Abstract
This study aims to determine the effect of satisfaction and trust on customer loyalty in using the Bank's micro superior products. The research population is Bank customers in Makassar City who use micro superior products. The final sample obtained was 100 respondents. Data analysis used path analysis using Statistical SPSS 25. The results of data analysis show that the satisfaction variable has a significant effect on trust. The satisfaction variable has no positive and significant effect on loyalty. The trust variable has a positive and significant effect on loyalty. Then the analysis of satisfaction on loyalty through trust is known to have a direct effect, while the indirect effect of satisfaction through trust on loyalty, which means that the value of the indirect effect is greater than the value of the direct effect. So it can be concluded that indirectly satisfaction through trust has a significant effect on loyalty. In order to increase consumer loyalty, banks need to continue to improve the quality of their products and services. In addition, banks can provide education to customers to increase customer understanding of the benefits they get from the bank's flagship micro products and how to use them effectively.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Economics, Entrepreneurship, Management Business and Accounting
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
