Analisis pengaruh service quality dan brand image terhadap customer loyalty melalui customer satisfaction pada Bank BCA di Surabaya

Susanto, Stephanus Adinata (2016) Analisis pengaruh service quality dan brand image terhadap customer loyalty melalui customer satisfaction pada Bank BCA di Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui apakah terdapat hubungan antara service quality dan brand image terhadap customer loyalty melalui customer satisfaction pada bank BCA di Surabaya. Data diperoleh dari 150 responden, Teknik analisis yang digunakan pada penelitian ini adalah Structrural Equation Model (SEM). Hasil penelitian menunjukan bahwa semua variabel eksogen berpengaruh terhadap variabel endogen (customer satisfaction dan customer loyalty). Dari hasil penelitian diharapkan: (1)Pihak Bank BCA di Surabaya diharapkan lebih meningkatkan service quality agar para nasabah dapat merasa lebih nyaman dan aman dalam melakukan kegiatan perbankan di Bank BCA Surabaya. (2)PihakBank BCA di Surabaya harus lebih gencar mengadakan/mensosialisasikan produk-produk perbankan yang berbeda daripada bank lainnya pesaing.(3) Bank BCA di Surabaya diharapkan menyesuaikan perbandingan biaya dengan manfaat serta service quality yang didapatkan oleh nasabah Bank BCA di Surabaya.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Service quality, brand image, customer satisfaction, customer loyalty
Subjects: Business
Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 2484 not found.
Date Deposited: 16 Feb 2016 01:18
Last Modified: 16 Feb 2016 01:18
URI: http://repository.ukwms.ac.id/id/eprint/5653

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