The Role of Customer Satisfaction as a Mediator Between the Influence of Service Quality and Corporate Image on Customer Loyalty

Abstract

Loyalty is a customer's commitment to continue subscribing to or repurchasing a product or service. Several factors that can foster customer loyalty include service quality, corporate image, and customer satisfaction. Previous studies have shown varying results regarding the influence of service quality and corporate image on loyalty. The purpose of this study is to analyze the effect of service quality and corporate image on customer loyalty through customer satisfaction. The population in this study includes all customers who have made deposits and conducted transactions at least three times at the bank and are domiciled in Semarang. A purposive sampling technique was used to select a sample of 96 customers. The analysis employed quantitative methods, including validity and reliability tests, classical assumption tests, multiple linear regression, hypothesis testing, determination coefficient (R²), and the Sobel test to detect mediation effects. The results indicate that service quality and corporate image positively influence customer loyalty. Furthermore, the Sobel test shows that customer satisfaction mediates the effect of corporate image and service quality on customer loyalty.