Pengaruh Service Quality, Customer Trust dan Customer Loyalty Terhadap Word Of Mouth Pada Nasabah Bank BRI di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Abdillah, Abid
Subject
330 - ECONOMICS
Datestamp
2023-06-12 02:38:15
Abstract :
Intense competition in the banking world in the current era of globalization is something every bank needs to pay attention to. This study aims to examine the effect of service quality, customer trust, customer loyalty, and word of mouth at Bank BRI. The sample consists of 259 respondents who are customers of Bank BRI in Surabaya who are at least 17 years old and have been customers of Bank BRI for at least 1 year. This study uses Structural Equating Modeling (SEM) analysis on Partial Least Square (PLS) and uses questionnaires in the form of google form for data collection. The results of this research show that service quality directly affects customer trust. This research further shows that customer trust directly affects customer loyalty. This research also shows that customer trust and customer loyalty directly affect word of mouth. This study did not find that service quality affects word of mouth. The findings above show that when customers get good service, it will increase trust in a bank, so that it will increase customer loyalty.
Intense competition in the banking world in the current era of globalization is something every bank needs to pay attention to. This study aims to examine the effect of service quality, customer trust, customer loyalty, and word of mouth at Bank BRI. The sample consists of 259 respondents who are customers of Bank BRI in Surabaya who are at least 17 years old and have been customers of Bank BRI for at least 1 year. This study uses Structural Equating Modeling (SEM) analysis on Partial Least Square (PLS) and uses questionnaires in the form of google form for data collection. The results of this research show that service quality directly affects customer trust. This research further shows that customer trust directly affects customer loyalty. This research also shows that customer trust and customer loyalty directly affect word of mouth. This study did not find that service quality affects word of mouth. The findings above show that when customers get good service, it will increase trust in a bank, so that it will increase customer loyalty.
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