Customer Satisfaction on Company Image and Its Impact on Loyalty of Banking Service Industry Customers in Bali

摘要

As the development of the research made by Andres Kuusik,(2007), the primary purpose of this research was to examine the effect of the customer satisfaction, the company image, switching barrier, and the loyalty of the customers with the banking as an empirical hypothesis. This research found that the loyalty of the banking service customer was directly affected by the consumer satisfaction after doing the purchase. Meanwhile, the image of the company and switching barrier will affect the loyalty of the consumers of the banking service. The other results showed that the consistency of the relation of the customer satisfaction will not make the consumer to choose different brands, but the consumer satisfaction of banking services industry has the significant influence on the customer loyalty. The results of the analysis explained the relation between customer satisfaction with image and switching barrier and also the relation between the customer satisfaction, image and switching barrier with the customer loyalty. Based on the result of this study, it is expected that the study can be helpful in solving the problems and making decisions related to the program marketing services as the best strategy that can be applied effectively in the market place. The data collected were primary data which were collected by questionnaire. The sampling technique was carried out by using purposive sampling and 200 customers of insurance in Bali were the respondents of the research. The model was examined by using two-step approach to structural equation modeling (SEM).