ANALISIS HUBUNGAN KEPUASAN NASABAH DAN REPUTASI PERUSAHAAN TERHADAP LOYALITAS NASABAH (Studi Kasus di Bank BNI 46 Kantor Layanan Ahmad Yani Bandung)
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Date
2013
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Publisher
Magister Management Universitas Widyatama Bandung
Abstract
This study aim is to determine the contribution of
customer satisfaction and company reputation towards
customer loyalty. The hypothesis of this study is the
higher customer satisfaction perceived, the better the
company’s reputation in this case is Bank BNI 46, as well
as the good reputation of Bank BNI 46 will affect to
customer’s loyalty. This study is using descriptive
method and the research techniques is using survey
explanation. This study also examined the relationship
between customer satisfaction, the organization’s
reputation and customers loyalty using regression
techniques. Data were collected using a questionnaire
with Likert scale. Processing data using multiple
regression analysis and descriptive data analysis
techniques. The results showed that the reputation of
Bank BNI 46 is not too significant in the correlations
between customer satisfaction and customer loyalty. It
can also concluded that the management is giving less
attention towards organizational reputation
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Keywords
KEPUASAN NASABAH, REPUTASI PERUSAHAAN, LOYALITAS NASABAH