ABSTRACT: An objective of this
research is to identify effect of reliability factor, responsiveness, and
empathy from credit service and officer either on loyalty or discipline of
customer. In addition, it identifies effect of loyalty on discipline of
customer. Sampling method used is purposive incidental sampling to obtain 330
respondents of customer of MCI in form of People Credit Bank (Bank Perkreditan
Rakyat/BPR), Cooperative of Saving and Loan (Koperasi Simpan Pinjam/KSP) and
Foundation in region of Karang Ploso Sub District, Malang RegencyThe dependent
variable is customer loyalty and discipline. Result of hypothesis test
indicated that factors significantly influencing on customer loyalty is credit
reliability, credit empathy and officer reliability. Statistically, the most
influencing factor is credit reliability followed by factor of credit empathy
and the least influencing factor is officer reliability. There seems no real
effect of loyalty on customer discipline.
Keywords: Customer loyalty,
Credit micro institution
Penulis: Khusnul Ashar
Kode Jurnal: jpmanajemendd110034
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