THE ANALYZE OF SERVICE QUALITY AND RELATIONSHIP QUALITY IMPACT ON CUSTOMER LOYALTY (A SURVEY OF RURAL CREDIT BANK CUSTOMERS BPR CIKARANG RAHARJA, BPR NUSAMBA SUKARAJA, AND BPR ASTANAJAPURA, IN WEST JAVA)

Abstract

The focus of the research is about Relationship of Service Quality and Relationship Quality towards Customer Loyalty in Rural Credit Bank, particularly in Bekasi, Sukabumi, and Cirebon Region in West java Province, Indonesia. Non-Probability sampling is used as sampling technique which is purposive sampling as the researcher found difficulty to find or identify certain respondents. Rural Credit Bank has decreased in the growth of customers in 2013 compared to 2012 and 2011. The variable used in this research is Tangible (X1), Reliability (X2), Responsiveness (X3), Assurance (X4), Empathy (X5), Trust (X6) and Commitment (X7) towards Customer Loyalty (Y) with 25 valid questions. Data collected are primary data through questionnaire. Data are processed through Factor Analysis including Validity, Reliability test, and Classical Assumptions and Multiple Regression analysis to conduct hypothesis. Result of the analysis found that 4 independent variable has significance influence towards Customer Loyalty, with Commitment as the dominant. 57.1% of the variations of Customer Loyalty can be explained by 4 independent variables, while the other 42.9% can be explained by other variable outside the 4 within this researchThe focus of the research is about Relationship of Service Quality and Relationship Quality towards Customer Loyalty in Rural Credit Bank, particularly in Bekasi, Sukabumi, and Cirebon Region in West java Province, Indonesia. Non- Probability sampling is used as sampling technique which is purposive sampling as the researcher found difficulty to find or identify certain respondents. Rural Credit Bank has decreased in the growth of customers in 2013 compared to 2012 and 2011. The variable used in this research is Tangible (X1), Reliability (X2), Responsiveness (X3), Assurance (X4), Empathy (X5), Trust (X6) and Commitment (X7) towards Customer Loyalty (Y) with 25 valid questions. Data collected are primary data through questionnaire. Data are processed through Factor Analysis including Validity, Reliability test, and Classical Assumptions and Multiple Regression analysis to conduct hypothesis. Result of the analysis found that 4 independent variable has significance influence towards Customer Loyalty, with Commitment as the dominant. 57.1% of the variations of Customer Loyalty can be explained by 4 independent variables, while the other 42.9% can be explained by other variable outside the 4 within this research.