Increasing Customer Loyalty Based on Service Quality and Customer Experience for Customers of Bank Pembangunan Daerah Kaltimtara

Muh. Arham Aras

Abstract


This study aims to analyze how to increase Customer Loyalty based on Service Quality and Customer Experience for customers of BPD Kaltimtara. The population in this study were all customers of Bank Pembangunan Daerah Kaltimtara Tarakan Branch. The sampling technique used purposive sampling with the criteria of respondents who had used the services of Bank BPD Kaltimtara Tarakan Branch, so that 125 respondents were obtained. Statistical analysis was carried out using Partial Least Square Structural Equation Modeling (PLS-SEM). The results of the analysis showed that Service Quality and Customer Experience had a positive and significant effect on Customer Loyalty. In addition, the results of the analysis also showed that Service Quality and Customer Experience had a positive and significant effect on Customer Satisfaction. However, the results of the analysis found that Customer Satisfaction did not mediate the effect of Service Quality and Customer Experience on Customer Loyalty. This shows that customer satisfaction does not play a role in mediating the effect of service quality and customer experience on customer loyalty. In other words, even though customers are satisfied with the quality of service and experience received, this satisfaction does not support a significant increase in customer loyalty.

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DOI: http://dx.doi.org/10.30659/jrbi.v20i2.43362

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