PENGARUH KEPERCAYAAN, KUALITAS LAYANAN, DAN CITRA PERUSAHAAN TERHADAP LOYALITAS DIMEDIASI KEPUASAN PELANGGAN

Abstract

This research aimed to find out the effect of trust, service quality, and corporate image on customer loyalty mediated by customer satisfaction at Bank Jatim Capem Porong. In an increasingly competitive banking industry, maintaining customer loyalty is a key factor in business sustainability. This research employs a quantitative method with a purposive sampling technique involving 96 respondents. Data processing was conducted using the Partial Least Square (PLS) model, analyzed through SmartPLS 3.0 software. The results show that trust, service quality, and corporate image positively and significantly influence customer satisfaction. Moreover, customer satisfaction is proven to be a mediating variable in the relationship between trust, service quality, and corporate image on customer loyalty.