PENGARUH PROACTIVE SERVICES, PEOPLE DAN PHYSICAL EVIDENCE TERHADAP KEPUASAN NASABAH DI SALAH SATU BANK SWASTA DI SURABAYA

Abstract

This research aimed to examine the effect of proactive service, people, and physical evidence on customers’
satisfaction. The proactive service was measured by ability in identifying existing opportunities, initiative,
action taking, and struggle in getting the atmosphere changed. For people, it could be measured by politeness,
communication, competency, and selection. While physical evidence, it was measured by outside view, inside
view, and other views.The research was quantitative. Moreover, the data collection technique used purposive
sampling, in which the sample was based on characteristics or certain criteria. In line with that, there were 92
respondents from 1,076 customers as the sample. Furthermore, the data analysis technique used multiple
linear regression with SPSS (Statistical Product and Service Solution) 25. The research result concluded that
proactive service had a positive effect on customers’ satisfaction. Likewise, people had a positive effect on
customers’ satisfaction. Similarly, physical evidence had a positive effect on customers’ satisfaction.