Brand Trust, Service Quality, Customer Satisfaction and Customer Loyalty of Bank Mandiri Banda Aceh
Author: Teuku Fahmi, Permana Honneyta Lubis and Syafruddin Chan, Indonesia
Abstract: This study aims to have picture of brand trust, service quality, customer satisfaction and customer loyalty in PT. Bank Mandiri Tbk Banda Aceh Branch. The sample taken is as much as 150 customers. The term Brand trust will be an image of the bank that will be a benchmark for customers whether the bank is competent or not, while Service Quality is related to sensitivity, personality and concern for customers, which is possible to have an impact on Customer Satisfaction and Customer Loyalty for Bank Mandiri customers. The result shows that Brand Trust of Bank Mandiri has the mean value is 3.04 which means the respondents feel “less agree” with the statement submitted, Service Quality in Bank Mandiri has the average value is 3.00 which means the respondents feel “Less agree” on the statement submitted, Customer Satisfaction in Bank Mandiri has the mean value of 2.95 means that respondents feel “Less agree” on the statement submitted, and Customer Loyalty variable in Bank Mandiri has the mean value of 3.06 means that respondents feel “Less agree” on the statement submitted. These describes the picture of all variables condition. These fact-findings based on its theories can be useful for the next research to build models. In addition, the picture of each variables can be an evaluation base for the practical leaders in Bank Mandiri Banda Aceh to improve what the needed. The novelty in this research is in the period that use the cross sectional data to evaluate the variables. The limitation lies in the use of data that only track the perception based on the theories.