PENGARUH KEPUASAN, CITRA PRODUK, KEPERCAYAAN TERHADAP KOMITMEN DAN LOYALITAS NASABAH BANK BRI DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
UTAMI, WHENNA
Subject
332.17 - BANKING SERVICES
Datestamp
2017-05-16 07:55:06
Abstract :
Customer loyalty always remains a prime concern for business organization. The purpose of this research is to find the interrelationships between customer satisfaction, product image, trust to commitment and customer loyalty in the banking retail BRI bank in Surabaya. This study investigates the correlation between these factors and customer loyalty through hypotheses testing and the study sought to identify the most important attributes in bank settings, which may be used to review characteristics of the banks as experienced. The study was carried out by taking a sample of 125 respondents BRI Customer?s. Data were collected through questionnaire containing 21 items the rater that used with 5 likert scale is to give the answer of respondents and analyzed with AMOS 20.0. Results of thisresearch show that: 1. Customer satisfaction affect significant positive to commitment, 2. Customer satisfaction affect positive not significant to loyalty, 3. productimage affect negative not significant to customer loyalty, 4. Trust affect positive significant to customer loyalty, 5. Commitment affect positive significant to loyalty. This study concludes that long-term success and sustainable reputation of an organization depends on customer loyalty. Keywords: Satisfaction, product image, trust, commitment and loyalty in Banking Sector
Customer loyalty always remains a prime concern for business organization. The purpose of this research is to find the interrelationships between customer satisfaction, product image, trust to commitment and customer loyalty in the banking retail BRI bank in Surabaya. This study investigates the correlation between these factors and customer loyalty through hypotheses testing and the study sought to identify the most important attributes in bank settings, which may be used to review characteristics of the banks as experienced. The study was carried out by taking a sample of 125 respondents BRI Customer?s. Data were collected through questionnaire containing 21 items the rater that used with 5 likert scale is to give the answer of respondents and analyzed with AMOS 20.0. Results of thisresearch show that: 1. Customer satisfaction affect significant positive to commitment, 2. Customer satisfaction affect positive not significant to loyalty, 3. productimage affect negative not significant to customer loyalty, 4. Trust affect positive significant to customer loyalty, 5. Commitment affect positive significant to loyalty. This study concludes that long-term success and sustainable reputation of an organization depends on customer loyalty. Keywords: Satisfaction, product image, trust, commitment and loyalty in Banking Sector
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