The Effect of Marketing Strategy and Service Quality on Customer Satisfaction and Its Impact on Customer Loyalty of BJB Bank in Bekasi

DOI

10.2991/aebmr.k.210831.108How to use a DOI?

Keywords

Strategy Marketing, Service Quality, Customer Satisfaction, Customer Loyalty, Structural Equation Modeling

Abstract

This research is shown to test the influence of marketing strategy, service quality, and customer satisfaction on customer loyalty for his desire to add more savings in tandamata. The data used in this study comes from the questionnaire that has been distributed to customers who have made the product savings tandamata futures. The sample in this study is the customer, with a sample number of 135 respondents. This research method uses Structural Equation Modeling (SEM) with confirmatory analysis, with AMOS software used to analyze data. The analysis results by software processing show a positive influence of marketing strategy and service quality on customer satisfaction and then customer satisfaction with customer loyalty and cannot influence the marketing strategy and service quality on customer loyalty.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Waseso Segoro
AU  - Lela Elvira
PY  - 2021
DA  - 2021/09/02
TI  - The Effect of Marketing Strategy and Service Quality on Customer Satisfaction and Its Impact on Customer Loyalty of BJB Bank in Bekasi
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 560
EP  - 564
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.108
DO  - 10.2991/aebmr.k.210831.108
ID  - Segoro2021
ER  -