Dampak Kualitas Pelayanan dan Nilai Pelanggan Terhadap Loyalitas Pelanggan
IMPACT QUALITY OF
SERVICE AND CUSTOMER VALUE OF CUSTOMER LOYALTY
(Survey on PT. DHL Global Forwarding, Jakarta)
Davis Prakarsa
Tanod
Nofrisel
Sulistyawati
Toelle
Logistics Management Courses
Institute Transportation & Logistic TRISAKTI
Jakarta
ABSTRACT
This study aims to see the effect of service quality and customer value on customer loyalty at PT DHL Jakarta 2017. This research is using quantitative approach with survey method. The population of this study is the customers of PT DHL head office, Jakarta. The sample used in this study amounted to 65 respondents. The data was analyzed using validity test, reliability test, normality test, linearity, coefficient of determination, T-test, and path analysis. Based on the results of statistical tests, it can be concluded that all of the independent variables studied namely service quality and customer value have a positive influence on customer loyalty, either partially or simultaneously. Therefore customer loyalty can be increased by improving the service quality and customer value. And from the research results can be concluded that the coefficient of path variable X and to Y is 0.876 which means the direct effect of service quality with customer value, the coefficient of the path variable Y to Z is 0.942 means direct influence customer value to customer loyalty, and coefficient path variable X to Z is 0.914 means the direct influence of service quality to customer loyalty.
Keyword:
service quality, customer value, customer loyalty.
INTRODUCTION
With a growing
number of companies engaged in the field of freight forwarding, surely any
company will be vying to provide a good quality of service and maximum so that
competition is happening increasingly tight. These problems make the PT DHL
Global Forwarding experienced a decrease in the number of customer Jakarta
still, caused the competition in the form of service (service) and the price
offered.
The number of
fixed or customer credit customer PT DHL Global Forwarding in Jakarta
experience a ride down from the year 2014 – 2016 i.e. in 2014 as many as 67
customer remains, in 2015 rising to 69 and in 2016 dropped to 65, along with
the tight competition on the service at this time. The following pictures
below:
Source: Secondary Data PT. DHL Global Forwarding
Factors the causes of declining customer fixed PT Global DHL
Forwarding that is due to the quality of service that is insufficient as a
relatively long customs process, civility in communicating, understanding
customer needs, as well as the price offered higher than those of competitors.
Customer value is the difference between the value of the total customers and
cost customers total customer total value which is a set of benefits that are
expected by the customers of the products or specific services. It can be said that
the value of a very substantial thing customers primarily in the effort of
creating customer loyalty towards the company.
Based on
information received then authors can summarize the problems that arise on the
DHL Global Forwarding PT. namely, the existence of the termination of a
contract of cooperation with the customer, among others in the year 2016 PT.
Henkel Indonesia, PT. Autoliv, PT. General Motor Manufacturing Indonesia, Pt.
FOLDER Group. The freight forwarder company as its existence has been known as
the best courier service is the best in Asia in 2013, but in fact can be said
to have not been fullest.
Formulation
Of The Problem :
- Whether quality of service take effect directly against customer loyalty DHL Global Forwarding PT?
- What is the quality of service to customer value PT. DHL Global Forwarding?
- What is the value of customer loyalty to DHL Global Forwarding PT?
- Whether quality of service affect customer loyalty through customer value PT. DHL Global Forwarding?
REVIEW OF THE LITERATURE
Quality Of Service
Service
quality is an important policy to keep customer support and build a large base.
Many companies at this point trying to win customer loyalty by delivering
quality services.
The
definition of quality services centered on the efforts of the fulfillment of
the needs and desires of consumers. The statement reaffirmed by Tjiptono
(2010:24), which is to say that the quality of services is the expected level
of excellence and control over the level of excellence to meet the wishes of
the customer.
According
to Kotler (2012:49) suggests that the overall quality is the characteristic as
well as the nature of a product or service that is influential in its ability
to satisfy the needs expressed or implied.
The Value Of
Customers
According
to Kotler da Keller (2009:14), States that the value of customers is a
combination of quality, service and price of a product offerings. The value
terhantar on customers the difference between the total value for the customer
and the amount of the costs from customers. Total value for customers is a
bunch of benefits expected from the service or certain baranga.
Buchari
(2007:295), stating that the value of customers is the difference between the
total added value acquired consumers compared to the total costs incurred.
According
to the Best in (Sumarwan. 2010:30), the value of customers is the benefit
obtained customers reduced purchase costs. Based on this concept, the value of
the economic benefit of customers, benefit customers, and emotional benefits.
The Value Of
Services
According
to Kotler & Keller (2006:25), revealed that a successful company offering
products/services to customers in being able to provide value and satisfaction
(value and satisfaction). The value (value) is an estimate of the consumer over
the entire product's ability to satisfy its needs.
Zeithalm
opinion and Bitner (2000:441), consumers define value into the four definitions
described as follows: the value of the product as a low price, the value is
whatever the consumer wants from his Ministry, the value is the quality of the
obtained instead of the price paid, the value is obtained by all who wish to
return from the consumer what he gives.
According
to Kotler & Keller (2006:13) there are five generic strategic value
(strategic value of generic) are outlined as follows: More for less means that
the company provides benefits (benefits) is more to customers who accompanied
costs (cost) of the lower , when compared to the benefits and costs of a given
competitor, More fore the same company is giving more benefits to customers
when compared to competitors, but the fees are offered equal to competitors,
Same for less is provide the same benefit with the competitors to customers
with lower cost, More for more is a strategy the company where product
offerings provide more benefits, it also carries higher costs compared with a
competing product, Less for less i.e. low benefit and costs are low, if
compared with the competitors.
Dimensions
In Measuring Customer Value
According to Sweeney and Soutar in
Tjiptono (2005:298), dimension value consists of 4 i.e.: Emotional value, the
utility that comes from a feeling or effective/positive emotions arising from
consuming your product/service, Social value, the utility gained from the
ability of the products/services to enhance the concept of social consumer,
Quality/performance value, the utility of the product/service because of the
reduction of the cost of short term and long term, the Price/value of money,
the utility gained from perception against the expected performance of products
or services.
Customer
Loyalty
Fatima, and jahanzeb Khan (2011)
defines a "Customer loyalty, the U.S. one of the unique characteristics of
an organization that is valuable, rare, inimitable and organized in such a
manner that it might serve as a competitive advantage." (customer loyalty
is one of the unique characteristics of an organization, that is valuable,
rare, cannot be diimitasi and organized in a behavior that can give you the
competitive advantage). Oliver (Kuncoro. 2010:48) says that: "Customer
loyalty is a deeply held commitment to rebuy or repatronize a preferred product
or services consistently in the future, despite the situational influences and
marketing effort having the potential to cause switching behavior. "
(customer loyalty is the commitment to defend in depth to make a purchase or
subscribe to the back of the selected product or service on a consistent basis
in the future, although the influence of the situation and the marketing
efforts have ptensi to cause behavior change). Study of customer loyalty so far
can be divided into three categories: the approach behavior, attitude and
approach integrated approach (Lupiyoadi and Hamdani. 2006:195). Behavioral approach focuses on consumer
behaviour and purchase the full measure of loyalty based on the level of
purchases. Approach attitude summed up customer loyalty from the aspect of psychological
involvement, favoritism, and a sense of goodwill on certain services.
Integrated approach combines two variables to create its own concept of
customer loyalty.
Freight
Forwarding
According to HUMAN RESOURCES for
logistics (2008) cited in (Baharudin, 2012), which is the management of transport
services (freight forwarding) is intended to represent the interests of the
owner of the goods to take care of all the activities necessary for the the
implementation of the delivery or acceptance of the goods transportation via
land, sea, and air which can include the receipt, storage, sorting, packing,
marking, measuring, weighing, maintaining the settlement document, the
publication of the document transport, calculation of costs, transport
insurance, claims over the delivery of the goods as well as the settlement of
bills and other costs concerning delivery of these items as of the receipt of
the goods by which reserves the right to accept it.
According to Andi Susilo (2008:109),
the Freight Forwarder can be interpreted as a document management service
company and the transport mengatas named motorcycle/consignee and carry out his
normal activities such as stuffing/unstuffing cargo, storage/warehousing, local
transport, arrange payment.
The Framework Of Thought :
Customer
loyalty much influenced by several factors, one of which is the quality of
service and value to customers. Quality of service is comprised of 5 (five)
dimensions i.e. reliability (Reliability), responsiveness (Responsiveness), guarantees
(Assurance), empathy (Emphaty), and physical evidence (tangibles). While the
value of customers consists of four (4) dimensions i.e. emotional value, social
value, quality/performance, value, and price/value of money. Based on the above
thoughts then can be described a framework of thought as in the picture below:
Research Hypotheses
Based on
theory and frame of thought above, then the hypothesis that will be submitted
in the process of research is:
Ha1 = quality of service effect on customer loyalty.
Ha2 = quality of service effect on the value of the
customer.
Ha3 = value pelangganakan affect customer loyalty.
Ha4 = quality of service affect customer loyalty through
customer value.
RESEARCH METHODS
Engineering Data
Collection
This research uses
a type of quantitative research, that is the kind of research that emphasizes
on testing theories through carving research variables with numeric and require
analysis of data by statistical procedures. Measuring instrument of this
research in the form of a questionnaire, the data obtained in the form of answers
of employees against the questions asked. Based on the research objectives that
have been set, then this type of research adalaheksplanatori.
According to Sani
& Mashuri (2013:180), eksplanatori research is to test between the
variables hypothesized. This research there are hypotheses to be tested. This
Hipotesisi describes the relationship between two variables, to determine
whether or not variables associated with other variables, or if the variable is
caused or influenced or not by other variables.
In this study
using path analysis model (path analysis) because among independent variables
with variables that affect the mediation there are dependent. In this study
consists of three variables. I.e. free variables (independent) service quality,
customer value while bound (dependent) customer loyalty.
The population of
the
According to Sani
and Empress (2013:181) population is the sum of the total objects (one-unit or
individuals) who allegedly wanted to see. As for the study Population by as
much as 65 regular customer (corporate) DHL Global Forwarding PT Jakarta.
Testing The Validity Of
According to
Singarimbun (1987) in the Sani & Mashuri (2010:249), test validity
indicates to what extent a measuring device that measured mengukurapa. By using
the product moment, items can be said to be valid if the question greater than
0.30.
The formula is as
follows:
Description:
X = Score Item N =
Number Of Respondents
Y = the Total
Score Correlation Coefficient r = XY = Score Questions
Test Reablitas
According to Sani
and Bapak Mashuri (2010:250), realibilitasmenunjukkanpengertian that something
can be trusted to use sebagaialatpengumpulan data because the instrument is
already good. To find out a measuring instrument that reliability can be tested
by using the formula Cronbach'c Alpha as follows:
Description:
r11 = Reliability
instrument
K = the number of
grains of questions
∑ = Total variance
grains
= Total Variance
Test Requirements
Analysis
Test For Normality
Normality
tests are used to test whether or not Gaussian population (Sugiyono: 2005) was
used to test the data that will be analyzed each variable must be Gaussian.
According to Sugiyono (2009:172) technical statistics that are used to test the
normality of data with the Chi Squared or Kolmogorov-Smirnov (K-S). Process
done done using SPSS series 21.
Test Of Linearity
Linearity
test aims to find out the relationship between variables X and Y variables
linear or not (Riduwan: 2006)
The
Value Of R2 (Coefficient Of Determination)
This
coefficient of determination coefficient values are 0 < R2 < 1. "
When the regression model being estimated and applied properly, the higher the
quantity of R2, the greater the power of the regression equation, thus
predictable from the better the kriterion variable "Sani and Empress
(2013:65)
Test T
Statistical
tests were used to prove significant or whether free variables influence
against the variable bound individually with a confidence level of 95% and an
error rate of 5%. In this case as for the message that is in a thitung >
ttabel then there is influence between independent and dependent variables and
so the opposite. " As for significance, if t 0.05 hence the influence <
between independent and dependent variables and so instead "Sarwono
(2007:167)
Path
Analysis (Path Analysis)
Still according to
Ridwan that path coefficient is the coefficient of the regression
distandartkan, i.e. the regression coefficients were calculated from the
database that has been set in raw numbers (Z-score). This analysis was aided
with the help of SPSS software v21, "with the provisions of the F test at
Alpha = 0.05 or p ≤ 0, 05sebagai degrees of significance F (sig. F) while for
test T significance level Alpha = 0.05 or p ≤ 0.05 initiated code (sig. T)
where it is used to see the significance of indirect influence of the variable
variable bound against free "Sani and Empress (2013:74)
RESEARCH
RESULTS
The
Results Of Path Analysis (Path Analysis)
Path analysis is a
technique of linear regression. This technique was used to examine the magnitude
of the contribution (contribution) indicated by the coefficient of the path on
each line of the diagram of causal relationships between variables X against Y
and its impact on z. path analysis is a technique for analyzing the causal
relationship of tejadi on regression-free if the variable affects variables
depends not only directly but also indirectly (Robert d. Retherford, 1993).
This analysis was
aided with the help of SPSS software v21, "with the provisions of the F
test at Alpha = 0.05 or p ≤ 0.05 significance level as F (sig. F) while for
test T significance level Alpha = 0.05 or p ≤ 0.05 initiated code (sig. T)
where it is used to see the significance of indirect influence of the variable
variable bound against free "Sani and Empress (2013:74).
Picture Of Path Analysis
Direct
Influence:
- Variable Path Coefficient X against Y is a direct influence of > = 0876 X against Y
- The coefficient of the variable Path towards Z is Y = 0942 > influence directly against Z Y
- Variable Path Coefficient X against Z is 0914 = > influence directly against Z X
Hypothesis testing proved that the quality of service and the value of
the influential customers significantly to customer loyalty at DHL Global
Forwarding PT Jakarta.
Conclusion:
Direct influence of indirect influence > (0914 > 0.860988) which
means the value of the variable is not mediated Customer service quality against
customer loyalty. But according to the theory of value of customers also have
an effect on customer loyalty as according to Executables (2008:88), quality is
the guarantee of the best over customer loyalty, the strongest defense in the
face of foreign competition, and the only the road to a lasting growth and
income. According to Kotler (2005:71), also argues that the key to generating
customer loyalty is to provide value to customers.
SUMMARY,
RECOMMENDATIONS, POLICY IMPLICATIONS
Summary
Based on the results of the analysis
and discussions presented in the previous chapter can be obtained then some
summary as follows:
- The quality of service has a positive and significant influence of customers at PT. DHL Global Forwarding. It can be concluded that the quality of service affect the value of the customer. It is shown as a result of the termination of the contract of cooperation of the customer resulting from multiple factors i.e. civility in communicating to customers, less understanding what the customer wants, as well as the price offered is relatively higher when compared with competitors.
- The quality of service has a positive and significant influence towards customer loyalty. Can be drawn the conclusion that the quality of service affect customer loyalty. It is shown from the cost does not correspond to the Ministry's expected by the customer. If the quality of service is in compliance with what is expected by customers so customer loyalty will be created by itself.
- Value customers have positive and significant influence towards customer loyalty. Can be drawn the conclusion that the customer values affect customer loyalty. It is seen from the reduced customer remains at DHL Global Forwarding PT. who prefer switching to other service companies due to obtain services and better prices.
Recommendations
In this section the author wants to
give some recommendations that may be useful, including:
- DHL Global Forwarding PT Jakarta needs to improve the quality of service, can be done by way of fixing is a better way of communicating with customers, more caring and proactive if got complain from customer and provide a solution that the best.
- Costs incurred by the customer to obtain a service especially in freight forwarding must be balanced with the acquired by the customer. Then the company should be required to seek the best, both in terms of the quality of the service and also the appropriate price so that customers can continuously use the services of DHL Global Forwarding PT Jakarta as well as recommending to the parties or company others.
- Our Customer not only demands a good service quality but also to deals price one of the determining factors for the customer. By providing a more competitive bid prices with competitors it will increase customer loyalty to the company.
Policy
Implications
From the results of the above
recommendations, then DHL Global Forwarding PT Jakarta must carry out and
improve the shortcomings. For if not immediately implemented from
recommendations above, will result in one by one customer that already exist
will be moved or withdrawn to another forwarding companies prefer what the
customer wants. So this becomes a major threat to DHL Global Forwarding PT
Jakarta if not immediately corrected both in terms of quality of services as
already described, namely improving a good way of communicating and effectively
to customers, quick response against customer complaints and also gives the
best solution (a win win solution), as well as competitive prices with our
peers.
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