The effect of brand experience and service quality on customer loyalty mediated by customer satisfaction

Abstract

This study aims to examine the effect of brand experience and service quality on customer loyalty mediated by customer satisfaction at BCA.  This study uses explanatory research with a quantitative approach. The population in this study were all customers who transacted at BCA Branch Gresik. The study employed the purposive sampling technique. The sample in the study was 160 BCA customer respondents. Data was collected through surveys, documentation, and the use of Likert scales to test instruments. The data was analyzed using Structural Equation Model Partial Least Squares (SEM-PLS) modeling. The results showed that brand experience has no significant effect on customer satisfaction. Service quality has a positive and significant effect on customer satisfaction. In addition, customer satisfaction also has a positive and significant effect on customer loyalty. Customer satisfaction can mediate the relationship between brand experience and service quality on customer loyalty. The findings of this study suggest that BCA Gresik should provide a good experience for customers and improve service quality during customer transactions at the Bank. By increasing these two things, customers will feel satisfied which creates loyal customers.

Keywords: {'name': 'Brand Experience, Service Quality, Customer Satisfaction, Customer Loyalty'}

Authors & affiliations

Shafira Nadhifa
Affiliation not supplied

Sunaryo
Affiliation not supplied

Surachman
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

DOI: 10.4172/2162-6359.1000461

DOI: 10.1108/JIMA-07-2015-0048

DOI: 10.1509/jmkg.73.3.52

DOI: 10.34021/ve.2020.03.03(3)

DOI: 10.1108/JIMA-03-2019-0055

Hair, J., Hult, T., Ringle, C., & Sartstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). (Second). Sage.

DOI: 10.1016/j.jhtm.2020.03.004

Kusuma, Y. S. (2014). Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Satisfaction Dan Brand Trust Harley Davidson Di Surabaya. In Jurnal Manajemen Pemasaran Petra (Vol. 2, Issue 1).

DOI: 10.6007/IJARBSS/v7-i4/2821

DOI: 10.1016/j.techsoc.2020.101487

DOI: 10.5539/ijms.v2n2p57

DOI: 10.1057/s41264-018-0039-8

Okumu?, H. ?. (2005). Interest-free banking in turkey: a study of customer satisfaction and bank selection criteria. In Journal of Economic Cooperation (Vol. 26).

Osman, Z., Mohamad, L., & Khuzaimah Mohamad, R. (2015). An Empirical Study of Direct Relationship of Service Quality, Customer Satisfaction and Bank Image on Customer Loyalty in Malaysian Commercial Banking Industry. American Journal of Economics, 2015(2), 168–176. https://doi.org/10.5923/c.economics.201501.20

DOI: 10.1177/1094670504271156

DOI: 10.1016/j.im.2020.103347

Wulandari, N. (2015). Brand Experience in Banking Industry: Direct and Indirect Relationship to Loyalty. Expert Journal of Marketing, 4(1), 1–9.

DOI: 10.1016/j.jretconser.2019.101902