The effect of Customer Capital on Loyalty with Satisfaction and Commitment as Intervening Variables: An Empirical Investigating in Credit Division at PT Bank Sumut, Branch Coordinator of Medan, Indonesia

Loyalty is essential to maintaining good relationships with customers. The banking activity is trust by the client, so the bank is a financial institution that is the place for companies, government agencies, and private parties, as well as the public in saving funds. Customer capital is one of the elements of intellectual capital, a harmonious and good relationship that the company has with its partners. It comes from a loyal and satisfied customer of the company’s service. Customer satisfaction as a fulfillment response, from comparing customer experience with expectations of service. Customer commitment is a constant desire to maintain a good relationship with the company. The purpose of the study is to examine the influence of customer capital, consumer loyalty and customer satisfaction towards loyalty. This study uses quantitative methods with a sample of 100 customers of the credit division of PT Bank Sumut branch coordinator of Medan. Using Partial Least Square Structural data analysis (PLS) by testing external models and internal models. The results of this study show that customer capital is changing and customer satisfaction has a positive and significant effect on loyalty with a 5% interest level, but consumer commitment has an insignificant and positive impact on customer capital, customer capital has an insignificant effect on consumer loyalty through consumer commitment. Customer capital has a significant effect on customer loyalty through customer satisfaction. It is concluded that changing customer capital is greater in influencing consumer loyalty. The implications in this study are to conduct ongoing follow-ups, become financial consultants, to increase financing activities and to facilitate credit procedures.