Analisis Pengaruh Self-Congruity Terhadap Loyalitas Dengan Kepuasan Pelanggan, Kepercayaan, dan Komitmen Sebagai Variabel Intervening

Sutiesna, Jana (2010) Analisis Pengaruh Self-Congruity Terhadap Loyalitas Dengan Kepuasan Pelanggan, Kepercayaan, dan Komitmen Sebagai Variabel Intervening. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Over the years, extensive research has been conducted in the area of customer loyalty, especially contributing factors leading to it. Many research indicates that self-congruity will directly/indirectly lead to customer loyalty through customer satisfaction, trust, and commitment. For the purpose of this research, self-congruity is defined as the match between the customer’s personal values and his/her perception of the bank’s values. The objective of this research is to analyse the effects of the above mentioned factors on customers’ loyalty towards banks. Purposive sampling was conducted through the distribution of 200 questionnaires to customers from the top five banks in Indonesia with the highest customer loyalty index. Results from the research have indicated that self-congruity have a significant positive relationship towards customer satisfaction, trust and commitment. The results have also indicated that customer satisfaction, trust and commitment have a significant positive relationship towards customer loyalty. Keywords: Self-Congruity, Satisfaction, Trust, Commitment, and Customer Loyalty.

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