THE ROLE OF CUSTOMER SATISFACTION AND COOPERATION IMAGE IN MEDIATING THE EFFECT OF SERVICE QUALITY ON CUSTOMER LOYALTY

Abstract

The use of credit cards by PT Bank “X” in Bali and Nusa Tenggara, Indonesia, in 2018 and 2019 was not optimal, which can be seen from the number of first transactions which was only around 50 percent. Thus, it is necessary to look at the factors that hinder each customer in using a credit card. The purpose of this study is to determine the factors that affect the customer loyalty of PT Bank “X” credit card. A cross-sectional survey of 145 bank customers was conducted in Bali and Nusa Tenggara, Indonesia. Questionnaire used to collect data. The survey was conducted using a google form to support the paperless movement carried out by PT Bank “X” in facing the era of digitalization and anticipating the COVID-19 pandemic while the research was being carried out. Data analysis employed the PLS–SEM. Results showed that service quality and customer satisfaction, has not significant effect on customer loyalty, but corporate image has significant effect on customer loyalty. Only corporate image is able to mediate positive and significant effect on service quality on customer loyalty, while customer satisfaction is unable to mediate positively and significantly the effect of service quality on customer loyalty.