Patric Marbun, . (2025) ANALISIS LOYALITAS YANG DIMEDIASI OLEH KEPUASAN NASABAH BANK MANDIRI KCP JAKARTA KRAMAT RAYA. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to examine the influence of customer satisfaction on customer loyalty at Bank Mandiri KCP Jakarta Kramat Raya. The study explores the roles of service quality, trust, and customer experience in shaping loyalty, both directly and indirectly, with customer satisfaction acting as a mediating factor. A quantitative approach was adopted, involving general customers of the bank as participants. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling (SEM). The findings indicate that service quality, trust, and customer experience have significant and positive effects on customer loyalty. Moreover, customer satisfaction was found to effectively mediate the relationships between those variables and loyalty. These results highlight the importance for banks to implement strategies that enhance service delivery, foster trust, and improve customer experiences in order to build sustainable loyalty. By confirming the mediating role of satisfaction in the formation of loyalty, this study contributes to the existing literature in marketing management, particularly within the context of financial service institutions. Additionally, the study suggests that strengthening emotional engagement with customers could be a strategic move to improve competitiveness in the banking industry.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No. Panggil : 2310121026] [Pembimbing : Miguna Astuti] [Penguji 1 : Iwan Kresna Setiadi] [Penguji 2 : Miguna Astuti] |
| Uncontrolled Keywords: | Customer Loyalty, Service Quality, Trust, Customer Experience, Customer Satisfaction, Bank Mandiri |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | PATRIC MARBUN |
| Date Deposited: | 10 Sep 2025 08:44 |
| Last Modified: | 10 Sep 2025 08:44 |
| URI: | http://repository.upnvj.ac.id/id/eprint/40186 |
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