berpengaruh signifikan dengan arah negatif (B=-0,222; p=0,029), sedangkan kepuasan konsumen berpengaruh positif dan paling kuat (B=0,577; p<0,001). Model signifikan (F=25,817; p<0,001) dengan adjusted R2=0,327. Karena hipotesis CRM memprediksi arah positif, H2 tidak didukung. Temuan menegaskan bahwa loyalitas tidak cukup dibangun melalui aktivitas CRM, tetapi melalui integrasi kualitas pelayanan, kepuasan, penyelesaian keluhan, komunikasi, dan penciptaan nilai relasional. Implikasi utama adalah perlunya CRM berbasis lifecycle pelanggan dan outcome seperti kepuasan, retention, repeat financing, dan complaint recovery.
References
Abror, A., Patrisia, D., Engriani, Y., Evanita, S., Yasri, Y., & Dastgir, S. (2020). Service quality, religiosity, customer satisfaction, customer engagement and Islamic bank's customer loyalty. Journal of Islamic Marketing, 11(6), 1691-1705. https://doi.org/10.1108/JIMA-03-2019-0044
Amin, M., Isa, Z., & Fontaine, R. (2013). Islamic banks: Contrasting the drivers of customer satisfaction on image, trust, and loyalty of Muslim and non-Muslim customers in Malaysia. International Journal of Bank Marketing, 31(2), 79-97. https://doi.org/10.1108/02652321311298627
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247. https://doi.org/10.1177/1094670502004003006
Kaura, V., Durga Prasad, C. S., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404-422. https://doi.org/10.1108/IJBM-04-2014-0048
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Mithas, S., Krishnan, M. S., & Fornell, C. (2005). Why do customer relationship management applications affect customer satisfaction? Journal of Marketing, 69(4), 201-209. https://doi.org/10.1509/jmkg.2005.69.4.201
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33-44. https://doi.org/10.1177/00222429990634s105
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136-153. https://doi.org/10.1509/jmkg.70.4.136
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167-176. https://doi.org/10.1509/jmkg.2005.69.4.167
Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The customer relationship management process: Its measurement and impact on performance. Journal of Marketing Research, 41(3), 293-305. https://doi.org/10.1509/jmkr.41.3.293.35991
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37. https://doi.org/10.1509/jmkg.66.1.15.18449
Suhartanto, D., Gan, C., Sarah, I. S., & Setiawan, S. (2020). Loyalty towards Islamic banking: Service quality, emotional or religious driven? Journal of Islamic Marketing, 11(1), 66-80. https://doi.org/10.1108/JIMA-01-2018-0007
Supriyanto, A., Wiyono, B. B., Burhanuddin, B., & Olan, F. (2021). Effects of service quality and customer satisfaction on loyalty of bank customers. Cogent Business & Management, 8(1), 1937847. https://doi.org/10.1080/23311975.2021.1937847
Teeroovengadum, V. (2022). Service quality dimensions as predictors of customer satisfaction and loyalty in the banking industry: Moderating effects of gender. European Business Review, 34(1), 1-19. https://doi.org/10.1108/EBR-10-2019-0270
Tegambwage, A. G., & Kasoga, P. S. (2023). Determinants of customer loyalty in Islamic banking: The role of religiosity. Journal of Islamic Marketing, 14(12), 3150-3167. https://doi.org/10.1108/JIMA-12-2021-0396
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.1177/002224299606000203
