How do Customer Satisfaction and Trust Affect Customer Loyalty in Using Micro Bank Flagship Products?

Rahmawati Rahmawati; Nursinah Amrullah; Andi Naila Quin Azisah Alisyahbana

doi:10.61255/jeemba.v1i3.164

Authors

Rahmawati Universitas Patompo
Nursinah Amrullah Universitas Patompo
Andi Naila Quin Azisah Alisyahbana Universitas Patompo

DOI:

https://doi.org/10.61255/jeemba.v1i3.164

Keywords:

satisfaction, trust, customer loyalty

Abstract

This study aims to determine the effect of satisfaction and trust on customer loyalty in using the Bank's micro superior products. The research population is Bank customers in Makassar City who use micro superior products. The final sample obtained was 100 respondents. Data analysis used path analysis using Statistical SPSS 25. The results of data analysis show that the satisfaction variable has a significant effect on trust. The satisfaction variable has no positive and significant effect on loyalty. The trust variable has a positive and significant effect on loyalty. Then the analysis of satisfaction on loyalty through trust is known to have a direct effect, while the indirect effect of satisfaction through trust on loyalty, which means that the value of the indirect effect is greater than the value of the direct effect. So it can be concluded that indirectly satisfaction through trust has a significant effect on loyalty. In order to increase consumer loyalty, banks need to continue to improve the quality of their products and services. In addition, banks can provide education to customers to increase customer understanding of the benefits they get from the bank's flagship micro products and how to use them effectively.

Abstract views: 192 ,

PDF downloads: 225

Downloads

Download data is not yet available.

References

Akrout, H., Diallo, M. F., Akrout, W., & Chandon, J. L. (2016). Affective trust in buyer-seller relationships: a two-dimensional scale. Journal of Business & Industrial Marketing, 31(2), 260-273. https://doi.org/10.1108/JBIM-11-2014-0223

Asnawi, N., Sukoco, B. M., and Fanani, M. A. (2019). The role of service quality within indonesian customers satisfaction and loyalty and its impact on islamic banks. Journal of Islamic Marketing, 11(1), 192-212. https://doi.org/10.1108/jima-03-2017-0033

Bisimwa, A., Nuwagaba, D., & Musigire, S. (2019). Perceived service quality, trust, customer satisfaction and customer loyalty in the banking sector of bukavu (east of dr congo). Journal of Business and Management Sciences, 7(3), 100-111. https://doi.org/10.12691/jbms-7-3-1

Castaldo, S., Grosso, M., Mallarini, E., & Rindone, M. (2016). The missing path to gain customers loyalty in pharmacy retail: The role of the store in developing satisfaction and trust. Research in Social and Administrative Pharmacy, 12(5), 699-712. https://doi.org/10.1016/j.sapharm.2015.10.001

Cullen, K. L., Edwards, B. D., Casper, W. C., and Gue, K. R. (2014). Employees’ adaptability and perceptions of change-related uncertainty: Implications for perceived organizational support, job satisfaction, and performance. Journal of business and psychology, 29, 269-280. https://doi.org/10.1007/s10869-013-9312-y

Esmaeili, A., Haghgoo, I., Davidavičienė, V., and Meidutė‐Kavaliauskienė, I. (2021). Customer loyalty in mobile banking: evaluation of perceived risk, relative advantages, and usability factors. Engineering Economics, 32(1), 70-81. https://doi.org/10.5755/j01.ee.32.1.25286

Fernandes, A. A. R. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76-87. https://doi.org/10.1108/JMD-12-2016-0315

Giao, H. N. K., Vương, B. N., & Quan, T. N. (2020). The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust and e-satisfaction: an evidence from online shopping in vietnam. Uncertain Supply Chain Management, 351-370. https://doi.org/10.5267/j.uscm.2019.11.004

Halim, R. E. and Hermawan, A. M. (2017). The effect of corporate social responsibility towards customer loyalty: the role of trust, c-c identification, and customer satisfaction. Jurnal Manajemen, 21(2). https://doi.org/10.24912/jm.v21i2.232

Hayati, S., Suroso, A., Suliyanto, S., & Kaukab, M. E. (2020). Customer satisfaction as a mediation between micro banking image, customer relationship and customer loyalty. Management Science Letters, 2561-2570. https://doi.org/10.5267/j.msl.2020.3.039

Ishak, M. Z. and Azzahroh, E. P. (2017). Pengaruh kualitas layanan terhadap loyalitas nasabah bank syariah dengan kepuasan nasabah sebagai variabel intervening. Jurnal Ekonomi Dan Bisnis Islam (Journal of Islamic Economics and Business), 3(1), 26. https://doi.org/10.20473/jebis.v3i1.3599

Khasbulloh, A. H. K. and Suparna, G. (2022). Effect of perceived risk and perceived value on customer loyalty through customer satisfaction as intervening variables on bukalapak users. European Journal of Business and Management Research, 7(4), 22-28. https://doi.org/10.24018/ejbmr.2022.7.4.1472

Latifah, I. and Dora, Y. M. (2023). Pengaruh kualitas pelayanan elektronik dan promosi terhadap loyalitas pengguna bank digital. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(3), 2025-2030. https://doi.org/10.54371/jiip.v6i3.1751

Mansouri, H., Boroujerdi, S. S., & Husin, M. M. (2022). The influence of sellers’ ethical behaviour on customer’s loyalty, satisfaction and trust. Spanish Journal of Marketing - ESIC, 26(2), 267-283. https://doi.org/10.1108/sjme-09-2021-0176

Nora, L. (2019). Trust, commitment, and customer knowledge: Clarifying relational commitments and linking them to repurchasing intentions. Management Decision, 57(11), 3134-3158. https://doi.org/10.1108/MD-10-2017-0923

Octavia, R. (2019). Pengaruh kualitas pelayanan dan kepuasan nasabah terhadap loyalitas nasabah pt. bank index lampung. Jurnal Manajemen Pemasaran, 13(1), 35-39. https://doi.org/10.9744/pemasaran.13.1.35-39

Rofiqo, A., Addinata, V. H., & Sari, D. N. (2021). Pengaruh kualitas pelayanan terhadap loyalitas dengan kepercayaan dan kepuasan sebagai variabel mediator bank syariah di ponorogo. Etihad: Journal of Islamic Banking and Finance, 1(1), 1-11. https://doi.org/10.21154/etihad.v1i1.2732

Rumiyati, R., and Syafarudin, A. (2021). The Influence of Service Quality, Marketing Mix, on Bank Customer Satisfaction in the Era Covid-19. Ilomata International Journal of Tax and Accounting, 2(1), 84-96. https://doi.org/10.52728/ijtc.v2i1.206

Rusyidi, M. Z. (2021). Studi tentang loyalitas nasabah dana di pt bank bni syariah cabang pekalongan. Syntax Literate ; Jurnal Ilmiah Indonesia, 6(7), 3400. https://doi.org/10.36418/syntax-literate.v6i7.2484

Sangadji, E.M., & Sopiah, 2013. Perilaku Konsumen. Jakarta: Penerbit Andi.

Shankar, A. and Jebarajakirthy, C. (2019). The influence of e-banking service quality on customer loyalty. International Journal of Bank Marketing, 37(5), 1119-1142. https://doi.org/10.1108/ijbm-03-2018-0063

Siadari, K. and Lutfi, A. (2021). Pengaruh citra perusahaan, kualitas layanan dan kepuasan nasabah terhadap loyalitas penggunaan bni mobile banking (studi kasus bni kantor cabang harmoni). Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(2), 155. https://doi.org/10.24912/jmbk.v5i2.11223