ANALISIS PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN DAN LOYALITAS NASABAH TABUNGAN BRITAMA PT. BANK RAKYAT INDONESIA (PERSERO), Tbk CABANG JEMBER

Abstract

The study aimed at finding out and analyzing the effects of service quality, which included the components of tangibles, reliability, responsiveness, assurance, and empathy, on the customers’ satisfaction and loyalty. The study was an explanatory (confirmatory) research. The samples of the study were taken by using purposive sampling technique. The collected data were computed by using Analysis of Moment Structure (AMOS) software and analyzed by using Path Analysis. The results showed that the service quality (tangibles, reliability, responsiveness, assurance and empathy) had significant effects on the customers’ satisfaction; the service quality did not have significant effects on the customer loyalty; and the customer satisfaction had significant effects on the customer loyalty.