Open AccessLOYALTY AS AFFECTING MEDIATOR OF SERVICE QUALITY AND CUSTOMER SATISFACTION TOWARDS COMPETITIVE ADVANTAGE
Author(s) -
Mohammad Hamim Sultoni,
Sudarmiatin Sudarmiatin
Publication year - 2021
Publication title -
journal of business studies and management review
Language(s) - English
Resource type - Journals
eISSN - 2597-6265
pISSN - 2597-369X
DOI - 10.22437/jbsmr.v4i2.12645
Subject(s) - competitor analysis , business , competitive advantage , loyalty business model , marketing , customer satisfaction , service quality , loyalty , quality (philosophy) , service (business) , customer retention , customer advocacy , philosophy , epistemology
When preparing an effective marketing strategy, a bank must consider its competitors as well as its customers. Establishing a mutual relationship with customers requires a better means of satisfying customer needs than the competitors. Micro, Small, and Medium-sized Enterprises (MSMEs) should always analyze their competitors and develop marketing strategies that effectively give the company a good position compared to the competitors and provide a competitive advantage as strong as possible. This research was conducted using a quantitative method. The design was categorized as causal relationship research. The data were then analyzed using the path analysis. Findings of the research showed that customer satisfaction, service quality, and customer loyalty affected the competitive advantage of Sentra Batik Pamekasan. The effect of customer loyalty on the competitive advantage could be observed from the number of Sentra Batik Pamekasan’s customers who decided not to move to other financial institutions (banks). When the company could give better service quality, the customer loyalty and the competitive advantage among financial institutions would get higher.