PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS NASABAH PADA BNI CABANG MANADO DENGAN KEPUASAN NASABAH SEBAGAI VARIABEL INTERVENING
Daftar Isi:
- The development of the banking sector is now very rapidly along with the development in technology and information, of course, every innovation and breakthroughs made by any bank to be imitated and duplicated easily by other banks, thus causing high competition to get customers. To answer the problem above, this study aims to measure the level of customer loyalty more specifically BNI Manado through dimensions of service quality using the BSQ (Banking Service Quality), and customer satisfaction as a media liaison. Customer satisfaction is an important study because customer satisfaction is a fundamental issue to be able to survive in the rivalry. Data were collected using a questionnaire and distributed to 120 respondents of BNI Manado Customers. Furthermore, the data were analyzed using PATH Analysis with SPSS. The analysis showed that the significant effect of service quality on customer satisfaction, service quality has no effect on customer loyalty and customer satisfaction impact on customer loyalty. Based on the analysis results obtained in this study, then there are managerial implications are proposed to improve the system of services in accordance with customer needs to communicate regularly about customer expectations on quality of service provided. To find out the expectations of the consumers it is necessary to design a good Customer Service is to know the service mission, set goals consumer services, customer implementation strategy, and implementation.