Analisis Kepuasan dan Loyalitas Nasabah PT Bank Rakyat Indonesia (Persero) TBK. Kantor Cabang Yogyakarta Cik Ditiro

Abstract

This study aimed to analyze customer satisfaction and loyalty PT. Bank Rakyat Indonesia (Persero) Tbk. Cik Ditiro Yogyakarta Branch Office. Subjects were customer deposits PT. Bank Rakyat Indonesia (Persero) Tbk. Cik Ditiro Yogyakarta Branch Offices amounted to 110 peoples. The sample in this study conducted by convenience sampling. The data collection method using a questionnaire with modified Likert scale developed based instruments that have been used by Junaid et al (2013) and tested for validity and reliability before it is circulated to the respondents of this study. Structural Equation Modeling (SEM) is used to test the hypothesis. The analysis showed that customer satisfaction has positive influence on customer loyalty. Additionally, customer confidence has positive effect on customer satisfaction. As well as the positive effect on the service quality of customer confidence. Results of this study are consistent with the findings reinforce and several previous studies. It is very useful for marketing practitioners in developing marketing strategies PT. Bank Rakyat Indonesia (Persero) Tbk. Cik Ditiro Yogyakarta Branch Office.