THE EFFECT OF SERVICE QUALITY ON SATISFACTION AND ITS IMPACT ON LOYALTY OF COOPERATIVE MEMBERS

Abstract

The objective of this study is to know empirically the effect of service quality on satisfaction and its impact on the loyalty of the members of savings and credit cooperative. In this study, the research method uses a descriptive method (Survey) with the quantitative research design, data that users are primer and secondary sources of data. A research population includes all members of savings and credit cooperative in Kasikan Kampar regency. In this study, the sample size consists of 95 respondents, which sample size determination based on Slovin's formula with the 10% margin of error. The sampling technique uses non-random sampling, particularly the method of accidental sampling with the help of SPSS assistance. The results of the research, these three dimensions have a significant influence on satisfaction. there is a positive relationship with the satisfaction and the results of research for empathy dimension indicate that there is a positive relationship with a satisfaction, but both dimensions do not have a significant effect on satisfaction, there is a positive relationship to loyalty and has a significant influence.

Keywords

• service quality
• satisfaction
• loyalty
• public service