PENGARUH CITRA BANK TERHADAP KEPUASAN NASABAH DAN LOYALITAS NASABAH BANK BTPN DI SURABAYA

The main objective of this study are to find the interrelationships between influence the bank's image on customer satisfaction and customer loyalty in BTPN Surabaya. A review of literature was conducted to find out the bank's image on customer satisfaction and customer loyalty. The literature review confirms this relationship. A survey was conducted to collect data. The sample size of 150 BTPN customers in Surabaya. Then, the data was being analyzed by Structural Equation Modeling (SEM) Analysis technique. The result shows that all the bank’s image attributes is positively related to customer satisfaction, customer satisfaction are not positively related to customer loyalty, and bank’s image are not positively related to customer loyalty in the BTPN Surabaya. KEYWORDS. Bank’s image, customer satisfaction, customer loyalty, SE