Increased complexity of the customers needs affected by diverse economic
social environment, lifestyle factors which can lead to varieties of customer need
and new challenges for providers of banking services by providing a wide range
of banking products according to customer desires. So, how a bank's strategy
respond to these challenges is interesting, covering a wide range of inter-related
factors between the customer service, human resources, to the advancement of
information technology and strategy applied to create customer loyalty, these
become a necessity. Therefore, this study aimed to analyze how to improve
customer satisfaction affecting loyalty improvement.
To achieve the objectives of this study, we developed a research model using
five research variables involving service quality, customer relationship
management, customer satisfaction, trust, and loyalty to the four research
hypotheses. The data required in this study were obtained through interview with
customers of Bank BRI Branch Office of Purwodadi and then analyzed by using
analysis of Structural Equation Modeling (SEM).
The test results showed that service quality is statistically proven to have a
positive and significant impact on customer satisfaction, customer relationship
management is statistically proven to have a positive and significant impact on
customer satisfaction, customer satisfaction is statistically proven to have a
positive and significant impact on customer loyalty, and trust is statistically
proven to have a positive and significant impact on customer loyalty
