Pengaruh kualitas layanan dan citra perusahaan terhadap loyalitas nasabah melalui kepuasan nasabah kredit pada bank jatim cabang utama surabaya
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Abstract
Competition in the banking business is increasingly competitive with the entry of foreign banks into Indonesia accompanied by tighter regulations, so companies must survive and make customers loyal to banks. This study aims to examine the effect of service quality and corporate image on customer satisfaction and how customer satisfaction affects customer loyalty. This study also examines the indirect effect of service quality and company image on customer loyalty through customer satisfaction as an intervening variable. The sampling technique used was purposive sampling with a total of 150 credit customers. The data analysis technique in this study uses Structural Equation Modeling analysis. The results of the study stated that the fifteen indicator variables used were valid, where each variable had a t-value greater than 1.96. Variables are also declared reliable, where the CR value is greater than 0.6. From the five hypotheses made in the research model, the results of the hypothesis test show that the t-statistic value: (1) the variable X1 to Z is 7.04; (2) the variable X2 to Z is 4.53; (3) the variable Z to Y is 6.45; (4) variable X1 to Z through Y of 6.38; (5) variables X2 against Z through Y of 4.28. The findings of this study will help companies to formulate and implement effective marketing management strategies to overcome the intense competition in the banking industry.
Keywords: service quality; corporate image; customer satisfaction; customer loyality; bank
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