Research Paper
Year: 2021 | Month: November | Volume: 8 | Issue: 11 | Pages: 240-245
DOI: https://doi.org/10.52403/ijrr.20211132
Building Customer Loyalty through Service Quality and Customer Trust with Customer Satisfaction as an Intervening Variable (Empirical Study at PT. Bank Cimb Niaga Medan Pemuda)
Femmy Melany Primadany1, Amrin Fauzi2, Paham Ginting2
1Postgraduate Students Department of Management, Faculty of Economics and Business at Universitas, Sumatera Utara, Indonesia
2Postgraduate Lecturer Department of Management, Faculty of Economics and Business at Universitas, Sumatera Utara, Indonesia
Corresponding Author: Femmy Melany Primadany
ABSTRACT
The purpose of this study was to determine customer loyalty through service quality and customer trust with customer satisfaction as an intervening variable, empirical study at PT. Bank Cimb Niaga Medan Pemuda. This type of research is associative research. The research sample was 99 customers of CIMB Niaga Pemuda Medan. The data analysis technique uses path analysis and is processed using SPSS software. The results of this study indicate that service quality, customer trust, and customer satisfaction positively and significantly effect customer loyalty.
Keywords: Customer Loyalty, Service Quality, Customer Trust, Customer Satisfaction.
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