Euis, Soliha and Marlien, R.A and Alimuddin, Rizal and Khotimah, Nurul IMAGE, CONSUMER PRODUCT KNOWLEDGE, SATISFACTION AND LOYALTY: TESTING THEIR RELATIONSHIPS IN THE RURAL BANK SECTOR. ESPACIOUS.
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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 > HB Economic Theory |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Jati Sasongko Wibowo |
| Date Deposited: | 09 Feb 2020 11:43 |
| Last Modified: | 09 Feb 2020 11:49 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6367 |
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