Pengaruh Pengalaman Nasabah terhadap Loyalitas Nasabah Perbankan Kota Batam Melalui Saluran Transaksi Luring-Daring
Abstract
Indonesia sebagai Negara yang memiliki perkembangan pada bidang keuangan atau jasa perbankan menjadikan pertimbangan bagi peneliti untuk melakukan penelitian yang bermaksud meneliti lima dimensi yang ada pada pengalaman pelanggan nasabah perbankan terhadap loyalitas. Kelima dimensi tersebut mencakup cognitive dimension, affective dimension, sensory dimension, behavior dimension, dan juga social dimension. Pada dimensi affective, peneliti tidak hanya terpaku pada emosi positif namun juga negatif. Penelitian berfokus terhadap dua saluran interaksi yaitu saluran interaksi secara luring dan juga daring. Peneliti melakukan pendistribusian kuesioner menggunakan media berbasis daring yaitu google forms. Kuesioner memiliki 24 pertanyaan dan didistribusikan melalui media sosial, dengan jumlah kuesioner yang kembali sebanyak 309 responden. Penelitian ini terbatas dengan nasabah yang menggunakan atau memiliki rekening perbankan. Data yang berhasil dikumpulkan diuji memanfaatkan aplikasi SPSS untuk menguji data outer loading, kemudian dilanjutkan dengan menggunakan aplikasi SmartPLS untuk menguji hasil hipotesis. Hasil akhir penelitian menunjukkan bahwa emosi negatif lebih mempengaruhi nasabah dibandingkan emosi positif dalam keloyalitasannya terhadap perbankan. Selain itu, ditemukan juga bahwa perbedaan saluran interaksi yang digunakan nasabah mempengaruh pengalaman nasabah tersebut sehingga hal ini mempengaruhi loyalitas nasabah.
Keywords:
pengalaman pelanggan, loyalitas pelanggan, dimensi perilaku
References
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Ismail, A. R. (2011). Experience marketing: An empirical investigation. Journal of Relationship Marketing, 10(3), 167–201. https://doi.org/10.1080/15332667.201 1.599703
Jani, D., & Han, H. (2014). Personality, satisfaction, image, ambience, and loyalty: Testing their relationships in the hotel industry. International Journal of Hospitality Management, 37, 11–20. https://doi.org/10.1016/j.ijhm.2013.10. 007
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Kruger, L.-M. (2016). Brand loyalty: Exploring self-brand connection and brand experience. Journal of Product & Brand Management. https://doi.org/10.1108/EL-01-2017- 0019
Lee, K., Huang, H., & Hsu, Y. (2007). Trust, Satisfaction and Commitment- On Loyalty to International Retail Service
Brands. Asia Pacific Management Review , 12(3), 161–169.
Lee, T. H., & Chang, Y. S. (2012). The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan. Leisure Studies, 31(1), 103–121. https://doi.org/10.1080/02614367.201 1.568067
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lim, L., Woodside, A., & College, B. (2011). Literature review and research directions Delivered by Ingenta to : Guest User Delivered by Ingenta to : Guest User. 11(3), 205–225.
Lin, Z., & Bennett, D. (2014). Examining retail customer experience and the moderation effect of loyalty programmes. International Journal of Retail and Distribution Management, 42(10), 929–947. https://doi.org/10.1108/IJRDM-11- 2013-0208
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Pollack, B. L. (2009). Linking the hierarchical service quality model to customer satisfaction and loyalty. Journal of Services Marketing, 23(1), 42–50. https://doi.org/10.1108/088760409109 33084
Lada, S., Suki, N. M., & Sidin, S. M., (2014). The Roles of Brand Experience in Forming Loyalty Intention. Labuan e-Journal of Muamalat and Society, 8, 39–49.
Santoso, S. (2014). Statistik Multivariat Edisi Revisi. Jakarta: Elex Media Komputindo.
Song, H. J., Bae, S. Y., & Han, H. (2019). Emotional comprehension of a name- brand coffee shop: focus on lovemarks theory. International Journal of Contemporary Hospitality Management, 31(3), 1046–1065. https://doi.org/10.1108/IJCHM-07- 2017-0436
Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience-loyalty-consumer spend. Journal of Retailing and Consumer Services, 31, 277–286. https://doi.org/10.1016/j.jretconser.201 6.04.009
Walsh, G., Shiu, E., Hassan, L. M., Michaelidou, N., & Beatty, S. E. (2011). Emotions, store-environmental cues, store-choice criteria, and marketing outcomes. Journal of Business Research, 64(7), 737–744. https://doi.org/10.1016/j.jbusres.2010. 07.008
Wang, Z., Singh, S. N., Jessica Li, Y., Mishra, S., Ambrose, M., & Biernat, M. (2017). Effects of employees’ positive affective displays on customer loyalty intentions: An emotions- associal-information perspective. Academy of Management Journal, 60(1), 109–129. https://doi.org/10.5465/amj.2014.0367
Zhou, T., & Lu, Y. (2011). Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience. Computers in Human Behavior, 27(2), 883–889. https://doi.org/10.1016/j.chb.2010.11.0 13
Asosiasi Penyelenggara Jasa Internet Indonesia. (2019). Hasil Survei Penetrasi dan Profil Perilaku Pengguna Internet Indonesia Tahun 2018. Asosiasi Penyelenggara Jasa Internet Indonesia, 51. Retrieved from https://apjii.or.id/survei2018
Auh, S., Bell, S. J., McLeod, C. S., & Shih. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359–370. https://doi.org/10.1016/j.jretai.2007.03.001
Bilgihan, A. (2016). Gen y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103–113. https://doi.org/10.1016/j.chb.2016.03.0 14
Brun, I., Rajaobelina, L., Ricard, L., & Berthiaume, B. (2017). Impact of customer experience on loyalty: a multichannel examination. Service Industries Journal, 37(5–6), 317–340. https://doi.org/10.1080/02642069.201 7.1322959
Bruwer, J., Coode, M., Saliba, A., & Herbst. (2013). Wine tourism experience effects of the tasting room on consumer brand loyalty. Tourism Analysis, 18(4), 399–414. https://doi.org/10.3727/108354213X13 736372325957
Bustamante, J. C., & Rubio, N. (2017). Measuring customer experience in physical retail environments. Journal of Service Management, 28(5), 884–913. https://doi.org/10.1108/JOSM-06-2016-0142
Cetin, G., & Dincer, F. I. (2014). Influence of customer experience on loyalty and word-of-mout in hospitality operations. Anatolia, 25(2), 181–194. https://doi.org/10.1080/13032917.2013.841094
Chang, H. H., & Chen, S. W. (2008). The impact of customer interface quality, satisfaction and switching costs on e- loyalty: Internet experience as a moderator. Computers in Human Behavior, 24(6), 2927–2944. https://doi.org/10.1016/j.chb.2008.04.014
Chen, J., Luo, M. M., Ching, R. K. H., & Liu, C. C. (2008). Virtual experiential marketing on online customer intentions and loyalty. Proceedings of the Annual Hawaii International Conference on System Sciences, 271. https://doi.org/10.1109/HICSS.2008.495
Chen, P. T., & Hu, H. H. (2010). The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International Journal of Hospitality Management, 29(3), 405–412. https://doi.org/10.1016/j.ijhm.2009.09.006
Cho, E., & Fiore, A. M. (2015). Conceptualization of a holistic brand image measure for fashion-related brands, Journal of Consumer Marketing, 32(4), 255 265. https://doi.org/10.1108/JCM-07-2014-1063
Christodoulides, G., & Michaelidou, N. (2011). Shopping motives as antecedents of e-satisfaction and e- loyalty. Journal of Marketing Management, 27(1–2), 181–197. https://doi.org/10.1080/0267257X.201 0.489815
Deng, W. J., Yeh, M. L., & Sung, M. L. (2013). A customer satisfaction index model for international tourist hotels: Integrating consumption emotions into the American customer satisfaction index. International Journal of Hospitality Management, 35, 133–140. https://doi.org/10.1016/j.ijhm.2013.05. 010
Diamantopoulos, A., Sarstedt, M., Fuchs, C., Wilczynski, P., & Kaiser, S. (2012). Guidelines for choosing between multi-item and single-item scales for construct measurement: A predictive validity perspective. Journal of the Academy of Marketing Science, 40(3), 434–449. https://doi.org/10.1007/s11747-011- 0300-3
Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7– 8), 994–1015. https://doi.org/10.1108/EJM-04-2013- 0200
Foroudi, P., Jin, Z., Gupta, S., Melewar, T. C., & Foroudi, M. M. (2016). Influence of innovation capability and customer experience on reputation and loyalty. Journal of Business Research, 69(11), 4882–4889. https://doi.org/10.1016/j.jbusres.2016. 04.047
Ghozali, I., & Latan, H. (2015). Partial Least Squares : Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0, -2/E. Semarang: Badan Penerbit Undip.
Gracia, E., Bakker, A. B., & Grau, R. M. (2011). Positive emotions: The connection between customer quality evaluations and loyalty. Cornell Hospitality Quarterly, 52(4), 458–465. https://doi.org/10.1177/193896551039 5379
Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570– 582. https://doi.org/10.1057/bm.2010.58
Imran Khan Zillur Rahman. (2016). E-tail brand experience’s influence on e- brand trust and e-brand loyalty. Journal of Service Management, 44(6), 588–606. https://doi.org/10.1108/MBE-09-2016- 0047
Ismail, A. R. (2011). Experience marketing: An empirical investigation. Journal of Relationship Marketing, 10(3), 167–201. https://doi.org/10.1080/15332667.201 1.599703
Jani, D., & Han, H. (2014). Personality, satisfaction, image, ambience, and loyalty: Testing their relationships in the hotel industry. International Journal of Hospitality Management, 37, 11–20. https://doi.org/10.1016/j.ijhm.2013.10. 007
Kim, H., & Choi, B. (2013). The Influence of Customer Experience Quality on Customers’ Behavioral Intentions. Services Marketing Quarterly, 34(4), 322–338. https://doi.org/10.1080/15332969.201 3.827068
Klaus, P., & Maklan, S. (2013). Towards a better measure of customer experience. International Journal of Market Research, 55(2), 227–246. https://doi.org/10.2501/IJMR-2013- 021
Kruger, L.-M. (2016). Brand loyalty: Exploring self-brand connection and brand experience. Journal of Product & Brand Management. https://doi.org/10.1108/EL-01-2017- 0019
Lee, K., Huang, H., & Hsu, Y. (2007). Trust, Satisfaction and Commitment- On Loyalty to International Retail Service
Brands. Asia Pacific Management Review , 12(3), 161–169.
Lee, T. H., & Chang, Y. S. (2012). The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan. Leisure Studies, 31(1), 103–121. https://doi.org/10.1080/02614367.201 1.568067
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lim, L., Woodside, A., & College, B. (2011). Literature review and research directions Delivered by Ingenta to : Guest User Delivered by Ingenta to : Guest User. 11(3), 205–225.
Lin, Z., & Bennett, D. (2014). Examining retail customer experience and the moderation effect of loyalty programmes. International Journal of Retail and Distribution Management, 42(10), 929–947. https://doi.org/10.1108/IJRDM-11- 2013-0208
Maheshwari, V., Lodorfos, G., & Jacobsen, S. (2014). Determinants of Brand Loyalty: A Study of the Experience- Commitment-Loyalty Constructs. International Journal of Business Administration, 5(6), 13–23. https://doi.org/10.5430/ijba.v5n6p13
Narteh, B., Agbemabiese, G. C., Kodua, P., & Braimah, M. (2013). Relationship marketing and customer loyalty: Evidence from the ghanaian luxury hotel industry. Journal of Hospitality Marketing and Management, 22(4), 407–436. https://doi.org/10.1080/19368623.201 2.660564
Nasermoadeli, A., Ling, K. C., & Maghnati, F. (2013). Evaluating the Impacts of Customer Experience on Purchase Intention. International Journal of Business and Management, 8(6). https://doi.org/10.5539/ijbm.v8n6p128
Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404–423. https://doi.org/10.1057/bm.2012.31
Ou, Y. C., & Verhoef, P. C. (2017). The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers. Journal of Business Research, 80(July), 106–115. https://doi.org/10.1016/j.jbusres.2017. 07.011
Pine, B. J. I., & Gilmore, J. H. (2011). The Experience Economy, Updated Edition. Harvard Business Review Press.
Plank, R. E., & Newell, S. J. (2007). The effect of social conflict on relationship loyalty in business markets. Industrial Marketing Management, 36(1), 59–67. https://doi.org/10.1016/j.indmarman.2 005.03.012
Pollack, B. L. (2009). Linking the hierarchical service quality model to customer satisfaction and loyalty. Journal of Services Marketing, 23(1), 42–50. https://doi.org/10.1108/088760409109 33084
Lada, S., Suki, N. M., & Sidin, S. M., (2014). The Roles of Brand Experience in Forming Loyalty Intention. Labuan e-Journal of Muamalat and Society, 8, 39–49.
Santoso, S. (2014). Statistik Multivariat Edisi Revisi. Jakarta: Elex Media Komputindo.
Song, H. J., Bae, S. Y., & Han, H. (2019). Emotional comprehension of a name- brand coffee shop: focus on lovemarks theory. International Journal of Contemporary Hospitality Management, 31(3), 1046–1065. https://doi.org/10.1108/IJCHM-07- 2017-0436
Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience-loyalty-consumer spend. Journal of Retailing and Consumer Services, 31, 277–286. https://doi.org/10.1016/j.jretconser.201 6.04.009
Walsh, G., Shiu, E., Hassan, L. M., Michaelidou, N., & Beatty, S. E. (2011). Emotions, store-environmental cues, store-choice criteria, and marketing outcomes. Journal of Business Research, 64(7), 737–744. https://doi.org/10.1016/j.jbusres.2010. 07.008
Wang, Z., Singh, S. N., Jessica Li, Y., Mishra, S., Ambrose, M., & Biernat, M. (2017). Effects of employees’ positive affective displays on customer loyalty intentions: An emotions- associal-information perspective. Academy of Management Journal, 60(1), 109–129. https://doi.org/10.5465/amj.2014.0367
Zhou, T., & Lu, Y. (2011). Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience. Computers in Human Behavior, 27(2), 883–889. https://doi.org/10.1016/j.chb.2010.11.0 13
Published
2021-06-05
How to Cite
Lady, L., & Selvia, M. (2021). Pengaruh Pengalaman Nasabah terhadap Loyalitas Nasabah Perbankan Kota Batam Melalui Saluran Transaksi Luring-Daring. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 4(2), 1202-1214. https://doi.org/https://doi.org/10.36778/jesya.v4i2.484
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Articles
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