THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION (CASE STUDY: CITIBANK N.A INDONESIA CREDIT CARD HOLDER )

Abstract

This research aims to analyze the influence of service quality of Citibank N.A. Indonesia credit cardholder towards customer satisfaction. The service quality dimensions are tangible, reliability, responsiveness, assurance and empathy. The researcher uses quantitative method to do the research and spreading the questionnaire to 100 employees that work in MNC tower South Jakarta. The researcher uses non probability sample with purposive sampling method to get the sample. This research is using classical assumption that includes normality test, multicollinearity test, heterocedasticity test, and autocorrelation test. It also test the Multiple Linear Regression to test hypothesis using t-test, f-test and R2 with significance level 5%, The result shows that three out of five variables Tangible, Reliability and Responsiveness have significant value towards customer satisfaction. The result shows that the influence of independent variables toward customer satisfaction in this study is 62.2% while the remaining 37.8% is affected by other factors like brand awareness and mouth to mouth marketing which exclude in this research model.