The Role of Islamic Bank Service Quality, Brand Experience in Mediating Customer Satisfaction Towards Customer Loyalty Savings at BSI KCP Muara Enim

Elvan Muharman

Abstract


This study aims to determine: (1) the role of the PAKSERV model in This study aims to examine: (1) the effect of Brand Experience on Customer Loyalty, (2) the effect of Brand Experience on Customer Satisfaction, (3) the effect of Parkserv on Customer Loyalty, (4) the effect of Parkserv on Customer Satisfaction, (5) the effect of Customer Satisfaction on Customer Loyalty, and (6) the indirect effect of Brand Experience and Parkserv on Customer Loyalty through Customer Satisfaction. This research is an explanatory study. The sampling technique used was purposive sampling. The sample in this study consisted of customers who use Parkserv services. Data were collected through questionnaire distribution. Data analysis was conducted using SEM-PLS (Structural Equation Modeling) with SmartPLS version 4. The results show that: (1) Brand Experience has a positive and significant effect on Customer Loyalty, (2) Brand Experience has a positive and significant effect on Customer Satisfaction, (3) Parkserv has a significant effect on Customer Loyalty, (4) Parkserv has a positive and significant effect on Customer Satisfaction, (5) Customer Satisfaction has a positive and significant effect on Customer Loyalty, (6) Brand Experience has a positive and significant effect on Customer Loyalty through Customer Satisfaction (partial mediation), and (7) Parkserv has a positive and significant effect on Customer Loyalty through Customer Satisfaction (able to mediate).


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References


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