Abstract
Customer loyalty is an important and strategic objective of the banking industry, which is achievable when the expectations of a product are fulfilled and satisfied. Therefore, customer satisfaction should be maintained by developing a deep interaction between customers and service providers. This study aims to analyze the effect of service quality, customer engagement, and customer satisfaction on customer loyalty at Bank Central Asia (BCA) Solo. A qualitative approach using the partial least squares structural equation modeling (PLS-SEM) was employed, to provide an insight for the marketing manager in developing strategies to increase customer loyalty. More specifically, the results showed that service quality has a positive effect on customer satisfaction, while customer satisfaction and engagement also have positive effects on customer loyalty.
Highlights
The current economic development has given rise to to achieve this is by providing personal services in which large banks with continuously increasing competition. banks perform a series of a moment of truth for customers
In physical evidence: it is the availability of facilities and marketing, it is seen as a deliberate attempt by a company to infrastructure, which includes physical facilities, equipment and tools used (the transactions (Harmeling et al, 2017)
A firm should provide timely service, minimize Hı: Service quality has a positive effect on customer work errors, show sympathy, and work with a high degree of engagement accuracy
Summary
The current economic development has given rise to to achieve this is by providing personal services in which large banks with continuously increasing competition. banks perform a series of a moment of truth for customers. To create customer Through these commitments, the bank and customer will have satisfaction, firms should be able to provide the best services a long term relationship and customer's loyalty will be by improving the value of their customers This is achievable maintained (Afifah, 2012). In physical evidence: it is the availability of facilities and marketing, it is seen as a deliberate attempt by a company to infrastructure, which includes physical facilities (building, motivate, empower and measure the voluntary contribution of parking area, comfortable waiting room, and other physical its customers to its marketing functions, in terms of economic supporting facilities), equipment and tools used (the transactions (Harmeling et al, 2017) In this regard, service availability of electronic devices), neatness and employee quality becomes one of the competitive strategies for a firm to appearance. A firm should provide timely service, minimize Hı: Service quality has a positive effect on customer work errors, show sympathy, and work with a high degree of engagement accuracy
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