PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS NASABAH DEPOSITO DENGAN KEPERCAYAAN NASABAH SEBAGAI VARIABEL MEDIASI (Studi pada Bank Jambi Cabang Sungai Penuh)

Abstract

The purpose of the study was to investigate the role of customer’s trust as mediation on the
relationship between service quality and customer loyalty. The population oh the study was
the deposit customers of Jambi Bank in Sungai Penuh. The number of sample was 100
respondents by using purposive sampling. In terms of hypotheses testing, the study performs
simple and hierarchical regression analyses. The results of analysis revealed that first,
service quality positively effects both customer’s trust and loyalty. Second, customer’s trust
was found to have positively effect on customer loyalty. Third, customer’s trust was found to
mediate the relationship between service quality and customer loyalty. The study’s findings
recommended to increase implementation of customer’s trust as well as service quality.
Keywords: Service Quality, Trust, and Loyalty