ABSTRAK
Penelitian ini bertujuan untuk mengetahui apakah kategori service yangdibagi ke dalam tiga kategori berdasarkan level interaksi (high contact andcustomized service, moderate contact non personal, dan moderate contactstandardize) mempengaruhi nilai personal involvement dan perceived relationalbenefits konsumen, hingga akhirnya berpengaruh pada relational responsebehavior. Untuk menguji hipotesis pada penelitian ini, penulis membaginyamenjadi empat analisa, (1) analisa perbedaan nilai personal involvement padaketiga jenis kategori service, (2) analisa perbedaan nilai perceived relationalbenefits pada tiga kategori service, (3) analisa hubungan antara personalinvolvement dengan perceived relational benefits, (4) analisa hubungan antaraperceived relational benefits dengan relational response behavior. Keempatanalisa tersebut menggunakan analisis perbedaan (ANOVA dan MANOVA) sertaanalisa Structural Equation Modeling (SEM). Analisa ANOVA dan MANOVAdiolah menggunakan SPSS 16.00, sedangkan analisa Structural EquationModeling (SEM) diolah menggunakan smart PLS 2.0.Hipotesis pada penelitian ini seluruhnya terbukti dan memperkuat hasiltemuan penelitian sebelumnya yang telah dilakukan oleh Gwinner (1998) danKinard & Capella (2006), bahwa service provider dengan tingkat interaksi yangtinggi antara konsumen dengan penyedia jasa layanan, akan memiliki nilaipersonal involvement dan perceived relational benefits yang tinggi, dan akhirnyaberpengaruh pada perilaku konsumen atau relational response behavior yangsemakin loyal terhadap perusahaan. Sehingga untuk service provider yangtermasuk ke dalam kategori moderate contact non personal dan moderate contactstandardize sebaiknya mengetahui lebih dalam tentang kebutuhan, harapan, sertanilai yang diinginkan oleh konsumen, karena hal ini nantinya dapat memunculkanpersonal involvement pada diri konsumen terhadap perusahaan, hingga konsumenmenginginkan terciptanya hubungan antara dirinya dengan service provider, halini tentunya menguntungkan perusahaan karena setelah konsumen tersebutmenginginkan adanya hubungan yang baik, konsumen akan menjadi loyalterhadap jasa layanan perusahaan.

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ABSTRACT
This study aims to determine whether the type of service providers that aredivided into three categories of service (high contact and customized service,moderate non-personal contact, standardize and moderate contact) affect the valueof personal involvement and perceived service benefits the consumer, finally therelational response behavior. The hypothesis in this study is divided into fouranalysis, (1) analysis of differences in the value of personal involvement in allthree categories of service providers, (2) analysis of differences in the perceivedvalue of relational benefits on three categories of service providers, (3) analysis ofthe relationship between personal involvement with the perceived relationalbenefits, (4) analysis of the relationship between perceived relational benefits withrelational response behavior. The fourth analysis using difference analysis(ANOVA and MANOVA) and structural equation modeling (SEM). ANOVA andMANOVA running data using SPSS 16.0, and for the SEM analysis using SmartPLS 2.0.The hypothesis in this study proves and reinforces the findings of previousstudies that the service provider with a high level of interaction between theconsumer and the service provider will have the value of personal involvementand high perceived relational benefits , and ultimately affect the behavior ofconsumers or relational behaviors are more loyal response against the company .So as to service providers that fall into the category of moderate and moderatenon-personal contact standardize contact should learn more about the needs,expectations, and values that consumers want from a service provider services, asthis will be able to bring a personal involvement in the self-consumer of thecompany, consumers want to create a relationship between himself and the serviceprovider, it is certainly beneficial for the company once the consumer wants agood relationship, consumers will tend to feel loyal.