Open AccessEFFECT OF PRODUCT QUALITY, SERVICE QUALITY AND PROMOTION ON CUSTOMER SATISFACTION AND SAVING DECISIONS IN PT. BANK RIAU KEPRI
Author(s) -
Deska Sulistiawaty,
Sri Indarti,
Eka Armas Pailis
Publication year - 2021
Publication title -
jurnal manajemen dan bisnis/jurnal manajemen and bisnis
Language(s) - English
Resource type - Journals
eISSN - 2621-4199
pISSN - 2302-4313
DOI - 10.34006/jmbi.v10i1.252
Subject(s) - customer satisfaction , customer retention , business , marketing , customer advocacy , service quality , promotion (chess) , customer delight , product (mathematics) , customer to customer , quality (philosophy) , service (business) , mathematics , philosophy , geometry , epistemology , politics , political science , law
Changes in the banking industry are increasingly fast making banks have to respond to everything that happens, the main problem facing banks today is retaining customers and being closer to customers and making customers loyal so that the bank can develop. The research was conducted at PT Bank Riau Kepri Main Branch. The aim is to determine the direct effect of product quality, service quality and promotion on customer satisfaction and the decision to save back at PT. Bank Riau Kepri.
This study took a sample of 400 customers. The variables used are product quality, service quality, promotion, customer satisfaction and the decision to save again. This study used quantitative methods and the data were analyzed using Structural Equation Modeling analysis.
The results showed that product quality had a significant effect on customer satisfaction, service quality had a significant effect on customer satisfaction, promotion had a significant effect on customer satisfaction, product quality had a significant effect on the decision to save again through customer satisfaction Service quality had a significant effect on decisions to save again through customer satisfaction. has a significant effect on the decision to save back through customer satisfaction and customer satisfaction has a significant effect on the decision to save back at PT. Bank Riau Kepri Main Branch. The higher the level of customer satisfaction, the decision to save back at Bank Riau will increase