PENGARUH HARGA, REPUTASI, KUALITAS JASA, PROMOSI, KETERPAKSAAN BERPINDAH, DAN REKOMENSASI PADA PERILAKU NASABAH BERPINDAH BANK
ABSTRACT: The aim of this
research is to measure the effect of price, reputation, service quality,
promotion, involuntary switching and recommendation to customer bank switching
behavior. Customer switching behavior creates negative impact to market share,
decreases profit, loss revenue and investment, and company must spend a lot of
money to get new customer. This research based on Theory of Reasoned Action
(Fieshbein dan Ajzen, 1980) with two modifications: 1). Critical incident
factor that influence bank switching behavior for Asian market is pricing,
reputation, promotion, involuntary switching, recommendation and using service
quality as evaluation of core service failure, encounter service failure, and
inconvenience. Service quality is also an evaluation for attitude toward
switching. 2). Subjective norm reject from the model because: a). Attitude is
strong predictor for behavior, subjective norm have multikolinearity with
attitude. This research is confirmatory study, use survey method with
questioners to 323 respondents in Indonesia. Validity for reflective variable
use cross loading ≥ 0,7 as discriminant validity and AVE ≥ 0,5 as convergent
validity. Reliability use composite reliability ≥ 0,7. Formative variable
validity use content and face validity and weight and significantly of weight.
The result of this research have Goodness of Fit Model is 0,3949. Pricing and
recommendation significant positive influence attitude toward switching with p
value of 0,009183. and 1,314E-05. Attitude toward switching is positive
significant influence intention to switching with p value 2,7310E-23. Variable
past switching behavior influences variable intention to switch directly and
mediating by attitude toward switching with p value of 6,9267E-03 and
6,5522E-04. Add path from pricing and recomendation increasing goodness of fit
model become 0,4053.
Key words: Theory of Reasoned Action, Customer Switching Behavior,
Critical Incident, Service Quality
Penulis: Pursetyaningsih
Kode Jurnal: jpmanajemendd080129
