PENGARUH SERVICE EXCELLENT TERHADAP KEPUASAN DAN LOYALITAS NASABAH JASA RAHARJA CABANG RIAU

Abstract

This study aims to determine the effect of service excellent and
satisfaction on customer loyalty, and to determine the effect of service excellent
on customer loyalty through the satisfaction of Jasa Raharja Riau Branch
customers. The time of the study was carried out for three months starting from
February-April 2019. The population in this study were all customers or
communities who were filing claims for road traffic compensation compensation
as accident victims, represented by parents of victims or heirs of victims, and or
other parties who get a power of attorney for claim management and other
general public who make claims for traffic accidents and passengers transporting
public services at PT Jasa Raharja (Persero) Riau Branch in Pekanbaru, whose
numbers cannot be determined. Determination of the number of samples because
the population is unknown, it is calculated based on the formula Ferdinand
(2009), namely n = (35 x independent variables). Based on this formula the
number of research samples is 70 people, taken randomly when meeting with
researchers when distributing questionnaires. The analysis tool uses Path
Analysis. The results of the study revealed that directly service excellent and
customer satisfaction had a significant influence on customer loyalty. Indirectly
service excellent through customer satisfaction has a significant influence on
customer loyalty. The better quality of service is excellent (service excellent) and
customer satisfaction, it will further increase customer loyalty. Customer
satisfaction is a very needed variable because it can mediate the effect of service
excellence on customer loyalty