Effect of Service Quality and Product Quality To Corporate Image, Customer’s Satisfaction and Customer’s Trust

Abstract

This study aims to examine and explain the effect of the variable service quality and product quality to the company's image, satisfaction and trust. The research was conducted in the area of East Java province which consists of 38 cities / counties, the individual customers who have an active savings bank accounts owned BNI in East Java province. Further sampling Tabungan Plus customers (Taplus) BNI to 4 cities; Surabaya, Malang, Kediri, and Jember done proportionally area (proportional sampling) so that the research sample was 149 people. The analysis tools are Structural Equation Modeling (SEM) to determine the pattern and effect relationships between variables in sequence, i.e. endogenous and exogenous variables. In the SEM analysis, structural equation models, in principle, a multivariate analysis that describes the application of several models simultaneously (Augusty, 2002). The results of the study explained that there is a significant effect between the variables of service quality to the image of the company (0.307) and customer satisfaction (0.307), corporate image, product quality (0.433) and customer value (0.351), the company's image against consumer trust (0.329), the value customer to customer satisfaction (0.478) as well as customer satisfaction with customer trust (0.408).