Service Quality, Bank Image, And Customer Loyalty: The Mediating Role Of Customer Satisfaction

摘要

This study aims to analyze the mediating role of customer satisfaction in the relationships between service quality and bank image on customer loyalty. The population of this study is the savings customers of Bima Bank in Semarang – Indonesia. By using purposive sampling, 100 respondents are determined as a sample. The data are analyzed using multiple regression. Sobel test further is applied for testing mediation effect. The results show that 1) service quality and bank image have a positive and significant effect on customer satisfaction, 2) service quality and bank image have no effect on customer loyalty, 3) customer satisfaction has a positive and significant effect on customer loyalty, 4) customer satisfaction mediates perfectly the relationships between service quality and bank image on customer loyalty.