Analisis Jalur Pengaruh Kualitas Pelayanan dan Citra Perusahaan Terhadap Loyalitas Nasabah Melalui Kepuasan Nasabah Sebagai Variabel Intervening di Bank BNI Syariah

  • Fitriah Fauzi Program Studi Perbankan Syariah FAI UNISMA Bekasi
  • Purnama Putra Program Studi Perbankan Syariah FAI UNISMA Bekasi
Keywords: Service Quality, Company Image, Customer Satisfaction, Customer Loyalty

Abstract

Service quality is the level of excellence expected and control over that excellence is to fulfill
customer desires. In the service industry such as Islamic banking, service has an important role in
generating a sense of satisfaction for customers. Customer satisfaction is related to what is expressed
by customers about their perceptions and expectations of the services obtained. Customer satisfaction
can also create long-term customer trust that makes customers loyal to the company. This study aims
to analyze the effect of service quality and corporate image on loyalty through customer satisfaction
as an intervening variable at Bank BNI Syariah Bekasi Branch. The population used in this study
is Bank BNI Syariah Bekasi Branch. The sample in this study was taken based on the population of
customers who save at BNI Syariah at the Bekasi Branch Office as many as 100 respondents. The
analysis technique in this study is path analysis, which aims to calculate the influence of one or more
independent variables on other dependent variables. The results showed that the value of service
quality has a positive effect on customer satisfaction. Furthermore, company image has a positive
effect on customer satisfaction. Furthermore, service quality and company image have a positive effect
on customer satisfaction simultaneously. Then customer satisfaction affects customer loyalty.

Published
2020-06-02