How Can Quality of Service and Brand Image Increase Customer Satisfaction and Loyalty?

International Journal of Economics and Management Studies

© 2022 by SSRG - IJEMS Journal

Volume 9 Issue 2

Year of Publication : 2022

Authors : Nurul Qomariah, Achmad Ansori, Nursaid

10.14445/23939125/IJEMS-V9I2P106

How to Cite?

Nurul Qomariah, Achmad Ansori, Nursaid, "How Can Quality of Service and Brand Image Increase Customer Satisfaction and Loyalty?," SSRG International Journal of Economics and Management Studies, vol. 9,  no. 2, pp. 44-52, 2022. Crossref, https://doi.org/10.14445/23939125/IJEMS-V9I2P106

Abstract:

Rural Banks (BPR) currently have a role in supporting the implementation of national development and are expected to increase equity, economic growth, and national stability to create community welfare. The role of BPR is very important because it can support the role of commercial banks in increasing economic activity in the region. This study aims to determine service quality and brand image on customer satisfaction and loyalty at BPR Nusamba Genteng, Banyuwangi. The population in this study were customers of PT. BPR Nusamba Genteng, Banyuwangi, totaling 1,587 customers as of June 2021. The number of samples was taken at 10% of the total population so that a total sample of 159 customers was obtained using the judgment sampling technique. Hypothesis testing is done by testing the Warp PLS 6.0 program. SEM-PLS. The results showed that service quality and brand image affected customer satisfaction and loyalty. Meanwhile, customer satisfaction also affects customer loyalty at BPR Nusamba Genteng Banyuwangi. 

Keywords:

Price, Promotion, Service quality, Satisfaction, Loyalty. 
 

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