Abstract

Service quality and customer satisfaction are parts of factors that influence customer loyalty to bank services. Both are necessary to be fulfilled in order to gain customer loyalty, which in turn maintaining organization survival in the long term. This study aims to (1) examine how service quality influenced customer loyalty; (2) how customers’ satisfaction influenced their loyalty to the bank; and (3) examine simultaneous effects of service quality and customer satisfaction on customer loyalty. This study used a survey research design, and respondents were selected purposively from a population of Bank organization in Indonesia. Data were analyzed employing path analysis and One-Way Analysis of Variance. Results indicate that service quality did not have significant effects on customer loyalty, but it provided significant effects on customer satisfaction followed by influencing customer loyalty. Service quality had indirect effects on customer loyalty through customer satisfaction. Further studies are expected to examine the model of relationships with other variables.

摘要

服务质量和客户满意度是影响客户对银行服务忠诚度的部分因素。为了获得客户忠诚度，这两者都必须得到满足，从而长期维持组织的生存。本研究旨在（1）研究服务质量如何影响客户忠诚度；(2) 客户满意度如何影响他们对银行的忠诚度；(3) 检查服务质量和客户满意度对客户忠诚度的同时影响。本研究采用调查研究设计，受访者是有目的地从印度尼西亚银行组织的人群中选出的。采用路径分析和单向方差分析对数据进行分析。结果表明，服务质量对客户忠诚度没有显着影响，但它对客户满意度产生显着影响，继而影响客户忠诚度。服务质量通过客户满意度对客户忠诚度产生间接影响。预计进一步的研究将检查与其他变量的关系模型。