PENGARUH CITRA BANK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH DENGAN KEPERCAYAAN NASABAH SEBAGAI VARIABEL MODERASI

Abstract

The purpose of this study is to examine the role of customer’s trust as moderating
variable on the relationship between bank image, service quality and customer
satisfaction. The population taget is deposit customers in Bank of Nagari Branch
Simpang period of 2014, while the usable samples were 131 respondents by using
accidental sampling method. In terms of hypotheses testing, this study performed
Moderated Regression Analysis (MRA). The results of analysis displayed that bank
image and service quality positively and significantly effected customer satisfaction.
Cusmoer trust was also found to have positive and significant effet on customer
satisfaction. Customer’s trus was not found to have moderating effect on relationship
between bank image, service quality and customer satisfaction. The findings of the
study suggested that in order to enhancing the level of customer satisfaction, it is
recommended to increase bank image, service quality as well as customer trust.
Keywords: Bank Image, Service Quality, Trust, and Satisfaction