Customer Satisfaction Factors and the Implication on Customer Loyalty of BNI in Border Zone Indonesia

DOI

10.2991/assehr.k.220301.124How to use a DOI?

Keywords

product quality; promotion; customer satisfaction; customer loyalty

Abstract

Customer satisfaction and loyalty will be fulfilled since the company could provide the best products and promotions programs. The purpose of this study is to determine the effects of product and promotion on customer satisfaction and customer loyalty for BNI Bank in Indonesia, specifically in Nunukan, North Kalimantan. Path analysis will be used for analyzing this research which used 100 customers as respondents. The customers consist of 50 BNI Bank’s customers. By using Smart PLS for analysis path coefficients, while by using SPSS for pre analyzing the validity and reliability test. This research examined that product quality and promotion program have positive significant effects on customer satisfaction. The promotion program has positive significant effects on customer loyalty, while product quality and customer satisfaction have no significant effect on customer loyalty.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Arkas Viddy
AU  - Siti Hajar
PY  - 2022
DA  - 2022/03/04
TI  - Customer Satisfaction Factors and the Implication on Customer Loyalty of BNI in Border Zone Indonesia
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)
PB  - Atlantis Press
SP  - 752
EP  - 758
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220301.124
DO  - 10.2991/assehr.k.220301.124
ID  - Viddy2022
ER  -