THE EFFECT OF CUSTOMER SATISFACTION ON TRUST AND CUSTOMER LOYAL

Didit Darmawan

Abstract


This study presents an empirical study of the effect of customer satisfaction on customer trust and loyalty variables. Banking in Indonesia like other businesses must compete by offering competitive services. Many banks seem to use strategies to communicate different services and attractive interest rates. it aims to attract new customers and retain loyal customers. This research was conducted to explore customers in Surabaya and Sidoarjo and how they behave after becoming customers of a bank. Banks may consider learning more about consumer behavior to communicate more effectively. In order for banks to compete effectively, they must understand what motivates consumers. One of the basic principles of marketing is that a product or service must satisfy the wants and needs of consumers. The purpose of this study is to study the concepts of customer satisfaction and propose three hypotheses about how customer satisfaction affects trust and loyalty. The results of the study show that customer satisfaction has a significant influence on customer trust and loyalty.


Keywords


customer satisfaction, customer trust, customer loyalty

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