The Effect of Service Quality, Customer Learning on Corporate Image, Satisfaction, Commitment, Loyality, and Customer Savings Interests and Decisions: A Study at Government Banks in Southeast Sulawesi

Abstract

Today, the expansion of monetary objects is developing rapidly. It is very useful to study the features contained in it. The purpose of this research is to examine the effect of service quality, customer learning, corporate image, satisfaction, trustworthiness, customer loyalty, customer commitment, and customer savings interests and decisions of four government banks in Southeast Sulawesi Province. The study used quantitative approach. Data were obtained through questionnaires and were quantitatively analyzed to test the research hypotheses. This study used a sample of 200 respondents from 4 banks or averagely 50 respondents per bank. The approach used in this study is structural equation modeling. The results showed that in order to provide satisfaction to customers, banks must improve education for customers in addition to improving services. In addition, customer commitment will increase if customer learning also increases, and to influence customer interest and decisions on saving, bank must promote growth by explaining the benefits of saving to the public.