Citra Perusahaan dan Kepuasan Pelanggan dalam Membangun Loyalitas Pelanggan
Abstract
Abstract. Facing current competitive market, Public Relations and Loyalty are becoming one of the main incentives in customer relations management. Loyalty is closely related to customer satisfaction and corporate image, so that the development of the global industry demands an enhancement of customer’s service quality to raise the satisfaction and image that leads to commitment of loyalty in all industry aspects, especially the service industry sector. This research aims to understand the relationship between image and satisfaction in building customer loyalty that implemented in a specific service industry through the approach at PT. Pondok Indah Padang Golf, Tbk. The method of the reasearch is quantitative approach and using positivism paradigm. The population of the research are visitors of PT. Pondok Indah Padang Golf, Tbk and 100 respondents were set as a represent sample. Data were collected through online survey and analyzed using the Partial Least Square (PLS) method. The results showed that Corporate Image and Customer Satisfaction had a significant positive effect on Attitudinal Loyalty. Meanwhile, corporate image has a greater level of relationship in fostering customer loyalty than customer satisfaction.
Abstrak. Menghadapi pasar yang kompetitif saat ini, Public Relations dan Loyalitas menjadi pendorong utama manajemen hubungan pelanggan. Loyalitas erat kaitannya dengan kepuasan pelanggan dan citra perusahaan, sehingga perkembangan industri global menuntut peningkatan kualitas layanan pelanggan guna meningkatkan kepuasan dan citra yang mengarah pada komitmen loyalitas pada semua aspek industri khususnya sektor industri jasa. Penelitian ini bertujuan untuk memahami hubungan citra dan kepuasan dalam membangun loyalitas pelanggan yang diimplementasikan pada industri jasa yang spesifik melalui pendekatan studi pada PT. Pondok Indah Padang Golf, Tbk. Metode penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan paradigma positivism. Populasi penelitian adalah pengunjung layanan jasa golf PT. Pondok Indah Padang Golf, Tbk dan ditetapkan 100 responden sebagai sampel yang mewakili. Data dikumpulkan melalui survey online dan dianalisis menggunakan metode Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa Corporate Image dan Customer Satisfaction memiliki pengaruh positif yang signifikan terhadap Attitudinal Loyalty. Adapun citra perusahaan memiliki tingkat hubungan yang lebih besar dalam menumbuhkan loyalitas pelanggan dibanding kepuasan pelanggan.
Keywords
Full Text:
PDFReferences
Adria dan Ernungtyas. (2020). Citra Perusahaan Traveloka Terhadap Kepuasan dan Loyalitas Pelanggan. Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 3(1), 75–84. https://doi.org/10.37329/ganaya.v3i1.423
Ahmed Al-Maamari dan Abdulrab. (2017). Factors Affecting on Customer Loyalty in Service Organizations. International Journal of Energy Policy and Management, 2(5), 25–31.
Amalia et al. (2018). Loyalitas Customer Dalam Mobile Commerce Zalora. Profetik: Jurnal Komunikasi, 11(1), 26. https://doi.org/10.14421/pjk.v11i1.1360
Andreassen dan Lindestad. (1998). The effect of corporate image in the formation of customer loyalty. Journal of Service Research, 1(1), 82–92. https://doi.org/10.1177/109467059800100107
Annual Report. (2018). Annual Report 2018 Pondok Indah Golf. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9, pp. 1689–1699). https://doi.org/10.1017/CBO9781107415324.004
Bloemer. (1998). Investigating drivers of bank loyalty: The complex relationship between image, service quality and satisfaction. International Journal of Bank Marketing, 16(7), 276–286. https://doi.org/10.1108/02652329810245984
Boonlertvanich. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278–302. https://doi.org/10.1108/IJBM-02-2018-0021
Cakici et al. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443–462. https://doi.org/10.1108/TR-02-2018-0025
Chiguvi dan Guruwo. (2017). Impact Of Relationship Marketing On Customer Loyalty In The Banking Sector. International Journal of Scientific Engineering and Research, 6 No 3 Pap(Hirschman 1970), 36–55. http://ideas.repec.org/a/fej/articl/v6cy2012i4p36-55.html
Chuah et al. (2017). Why do satisfied customers defect? A closer look at the simultaneous effects of switching barriers and inducements on customer loyalty. Journal of Service Theory and Practice, 27(3), 616–641. https://doi.org/10.1108/JSTP-05-2016-0107
Coombs dan Holladay. (2006). Unpacking the halo effect: Reputation and crisis management. Journal of Communication Management, 10(2), 123–137. https://doi.org/10.1108/13632540610664698
Cutlip et al. (1985). Effective Public Relations (6th ed. /). Prentice-Hall International.
De Leaniz dan Del Bosque RodrÃguez. (2016). Corporate Image and Reputation as Drivers of Customer Loyalty. Corporate Reputation Review, 19(2), 166–178. https://doi.org/10.1057/crr.2016.2
Fornell. (1992). Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6–21. http://www.jstor.org/stable/1252129
Gürlek. (2017). How does corporate social responsibility create customer loyalty? The role of corporate image. Unit 07, 1–5.
Hassan dan Bin-nashwan. (2017). Impact of Customer Relationship Management (CRM) on Customer Satisfaction and Loyalty : A Systematic Review Akademia Baru Journal of Advanced Research in Business Impact of Customer Relationship Management (CRM) on Customer Satisfaction and Loyalty : A Sy. Journal of Advanced Research in Business and Management Studies, 6(1), 86–107.
Hennig-Thurau et al. (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230–247. https://doi.org/10.1177/1094670502004003006
Hsieh dan Li. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence and Planning, 26(1), 26–42. https://doi.org/10.1108/02634500810847138
Hussain et al. (2015). Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42, 167–175. https://doi.org/10.1016/j.jairtraman.2014.10.001
Jonathan. (2013). Analisis Pengaruh E-Service Quality terhadap Customer Satisfaction yang Berdampak pada Customer Loyalty PT Bayu Buana Travel Tbk. The Winners, 14(2), 104. https://doi.org/10.21512/tw.v14i2.650
Kashif et al. (2015). Customer satisfaction and loyalty in Malaysian Islamic banks: A PAKSERV investigation. International Journal of Bank Marketing, 33(1), 23–40. https://doi.org/10.1108/IJBM-08-2013-0084
Kaur dan Soch. (2018). Satisfaction, Trust and Loyalty: Investigating the Mediating Effects of Commitment, Switching Costs and Corporate Image. Unit 07, 1–5.
Krismiyati. (2017). Pengaruh Kinerja Public Relations dan Customer Relations terhadap Kepuasan Pasien RSUD Dr. Moewardi di Surakarta. Journal of Business & Industrial Marketing.
Kusuma dan Prasetio. (2016). Proses Public Relations PT. Pos Indonesia dalam Mempertahankan Citra Terkait Beredarnya Tabloid Obor Rakyat, Program Studi Ilmu Komunikasi , Fakultas Komunikasi dan Bisnis , Universitas Telkom Jl . Telkomunikasi Terusan Buah Batu , Bandung Jawa Barat 4025. 3(2), 2359–2368.
Lam et al. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293–311. https://doi.org/10.1177/0092070304263330
Lee et al. (2012). The Mediating Effect of Place Attachment on the Relationship between Festival Satisfaction and Loyalty to the Festival Hosting Destination. Journal of Travel Research, 51(6), 754–767. https://doi.org/10.1177/0047287512437859
Liu-Thompkins dan Tam. (2013). Not all repeat customers are the same: Designing effective cross-selling promotion on the basis of attitudinal loyalty and habit. Journal of Marketing, 77(5), 21–36. https://doi.org/10.1509/jm.11.0508
Liu et al. (2018). The Effect of Satisfaction on Loyalty in Consumption and Service Industry Based on Meta-analysis and It’s Algorithm. Wireless Personal Communications, 103(1), 963–982. https://doi.org/10.1007/s11277-018-5489-8
Mahmud et al. (2018). Customers Satisfaction and Corporate Image in Government Initiative Influencing Customers Loyalty in Terengganu, Malaysia. 292(Agc), 276–285. https://doi.org/10.2991/agc-18.2019.44
Makanyeza dan Chikazhe. (2017). Mediators of the relationship between service quality and customer loyalty: Evidence from the banking sector in Zimbabwe. International Journal of Bank Marketing, 35(3), 540–556. https://doi.org/10.1108/IJBM-11-2016-0164
Nguyen. (1998). The mediating role of corporate image on customers’ retention decisions: An investigation in financial services. International Journal of Bank Marketing, 16(2), 52–65. https://doi.org/10.1108/02652329810206707
Nguyen dan Leblanc. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of Retailing and Consumer Services, 8(4), 227–236. https://doi.org/10.1016/s0969-6989(00)00029-1
Olins W. (1990). Corporate Identity : Making Business Strategy Visible Through Design (1st Editio). Harvard Business School Press.
Oliver R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer (berilustra). McGraw-Hill.
Omoregie et al. (2019). Factors influencing consumer loyalty: evidence from the Ghanaian retail banking industry. International Journal of Bank Marketing, 37(3), 798–820. https://doi.org/10.1108/IJBM-04-2018-0099
Raab et al. (2015). Customer Relationship Management : A Global Perspective. Gower Publishing.
Rahi. (2016). Impact of Customer Value, Public Relations Perception and Brand Image on Customer Loyalty in Services Sector of Pakistan. Arabian J Bus Manag Review, August. https://doi.org/10.4172/2223-5833.S2-004
Samson. (2018). Public relations in corporate reputation management: A case of Ethiopian Broadcasting Corporation. Journal of Media and Communication Studies, 10(9), 113–117. https://doi.org/10.5897/jmcs2016.0502
Selin. (2017). Public Relations in Service Sector and Corporate Image Management : A Research in Transportation Sector. European Scientific Journal, 7881(May), 248–256.
Tu et al. (2013). An empirical study of corporate brand image, customer perceived value and satisfaction on loyalty in shoe industry. 5(7), 469–483.
Wang dan Wu. (2012). Customer loyalty and the role of relationship length. Managing Service Quality, 22(1), 58–74. https://doi.org/10.1108/09604521211198119
Zeithaml et al. (1996). Services Marketing (4th ed.). McGraw-Hill Companies,Incorporated.
DOI: http://dx.doi.org/10.29313/.v7i1.27287
