THEORETICAL TESTING ON SERVICE QUALITY AND PRODUCT INNOVATION OF SMALL-MICRO CREDIT BANKS (A CASE STUDY)
Abstract: The research topic
is a theoretic influence of service quality and product innovation on
customerloyalty which are mediated by customer satisfaction and customer trust
borrowing microand small scale credit of public bank in Jember Regency. The
research examines the influencesof: service quality on customer satisfaction
and customer trust as well as customerloyalty, customer satisfaction on
customer loyalty, product innovation on customer trust andcustomer loyalty,
customer trust on customer loyalty borrowing micro and small scale creditof
public bank in Jember Regency. A purposive sampling with disproportional
allocation on120 respondents was used to determine the sample (BRI, BNI, Bank
Mandiri, and Bank Jatimbranch office Jember), employing the Structural Equation
Modeling with AMOS Version 5.0.The results show that the service quality
influences significantly the customer satisfactionand the customer trust as
well as the customer loyalty with a positive relationship direction;The
customer satisfaction and the product innovation influences significantly the
customertrust with a positive relationship direction; The customer trust
influence significantly the customerloyalty with a positive relationship
direction. The customer satisfaction and the productinnovation do not influence
the customer loyalty. The customer loyalty of the small andmicro debtors of the
public banks in Jember Regency are direct influenced by the servicequality and
the customer trust, and are indirectly influenced by the service quality, the
customersatisfaction and the product innovation; the customer satisfaction and
the productinnovation do not either directly nor significantly the customer
loyalty.
Keywords: Theoretical
Model;Service Quality;Product Innovation;Customer Satisfaction;Customer
Trust;Customer Loyalty
Author: Mohamad Dimyati
Journal Code: jpakuntansigg100038
