Research Paper
Year: 2018 | Month: May | Volume: 5 | Issue: 5 | Pages: 152-164
Customer Loyalty: The Effect of Service Quality, Corporate Image, Customer Relationship Marketing and Customer Satisfaction as Intervening Variable an Empirical Analysis Bank Customers in Malang City
Hellen Karyose1, Widji Astuti2, Achmad Ferdiansjah2
1Mutiara Harapan School-Malang, 2University of Merdeka Malang, Indonesia
Corresponding Author: Widji Astuti
ABSTRACT
This study aimed to analyze the influence of service quality, corporate image and customer relationship marketing on customer satisfaction and customer loyalty. The population is bank customers in Malang city. The research sample of 180 customers of the bank. Analysis of Structural Equation Model (SEM). The results showed service quality, corporate image and customer relationship marketing influence on customer satisfaction, and service quality, corporate image and customer relationship marketing influence on customer loyalty. Customer satisfaction effect on customer loyalty. Customer satisfaction mediated the effect service quality, corporate image and customer relationship marketing on customer loyalty.
Key words: service quality, corporate image, customer relationship marketing, customer satisfaction, customer loyalty
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