Corporate Social Responsibility in Improving Customer Satisfaction Through Corporate Image at PT. Bank Mandiri (Persero) Malang City, Indonesia

Sihwahjoeni Sihwahjoeni

doi:10.31695/ijasre.2019.33621

Abstract

A bank will win the competition if it can create value and give satisfaction to customers through the delivery of quality services. A superior bank is a bank that deftly manages business changes and can take advantage of existing opportunities with something that is effective and efficient, one of which is by creating a positive bank image or image of the product or service produced by the bank. This study aims to analyze the effect of corporate social responsibility on corporate image, analyze the influence of corporate social responsibility on customer satisfaction, analyze the influence of corporate image on customer satisfaction and analyze the effect of corporate social responsibility on customer satisfaction through a corporate image. The sample in the study amounted to 100 customers. Analysis techniques use path analysis. The results of the analysis show that corporate social responsibility influences the company's image, which means that by implementing corporate social responsibility activities it can enhance the company's image. Corporate social responsibility affects customer satisfaction. The company's image influences customer satisfaction, meaning that with the presence of corporate social responsibility activities, it can increase customer satisfaction at PT. Bank Mandiri (Persero) Malang City. The company's image mediates the effect of corporate social responsibility on customer satisfaction. This means that customer satisfaction can be created if it has a good corporate image by implementing corporate social responsibility activities that relate to economic, social and environmental issues. Keywords: Corporate Social Responsibility, Corporate Image, Customer Satisfaction.

Highlights

Independent bank is one bank that is developing in Malang and a new retail bank that is a combination of several pieces of the Bank, the Bank Bumi Daya, Export Import Bank, Bank of Commerce and Bank Pembangunan Indonesia country. independent bank is one of the ranks of the largest banks in Indonesia and the Bank are most in demand by the public in Malang either among workers or students
These results indicate that the corporate image of the status as an intervening variable in the effect of Corporate Social Responsibility (CSR) on customer satisfaction, because the total value is greater than from the direct influence
This means that CSR significant effect on corporate image, increase in CSR will be followed by an increase in corporate image

Summary

Introduction

Independent bank is one bank that is developing in Malang and a new retail bank that is a combination of several pieces of the Bank, the Bank Bumi Daya, Export Import Bank, Bank of Commerce and Bank Pembangunan Indonesia country. independent bank is one of the ranks of the largest banks in Indonesia and the Bank are most in demand by the public in Malang either among workers or students. Customer satisfaction is important in a PT. Bank Mandiri (Persero) Malang because by retaining customers means increased profits and sustain PT. Bank Mandiri (Persero) Malang [1]. Approach to corporate social responsibility is the right strategy in maintaining customer satisfaction, because by implementing a program of Corporate Social Responsibility (CSR) in PT. Bank Mandiri (Persero) Malang will give you the benefits of integrated and sustainable economic, social and environmental. Bank Mandiri (Persero) Malang can be direct or indirect effect on customer satisfaction with the mediation of the company's image. If the CSR activities conducted at PT. Bank Mandiri (Persero) Malang positive impact on the corporate image of the customer satisfaction will increase [2]

Objectives

Results

Discussion

Conclusion