The Influence Of Trust And Service Quality On Loyalty Through Customer Satisfaction At State-Owned Banks In Makassar City

Abstract

The Banking Industry is one of the industries in the service sector that collects funds from the public and channels them back in the form of credit to the public, so the need to provide trust, quality of service, satisfaction so as to increase loyalty to state-owned banks in Makassar. This study aims to determine the effect of trust on satisfaction, service quality on satisfaction, trust on customer loyalty, service quality on customer loyalty, satisfaction on customer loyalty, trust on customer loyalty through customer satisfaction, and service quality on customer loyalty through customer satisfaction. Data was collected through observation, questionnaires, and documentation and analyzed through validity, reliability, classic assumption tests, path analysis and multiple tests. The results showed that trust had a positive and significant effect on customer satisfaction. Service quality has a positive and not significant effect on customer satisfaction. Trust has a positive and not significant effect on customer loyalty. Service quality has a positive and not significant effect on customer loyalty. There is a positive and significant influence on customer loyalty in state-owned banks in Makassar. Trust has a positive and significant effect on customer loyalty through customer satisfaction. Quality of service affects customer loyalty through customer satisfaction at state-owned banks in Makassar.