PELAYANAN DAN ORIENTASI PELANGGAN TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING PADA PENGGUNA KARTU KREDIT BCA

Abstract

This study aimed to analyze the effect of service quality, customer orientation, and customer satisfaction on customer loyalty BCA credit card users in Supermall Karawaci Tangerang. Total sample of 110 respondents. The method of data analysis is linear regression models. The estimation technique of Structural Equation Model (SEM). Result of analysis show that (1) on the goodness of fit test shows that models fit for use, (2) on the hypothesis test there are 4 accepted hypothesis that the first, second, third and fifth, (3) customer satisfaction variables as an intervening variable on the relationship service quality and customer orientation towards the customer loyalty. From the result of analysis, it can be recommended that the BCA should pay attention to the good quality of service and customer orientation in order to increase customer satisfaction and ultimately increases customer loyalty on all products issued by BCA. When all the wishes and expectations of customers are met, the customer will be satisfied and become loyal to the BCA.