PENGARUH SERVICE RECOVERY TERHADAP CUSTOMER SATISFACTION DAN WORD OF MOUTH (WOM) PADA NASABAH KARTU KREDIT BRI TOUCH DI PEKANBARU
Keywords:
Service Recovery, Satisfaction, Word of MouthAbstract
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 failuresthat 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.
Penelitian ini bertujuan untuk menganalisis pengaruh langsung dan tidak langsung dari service recovery terhadap word of mouth melalui kepuasan pengguna Kartu Kredit BRI Touch. Populasi dalam penelitian ini adalah pengguna Kartu BRI Touch yang memiliki keluhan kegagalan penggunaan kartu kredit BRI Touch. Sampling ditentukan dengan menggunakan metode sampling non-probability. Sampel terdiri dari 160 responden yang diseleksi dengan menggunakan metode sampling accidental. Variabel yang digunakan adalah service recovery sebagai variabel exogenous dan customer satisfaction serta word of mouth sebagai variabel endogenous. Data dianalisis dengan menggunakan deskriptif dan Structural Equation Modelling (SEM) yang dibantu dengan AMOS 20.0. Studi ini menemukan bahwa service recovery secara positif dan signifikan mempengaruhi kepuasan pengguna. Kepuasan berpengaruh positif terhadap word of mouth. Secara langsung, service recovery secara positif dan signifikan berpengaruh terhadap word of mouth. Secara tidak langsung, kepuasan berperan sebagai mediator dalam pengaruh service recovery terhadap word of mouth. Berdasarkan hasil tersebut, direkomendasikan untuk menyediakan kompensasi langsung untuk setiap kegagalan pelayanan yang dirasakan oleh pengguna kartu kredit BRI Touch. Semua beban yang dituliskan dalam tagihan seharusnya dijelaskan terlebih dahulu oleh petugas kartu kredit BRI. Selain itu, disarankan untuk membangun komunitas virtual untuk seluruh pelanggan sehinga mereka dapat berinteraksi secara langsung dengan lain, termasuk dengan manajemen kartu kredit BRI.
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