THE ROLE OF SATISFACTION IN MEDIATING TRUST, COMMITMENT AND LOYALTY RELATIONSHIP: AN INTERNAL MARKETING APPROACH TO A UNIVERSITY
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Higher Educational institutions in Indonesia, including in Bandung, inspite ofbeing a social organization, it must be able to compete with the foreign higher educational Institutions. Internal Marketing approach is one way to analyze the strengths of Internal Resources owned by a service company. Based on the internal marketing approach, an important element in creating excellence is employees’ satisfaction since the employees’ satisfaction will cause customers’ satisfaction (Lewis, 1996:57). This study is examining the mediating role of satisfaction intrust and commitment relationships with loyalty in a University in Bandung. Sample size is 162 respondents whom taken by self-administered questionnaires from bureau academic staff of Parahyangan Catholic University. This research shows that satisfaction is still a major consideration that cause loyalty, since there is a fully mediating role of satisfaction in trust and loyalty relationship. It means that trust should be elaborated into satisfaction firstly before turn into loyalty. It means that a higher educational institutions in Bandung should developed employees’ satisfaction to survive in the borderless economic competition. The authors also make some recommendations, especially the recommendation that satisfaction is still an important factor in determining loyalty, It means that a higher educational institutions in Bandung should developed employees’ satisfaction to survive in the borderless economic competition. in addition, the authors also citesLigas (2003) to build a trust in an organization as another recommendation.