STUDI MENGENAI PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUASAN NASABAH UNTUK MENINGKATKAN LOYALITAS (Studi pada Nasabah Tabungan Bank CIMB Niaga Pemuda Semarang)

Abstract

In early development, the concept of customer loyalty is synonymous with customer satisfaction. In banking, there is a tendency that satisfied customers will be loyal to the bank. However, in the deeper viewed over the customer satisfaction tends to be higher than loyalty, so customer satisfaction will not necessary to loyal to the bank because there are other things that affect loyalty. This research was aimed to examine the effect of the variable quality of service and product quality to customer satisfaction and customer loyalty. Inferential analysis was done by using analysis of Structural Equation Modeling (SEM) Amos 16.0. The test results of SEM analysis showed that the quality of service significantly proved influence on customer satisfaction, product quality proved a significant effect on customer satisfaction, and customer satisfaction proved significant effect on customer loyalty.