Euis, Soliha and Alimuddin, Rizal and Marlien, R.A and Suzy, Widyasari Image, Consumer Product Knowledge, Satisfaction, and Loyalty: Testing Their Relationships in the Rural Bank Sector. International Journal of Economics and Management Systems.
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Abstract
This study aimed to analyze the effects of image and consumer product knowledge on customer satisfaction and its impact on customer loyalty. This study involved 3039 saving customers of Tamades PD BPR BKK Sayung – Demak, which was determined using purposive sampling. The results revealed that (1) bank image and consumer product knowledge have a significant effect on customer satisfaction; (2) bank image has no significant effect on customer loyalty; (3) consumer product knowledge and satisfaction have a significant effect on customer loyalty; (4) customer satisfaction mediates the effect of bank image on customer loyalty; and (5) customer satisfaction also mediates the effect of consumer product knowledge on customer loyalty.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis |
| Depositing User: | Fakultas Ekonomi |
| Date Deposited: | 15 May 2024 07:42 |
| Last Modified: | 15 May 2024 07:42 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/10099 |
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