The Influence of Debtor’s Satisfaction Toward Cross-Selling Readiness and Providing Recommendations
Abstract: The achievement of
the banking sector's lending product is not consistently followed by the same
level of achievement of other products. Therefore, it is important to observe
customer segmentation, figuring out customer satisfaction, and to find out the
influence of customer satisfaction toward the customer's willingness to
cross-sell and providing recommendations on each segmentation. The purpose of
this research paper is to identify individual debtor segment, identifying the
influence of debtor's satisfaction toward cross-selling willingness and
providing recommendations, as well as to become a business strategy reference
for companies. We investigate the service quality (reliability, responsiveness,
assurance, empathy, and tangible) to observe the level of both satisfaction and
loyalty of the debtors. The research is conducted with 93 respondents. The
analytical method that is applied in this research paper is descriptive
statistics, cross tabulation, and regression analysis. The research results
indicate that the biggest number of debtors is on the low-interest loan segment
on service and trade businesses, while for the medium-interest loan and
high-interest loan the biggest number is on the trade businesses. In general,
each segmentation is willing to cross-sell. However, the high-interest loan
segment is more willing to cross-sell. On both low-interest loan and
medium-interest loan segments, the debtors are willing to recommend the
company's products to their relations. However, the debtors on the
high-interest loan tend to be unwilling to do so. The results of this research
also clarifies the theory that debtor's satisfaction has a significant relation
with the willingness to cross-sell and providing recommendations (customer's
loyalty). This may also help managers to provide a proper service for different
debtor's segmentation.
Author: Henny Saraswati, Noer
Azam Achsani, Kirbrandoko
Journal Code: jpadministrasinegaragg140063
