ANALISIS PENGARUH KEPERCAYAAN DAN KEPUASAN TERHADAP LOYALITAS NASABAH (STUDI KASUS PADA SEBUAH BANK DAERAH DI KOTA MEDAN)

Anggiat Parluhutan Tambunan

Abstract


The study aims to determine the effect of trust and satisfaction on customer loyalty. The case study was conducted at a regional bank office in Medan City. The samples of the research were the customers of the bank, and convenience sampling as the sampling technique. The results of the analysis indicate that the variables of trust and customer satisfaction have a positive and significant effect on customer loyalty. The bank is encouraged to maintain customer trust and satisfaction so as to increase customer loyalty.


Keywords


Trust; Customer satisfaction; Customer loyalty

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Program Studi Manajemen

Fakultas Ekonomi - Universitas Methodist Indonesia

Jalan Hang Tuah No. 8 Medan, Sumatera Utara 20152

http://methonomi.net

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