Pengaruh Nilai, Kualitas Pelayanan dan Komitmen Organisasi Terhadap Kepuasan Pelanggan Pada PT. Asuransi Kresna Mitra Tbk Cabang Palembang
DOI:
https://doi.org/10.36982/jiegmk.v9i1.463Abstract
Abstract
This study aims to analyze the influence of customer value, service quality, and organizational commitment to customer satisfaction PT. Asuransi Kresna Mitra Tbk Palembang Branch. This research is quantitative descriptive. The method used is a survey method. Data analysis techniques are carried out by regression analysis to analyze the hypothesis by showing the nature of the effect of independent variables on the dependent variable. The results showed that the quality of service to customers influenced positively and significantly on customer satisfaction, with the most dominant indicators being "Officers Have a Standard Time of Speed in Serving Customers." Customer values influence positively and significantly on customer satisfaction, with the most dominant indicators affecting is "Officers Conduct Survey When I Decide To Buy Insurance Products." Employee organizational commitment of PT Asuransi Kresna Mitra Tbk Palembang Branch influences positively and significantly on customer satisfaction, and the most dominant indicators influencing are "eager employees working in teams / groups"
Keywords: customer value, service quality, organizational commitment, customer satisfaction.
Abstrak
Penelitian ini bertujuan untuk menganalis pengaruh nilai pelanggan, kualitas pelayanan, dan komitmen organisasi terhadap kepuasan pelanggan PT. Asuransi Kresna Mitra Tbk Cabang Palembang. Penelitian ini adalah deskriptif kuantitatif. Metode yang dilakukan adalah metode survey. Teknik analisis data dilakukan dengan analisis regresi untuk menganalisis hipotesis dengan menunjukan sifat pengaruh variabel bebas terhadap variabel terikat. Hasil penelitian menunjukkan bahwa kualitas pelayanan kepada nasabah memengaruhi secara positif dan signifikan terhadap kepuasan pelanggan, dengan indikator yang paling dominan yaitu “Petugas Memiliki Standar Waktu Kecepatan Dalam Melayani Nasabah.â€Â Nilai pelanggan memengaruhi secara positif dan signifikan terhadap kepuasan pelanggan, dengan indikator paling dominan memengaruhi adalah “Petugas Melakukan Survey Ketika Saya Memutuskan Untuk Membeli Produk Asuransi.†Komitmen organisasi pegawai PT Asuransi Kresna Mitra Tbk Cabang Palembang memengaruhi secara positif dan signifikan terhadap kepuasan pelanggan, dan indikator yang paling dominan memengaruhi adalah “Petugas bersemangat bekerja dalam tim/kelompokâ€
Kata kunci: nilai pelanggan, kualitas pelayanan, komitmen organisasi, kepuasan pelanggan.
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