Impact of Customer Orientation and Quality of Service on Trust and Customer Loyalty

DOI

10.2991/assehr.k.200407.007How to use a DOI?

Keywords

customer orientation, quality of service, trust, loyalty

Abstract

Improving the quality of the interrelation among banks and customers can encourage customer loyalty. The study aims to explore the relationship between customer orientation, service quality, customer trust and loyalty. This study used causality research which explained the causal relationship between research variables. The questionnaire was distributed to respondents who were customers in Palembang with a purposive sampling method. Data analysis was carried out by testing the construct validity and reliability. Path analysis using SPSS version 22.00 is used as a data analysis tool. The research findings explain that orientation of customer is significantly and positively related to trust. Quality of service is significantly and positively related to trust. Then, trust is significantly and positively related to loyalty. The results of this study could be a reference for bank managers to remain committed to providing services to customers.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Gst Ayu Oka Windarti
AU  - Esya Alhadi
AU  - Elvia Zahara
AU  - Titi Andriani
PY  - 2020
DA  - 2020/04/10
TI  - Impact of Customer Orientation and Quality of Service on Trust and Customer Loyalty
BT  - Proceedings of the 3rd Forum in Research, Science, and Technology (FIRST 2019)
PB  - Atlantis Press
SP  - 35
EP  - 39
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200407.007
DO  - 10.2991/assehr.k.200407.007
ID  - Windarti2020
ER  -