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Scirj, Volume VI [2018]
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Scirj Volume VI, Issue I, January 2018 Edition
ISSN: 2201-2796

EFFECTS OF MARKETING MIX, BANK IMAGE AND SERVICE QUALITY ON CUSTOMERS’ SATISFACTION AND LOYALTY OF THE PEOPLE CREDIT BANK IN SOUTH SULAWESI

Yonggris, Haris Maupa, Sumardi, Idrus Taba

Abstract: This study aims to analyze the effects of marketing mix, bank image and service quality on customer satisfaction and loyalty of the People Credit Bank (BPR) in South Sulawesi. This research was conducted at BPR located in the cities of Makassar and Palopo and the districts of Bone and Gowa in South Sulawesi. These four locations were chosen as the development of BPR in these areas declined in the last 5 years. The number of sample collected using proportional sampling method was 400 costumers. The statistical method to analyse the data was by using Structural Equation Modeling with AMOS software application. The study found that both marketing mix and service quality had significant positive effects on customer satisfaction and loyalty, while the bank image had a positive but it has no direct significant effect on customer loyalty. The bank image, however, has an indirect significant effect on loyalty through customer satisfaction. Thus, marketing mix and service quality need to be given attention by BPR to improve customer satisfacton and their loyalty.

Reference this Paper: EFFECTS OF MARKETING MIX, BANK IMAGE AND SERVICE QUALITY ON CUSTOMERS’ SATISFACTION AND LOYALTY OF THE PEOPLE CREDIT BANK IN SOUTH SULAWESI by Yonggris, Haris Maupa, Sumardi, Idrus Taba published at: "Scientific Research Journal (Scirj), Volume VI, Issue I, January 2018 Edition, Page 35-43 ".

Search Terms: marketing mix, service quality, image, satisfaction, and loyalty

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