Peranan Rasa Syukur, Kepercayaan, dan Komitmen dalam Memediasi Pengaruh Ikatan Finansial, Ikatan Sosial, Ikatan Kustomisasi, dan Ikatan Struktural Terhadap Loyalitas Nasabah Bank Sultra

Abstract

This study aims to examine and analyze mediating role of gratitude, trust, and commitment in financial, social, customization, and structural bonding on Bank Sultra customer loyalty. Total sample are 354 respondents through Slovin formula.The respondent obtained by convenience sampling method. Data for needs analysis questionnaires were obtained by using a Likert scale of 5 points.The data were then analyzed with methods of structural equation modeling approach. The analysis showed that; gratitude play a role mediating influence financial, social, customization, and structural bonding on customers trust, customers commitment, and customers loyalty; customer trust play a role mediating influence financial bonding and gratitude on customer commitment and customer loyalty, but did not play a role mediating effect in social, customization, and structural bonding on customers commitment and customers loyalty; customers commitment play a role mediating influence financial bonding, social bonding, customization bonding, structural bonding, gratitude, and customers trust on customers loyalty. Key Words: Consumer Behaviour, Relationship Marketing, Customer Loyalty,Customer Commitment, Customer trust, Gratitude, Financial Bonding, Social Bonding, Customization Bonding, Structural Bonding

Pengaruh Ikatan Sosial Terhadap Loyalitas Nasabah Dengan Kepercayaan Nasabah Sebagai Variabel Moderasi

“…Kepercayaan tersebut merupakan landasan dari hubungan jangka panjang (Juscius dan Grigaite, 2011), dan akan terjadi apabila seseorang memiliki kepercayaan diri dalam sebuah pertukaran dengan mitra yang memiliki integritas dan dapat dipercaya (Mukherjee dan Nath, 2012). Kepercayaan pelanggan dapat diukur dari indicator percayaan dengan kompetensi karyawan, percaya dengan kredibilitas, percaya dengan pemberian pelayanan berkualitas (Beagle, 2008;e-Hasan, 2013;Juharsah, 2017).…”