The effect of service quality and brand image on customer satisfaction of commonwealth bank

Ursula S, Ratna and Setiadi, Pompong B and Rahayu, Sri (2016) The effect of service quality and brand image on customer satisfaction of commonwealth bank. The effect of service quality and brand image on customer satisfaction of commonwealth bank, 72 (6). pp. 152-164. ISSN 152-164

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Abstract

The objectives of research are described as follows: (1) to analyze and to understand the effect of Service Quality and Brand Image partially on Customer Satisfaction of Commonwealth Bank in Surabaya City; (2) to analyze and to examine the effect of Service Quality and Brand Image simultaneously on Customer Satisfaction Commonwealth Bank in Surabaya City; and (3) to analyze and to acknowledge the variable with the dominant effect on Customer Satisfaction of Commonwealth Bank in Surabaya City. Research method is Quantitative. As said by Kotler, in this research type, data are the observation result. Regarding to its data aspect, research design is ex-post facto because data of research are coming from banking enterprises in real time. In relative with goal aspect, data are used to explain the causal relation between service quality and brand image because both are assumed as influential to customer satisfaction. From this relation, how effective is company policy can then be understood. Based on result of research and hypothesis testing, the conclusion is described as follows: (1) Service quality and brand image are partially and significantly influential to customer satisfaction of Commonwealth Bank in Surabaya City; (2) Service quality and brand image are simultaneously and significantly influential to customer satisfaction of Commonwealth Bank in Surabaya City; and (3) Brand image is the variable with the most dominant effect on customer satisfaction of Commonwealth Bank in Surabaya City.

Item Type: Article
Uncontrolled Keywords: Quality, Service, Brand Image and Satisfaction
Subjects: Ekonomi
Depositing User: Unnamed user with email [email protected]
Date Deposited: 13 Mar 2020 09:14
Last Modified: 25 Oct 2020 13:45
URI: http://repository.mahardhika-library.id/id/eprint/1506

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