服务质量通过感知风险、满意度和信任对无网点银行客户忠诚度的影响

Nunung Eka Aprilia
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引用次数: 2

摘要

本研究以无分行银行客户为研究对象,以感知风险、满意度和信任变量为中介,检验和分析服务质量对客户忠诚度的影响。如今的生活方式变化受到快速发展的金融科技的强烈影响。城市和偏远社区需要适应这些变化。然而,仍有许多未受教育的人,特别是在偏远地区。本定量研究采用的方法是通过发放问卷和访谈100个样本的无网点银行客户,以了解客户的所有信息。采用SEM PLS软件对数据进行处理。结果表明:服务质量对感知风险有显著负向影响;服务质量对满意度有正向显著影响;服务质量对信任有正向显著影响;感知风险对顾客忠诚有正向显著影响;满意度对顾客忠诚有负向且不显著的影响;信任对顾客忠诚有显著的正向影响。而服务质量通过感知风险对顾客忠诚的影响为负向且不显著。服务质量通过满意度对顾客忠诚有负向且不显著的影响。同时,服务质量通过信任作为中介变量对顾客忠诚的影响是显著的。关键词:服务质量、感知风险、满意度、信任、客户忠诚度、无网点银行
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INFLUENCE OF SERVICE QUALITY ON CUSTOMER LOYALTY THROUGH PERCEIVED RISK, SATISFACTION, AND TRUST IN BRANCHLESS BANKING CUSTOMERS
This study examines and analyses the effect of service quality on customer loyalty mediated by perceived risk, satisfaction, and trust variables in branchless banking customers. Today's lifestyle changes are strongly influenced by fintech, which is rapidly developing. There is a need for urban and remote communities to adapt with these changes. However, there are still many uneducated people, especially in remote areas. The method used in this quantitative research was conducted by distributing questionnaires and interviewing of 100 samples of branchless banking customers to explore all information about customers. Data processing was performed by using SEM PLS software. The results showed that service quality has a negative and significant effect on perceived risk; service quality has a positive and significant effect on satisfaction; service quality has a positive and significant effect on trust; perceived risk has a positive and significant effect on customer loyalty; satisfaction negatively and insignificantly affects customer loyalty; and trust has a positive and significant effect on customer loyalty. However, the effect of service quality on customer loyalty through perceived risk is negative and insignificant. Service quality on customer loyalty through satisfaction has a negative and insignificant effect. Meanwhile, the influence of service quality on customer loyalty through trust as a mediator variable is positive and significant. Keywords: Service quality, perceived risk, satisfaction, trust, customer loyalty, branchless banking.
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