Examining the Relationships between Service Quality, Corporate Image, Customer Satisfaction, and Customer Loyalty for an Indonesian Bank

This research aimed to discover the effect of service quality, corporate image, and customer satisfaction on customer loyalty. The primary data used in this study was obtained from a structured questionnaire sent to 98 customers of Bank BJB Saharjo, Jakarta Branch. Quantitative research was achieved using AMOS program to develop a structural equation model. The results of the study showed that service quality had a positive impact on customer loyalty, however corporate image had a negative effect on customer loyalty. Service quality and corporate image have a positive effect on customer satisfaction. Customer satisfaction is a positive determinant of customer loyalty. Thus, this paper supports previous empirical analysis and improves knowledge on improving relationships with bank customers