Self Service Technology, Kualitas Layanan Jasa, Pemasaran Hubungan (Relationship Marketing) terhadap Loyalitas Nasabah melalui Kepuasan Nasabah Bank BCA KCP Kupang Jaya Surabaya

Abstract

This study aims to determine the effect of self service technology,  service  quality,  relationship marketings on customer  loyalty  through  customer  satisfaction.  This  study  uses  the  subject  of  Bank  BCA  KCP  Kupang  Jaya  Surabaya  and  data  analysis  using   quantitative analysis with analytical  techniques  using  path  analysis.  The  data  was  obtained by purposive sampling technique and the researcher  distributed  questionnaires  to  the  customers of Bank  BCA  KCP  Kupang  Jaya  Surabaya  and  a  sample  of  100  respondents.  The results  showed  that  self  service  technology,  service  quality,  relationship  marketing  had a significant direct effect on customer satisfaction, while service quality and relationship marketing had a significant effect on customer loyalty, while self service  technology  and customer satisfaction had no significant effect on customer loyalty. The results of the path  analysis  test  show  that  customer  satisfaction  is  not  an  mediasi  variable  in  the  effect  of  self  service  technology  on  customer  loyalty,  customer  satisfaction  is  not  an  mediasi  variable  in  the  influence  of  service  quality  on  customer  loyalty  and  customer   satisfaction  is not an  mediasi  variable  in  the  effect  of  relationship  marketing  (relationship  marketing)  on customer loyalty.