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

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.