The The Effect of Company Reputation and Service Quality on Customer Loyalty with Trust as an Intervening Variable (Case Study on Bank Mandiri Taspen Kcp Belitung Customers)

Hendra Andrabeli

Abstract


This study examines the unstable loyalty of retired customers at Bank Mandiri Taspen KCP Belitung amidst the dominance of long-standing local banking competitors. The main issue raised is the role of corporate reputation and service quality in maintaining customer loyalty, and the extent to which trust can mediate this relationship. The purpose of this study is to analyze and explain the direct and indirect effects of corporate reputation (X1) and service quality (X2) on customer loyalty (Y) by placing trust in the company. (Z) as an intervening variable. The research method applied is an explanatory quantitative approach. Data collection was conducted by distributing structured questionnaires to a saturated sample of 79 respondents who were retired customers at Bank Mandiri Taspen KCP Belitung. The data analysis technique used to test the structural model and research hypothesis was Partial Least Squares - Structural Equation Modeling (PLS-SEM). The results of the model testing show empirical findings that contrast with service quality being proven to have a positive and significant direct effect on customer loyalty (coefficient = 0.763) and on trust (coefficient = 0.681). Trust was also found to have a positive and significant effect on increasing customer loyalty (coefficient = 0.559). Conversely, corporate reputation empirically does not have a significant direct effect on trust or customer loyalty. The results of the indirect effect test indicate that trust is unable to significantly mediate the relationship between corporate reputation and service quality on customer loyalty. The study's conclusions confirm that at Bank Mandiri Taspen KCP Belitung, the loyalty of retired customers is not shaped by the company's national macro reputation. As a new bank, operating in the study area since December 2021, the bank's local reputation is still developing and must compete with regional banks with strong emotional ties and local branding. Customer loyalty is more predominantly constructed by tangible experiences of direct interactions through quality physical service and interpersonal trust.


Keywords


Corporate Reputation; Customer Loyalty; Service Quality; Trust; PLS-SEM.

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References


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DOI: https://dx.doi.org/10.30659/jrbi.v23i2.52876

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