Published by : Universitas Muhammadiyah Palu 42 | P a g e
The Effect of Service Quality on Customer Satisfaction PT. Palu Lokadana
People's Credit Bank
a`Sirajudin..`
Management Study Program, Faculty of Economics, Universitas Muhammadiyah Palu, Indonesia (*)Author Email: ssirajudin479@gmail.com
Abstract
This study aims to determine and analyze the effect of service quality simultaneously on customer satisfaction at the Palu Lokadana Utama Rural Bank. This research is a descriptive verification study using 60 respondents. Data analysis used multiple linear regression analysis.
The results showed that service quality simultaneously significantly affected solid customer satisfaction at the Palu Lokadana Utama Rural Bank. Physical evidence substantially affects customer satisfaction at the Palu Lokadana Utama Rural Bank by 0.137. Empathy substantially affects customer satisfaction at the Palu Lokadana Utama Rural Bank 0.199. Reliability substantially affects customer satisfaction at the Palu Lokadana Utama Rural Bank of 0.119.
Responsiveness substantially affects customer satisfaction at the Palu Lokadana Utama Rural Bank of 0.213. The guarantee significantly affects the happiness of solid customers of the Palu Lokadana Utama Rural Bank of 0.498.
Keywords: Quality; Service; Satisfaction
INTRODUCTION
Customer satisfaction and dissatisfaction resulting from the customer's assessment of what he expects by buying and using a bank service product (1). This expectation is then compared with his perception of the quality he receives by using the service product. If the expectations are higher than the quality of the service product, the customer will feel dissatisfied. On the other hand, if the expectation is equal to or lower than the quality of the service product, the customer will be satisfied.
Customers must be given fast service related to bank transactions (2). If the service is ignored, the customer will leave the company and become a customer in a competing company (3).fThis will lead to a decrease in banking income and in turn, will reduce profits and even losses. Therefore, company leaders must measure customer satisfaction to find out how much joy customers have felt.
Service quality is very important in the banking business (4). Banks are increasingly competing in seizing the customer base by relying on service quality. In addition to offering a variety of products, improvements in the information technology system, the physical service side, the non-physical service side, and various things related to excellent service are intended to improve service quality. All of these are prepared to meet customer needs and are ultimately expected to attract public funds.
Services must be carried out continuously without stopping because banks work based on trust, so that value becomes essential. The best deal can make customers satisfied, and in the end, customers become loyal (5).z**
Published by : Universitas Muhammadiyah Palu 43 | P a g e The Palu Lokadana Utama Rural Bank is one of the branch offices in Palu City.
The Palu Lokadana Utama Rural Bank certainly has competitors from other banks in Palu city. Of course, various types of banks in Palu City make people more selective in assessing and choosing the banking services they will use. This makes the banks compete to win the competition.z**
METHOD
This type of research is classified as quantitative research. The data analysis method used in this study is a parametric statistical approach through the use of Multiple Linear Regression analysis tools with the help of the SPSS Release 16.0 computer program../**
RESULTS
Multiple Linear Regression Analysis X
Table 1. Results of Multiple Linear Regression Analysis
No variable coefficient
regression
(B) iT probability
s(Sig. t) start
1 Constanta 0,828
2 Physical Evidence (X1) 0,137 2,825 0,023 0,122
3 Empathy (X2) 0,199 3,081 0,015 0,146
4 Reliability (X3) 0,119 2,807 0,034 0,115
5 Responsiveness (X4) 0,213 3,423 0,010 0,190
6 Guarantees (X5) 0,498 4,239 0,002 0,403
Multiple Rx = 0,836 F-counts = 32,531
R. Square = 0,698 F-table = 2,39
Adjusted R. Square = 0,615 t-table = 1,67356
Α = 0,05 Six = 0,0000
From above, the multiple linear regression equation models in this study are:
Yx = x0,828 +0,137X1 + 0,199X2 + 0,119X3 + 0,213X4 + 0,498X5 + e
The multiple linear regression equation models above can be explained as follows:
The constant value a = 0.828 indicates that if the physical evidence, empathy, reliability, responsiveness, and assurance do not change (X1, X2, X3, X4, and X5 = 0), then customer satisfaction is 0.828.
The regression coefficient value b1 = 0.137 indicates the magnitude of the effect of physical evidence on consumer satisfaction is 0.137. This suggests that if the physical evidence increases, it will impact increasing consumer satisfaction.
The regression coefficient value b2=0.199 indicates the magnitude of the effect of empathy on consumer satisfaction is 0.199. This indicates that if empathy increases, it will impact increasing consumer satisfaction.
The value of the regression coefficient b3 = 0.119 indicates the magnitude of the influence of reliability on consumer satisfaction is 0.119. This suggests that if the reliability increases, it will impact increasing customer satisfaction.
Published by : Universitas Muhammadiyah Palu 44 | P a g e The value of the regression coefficient b4 = 0.213 indicates the magnitude of the effect of responsiveness on consumer satisfaction is 0.213. This suggests that if responsiveness increases, it will impact increasing consumer satisfaction.
The value of the regression coefficient b5 = 0.498 indicates the magnitude of the influence of the guarantee on consumer satisfaction of 0.498. This indicates that if the guarantee has increased, it will impact increasing consumer satisfaction.
The level of closeness of the relationship between the variables of physical evidence, empathy, reliability, responsiveness, and assurance simultaneously with the variable of consumer satisfaction (Y) can be seen in the value of the correlation coefficient (Multiple R). The analysis results obtained multiple values of R = 0.836, which indicates that Responsiveness, Assurance, Physical Evidence, Empathy, and Reliability have a very strong relationship with consumer satisfaction.
Furthermore, the value of the coefficient of determination (adjusted R. Square) = 0.615 is also obtained. These results indicate that changes in Responsiveness, Assurance, Physical Evidence, Empathy, and Reliability will affect 61.5% of customer satisfaction. The remaining 38.5% is influenced by other variables not included in this study.
DISCUSSION
Simultaneous Influence of Service Quality on Consumer Satisfaction at the Palu Lokadana Utama Rural Banks
The results showed that service quality had a significant effect on customer satisfaction. One indicator that is quite reliable that can affect consumers is the quality of service. Service quality itself is the perception of its overall service performance and is often changing. The relationship between service quality and satisfaction is very close, largely based on the disconfirmation approach (6). This approach emphasizes that if the performance in an attribute (attribute performance) increases greater than the expectation (expectation) of the attribute in question, then satisfaction will increase.
If the opposite happens, satisfaction will decrease. Therefore, a service provider must maintain the quality of services provided to consumers.>>*
Partial Effect of Physical Evidence X1 on Consumer Satisfaction at the Palu Lokadana Utama Rural Bank
The t-count value and significance level can determine the effect of the physical evidence variable on consumer satisfaction. The test shows the results of the t-count = 2.825 with sig. t = 0.023 while the value of t-table with 95% confidence level (α = 0.05)
= 1.67356. The result shows that the t-count value is more significant than the t-table (2.825 > 1.67356) and value sig. t is less than (0.023 < 0.05).
From the results of the trdiatasrma test, the physical evidence partially has a significant effect on consumer satisfaction.e
**
The Partial Effect of Empathy - X2 on Consumer Satisfaction at the Palu Lokadana Utama Rural Bank
The t-count value and significance level can determine the empathy variable's effect on consumer satisfaction. The test shows the results of the t-count = 3.081 with sig. t = 0.015 while the value of t-table with 95% confidence level (= 0.05) = 1.67356.
These results show that the value of the t-count is greater than the t table (3.081 >
1.67356), and the importance of sig t is more minor than (0.015 < 0.05).
Published by : Universitas Muhammadiyah Palu 45 | P a g e From the results of the t-test above, empathy partially has a significant effect on consumer satisfaction.x
..**
Partial Effect of Reliability – X3 on Consumer Satisfaction at the Palu Lokadana Utama Rural Bank..**
The t-count value and the significance level can determine the reliability variable's effect on consumer satisfaction. The test shows the results of the t-count = 2,907 with sig. t = 0.002 while the value of t-table with 95% confidence level (α = 0.05)
= 1.67356. These results show that the value of the t-count is more significant than the t-table (2.807 > 1.67356) and the sig value. t is less than (0.034 < 0.05).
From the results of the tedi test above, reliability significantly affects consumer satisfaction.
Partial Influence of Responsiveness – X4 on Consumer Satisfaction at the Palu Lokadana Utama Rural Bank
The t-count value and the significance level can determine the effect of the responsiveness variable on consumer satisfaction. The test shows the results of the t- count = 3,423 with sig. t = 0.010 while the value of t-table with 95% confidence level (α
= 0.05) = 1.67356. These results show that the value of the t-count is more significant than the t-table (3.423 > 1.67356) and the sig value. t is less than (0.010 < 0.05).
Partial Effect of Guarantee – X5 on Consumer Satisfaction at the Palu Lokadana Utama Rural Bank
The t-count value and significance level can determine the effect of the guarantee variable on consumer satisfaction. The test shows the results of the t-count = 4.239 with sig. t = 0.002 while the value of t-table with 95% confidence level (α = 0.05) = 1.67356.
These results show that the value of the t-count is more significant than the t-table (4.239 > 1.67356) and the sig value. t is less than (0.002 < 0.05).
From the results of the t-test above, the partial guarantee significantly affects consumer satisfaction.
CONCLUSION
This study concludes that service quality simultaneously significantly affects customer satisfaction at BPR Palu Lokadana Utama.
SUGGESTION
Recommendations for advice to Palu Lokadana Utama Rural Bank employees to serve customers quickly. And the employees of the Palu Lokadana Utama Rural Bank can instill trust in customers.
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