16 July 2019

MATA KULIAH UBHARA SURABAYA

SAP, SILABI, KURIKULUM, GBBP, MODUL

Savap Halaman 229 ISSN-L: 2223-9553, ISSN: 2223-9944

May 1, 2012 by   Leave a comment

Vol. 2, No. 1, January 2012

EFFECT OF SERVICESCAPE AND EMPLOYEE
COMMUNICATION QUALITY ON CUSTOMER LOYALTY OF
MANDIRI BANK IN SURABAYA

Dr. Musriha
Bhayangkara SurabayaUniversity
INDONESIA
ning_musriha@yahoo.com

ABSTRACT

The purpose of this study was to examine direct and indirect effects of an integrated model of
servicescape and personal communication quality upon customer loyalty, and considered customer
satisfaction as intervening variable. This study used a causal design. The main data used in this study
were primary data collected through the distribution of questionnaires to the respondents of Mandiri
bank customers in Surabaya. The sampling was done using purposive sampling method to determine
the sample based on the consideration of researcher. Data were analyzed using SEM (Structural
Equation Modeling) technique by program package AMOS 16. Based on the analytical results, it can
be concluded that the results of this study supported the effect of servicescape on customer
satisfaction, the influence of servicescape on customer loyalty, the influence of personal
communication quality on customer satisfaction, the influence of personal communication quality on
customer loyalty, the influence of customer satisfaction on customer loyalty, the influence of
servicescape and personal communication quality on customer loyalty through customer satisfaction.

Keywords: Servicescape, Personal Communication Quality, Customer Satisfaction, Customer Loyalty

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