The Effect of Service Quality and Trust on Customer Loyalty Through Customer Satisfaction as an Intervening Variable

Objective – The number of banks in Indonesia has increased competition in the banking sector. Customer loyalty is a sign that a bank has won the competition. Customer loyalty is influenced by service quality, customer trust and satisfaction. The problem of leakage and sales of customer data is a phenomenon of this research, besides that there is still a gap in the results of previous research on the variables used in this study, making researchers interested in conducting research again using these variables.Design/Methodology/Approach – The method used in this study is a quantitative method with primary data. The data collection technique in this study involves distributing questionnaires to PT Bank Kalteng customers through Google Forms. The data analysis tool used in this study is Structural Equation Modeling (SEM) using SmartPLS version 4.1.0.Findings – The results of this study show that service quality and trust have a positive and significant influence on customer satisfaction. Service quality, trust, and customer satisfaction have a positive and significant influence on customer loyalty. Service quality and trust indirectly affect customer loyalty positively through customer satisfaction as an intervening variable.Implications – This study exhibit that customer satisfaction has a greater impact than trust and service quality. Therefore, it is important for PT Bank Kalteng to maintain or improve customer satisfaction by continuing to maintain good service quality and maintaining customer trust.