Sebelas Maret International Conferences, The 1st INCREDIBLE

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The Role of Customer Engagement in Building Loyalty : An Empirical Study on BCA
Clara Uli Kumudani, Catur Sugiarto

Building: Parallel Session 2
Room: D
Date: 2020-10-27 02:45 PM – 04:00 PM
Last modified: 2020-10-19

Abstract


Customer loyalty is an important and strategic objective of the banking industry that can be achieved when customer expectations of a product are fulfilled and satisfied with the product. Customer satisfaction should be maintained by developing deeply interaction between customers with companies. This study aims to analyze the effect of service quality, customer engagement, and customer satisfaction on customer loyalty at BCA Solo. By employing quantitative approach with PLS-SEM, this research provides an insight to the marketing manager in developing strategies to increase customer loyalty. More specifically, the results show that service quality has a positive effect on customer satisfaction, customer satisfaction and customer engagement have a very positive effect on customer loyalty.

Keywords— Bank BCA; Customer Engagement; Service Quality; Customer satisfaction; Customer loyalty.