Pengaruh Bauran Produk dan Kualitas Pelayanan Terhadap Nilai Pelanggan dan Implikasinya pada Kepuasan Nasabah Tabungan Bank Pemerintah di Kota Bandung

Pengaruh Bauran Produk dan Kualitas Pelayanan Terhadap Nilai Pelanggan dan Implikasinya pada Kepuasan Nasabah Tabungan Bank Pemerintah di Kota Bandung

Author		: ADITYA WARDHANA
Published on	: Banking & Management Review (STIE Ekuitas, Bandung Indonesia)

Abstract

“This research aims to obtain empirical evidence regarding the influence of the product mix and the service quality to customer value as well as its implications on customer satisfaction at Government???s Banks in Bandung. The results of this research are expected to contribute in the development of management science in particular of marketing management and consumer behavior. For Government???s Banks, expected results of this research can provide useful information about the importance of product mix, service quality, customer value as an effort to increase customer satisfaction. Research conducted on the Government???s Banks in the city of Bandung by as much as 270 customers as samples. This method uses a quantitative approach with survey methods. While his research is descriptive research type and verificative explanatory research with a time horizon to its data in the form of cross-sectional that reflects the image of a state at any given moment. To test the hypothesis of research statistical methods used path analysis (path analysis). The test results found the significant influences between product mix and service quality to customer value partially and simultaneously, in addition to that of the test results found the significant influence between the product mix and service quality to customer satisfaction through customer value.”

Keywords: product mix, service quality, customer value, customer satisfaction