THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER LOYALTY WITH MEDIATION OF CUSTOMER SATISFACTION (STUDY IN BNI KCU UNDIP PLEBURAN)
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Institusion
Universitas Diponegoro
Author
AQILA, MUHAMMAD ZHAFRAN
Subject
Social Science and Political Science
Datestamp
2024-12-27 02:51:50
Abstract :
Customer loyalty is essential for maintaining a competitive advantage in the banking sector. This study investigates the influence of service quality on customer loyalty, with customer satisfaction as a mediating variable, using BNI KCU UNDIP Pleburan as the research object. A quantitative approach was employed, utilizing purposive sampling to collect data from 100 respondents through structured questionnaires. The data were analyzed using SmartPLS version 4 to evaluate both direct and indirect relationships. The results indicate that service quality significantly affects customer loyalty both directly and indirectly through customer satisfaction. Furthermore, service quality significantly influences customer satisfaction, which also has a significant impact on customer loyalty. These findings highlight the vital role of service quality and customer satisfaction in fostering customer loyalty and provide strategic insights for BNI KCU UNDIP Pleburan to enhance service quality and customer satisfaction initiatives to maintain high levels of loyalty. Keyword: Service Quality, Customer Satisfaction, Customer Loyalty
Customer loyalty is essential for maintaining a competitive advantage in the banking sector. This study investigates the influence of service quality on customer loyalty, with customer satisfaction as a mediating variable, using BNI KCU UNDIP Pleburan as the research object. A quantitative approach was employed, utilizing purposive sampling to collect data from 100 respondents through structured questionnaires. The data were analyzed using SmartPLS version 4 to evaluate both direct and indirect relationships. The results indicate that service quality significantly affects customer loyalty both directly and indirectly through customer satisfaction. Furthermore, service quality significantly influences customer satisfaction, which also has a significant impact on customer loyalty. These findings highlight the vital role of service quality and customer satisfaction in fostering customer loyalty and provide strategic insights for BNI KCU UNDIP Pleburan to enhance service quality and customer satisfaction initiatives to maintain high levels of loyalty. Keyword: Service Quality, Customer Satisfaction, Customer Loyalty
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