Pengaruh kualitas interaksi dari pengembangan model Brady Cronin terhadap loyalitas nasabah

  • Susriyanti Susriyanti 
    Universitas Putra Indonesia YPTK Padang
    Indonesia
  • Nanik Istianianingsih
    Institut Administrasi dan Kesehatan Setih Setio Muaro Bungo
    Indonesia

Abstract

Loyalitas nasabah merupakan salah satu kunci untuk menjaga kelangsungan operasional perbankan. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas interaksi terhadap loyalitas nasabah secara langsung dan tidak langsung melalui komitmen nasabah. Penelitian ini menggunakan model persamaan struktural berbasis Partial Least Square (PLS). Sampel penelitian adalah nasabah Bank Nagari Kota Padang. Sampel dalam penelitian ini sebanyak 200 responden, teknik pengambilan sampel dengan menggunakan metode Joreskog dan Sorbom. Hasil penelitian menemukan bahwa loyalitas nasabah dipengaruhi oleh kualitas interaksi baik secara langsung maupun tidak langsung. Kualitas interaksi model Brady Cronin berpengaruh positif dan signifikan terhadap loyalitas nasabah secara langsung maupun tidak langsung melalui komitmen. Hal ini dapat menjadi acuan bagi dunia perbankan untuk menjaga loyalitas nasabah dengan berkomitmen menjaga pelayanan.

Keywords
  • Service Quality
  • Brady Cronin
  • Customer Commitment
  • Customer Loyalty
  • Padang City
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