African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4138

Article in Press

Customer Loyalty Effect of Corporate Image, Service Quality and Customer Satisfaction

Eddy Chandra , Ali Hanafiah and H. Taher Alhabsyi

  •  Received: 29 June 2020
  •  Accepted: 04 March 2021
Business is an effort to sell products or services produced to the market or consumers through various efforts that are made. This research is the result of a survey of three bank branches, namely PT. Bank Rakyat Indonesia, tbk Malang - Indonesia. The type of research used is quantitative with an explanatory approach model. Primary data was collected through a questionnaire with 150 respondents and tested its validity and reliability. Analysis of research data using multiple linear regression and followed by path analysis or path analysis. The results of the study prove that corporate image has a significant positive effect on customer satisfaction and customer loyalty. Service quality has a significant positive effect on customer satisfaction and customer loyalty. Then customer satisfaction has a significant and positive effect on customer loyalty. Service indicators of customer satisfaction have the greatest influence on customer loyalty. Business in general, especially in the banking world, to increase customer loyalty, one should pay attention to the aspects of corporate image, service quality and customer satisfaction. For corporate image it is in acceptability, while for service quality it is on reliability, as mentioned for customer satisfaction, namely in service, with regard to service speed, security and service convenience.

Keywords: Business, Customer Loyalty, Corporate Image, Service Quality, Customer Satisfaction.