PENGARUH TINGKAT KEADAAN AFEKTIF PASCA PENGGUNAAN JASA TERHADAP CITRA POSITIF PERUSAHAAN Studi pada Nasabah Bank “X” Malang

Puspitasari, Leley (2009) PENGARUH TINGKAT KEADAAN AFEKTIF PASCA PENGGUNAAN JASA TERHADAP CITRA POSITIF PERUSAHAAN Studi pada Nasabah Bank “X” Malang. Other thesis, University of Muhammadiyah Malang.

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Abstract

This research is based on the phenomenon of the importance a positive image for a company, especially for Service Company like Bank, which always associated with financial matter and involves society (customers) as the activator. If Company’s positive image has adhered in customer’s mind, hence their reliance can be obtained. Therefore, it is important to develop and to maintain positive image. One of the implemented efforts is by giving the best performance in each service. Currently, Service Company, like bank, does not orient on the maximum profit quantity gain anymore but has been shifted on customer-oriented concept. Customer is directed to the high affective condition level in order to be profitable for company, which one of it is company positive image. Based on the background, the researcher is interested to review the effect of affective condition post-service utilization on company’s positive image. To get a complete knowledge, this study is conducted on customer of X-bank of Malang. By reason of the first research, it is known that X-bank is representative bank for this research because it has service standard and control management in performance evaluation. One’s affective condition/attitude is said to represent the core of like and dislike feeling on something. Santos and Boote (2003) identify four affective condition levels before and after buy a service: delight, satisfy, acceptance, and dissatisfy. Affective condition here is focused on product performance (perceived performance) than some pre-purchase standard (expectance). If the actual performance (perceived performance) is higher or equal to expectance, consumers will satisfy. This theory is assumed to be representative, because its response area is affective response and its time during or after consumption (Fandi Tjiptono & Gregorius, 2005: 52). While, positive image is assumed to be able to significantly affect customer’s perception on quality. If service supplier has positive image in customer mind, the occurred minor mistake is very possible to be forgiven. If mistake is often happened, company’s positive image will be depraved. In terms of perception on quality, image can be viewed as filter used to evacuate thorough quality. This research uses explanative type with 70 respondents both as population and sample amounts because it uses total sampling, which is obtained from pre-survey results. Data collecting technique is questionnaire and documentation. The obtained data is analyzed by using correlation coefficient test (to know the existence of correlation) with product moment formula. If it is found a correlation, it is continued by looking for the magnitude of effect between variables of affective condition level post-utilization service and company’s positive image using determinant equation. Further, it uses regression with SPSS version 10.00 for windows software helps to know the effect direction. The research result shows that there is effect between affective condition level post-service utilization on company’s positive image with r = 0.756. The magnitude of effect is 51.7%. Company’s positive image (Y) will rise 0.653 units for each one-unit addition on affective condition level at post service utilization (X). Thus, if affective condition level on customer post-service utilization is high, hence company positive image will rise 16.282 units. It shows that affective condition level post service utilization has positive effect on company’s positive image, which means that the higher affective condition levels on customer the better/higher company’s positive image. Customer as the research object is less specified. For the next researcher, it suggested to specify more research object, such as based on the used services, customer type (individual and instance), in order to be able to obtain the more interested and more varied in findings. For the company, it is expected that it is willing to give some explanation as researcher discourse for initial data after study permission is approved

Item Type: Thesis (Other)
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anggit Aldila
Date Deposited: 26 Jun 2012 07:22
Last Modified: 26 Jun 2012 07:22
URI: http://eprints.umm.ac.id/id/eprint/9686

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