Determinants of Customer Satisfaction and Its Implications on Loyalty at Government-owned Commercial Banks in West Sumatera

Yulasmi, Yulasmi and Lasman, Feri and Yuliarman, Yuliarman (2019) Determinants of Customer Satisfaction and Its Implications on Loyalty at Government-owned Commercial Banks in West Sumatera. Review of Integrative Business and Economics Research, 8 (2).

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Abstract

The purpose of this study is to know the effect of electronic banking, brand image and Customer Relationship Management variables invidivually or collectively on customer satisfaction and to know the effect of electronic banking, brand image, Customer Relationship Management and customer satisfaction variables invidivually or collectively on customer loyalty. The method of sampling using stratified random sampling was used. The method of data analysis used was descriptive and verification analysis with the population of 4 government-owned banks in West Sumatera and the sample of 200 respondents. The method data analysis used in this study was Structural Equation Modeling (SEM) with Amos 21 program. The study has the following findings: collectively electronic banking, brand image and customer relationship management (CRM) have positive and significant effect on the customer satisfaction in government-owned commercial banks in West Sumatera with R2 value at 66.2% and collectively electronic banking, brand image, Customer Relationship Management and customer satisfaction variables have positive and significant effect on customer loyalty in government-owned commercial banks in West Sumatera with R2 value at 77.1%.

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