needed to investigate the other two issues, and this is detailed in the final section of this paper.
These issues lead to the identification of three key gaps, which this research aims at filling. First, there is a lack of empirical evidence for discriminate
validity for satisfaction and attitudinal loyalty. Second, few studies on satisfaction and loyalty have been conducted in a business-to-business services setting.
Finally, insufficient attention is paid to reporting measurement or constructs validity when examining the relationship between satisfaction and loyalty.
Dick and Basu 1994 suggest that “low relative attitude with low repeat purchase connotes absence of loyalty, while low relative attitude with high repeat
purchase indicates spurious loyalty. Satisfaction is thus viewed as an antecedent of relative attitude”. “However, the ability of customer satisfaction scores to
predict such loyalty has not been adequately demonstrated” Higgins 1997.
K. Consideration framework
The competition among the company more crowded and hard that will be effect to push the company especially that move in services subject to give a
better services than other, because the services is the important factor in services industry. Especially for industry that move in banking services subject that really
be concerned by the bank it self.
Tjiptono 2000 said that the quality of services or goods is the effort to fulfill the necessary and willingness of the customer also the exactly in delivery to
fill the customer expectation. The factors that used in evaluate the services by Gonroos 2000 explain in
seven criteria in valuation of services, are professionalism and skill, reputation and credibility, accessibility and flexibility, reliability and trustworthiness,
services recovery and service cape. The satisfaction is the buyer evaluation where the alternative is chosen by
give the outcome that same or pass the customer expectation, while unsatisfied is the effect if the outcome could not fulfill the customer expectation.
The satisfaction is the factor that decides the loyalty level of the customer, the customer that has loyalty will show off the attitude such as: reject another
competitor, buying back and will give reference the goods and services to other people. The company has to increase the services quality that given to customer so
that the customer will be satisfied and will be affects the loyalty of customer.
Picture 2.2 Consideration Framework
L. Hypothesis
Value X1
Satisfaction X2
Customer Loyalty Y
Multiple Linier Regressions
Conclusion
According Mowen 1995:531 statement that “the loyalty in organization influences directly by satisfied or unsatisfied of customer by accumulation, when
customers have low satisfaction to an organization”. So the customers also have
low loyalty. These statement supported by Hawkins 1986:699 explain that “the customer that loyal with an organization show the satisfaction level that higher
than the customer that not loyal or the customer that have low loyalty to an organization”.
The hypothesis formula that can be approved that has relation between Services Quality-Satisfaction-Customer Loyalty is:
1. Ho
1
: there is no significant direct influence between services quality of banking services variable to customer loyalty in BNI.
Ha
1
: there is significant direct influence between services quality of banking services variable to customer loyalty in BNI.
2. Ho
2
: ρ=0: There is no significant influence between customer satisfaction of banking services variable to customer loyalty in BNI.
Ha
2
: ρ≠0: There is significant influence between customer satisfactions of banking services variable to customer loyalty in BNI.
3. Ho
3
: There is no significant direct influence between services quality of banking services with customer satisfaction towards customer loyalties in
BNI. Ha
3
: There is significant direct influence between services quality of banking services with customer satisfaction towards customer loyalties in BNI.
CHAPTER III RESEARCH METHOD
The research design that will be use in this research is causal research, which explains about the causal relationship between research variables, the
purposes to make a decision of relationship methods cause and effect from independent variables to dependent variables. On problem that discussed on
chapter 1 about is there any influence between value, customer satisfaction and customer loyalty in BNI? The answer according Mowen 1995:531 statement that
explains about customer loyalty is having relationship with satisfied or unsatisfied of customer to organization. Because of that research method is needed to answer
those problem formulation based on the hypothesis that already discussed on chapter 2.
B. The Research Scope
The scope of this research is descriptive research and conclusive, where the definitions of descriptive are:
a. To describe the characteristics from the relevant group b. To show the variables that have correlation or relationship
c. To make the specifics prediction And conclusive means these research have a conclusion.
