PENGARUH SERVICE QUALITY, CUSTOMER SATISFACTION, DAN CUSTOMER VALUE TERHADAP CUSTOMER RELATIONSHIP MANAGEMENT QUALITY PADA CUSTOMER LOYALTY DEALER YAMAHA DENGAN BRAND IMAGE SEBAGAI VARIABEL MODERASI

Nico Adityo Utomo, Margaretha Pink Berlianto

Abstract


The motorcycle automotive industry in Indonesia continues to grow and increase every year. Indonesia is a country with a rapidly growing motorcycle automotive industry in Southeast Asia. The development of this industry creates competition between motorcycle brands in Indonesia. The purpose of this study was to determine the effect of Service Quality, Customer Satisfaction, Customer Value on Customer Relationship Management Quality on Customer Loyalty from Yamaha dealers moderated by Brand Image. This study uses quantitative methods and data collection methods using Electronic & Online Questionnaires. The samples used were 272 samples using Convenience Sampling. The tool used to process data using PLS-SEM using SmartPLS software version 3.

BAHASA INDONESIA ABSTRACT

Industri otomotif sepeda motor di Indonesia terus berkembang dan mengalami peningkatan setiap tahunnya. Indonesia merupakan negara dengan industri otomotif sepeda motor yang berkembang pesat di Asia Tenggara. Perkembangan industri ini menimbulkan persaingan antar brand sepeda motor di Indonesia. Tujuan dari penelitian ini untuk mengetahui pengaruh Service Quality, Customer Satisfaction, Customer Value terhadap Customer Relationship Management Quality pada Customer Loyalty dari dealer Yamaha dimoderasi oleh Brand Image. Penelitian ini menggunkaan metode Kuantitatif dan metode pengumpulan data menggunakan Electronic & Online Questionnaires memakai Google Form. Sampel yang digunakan sebanyak 272 sampel dengan menggunakan Convenience Sampling. Alat yang digunakan untuk mengolah data menggunakan PLS-SEM dengan memakai software SmartPLS versi 3.


Keywords


Service Quality; Customer Satisfaction; Customer Value; Brand Image; Customer Relationship Management Quality; Customer Loyalty

Full Text:

PDF

References


Abekah-Nkrumah, G., Yaa Antwi, M., Braimah, S. M., & Ofori, C. G. (2020). Customer relationship management and patient satisfaction and loyalty in selected hospitals in Ghana. International Journal of Pharmaceutical and Healthcare Marketing, ISSN: 1750-6123. doi:10.1108/IJPHM-09-2019-0064

Al-Gasawneh, J.A., Anuar, M. M., Dacko-Pikiewicz, Z., & Saputra, J. (2021). The Impact of Customer Relationship Management Dimensions on Service Quality. Polish Journal of Management Studies, Vol 23 (2), PP 24 – 41, DOI: 10.17512/pjms.2021.23.2.02

Arham, J., Kamase, J., Supri, M., Selong, A., & Gani, A. A. (2020). Reputation Influence, Customer relationship management (CRM) on terhadap Customer Value and Customer Loyalty Sharia Banks in Makassar. IOSR Journal of Business and Management, Volume 22, Issue 10. Ser. VIII (October 2020), PP 01-23, e-ISSN: 2278-487X

Asosiasi Industri Sepeda Motor Indonesia. (2021). “Distribusi Statistik”. diperoleh 15 Januari 2022, dari: https://www.aisi.or.id/statistic/

Astuti, S.W., & Indriastuti, H. (2021). Exploiring Customer Relationship Management and Customer’s Value on Customer’s Loyalty of Go-Jek Online Services. International Journal of Economics, Business, and Accounting Research, Vol 5 (1), PP 137 – 149, E-ISSN: 2614-1280,

Badan Pusat Statistika. (2021). “Perkembangan Jumlah Kendaraan Bermotor Menurut Jenis (Unit), 2018 – 2020. Diperoleh 16 Januari 2022, dari https://www.bps.go.id/indicator/17/57/1/jumlah-kendaraan-bermotor.html

Bian, X. and Moutinho, L. (2011), "The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects", European Journal of Marketing, Vol. 45 No. 1/2, pp. 191-216. https://doi.org/10.1108/03090561111095658

Chaudary, A.H., Javed, H., Khan, M. A., Imtiaz, A., Khalil, M. J., & Atta, S. (2017). Impact of Service Quality and Customer Value on Customer Loyalty: A Mediation Study. International Journal of Management and Commerce Innovations, Vol. 5, Issue 1, pp: (839-849), ISSN 2348-7585 (Online)

Chaudhuri, A., & Holbrook, M, B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. doi:10.1509/jmkg.65.2.81.18255

DataIndustri Research. (2022). Tren Data Market Share dan Data Penjualan Sepeda Motor di Indonesia, 2014 – 2021. Diperoleh 14 Januari 2022, dari https://www.dataindustri.com/produk/tren-data-market-share-penjualan-sepeda-motor-di-indonesia/

Dehghanpouri, H., Soltani, Z., & Rostamzadeh, R. (2020). The impact of trust, privacy, and quality of service on the success of E-CRM: the mediating role of customer satisfaction. Journal of Business & Industrial Marketing, ISSN 0885-8624, doi:10.1108/jbim-07-2019-0325

Detik.com. (2018). Suara Pembaca: Kecewa Layanan Yamaha Mataram Sakti Semarang. Diperoleh 13 Januari 2022, dari https://news.detik.com/suara-pembaca/d-3841001/kecewa-layanan-yamaha-mataram-sakti-semarang

El-Sheikh, S. A., Halim, Y. T., Hamdy, H.I., & Hamdy, M. A. (2020). The Impact of CRM on Customer Satisfaction and Customer Loyalty: Mediation Effect of Customer Perceived Value (Evidence from Hospitality Industry). Journal of Alexandria University for Administrative Sciences, Volume 57 (4), 87 – 120.

Goranda, I. R., Nurhayati, P., & Simanjuntak, M. (2021). Analysis of Consumer Satisfaction and Loyalty Factors with CRM Approach in Agribusiness E-commerce Company. Journal of Consumer Sciences, Vol. 06, No. 02, PP 111-128 E-ISSN: 2460-8963 DOI: https://doi.org/10.29244/jcs.6.2.111-128

Gunawan, V., Astuti, R. D., & Bustaman, Y. (2021). The Impact of Customer Relationship Management Quality and Company Reputation toward the Antecedent of Customer Loyalty during COVID-19 Pandemic. Conference Series, Vol 3(2), PP 236–259, https://doi.org/10.34306/conferenceseries.v3i2.593

Hair, J. F., Ringle, C. M., Sarstedt. (2011). M. PLS-SEM: Indeed, a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/mtp1069-6679190202.

Harryani, S. (2017). Customer Relationship Management Influence on Customer Value, Product Quality and Service Quality In Improving Customer Satisfaction and Its Implication On The Customer Loyalty. Jurnal Ekonomi Bisnis, Vol. 22 (2)

Hendarta, W. S., & Susanto, A. (2019). Pengaruh E-Service Quality, Customer Esatisfaction Dan Customer Value Terhadap Customer E-Loyalty Dimoderasi Oleh Brand Image Melalui E-Crm Quality Sebagai Variabel Intervening. Jurnal Riset Manajemen dan Bisnis, Vol 14 (1), PP 15 – 28.

Hendy, S., & Keni. (2019). Pengaruh Brand Image, Service Quality, Dan Customer Relationship Management Terhadap Customer Loyalty. Jurnal Manajemen Bisnis Dan Kewirausahaan, Vol 3 (5), PP 56 – 61.

Jain, V., Chawla, C., & Agarwal, M. K. (2019). Impact of Customer Relationship Management on Customer Loyalty: A Study on Restaurants of Moradabad. International Journal of Advanced Science and Technology, Vol. 28, No. 15, pp. 482-49

Khairawati, S. (2020). Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty. International Journal of Research In Business And Social Science, Vol 9(1), PP 15-23, ISSN: 2147-4478, DOI: https://doi.org/10.20525/ijrbs.v9i1.603

Kompas.com. (2022). Penjualan Motor di Indonesia Paling Tinggi di ASEAN. Diperoleh 14 Februari 2022, dari https://otomotif.kompas.com/read/2022/02/10/134100315/penjualan-motor-indonesia-paling-tinggi-di-asean

Kosar, R., Rthore, S., Jamil, J., & Ghani, M. (2021). Impact of Service Quality, Customer Relationship Management and Perceived Value on Brand Loyalty with Mediation Role of Customer Satisfaction. International Journal of Management Sciences and Business Research, Vol 10 (6), ISSN: 2226-8235

Kotler, P., & Amstrong, G. (2016). Principle Of marketing (16th ed.). Pearson education Limited.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson education.

Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Vol 62(10), PP 980–986. doi: 10.1016/j.jbusres.2008.10.015

Lebdaoui, H., & Chetioui, Y. (2020). CRM, service quality and organizational performance in the banking industry: a comparative study of conventional and Islamic banks. International Journal of Bank Marketing, 38(5), 1081–1106. doi:10.1108/ijbm-09-2019-0344

Mang'unyi, E. E., Khabala, O. T., Govender, K.K., & Kuada, J. (2018). Bank Customer Loyalty and Satisfaction: The Influence of Virtual e-CRM. African Journal of Economic and Management Studies, (), 00–00. doi:10.1108/AJEMS-08-2017-0183

Marino, V., & Lo Presti, L. (2018). Engagement, satisfaction, and customer behavior-based CRM performance. Journal of Service Theory and Practice, (), JSTP-11-2017-0222–. doi:10.1108/JSTP-11-2017-0222

Munandar, J. M., Oktaviani, D., & Angraini, Y. (2020). How important is CRM toward customers loyalty to conventional and Islamic bank marketing strategy? Journal of Islamic Marketing, 1759-0853, doi:10.1108/jima-07-2019-0146

Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262–270. https://doi.org/10.1016/j.jretconser.2016.02.002

Palazzo, M., Foroudi, P., & Ferri, M. A. (2021). Examining antecedents and consequences of perceived service quality in the hotel industry: a comparison between London and New York. The TQM Journal, Vol 33 (7), PP 193 – 221, ISSN: 1754-2731, DOI 10.1108/TQM-09-2020-0203

Paul, J., Mittal, A., & Srivastav, G. (2016). Impact of Service Quality on Customer iSatisfaction in Private and Public Sector Banks. Vol 34 (5), PP 606-622. Retrieved from emerald insight

Rasouli, H., Shirazian, Z and Rasuli, H (2020). Study the effect of advertising effectiveness on the CRM and loyalty with the mediating role of providing the quality of services. Revista Gestão & Tecnologia, Vol 20 (1), 7-32, DOI: 10.20397/2177-6652/2020.v20i1.1712

Seanane.com. (2018). Keluhan Servis di Bengkel Resmi Yamaha Mengecewakan. Diperoleh 13 Januari 2022 dari https://seanane.com/2018/05/28/keluhan-servis-di-bengkel-resmi-yamaha-mengecewakan/

Setyono, V, I., Nugroho, M., & Sumiati. (2021). Customer Engagement, Customer Pride, Customer Value as An Impact Through Service Quality and Customer Relationship Management on Customer Loyalty In Pt. BPR East Java. International Journal of Business, Economics and Law, Vol. 24 (5), PP 122 – 134, ISSN: 2289-1552

Susanto, N. (2010) “Besar Sampel Dalam Penelitian Kesehatan, Manual dan Aplikasi Software Open Source (Sample size 2.0)”. ISBN: 978-602-97979-2-3, Yogyakarta, Digibooks

Sutanto, H., Handayani S. D., & Susanto. (2021). Measuring Customer Loyalty and Satisfaction of Bank Bantul Using CRM and Service Quality. Jurnal Bisnis: Teori dan Implementasi, Vol 12 (3), page: 172-183 DOI: https://doi.org/10.18196/jbti.v12i3.12765

Topbrand-award.com. (2022). Top Brand Index Kategori Sepeda Motor 2020-2021. Diperoleh 16 Januari 2022 dari https://www.topbrand-award.com/en/top-brand-index-int/?tbi_find=yamaha

Upadhyaya, M. (2020). Analysis Of E-Crm, Service Quality and Brand Trust Relationship with Student Satisfaction. Humanities & Social Sciences Reviews, Vol 8, No 1, pp 227-232, eISSN: 2395-6518, https://doi.org/10.18510/hssr.2020.8132

Wang, X., & Yang, Z (2010). The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image. Journal of Global Marketing, 23(3), 177–188. doi:10.1080/08911762.2010.487419

Zeithaml, V, A.; Berry, L, L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31–46. doi:10.1177/002224299606000203


Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Nico Adityo Utomo, Margaretha Pink Berlianto

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

favicon  Fakultas Ekonomi dan Bisnis | Universitas Pelita Harapan | Kampus Universitas Pelita Harapan | Gedung F Lt. 12 | Lippo Karawaci, Tangerang - 15811 | Telp 021-5460901 | Fax 54210992