"[
ABSTRAKTingkat persaingan perbankan di Indonesia dalam meningkatkan service delivery
terlihat sangat ketat, setiap bank berupaya untuk menjadi nomor satu dalam
memberikan layanan prima (service excellence) kepada nasabahnya. Disisi lain
saat ini nasabah semakin canggih (sophisticated) dan sangat menuntut
(demanding), sehingga mereka tidak hanya mencari harga yang kompetitif dan
layanan yang baik saja, namun mereka menginginkan experience yang
mengesankan ketika berinteraksi dengan produk maupun layanan yang diberikan.
Hal ini menyebabkan bank harus berpikir ulang mengenai dirinya agar dapat
berkompetisi secara efektif dan mendiferensiasi dirinya di pasar dengan
mengetahui bagaimana nasabah mereka mengalami layanan yang mereka berikan.
Disamping itu bank harus dapat memahami faktor-faktor yang mempengaruhi
customer experience dalam ber-bank (bank customer experience), komitmen serta
loyalitas mereka terhadap bank yang digunakan. Penelitian ini merujuk pada
konseptual model customer experience dibangun oleh Vehoef et al (2009), model
ini terdiri dari beberapa elemen yang membentuk customer experience, yaitu
social environment, service interface, atmosphere, price, brand, electronic
channel dan past experience. Penelitian dilakukan terhadap nasabah empat bank
besar di Jabodetabek dimana dalam 1 bulan terakhir melakukan interaksi/transaksi
perbankan baik melalui walk-in channel atau e-channel, dari hasil penelitian ini
didapat bahwa faktor service quality menjadi faktor yang berkorelasi paling kuat,
baik terhadap customer experience satisfaction maupun customer emotion
satisfaction, namun demikian tidak hanya service quality saja yang berkorelasi
terhadap customer experience, terdapat faktor-faktor lain yang juga berkorelasi
yaitu brand, bank atmosphere, environment influence dan e-channel serta past
experience. Penelitian ini memberikan hasil bahwa customer experience memiliki
pengaruh kepada customer experience satisfaction demikian halnya dengan
customer emotion satisfaction. Dalam kaitannya dengan customer loyalty,
keduanya memiliki pengaruh yang tidak jauh berbeda, hal ini menunjukkan bahwa
customer emotion satisfaction juga menjadi hal yang penting untuk diperhatikan
dalam menciptakan customer loyalty.
ABSTRACTBanking competition in improving service delivery in Indonesia looks very tight,
each bank strives to be number one in providing excellent service (service
excellence) to its customers. On the other hand, currently customers become more
sophisticated and demanding, so they are not just looking for the competitive
price and good service, but they want a memorable experience when interacting
with the product or services provided. This led the bank to think again about
themselves in order to compete effectively and differentiate themselves in the
marketplace by knowing how their customers experience to the service that they
provide. In addition, the bank must be able to understand the factors that affect the
customer experience when interacting with the bank (the bank customer
experience), their commitment and loyalty to the bank.
This study refers to the conceptual model of customer experience from Vehoef et
al (2009), the model is composed of several elements of the customer experience,
the social environment, service interface, atmosphere, price, brand, electronic
channel and past experience. Research conducted on the four major bank
customers in Greater Jakarta, where in the last one month interaction / transaction
with the bank either through walk-in channels or e-channel, the results of this
study found that the factor of service quality is the most strongly correlated to
both the customer experience satisfaction and customer emotion satisfaction,
however, not only the service quality are correlated to the customer experience,
there are other factors that also correlate i.e. the brand, the bank atmosphere,
environment influence and e-channel as well as past experience. This study
provides results that the customer experience has impact on customer experience
satisfaction and customer emotion satisfaction. In terms of customer loyalty, both
customer experience satisfaction and customer emotion satisfaction have the
effect is not much different, it indicates that customer satisfaction emotion also be
important to consider in creating customer loyalty., Banking competition in improving service delivery in Indonesia looks very tight,
each bank strives to be number one in providing excellent service (service
excellence) to its customers. On the other hand, currently customers become more
sophisticated and demanding, so they are not just looking for the competitive
price and good service, but they want a memorable experience when interacting
with the product or services provided. This led the bank to think again about
themselves in order to compete effectively and differentiate themselves in the
marketplace by knowing how their customers experience to the service that they
provide. In addition, the bank must be able to understand the factors that affect the
customer experience when interacting with the bank (the bank customer
experience), their commitment and loyalty to the bank.
This study refers to the conceptual model of customer experience from Vehoef et
al (2009), the model is composed of several elements of the customer experience,
the social environment, service interface, atmosphere, price, brand, electronic
channel and past experience. Research conducted on the four major bank
customers in Greater Jakarta, where in the last one month interaction / transaction
with the bank either through walk-in channels or e-channel, the results of this
study found that the factor of service quality is the most strongly correlated to
both the customer experience satisfaction and customer emotion satisfaction,
however, not only the service quality are correlated to the customer experience,
there are other factors that also correlate i.e. the brand, the bank atmosphere,
environment influence and e-channel as well as past experience. This study
provides results that the customer experience has impact on customer experience
satisfaction and customer emotion satisfaction. In terms of customer loyalty, both
customer experience satisfaction and customer emotion satisfaction have the
effect is not much different, it indicates that customer satisfaction emotion also be
important to consider in creating customer loyalty.]"
