PENGARUH KEPERCAYAAN DAN KEPUASAN NASABAH TERHADAP WORD OF MOUTH (WOM) MELALUI LOYALITAS: PENELITIAN EMPIRIS PADA DEBITUR SMALL MEDIUM BUSSINESS PANIN BANK SURABAYA

In banking era today there are many banks which offering various types of products and promising kinds of facilities and transaction easiness. Customer in this era faced with many of choices and all banks offering its best products and most profitable. It had made customer must be careful and prudently determined bank preferred because it must be complied with need to sustain his or her business. The purposes of this research are to examined the effects of reliance variable on customer loyalty and satisfaction variable on customer loyalty as well as investigated loyalty variabel on word of mouth (WOM) for customers mainly small medium business (SMB) Panin Bank Surabaya. Data in this research collected by using purposive sampling technique that are debtors of Panin Bank Surabaya as many as 150 customers of fund borrower. Sample taken convenience by easy taking with sharing to respondents who had contacted by the research but remain paying attention of criteria had determined. Respondent asked to fill out questionnaire with queries as many as 14 items followed numeric scale computation between number 1 to 5. The result of this research analysis indicates that found significant positive effect from customer loyalty on WOM. However in this research proved that high satisfaction variable from customer did not guarantee customer loyalty on the bank. Customer reliance variable in this research also proved not guarantee customer loyalty in the bank. Based on the result of this research could be concluded that bank have many potential customers have high loyalty level then will brought enough profitability for bank because loyalty customer will tell to business colleagues about bank advantages, benefits and convenience. Which is told by high loyalty customers to colleagues, named after word of mouth (WOM) or oral information. Keywords : Reliance, satisfaction, loyalty, and wo