INTEGRATED MODEL OF CUSTOMERS’ SATISFACTION AND LOYALITY: A BUSINESS ANALYSIS OF BANKING SERVICE
Abstract: The purpose of this
study is to determine the relationships of service quality, bank’s image,
customer value and product quality with customer satisfaction and customer
loyalty. Sample is the state-owned banks’ customers in four major cities in
Indonesia. Data is analyzed by using the Structural Equation Modeling (SEM)
method. Results lead to an integrated model of customers’ satisfaction and
loyalty. In conclusion, customer value and quality of bank products do not
significantly and directly affect customer loyalty, but do significantly affect
customer loyalty mediated by customer satisfaction. Service quality and bank’s
image directly and indirectly affects customers’ satisfaction and loyalty.
Service quality and bank’s image have the strongest and most dominant effects
on customer loyalty.
Keywords: Service quality, the
bank’s image, customer value, product quality, customer satisfaction and
customer loyalty
Author: Rachmad Hidayat,
Sabarudin Akhmad
Journal Code: jpsosiologigg160012
