The Effect Of Trust and Saving Experience on Loyalty Through Satisfaction As An Intervening Variable (Case Study of Sharia Bank Customers in Surabaya City)
Keywords:
banking industry, trust, experience, satisfaction, customer loyalty, sharia bankAbstract
The presence of Islamic banks to meet the needs of Muslims is growing like conventional banks. However, Islamic banks are still faced with challenges related to customer satisfaction and loyalty because this will determine the achievement of the goals and success of Islamic banks. Realising this certainly requires supporting factors such as customer trust and experience. Accordingly, this study will have to analyze and examine the effect of trust and saving experience on loyalty through satisfaction as an intervening variable. The type the method used in this research is quantitative research. The object of this research is Islamic bank customers in Surabaya City. There were a total of 100 respondents who were sampled in this study using purposive sampling technique in filling out the questionnaire. The data will be examined through data software using SPSS 26 which consists of validity, reliability test, classical assumption test, multiple linear regression analysis, path analysis, t test, coefficient of determination and sobel test. The results showed that: (1) trust has a very positive effect on satisfaction; (2) saving experience has a very positive effect on satisfaction; (3) trust has a very positive effect on loyalty; (4) saving experience has a very positive effect on loyalty; (5) satisfaction has a very positive effect on loyalty; (6) satisfaction can be an intervening variable between trust and loyalty; (7) satisfaction can be an intervening variable between saving experience and loyalty.
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