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PENGARUH KUALITAS LAYANAN, CITRA BANK DAN KEPERCAYAAN TERHADAP LOYALITAS NASABAH BANK BCA DI SURABAYA

MAULINA, ISMAYANTI (2015) PENGARUH KUALITAS LAYANAN, CITRA BANK DAN KEPERCAYAAN TERHADAP LOYALITAS NASABAH BANK BCA DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

The measure of customer’s satisfaction is the loyalty to the company. This customer loyalty can be affected by many factors, such as service quality, brand image and trust. Service quality is activities doing by the company to makes the customer satisfied. Brand image is customer’s perception based on identity attached on the company. Trust is how the company can filling customer’s needed as the services provider, so the customer can feels satisfied with the company’s service. On business banking, customers is one of the most important thing. That’s the reason every Bank include Bank BCA gives the best service quality to their all customers, so it can makes the customers satisfied and being loyal to that Bank. This research aims to know the effect of service quality, brand image and trust on the customer loyalty of Bank BCA in Surabaya. The sample in this research were 104 BCA’s customer in Surabaya by distributing questionnaire. The sampling methods was judgement sampling. The analysis technique on this research used multiple regression analysis. The results of this research showed that service quality, brand image, and trust has positive effect on the customer loyalty of Bank BCA in Surabaya. Keywords : service quality, brand image, trust, customer loyalty.

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 332.17 - BANKING SERVICES
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 26 Apr 2017 08:28
Last Modified: 26 Apr 2017 08:28
URI: http://eprints.perbanas.ac.id/id/eprint/946

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