Taufik, Edi Rahmat and Muslim, Muslim and Lutfi, Lutfi (2020) Mempertahankan Loyalitas Nasabah Melalui Kepuasan Dan Kepercayaan Nasabah (Studi Empirik Nasabah Tabungan Produk Tamasa BPR Serang). SAINS: Jurnal Manajemen dan Bisnis, 12 (2). pp. 232-257. ISSN 2541-1047

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Abstract

Today's banking business is very competitive, for this reason, changes need to be made, including marketing strategy, especially services, because banks are engaged in services. The purpose of this study is to explain the effect of service quality on customer loyalty and customer satisfaction and customer trust as an intervening variable in Serang BPR banks. Data collection was obtained from 100 respondents, specifically for customers saving savings products at BPR Serang banks. The results of the analysis show that the direct influence of service quality on customer satisfaction is positive and significant. and the direct influence of service quality on customer trust is positive and significant. then the quality of service to customer loyalty is positive and non significant. customer satisfaction with customer loyalty is positive and significant. and customer trust in customer loyalty which is positive and significant.

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