The Drivers of customer satisfaction and customer loyalty of PT BPR Indra Candra's saving customers

Dharmawijaya, Alfa (2008) The Drivers of customer satisfaction and customer loyalty of PT BPR Indra Candra's saving customers. Bachelor thesis, Petra Christian University.

Abstract

PT BPR Indra Candra faces a stiff competition in obtaining third-party funds with its rural bank peers and other financial institutions, so the bank needs to know the most influential drivers to increase satisfaction and loyalty of their saving customers. To answer this problem, multiple ordinary least square regression and analysis of covariance are applied in this research. The data were collected from 82 PT BPR Indra Candra's saving customers in the end of March and the beginning of April 2008 using convenience, purposive, and quota sampling. Regression analysis reveals that three drivers significantly affect customer satisfaction. The perception towards service quality is the most influential driver of customer satisfaction, followed by perception towards monetary value and physical surrounding. Perception towards convenience does not contribute significantly to customer satisfaction. Analysis of covariance shows that customer satisfaction significantly affects of customer loyalty. Given the same level of customer satisfaction, knowing the image that the bank is the second largest rural bank in Bali and knowing the bank personnel, management, or the owners do not significantly improve customer loyalty.

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