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Customer Loyalty: The Effect of Service Quality, Corporate Image, Customer Relationship Marketing and Customer Satisfaction as Intervening Variable-An Empirical Analysis of Bank Customers in Malang City

Author

Listed:
  • Hellen Karyose

    (Mutiara Harapan School-Malang)

  • Widji Astuti

    (University of Merdeka Malang)

  • Achmad Ferdiansjah

    (University of Merdeka Malang, Indonesia)

Abstract

This study aimed to analyze the influence of service quality, corporate image, and customer relationship marketing on customer satisfaction and customer loyalty. The population consisted of 180 bank customers in Malang city. For the analysis of Structural Equation Model (SEM) came into use. The results showed that service quality, corporate image, and customer relationship marketing influence on customer satisfaction, and service quality, corporate image, and customer relationship marketing influence on customer loyalty. Moreover, customer satisfaction effects on customer loyalty. Customer satisfaction mediated the effect of service quality, corporate image, and customer relationship marketing on customer loyalty.

Suggested Citation

  • Hellen Karyose & Widji Astuti & Achmad Ferdiansjah, 2017. "Customer Loyalty: The Effect of Service Quality, Corporate Image, Customer Relationship Marketing and Customer Satisfaction as Intervening Variable-An Empirical Analysis of Bank Customers in Malang Ci," Marketing and Branding Research, EUROKD, vol. 4(4), pages 336-347.
    • Handle: RePEc:bco:mbraaa::v:4:y:2017:p:336-347
    DOI: 10.33844/MBR.2017.60334
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    References listed on IDEAS

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    2. Herbig, Paul & Milewicz, John & Golden, Jim, 1994. "A model of reputation building and destruction," Journal of Business Research, Elsevier, vol. 31(1), pages 23-31, September.
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