•   Desia Indriastuti

  •   Anas Hidayat


This research aims to analyze service experience and trust on satisfaction, analyze service experience and trust on loyalty as well as to analyze the effect of satisfaction on loyalty. This research was conducted by taking credit customers from Bank Rakyat Indonesia in Yogyakarta, a special big city in Indonesia. This research has utilized a purposive sampling technique. The number of samples as respondents in the study were 250 people. The calculation technique used in this study is the AMOS Structural Equation Modeling. The results showed that there are significant influence of Service Experience and Trust on Satisfaction; and also, there are significant influence of Service Experience, Trust and Satisfaction on Loyalty. Based on direct and direct effects analysis among independent variables, Customer Satisfaction is found as a significant role of mediating, since total effects of Service Experiences and Trust toward Customer loyalty are bigger results than their direct effects.

Keywords: Service Experiences, Trust, Customer Satisfaction, Customer Loyalty, Bank Rakyat Indonesia


Jumaev. M, D. K dan Jalal. R (2012). Impact of Relationship Marketing on Customer Loyalty in The Banking Sector. Far East Journal of Psychology and Business. 6 (3).

Ishak, A., & Luthfi, Z. (2011). Pengaruh kepuasan dan kepercayaan konsumen terhadap loyalitas: Studi tentang peran mediasi switching costs. Jurnal siasat bisnis, 15(1).

Singh, J. (1991). Understanding the structure of consumers’ satisfaction evaluations of service delivery. Journal of the academy of marketing science, 19(3), 223-244.

Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of marketing, 56(1), 6-21.

Kertajaya, H. (2002). Marketing Plus: Siasat Memenangkan Persaingan Global. Jakarta: PT. Erlangga.

[6] Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1993). More on improving service quality measurement. Journal of retailing, 69(1), 140-147.

Johansson, T., & Kidron, T. (2017). Improving Customer Experience in Telecommunications Company. (Bachelor’s Thesis, Laurea University of Applied Sciences).

Sujata, J., Sanjay, B., Domb, M., Arindam, R., & Jyoti, S. (2015, January). An Empirical Study to Measure Customer Experience for Telecom Operators in Indian Telecom Industry. In International Conference on Qualitative and Quantitative Economics Research (QQE). Proceedings (p. 34). Global Science and Technology Forum.

Tjahjadi, R. (2006). Suatu Tinjauan Mengenai Persepsi Mahasiswa Fakultas Ekonomi Universitas Maranatha Atas Program Experiental Marketing Indonesian Idol Terhadap Kepuasan Menonton Program Indonesian Idol (Doctoral dissertation, Universitas Kristen Maranatha).

Nasution, R. A., & Widjajanto, A. S. (2007). Proses Pembentukan Kepercayaan Konsumen: Studi Kasus Pada Sebuah Usaha Kecil Menengah Percetakan Digital Di Bandung. Journal of Technology Management, 6(2), 113832.

Velnampy & Sivesan. (2012). Customer Relationship Marketing and Customer Satisfaction: A Study on Mobile Service Providing Companies in Srilanka. Global Journal of Management and Business Research. 18 (1)

Martini. K. (2013). Relationship Marketing, Customer Satisfaction, Customer Commitment dan Customer Loyalty (Studi Pada Sebuah Bank Nasional di Denpasar). Buletin Studi Ekonomi. 18 (1)

Wang, J., & Zhang, P. (2009). A discrete-time retrial queue with negative customers and unreliable server. Computers & Industrial Engineering, 56(4), 1216-1222.

Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: an empirical model of antecedents and outcomes. Journal of retailing, 88(2), 308-322.

Huang, L., Yung, C. Y., & Yang, E. (2011). How do travel agencies obtain a competitive advantage?: Through a travel blog marketing channel. Journal of Vacation Marketing, 17(2), 139-149.

Kim, S., & Stoel, L. (2004). Apparel retailers: website quality dimensions and satisfaction. Journal of retailing and consumer services, 11(2), 109-117.

Chiu, C. Y., Chen, Y. F., Kuo, I. T., & Ku, H. C. (2009). An intelligent market segmentation system using k-means and particle swarm optimization. Expert systems with applications, 36(3), 4558-4565.

Zhou, K. Z., Brown, J. R., Dev, C. S., & Agarwal, S. (2007). The effects of customer and competitor orientations on performance in global markets: a contingency analysis. Journal of International Business Studies, 38(2), 303-319.

Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of marketing Science, 28(1), 150-167.

Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of marketing, 61(2), 35-51.

Barney, J. B., & Hansen, M. H. (1994). Trustworthiness as a source of competitive advantage. Strategic management journal, 15(S1), 175-190.

Leninkumar, V. (2017). The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450-465.

Zyung, J. D., Mittal, V., Kekre, S., Hegde, G. G., Shang, J., Marcus, B. S., & Venkat, A. (2020). Service Providers’ Decision to Use Ethics Committees and Consultation in Complex Services. Journal of Marketing Research, 57(2), 278-297.

Azhari, A., Dalimin, M. N., & Wee, S. T. (2011). Polycyclic aromatic hydrocarbons (PAHs) pollution from vehicle emission in the environment of highway roadside in Johor, Malaysia. In 2011 International Conference on Biotech. Environ. Manag. IPCBEE (Vol. 18).

Klaus, P., Edvardsson, B., & Maklan, S. (2012, May). Developing a typology of customer experience management practice–from preservers to vanguards. In 12th International Research Conference in Service Management, La Londe les Maures, France.

Chauhan, V., & Manhas, D. (2017). Dimensional analysis of customer experience in the civil aviation sector. Hospitality Marketing and Consumer Behavior. Creating Memorable Experiences, 75-10.

Welta, F. (2017). Pengaruh Kualitas Layanan dan Kepercayaan terhadap Loyalitas Nasabah pada Baitul Maal Wat Tamwil (BMT) Surya Barokah. I-ECONOMICS: A Research Journal on Islamic Economics, 3(2), 129-148.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed, a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.

Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E.(2010). Multivariate Data Analysis. 7th Edition. International Edition. England: Pearson Education Limited.

Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.


Download data is not yet available.


How to Cite
Indriastuti, D., & Hidayat, A. (2021). The Importance of Service Experience, Trust, and Satisfaction on Banking Customer Loyalty. European Journal of Business and Management Research, 6(3), 92-98. https://doi.org/10.24018/ejbmr.2021.6.3.864