The Importance of Service Experience, Trust, and Satisfaction on Banking Customer Loyalty

Abstract

This research aims to analyze service experience and trust on satisfaction, analyze service experience and trust on loyalty as well as to analyze the effect of satisfaction on loyalty. This research was conducted by taking credit customers from Bank Rakyat Indonesia in Yogyakarta, a special big city in Indonesia. This research has utilized a purposive sampling technique. The number of samples as respondents in the study were 250 people. The calculation technique used in this study is the AMOS Structural Equation Modeling. The results showed that there are significant influence of Service Experience and Trust on Satisfaction; and also, there are significant influence of Service Experience, Trust and Satisfaction on Loyalty. Based on direct and direct effects analysis among independent variables, Customer Satisfaction is found as a significant role of mediating, since total effects of Service Experiences and Trust toward Customer loyalty are bigger results than their direct effects.