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Customer Satisfaction as a Mediator Variable between Service Quality and Customer Loyalty for a Bank in Indonesia

Author

Listed:
  • Beby Karina Fawzea SEMBIRING

    (Universitas Sumatera Utara, Indonesia)

  • Paham GINTING

    (Universitas Sumatera Utara, Indonesia)

  • RISMAYANI

    (Universitas Sumatera Utara, Indonesia)

  • Ritha Fatimah DALIMUNTHE

    (Universitas Sumatera Utara, Indonesia)

  • Syamsul BAHRI

    (Universitas Sumatera Utara, Indonesia)

Abstract

This study aims to analyze the effect of service quality toward satisfaction and customer loyalty for PT. BNI (Persero) Tbk, Aceh Province. The article also analyses customer satisfaction as a mediator variable between service quality and customer loyalty. The sampling technique in the study was based on cluster and convenience sampling with corresponding criteria; each respondent has a bank account and saving for at least one year. The primary data were collected from respondents using the structured questionnaires. A total of 220 questionnaires were distributed in five branch offices of PT. BNI (Persero) Tbk operating in Aceh Province, namely the branchs of Lhokseumawe, Bireuen, Langsa, Sigli and Meulaboh. The results showed that service quality has a significant and positive effect toward satisfaction and customer loyalty for PT. BNI (Persero) Tbk Aceh Province. Meanwhile, the variable of customer satisfaction can mediate the effect of service quality toward customer loyalty. However, the study found that service quality is the important element in increasing satisfaction and customer loyalty in national banking.

Suggested Citation

  • Beby Karina Fawzea SEMBIRING & Paham GINTING & RISMAYANI & Ritha Fatimah DALIMUNTHE & Syamsul BAHRI, 2017. "Customer Satisfaction as a Mediator Variable between Service Quality and Customer Loyalty for a Bank in Indonesia," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 44-52.
    • Handle: RePEc:exp:mkting:v:5:y:2017:i:2:p:44-52
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    References listed on IDEAS

    as
    1. Seyed Mostafa Razavi & Hossein Safari & Hessam Shafie & Kobra khoram, 2012. "Relationships among Service Quality, Customer Satisfaction and Customer Perceived Value: Evidence from Iran's Software Industry," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 3(3), pages 28-37, June.
    2. Naufal BACHRI & Abdul RAHMAN LUBIS & NURDASILA & M. Shabri ABD. MAJID, 2016. "Credibility and Consumer Behavior of Islamic Bank in Indonesia: A Literature Review," Expert Journal of Marketing, Sprint Investify, vol. 4(1), pages 20-23.
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    More about this item

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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