THE INFLUENCE OF SERVICE QUALITY AND RELATIONSHIP QUALITY ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION WITH GENDER AS A MODERATION VARIABLE
DOI:
https://doi.org/10.25299/jtb.2024.vol7(1).16341Keywords:
Service Quality, Relationship Quality, Customer Loyalty, Customer Satisfaction, GenderAbstract
Perbankan syariah harus mampu mempertahankan keunggulan kompetitif dengan cara meningkatkan dan mempertahankan kualitas layanannya, memenuhi kebutuhan nasabah dan menumbuhkan loyalitas nasabah. Kepuasan merupakan salah satu faktor yang membuat nasabah setia kepada perbankan. Seorang nasabah pasti akan melakukan transaksi terhadap suatu produk atau jasa secara berulang kali jika mereka merasa puas dengan produk atau jasa tersebut. Disisi lain gender menjadi salah satu faktor yang mungkin berdampak pada perilaku konsumen. Tujuan penelitian ini untuk mengetahui pengaruh service quality dan relationship quality terhadap customer loyalty melalui customer satisfaction dengan gender sebagai variabel moderasi. Populasi yang digunakan dalam penelitian ini adalah nasabah Bank Syariah Indonesia di Malang Raya. Sampel penelitian ini berjumlah 250 responden. Penelitian ini menggunakan pendekatan SEM-PLS dengan software SmartPLS. Hasil penelitian menunjukkan bahwa service quality, relationship quality dan customer satisfaction berpengaruh signifikan terhadap customer loyalty. Lebih lanjut, service quality dan relationship quality berpengaruh signifikan terhadap customer satisfaction. Lebih lanjut, keberadaan customer satisfaction mampu memediasi service quality dan relationship quality terhadap customer loyalty. Untuk pengaruh moderasi, gender tidak mampu memoderasi pengaruh service quality dan relationship quality terhadap customer loyalty. Berdasarkan hal tersebut, keberadaan customer satisfaction mampu meningkatkan customer loyalty. Kemudian pihak bank tidak perlu mengkhawatirkan terkait dengan gender, karena dalam hal ini gender tidak mampu memoderasi customer loyalty.
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