PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS NASABAH DEPOSITO DENGAN KEPUASAN NASABAH DAN SWITCHING COSTS SEBAGAI VARIABEL INTERVENING (Studi: Bank BNI Cabang Sungai Penuh)

Abstract

The purpose of this study is to examine the intervening effect of customer satisfaction
and switching costs on the relationship between service quality and customer loyalty.
The research population is all deposit customers in the period of year 2013 that
accounted for 301 customers and the numbers of usable samples were 172 customers..
In order to test hypotheses, this study performs simple and hierarchical regression
analyses. The results of analysis displayed that a) Service quality positively and
significantly influences customer loyalty, customer satisfaction, and switching Cost.
b) Customer satisfaction and switching Cost positively and significantly influence
customer loyalty. c) Customer satisfaction and switching Cost were found to interven
the relationship between service quality and customer loyalty. d) The invening effect
of switching Cost were stronger than customer staisfaction on the relationship
between service quality and customer loyalty. The research findings provide some
practical contributions that in order to enhancing customer loyalty future, it is
suggested to increase customer satisfaction as well switching Cost through creating
the best service quality.
Keywords: Service Quality, Customer Satisfaction, Switcing Cost, and CustomerLoyalty.