Relationships among Loyalty, Image, Satisfaction and Intention Mediated by Trust

Purpose: The objective of this research is to test the mediation role of trust among loyalty, image and satisfaction with the intention to make customers to use bank services in the future. Design/Methodology/Approach: Data were collected from traditional banks’ customers. The research uses a structural equation modelling, using LISREL 8.80. Findings: The findings show trust has a partial mediating effect on relationships among loyalty, image and satisfaction with intention. Total, direct and indirect effects of loyalty on intention are positive and significant. Total and indirect effects of image and satisfaction on intention are positive and significant. The direct effects of image and satisfaction on intention are positive but not significant. The indirect effects of image and satisfaction on intention are greater than the direct effects of image and satisfaction on intention. Practical Implications: The research provides an insight to the Indonesian banking sector and the interrelationships among loyalty, image, satisfaction and trust to enhance customers’ intention to repurchase banks’ services in the future. Service policy makers should invest in trust, loyalty, image and satisfaction to enhance customers’ intention to repurchase. Originality/Value: Examination of the indirect effects of image – through trust – on intention contributes more value by understanding the indirect effects of image on increased intention.