The Effect of Service Quality, Customer Satisfaction and Corporate Image on Customer Loyalty in the banking sector in Indonesia
No uxsfr, OSF Preprints from Center for Open Science
The Main purpose of this study is to show the role of service quality, customer satisfaction and corporate image on customer loyalty. The research population is bank customers in East Java who have high involvement in decision making process. This study involved 250 respondents who came from retail customers from five largest banks in Indonesia. The research results indicate that service quality has significant positive effects on customer satisfaction, corporate image, and customer loyalty. Also, customer satisfaction has significant positive effects on corporate image. Finally, both of customer satisfaction and corporate image are found to have a significant positive effect on customer loyalty. The model indicates that corporate image has the bigger effect on customer loyalty when compared with both service quality and customer satisfaction. Service quality can enhance and create both of customer satisfaction and corporate image.he abstract should summarize the content of the paper. Keywords: Service quality, customer satisfaction and corporate image, customer loyalty
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