ABSTRACT. and many chance for customer to switch easily. Now days many bank offer a lot of attractive

Transcription

1 ABSTRACT In a rapid development of banking industry and high competition, a bank should know the way to maintain the loyalty of the customers. In Indonesia, there are many banks grow up and many chance for customer to switch easily. Now days many bank offer a lot of attractive variation which are interesting for the customers. For this reason, to anticipate this phenomena, based on the research there are two factor (push and mooring) which influence the switching intention. Push factor consist of satisfaction and mooring factor consist of variety seeking, infrequent switching behavior, and subjective norm. As banks do before to give their customer such a satisfaction, there are other important things which known as mooring factor. This factor has a strong influence in switching intention of customers bank. This research discuss the role of Push-Pull-Mooring (PPM) variable to the switching intention in customers bank To determine the direct relationship between PPM variable and switching intention, multiple regression and correlation is used. Whereas to determine the significance of the relationship Pearson Rank Correlation Coefficient method is used. Keyword: Push-Pull-Mooring (PPM), switching intention v

2 Acknowledgement First of all, the author would like to thank Allah, the Most Gracious and Merciful, for everything. Nevertheless without Allah, the research would not be done in any way. Understanding the rapid development of banking industry and high competition, a bank should know the way to maintain the loyalty of the customers. Therefore the Bank has to know the customer well The author also would like to thank the following people who have contributed in many ways to the writing of this thesis: 1. My parent, brother, and sisters, who gave a lot more than just supports during the development of this thesis. 2. My couple dr. Barry Laras, Mira - Adit, who stood beside me what ever it takes to finish this thesis with him / her tender loving and caring. 3. Dr. Andreas Raharso, my thesis advisor and quality assurer, whose opinions and suggestions have helped this thesis to get its final shape. 4. Edi Abdurachman, P.hd, my lecture on Statistic course, whose never ending encouragement drivers this thesis through the end. 5. All other parties who have directly or indirectly involved in this research. There are too many of them to be individually mentioned in this limited space. The author also wishes that the thesis could be a positive input for the development of Information System world, and to be a useful reference for further research in tis area make the content of the thesis more useful and perfect. Jakarta, March 2008 The Author iv

3 TABLE OF CONTENTS Front Page Statement of Purpose Supervisor Approval ACKNOWLEDGEMENT ABSTRACT LIST OF CONTENTS LIST OF TABLES LIST OF FIGURE i ii iii iv v vi ix x BAB 1 INTRODUCTION BACKGROUND PROBLEM IDENTIFICATION OBJECTIVE AND PURPOSE OF THE STUDY SCOPE OF RESEARCH THESIS STRUCTURE 11 BAB 2 THEORY AN OVERVIEW OF THE SWITCHING LITERATURE MIGRATION SWITCHING PROCESS PPM MIGRATION MODEL OF SERVICE SWITCHING PUSH FACTOR SATISFACTION TRUST VALUE QUALITY 27

4 2.3.5 COMMITMENT PRICE PERCEPTION MOORING FACTOR SWITCHING COST CONTINUITY COST CONTRACTUAL COST LEARNING COST SEARCH COST SETUP COST SUNK COST VARIETY SEEKING COMPLEMENTS AND SUBTITUTES PRODUCTS SUBJECTIVE NORM UNFAVORABLE ATTITUDE TOWARD SWITCHING INFREQUENT PRIOR SWITCHING BEHAVIOR PULL FACTOR ALTERNATIVE ATTRACTIVENESS 50 BAB 3 RESEARCH METHODOLOGY RESEARCH METHOD POPULATION AND SAMPLING RESEARCH INSTRUMENT TECHNIQUE OF DATA COLLECTION VALIDITY AND RELIABILITY ANALYSIS ANALYSIS METHODE RESEARCH MODEL 61

5 3.3.2 VARIABLE HYPOTHESIS STATISTIC ANALYSIS 66 BAB 4 ANALYSIS AND PRESENTATION OF FINDINGS SURVEY RESULT VALIDITY AND RELIABILITY ANALYSIS DESCRIPTIVE ANALYSIS RESPONDENT CLASSIFICATION ACCORDING GENDER RESPONDENT CLASSIFICATION ACCORDING TO STATUS RESPONDENT CLASSIFICATION ACCORDING TO AGE RESPONDENT CLASSIFICATION ACCORDING TO RESPONDENT S JOB RESPONDENT CLASSIFICATION ACCORDING TO RESPONDENT S LEVEL OF EDUCATION RESPONDENT CLASSIFICATION ACCORDING TO RESPONDENT S EXPENDITURES RESPONDENT CLASSIFICATION ACCORDING TO RESPONDENT S PERIOD BEING BANK CUSTOMER ANALYTICAL RESULT PUSH REGRESSION PULL REGRESSION MOORING REGRESSION PPM REGRESSION SWITCHING INTENTION REGRESSION 97 BAB 5 SUMMARY OF FINDINGS AND RECOMMENDATION 99

6 5.1 SUMMARY OF FINDINGS PUSH FACTOR PULL FACTOR MOORING FACTOR RECOMMENDATION PUSH FACTOR IMPLICATION MOORING FACTOR IMPLICATION PULL RECOMMENDATION LIMITATION 111 BIBILIOGRAPHY REFERENCE APPENDIX CURICULLUM VITAE (TANPA NO. HAL)

7 LIST OF FIGURE 2.1 figure illustrates PPM (Bansal & Taylor, 2005) Model figure Among Trust, Value, and Loyalty figure of push, pull, mooring factor Percentage of Questionnaire distribution 69

8 LIST OF TABLE 4.1 Validity Pre Test Cronbach s Alpha Pre Test Validity Test Cronbach s Alpha Test Respondent classification according to gender Respondent classification according to status Respondent classification according to age Respondent classification according to respondent s job Respondent classification according to respondent s level of education Respondent classification according to respondent s expenditure Respondent classification according to respondent s period customer...84