Koli, Damaris Yvette (2019) The Influence of Service Quality on Consumer Satisfaction, Word of Mouth, Brand Trust and Decisions to Choose Banking Services on College Employees in Kupang City. Doctoral thesis, Untag 1945 Surabaya.
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Abstract
This research aims to determine the effect of service quality on the decision to choose banking services. Respondents were selected as many as 360 people. To answer research problems, researchers develop a model and analyze and test hypotheses using Structural Equation Modeling (The results of data analysis show that service quality does not directly influence the decision to choose banking services. The variable that is able to mediate the influence of service quality on the decision to choose banking services is word of mouth and brand trust. The direct effect of service quality on word of mouth has a coefficient of 0.341 at p-value 0.00 < 0.05, the effect of word of mouth on the decision to choose banking services has a coefficient of 0.301 at p-value 0.00 < 0.05. The direct effect of service quality on brand trust has a coefficient of 0.222 at p-value 0.00 < 0.05, the effect of brand trust on the decision to choose banking services has a coefficient of 0.294 at p-value 0.00 < 0.05.The practical implication in this study is that there is the direct effect of service quality on word of mouth and brand trust, the direct effect of word of mouth and brand trust on the decision to choose banking services, so as to improve decisions choosing banking services, can use the power of word of mouth and brand trust.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Uncontrolled Keywords: | service quality, customer satisfaction, word of mouth, brand trust and decision of choic |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Doktor Ilmu Ekonomi |
| Depositing User: | Didik Ahmad |
| Date Deposited: | 08 Mar 2022 02:10 |
| Last Modified: | 08 Mar 2022 02:10 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/15063 |
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