Abstract
External and internal factors of consumer behaviour are the most significant components contributing to the existence of a bank. This research aims to explore and investigate the influence of external and internal factors of consumer behaviour to customer satisfaction level and their implication to customer loyalty in Bank XYZ located in Jakarta, Indonesia. The method utilised in this study is the quantitative descriptive survey with total population of customers in Jakarta, Indonesia whereas cross sectional data is collected from a particular time point. Results from conducted analysis indicate that the external factors of consumer behaviour did not have any significant influence toward customer satisfaction and loyalty level, whilst the internal factors did have direct influence toward customer satisfaction level but at the same time did not show any noteworthy influence in the direction of loyalty level. Conversely, the external factors signify important direct persuasion on customer behaviour internal factors' rates.
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