PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS NASABAH YANG DI MEDIASI OLEH VARIABEL KEPUASAN NASABAH BANK PANIN DI SURABAYA

The development of the banking industry that there is an impact on the competitive rivalry between banks. Therefore, the requires a strategy to win the competition, one of them through increased customer satisfaction. Customer satisfaction can be achieved through quality services, where customer service that exceeds expectations, it can give satisfaction and furthermore can create customer loyalty by continuing to use the services of banks. This study aims to determine the effect of service quality on customer loyalty mediated by customer satisfaction in Panin Bank. This research is causal research with survey method. The population in this study are customers of Bank Panin in Surabaya. Samples were taken up to 95 people using purposive sampling technique, so that the sample used is based on prescribed criteria, at least 17 years old, customers in Bank Panin in Surabaya, which has at least one years of being customers. Data collection in the study conducted by distributing questionnaires. Data analysis techniques are used path analysis. The results in this study show that: (1) reability has no significant influence on customer satisfaction; (2) responsiveness has a significant influence on customer satisfaction; (3) guarantees has no significant influence on customer satisfaction; (4) empathy has a significant influence on customer satisfaction; (5) physical evidence has no significant influence on customer satisfaction; (6) customer satisfaction has significant influence on customer loyalty Panin Bank in Surabaya. Keywords: service quality, customer satisfaction, customer loyalt