Pengaruh Kualitas Layanan Terhadap Retensi Pelanggan pada Bank Perkreditan Rakyat (BPR) Christa Jaya Perdana Kupang

Abstract

The Effect of Service Quality on Customer Retention at CJP Kupang Rural Bank (under the guidance of Dr. Khalid Kasim Moenardy, M.Si as supervisor I and Drs. Anthonius B Mesakh, M.Si as supervisor II. This research aims ( 1) Knowing and explaining customer perceptions of BPR CJP on the determinants of service quality (reliability, responsiveness, assurance, empathy, and tangibles) and customer retention (2) Testing and explaining the effect of reliability on customer retention at BPR CJP Kupang (3) ) Test and explain the effect of responsiveness on customer retention at BPR CJP Kupang (4) Test the effect of guarantees on customer retention at BPR CJP Kupang (5) Test the effect of empathy on customer retention at BPR CJP Kupang (6) Test the effect of tangibles on retention customers. (7) Examine the effect of reliability, responsiveness, assurance, empathy, and tangibles simultaneously on customer retention.

To achieve this goal, a sample of 60 respondents was selected at BPR CJP Kupang. Data collection was carried out using questionnaires, interviews, literature and documentation. The data analysis technique used is descriptive analysis and multiple linear regression using SPSS 25.

The results of the descriptive analysis show that Reliability is in the high category (4.02), Responsiveness is in the high category (3.82), Guarantee is in the category (3.87), Empathy is in the category (4.02), Physical Evidence is in category (4.08) and Customer Retention is in the high category (3.93). The results of the regression analysis show that the results of the t-test of the Reliability variable (X₁) result t_count (2.045) > t_table(2,000). Based on the results of the t test, the first hypothesis reads Reliability partially has a significant effect on customer retention. Responsive variable t test results (X₂) result t_count (2.363) > t_table(2,000). Based on the results of the t test, the second hypothesis reads that responsiveness partially has a significant effect on customer retention. The results of the guarantee variable t test (X₃) result t_count (3.189) > t_table(2,000). Based on the results of the t test, the third hypothesis reads that guarantee partially has a significant effect on customer retention. Empathy variable t test results (X₄) result t_count (2.031) > t_table(2,000). Based on the results of the t test, the fourth hypothesis reads Empathy partially has a significant effect on customer retention. The results of the t test variable Physical Evidence (X₅) result t_count (2.276) > t_table(2,000). Based on the results of the t test, the fifth hypothesis reads that partially physical evidence has a significant effect on customer retention.

The result of the F test which shows the value of F_count (32.394) > F_table of (3.168). Thus the sixth hypothesis in this study reads that the variables of reliability, responsiveness, assurance, empathy and physical evidence simultaneously have a significant effect on customer retention. Based onadjust R squer shows the contribution of the variables of reliability, responsiveness, assurance, empathy and physical evidence of 72.7% and the remaining 27.3% is influenced by other variables outside this study. It is recommended for Bank BPR CJP Kupang to increase customer retention through improving service quality should be more directed at indicators that are perceived by customers which are still low. In addition, all items that are perceived as highly must be upgraded to very high. To find out these developments, it really depends on the frequency of implementation of employee knowledge improvement programs and periodic evaluations conducted through customer satisfaction surveys.