Determinant Factors of Satisfaction and the Implications to Customer Loyalty of Syariah Public Bank in Malang Indonesia

Abstract

Banking institution as a service company emphasizes more on marketing concept by doing approaches to customers by fulfilling customers’ needs, desires, and expectations. Therefore it is important to pay attention on the customers’ satisfaction and loyalty for the company's survival. This research aimed to: (1) analyze the influence of service quality, sales people and relational benefit to customer satisfaction of Syariah Public Banks in Malang; (2) analyze the effect of service quality, sales people and relational benefit to customer loyalty of Syariah Public Banks in Malang; (3) analyze the effect of customers’ satisfaction to customer loyalty of Syariah Public Banks in Malang; (4) analyze the effect of service quality, sales people and relational benefit to loyalty through customers’ satisfaction of Syariah Public Banks in Malang. The sample in this research was 190 customers of deposits and financing of Syariah Public Banks. The sampling technique used was purposive sampling method. Analysis Technique used was Structural Equation Model, which was to study the effect of service quality, sales people and relational benefit on loyalty through customers’ satisfaction of Syariah Public Banks. The research result showed that the better quality of service, sales force and relational benefit on Syariah Public Banks would be able to increase customer satisfaction and had influence on the customer loyalty.

Keywords: Quality of service, sales people, relational benefit, satisfaction, customer loyalty, Syariah Public Banks.