Membangun Loyalitas Nasabah melalui Kualitas Layanan dan Kepercayaan Nasabah dengan Kepuasan Nasabah sebagai Variabel Intervening (Studi Empiris pada PT. Bank Cimb Niaga Medan Pemuda)

Abstract

Basically, banks are a form of service business. As a service industry, every banking entrepreneur will try to provide the best service quality for their customer that can be done through service quality dimensions (reliability, responsiveness, assurance, emphaty, dan tangible). Service quality must begin with customer needs that end with customer satisfaction. Customer satisfaction is very important for every organization but several studies show that satisfying customers in not enough because there is no guarantee that satisfied customers will become loyal customers. The purpose of this study is to find out whether service quality, trust, and customer satisfaction had an effect on customers loyalty. A structured questionnaire with 5 point Likert scale has been used to collect the data by conducting survey. The sample size is 99 customers of CIMB Niaga Pemuda Medan and the research method used is associative research. Data analysis techniques using Path Analysis and processed using SPSS software. Result of the study showed that service quality, customer satisfaction, and trust, significantly and positively influenced customer behaviour in terms of customer loyalty. This shows that all of the variabel are crucial for customer loyalty in commercial banking sector.