PENGARUH KUALITAS PELAYANAN DAN CITRA BANK TERHADAP LOYALITAS NASABAH DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI (STUDI PADA BANK BRI KANTOR CABANG SIMPANG EMPAT)
Abstract
The Purpose of this research was to investigate the impact of bank’s customersatisfaction as mediation variable on the relationship between service quality, bank
image and customer loyalty. The population oh the study was the saving customers
of BRI Bank Branch Office Simpang Empat, and the number of usable sample was
180 customers by employing accidental sampling method. The hypotheses testing
was conducted by simple, multiple and hierarchical regression analyses. The results
of analysis displayed that service quality and bank image positively influenced both
customer’s satisfaction and customer loyalty. Customer’s satisfaction was found to
have positively impact on customer loyalty. Customer’s satisfaction mediated the
relationship between service quality, bank image and customer loyalty.
Keywords: Service Quality, Bank Image, Satisfaction, and Loyalty.
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