PENGARUH OPERANT DAN OPERAND SERVICE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER ENGAGEMENT DAN CUSTOMER SATISFACTION (STUDI PADA NASABAH BANK CIMB NIAGA DI SURABAYA)

Abstract

Economic growth is increasing every day. Economic growth has already led to changes in the structure of the economy. Economic growth is also followed by the development of business in the service sector, especially in the banking business. CIMB Niaga is one of the companies engaged in the business. The presence of CIMB Niaga provides convenience to the community in conducting banking activities and payment traffic activities. The purpose of this study was to determine the effect of Operant Service Quality and Operand Service Quality against Customer Loyalty through Customer Engagement and Customer Satisfaction. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of customer engagement and customer satisfaction so as to increase customer loyalty from CIMB Niaga companies. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 145 respondents with the characteristics of male and female respondents aged 18-60 years, live in Surabaya, has been a bank customer of CIMB Niaga for at least one year, has interacted with CIMB Niaga staff, and has used the CIMB Click application. The results showed that Operant Service Quality with regression coefficient of 0.354 positive and significantly affect Customer Engagement, Operant Service Quality with regression coefficient of 0.051 positive and not significantly affect Customer Satisfaction, Operant Service Quality with regression coefficient of 0.038 positive and not significantly affect Customer Loyalty, Operand Service Quality with regression coefficient of 0.255 positive and significantly affect Customer Satisfaction, Operand Service Quality with regression coefficient of 0.027 positive and not significantly affect Customer Loyalty, Customer Engagement with regression coefficient of 0.842 positive and significantly affect Customer Satisfaction, Customer Engagement with regression coefficient of 0.917 positive and significantly affect Customer Loyalty, and Customer Satisfaction with regression coefficient of 0.16 positive and not significantly affect Customer Loyalty