Analisis Pengaruh Kualitas Layanan BCA Mobile terhadap Tingkat Kepuasan dan Liyalitas Nasabh Berdasarkan Model E-S-Qual dan E-Recs-Qual

Abstrak

Turunnya indeks brand BCA Mobile secara signifikan pada tahun 2019 serta banyaknya kritik terkait layanan di App Store dan Play Store menjadi alasan utama penelitian ini dilakukan, dengan tujuan mengetahui seberapa besar pengaruh mutu layanan BCA Mobile pada kepuasan serta loyalitas nasabah BCA Kota Surabaya. Skala E-Service-Quality dan E-RecoveryService-Quality yang telah dimodifikasi sesuai kebutuhan adalah acuan model penelitian. Sampel penelitian berjumlah 100 orang pengguna BCA Mobile Kota Surabaya yang dikumpulkan menggunakan metode purposive sampling. Analisis parametrik dengan menggunakan regresi linier berganda dan uji korelasi Rank Spearman digunakan dalam penelitian ini. Hasil penelitian menunjukkan bahwa variabel bebas efficiency, system availability, fullfilment, privacy, compability of mobile devices, responsiveness, dan contact berpengaruh signifikan secara simultan dengan tingkat korelasi sejumlah 54,8% pada variabel terikat satisfaction. Sementara secara parsial, hanya variabel efficiency dan compability of mobile devices yang memiliki pengaruh signifikan pada kepuasan nasabah. Selain itu diketahui bahwa variabel bebas satisfaction memiliki hubungan positif dan berpengaruh secara signifikan sejumlah 22% pada loyalitas.. Dapat disimpulkan bahwa BCA Kota Surabaya perlu meningkatkan kualitas layanan BCA Mobile karena memiliki pengaruh signifikan pada persepsi nasabah terkait kepuasan supaya pengguna dapat lebih loyal. 

Abstract

The significant decline in the BCA Mobile’s brand index in 2019, as well as the many criticisms related to its services on the App Store and Play Store are the main reasons for this research, with the aim of knowing how much influence the quality of BCA Mobile services has on customer satisfaction and loyalty of BCA Surabaya customers. The E-Service-Quality and E-RecoveryService-Quality scales that have been modified as needed are the research model references. The research sample amounted to 100 users of BCA Mobile Surabaya which were collected using purposive sampling method. Parametric analysis using multiple linear regression and Spearman Rank correlation test were used in this study. The results showed that the independent variables efficiency, system availability, fulfillment, privacy, compatibility of mobile devices, responsiveness, and contact had a significant effect simultaneously with a correlation level of 54.8% on the dependent variable satisfaction. While partially, only efficiency and compatibility of mobile devices variables have a significant influence on customer satisfaction. In addition, it is known that the independent variable satisfaction has a positive relationship and has a significant effect of 22% on loyalty. It can be concluded that BCA Surabaya needs to improve the quality of BCA Mobile services because it has a significant influence on customer perceptions of satisfaction so that customers can be more loyal.