The Effect of Self-Service Technology, Service Quality, and Relationship Marketing on Customer Satisfaction and Loyalty

Abstract

This research was motivated by the increasing number of people who use banking services and the fact that the society is increasingly critical in choosing a bank, especially banking services. Bank seeks to improve the range of facilities and marketing activities in order to attract customers to avail banking services. Every bank needs to give high attention to customer loyalty factors due to the high competition within banking industries. The purpose of this research was to examine the relationship among self-service technology (SST), service quality, and relationship marketing on customer satisfaction and loyalty. Samples of the study were 201 respondents of a state bank in East Java-Indonesia who have experienced using self-service technology. The Partial Least Square (PLS) was used to analyze the data and the hypotheses. Results of this study indicate that self-service technology, service quality and relationship marketing significantly effected on customer satisfaction. Furthermore, relationship marketing significantly effected on customer loyalty. However this study could not prove the effect of the self-service technology and service quality on customer loyalty.