PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS MELALUI KEPUASAN NASABAH BANK CIMB NIAGA SURABAYA

Abstract

This research is aimed to find out the influence of service which is mediated by satisfaction to the customer
loyalty. The population is all bank customers of Bank CIMB Niaga Tidar branch Surabaya and 100 customers
have been selected as samples. The sampling technique has been done by using accidental sampling. The analysis
technique has been done by using path analysis. The result of the test shows that the service quality significantly
has direct influence to the loyalty of bank customers of Bank CIMB Niaga Tidar b
ranch Surabaya. The result of
test shows that the service quality has significant indirect effect to the loyalty through customer satisfaction of
Bank CIMB Niaga Tidar branch Surabaya. Satisfaction also has significant influence to the loyalty thus it can
be said that satisfaction mediates the correlation between service quality and customer loyalty of bank customer
of Bank CIMB Niaga Tidar branch Surabaya.The result of the research shows
the mediation that has been
generated is appareent, so it can be concluded that satisfaction can not mediate the correlation between service
quality and customer loyalty of bank customer of Bank CIMB Niaga Tidar branch Surabaya.

Keywords : Service, Satisfaction and Customer Loyalty