Role of Trust and Customer Satisfaction as a Mediation Effect of Human Resource Competence on Customer Loyalty (Study on Commercial Customer BCA Kanwil VII Malang)
Keywords:human resources competency, trust, customer satisfaction, customer loyalty
AbstractIncreasing competition in the banking services business make the customer's demands growing. So that competent human resources are needed to keep customers loyal. This study aims to analyze and explain the role of trust and customer satisfaction as a mediator of the influence of human resource competence on customer loyalty. The research population is BCA Kanwil VII's commercial customers in Malang. Samples of 100 customers using probability sampling method. Data collection techniques with questionnaires and interviews. Analysis method used SEM (Structural Equation Modeling) with SmartPLS program (Partial Least Square) version 2.0. The research findings show that the competence of human resources has a positive and significant impact on customer loyalty directly or with trust as the mediation variable. However, the effect of using satisfaction as a mediation variable is not significant. This is because a high customerâ€™s variety seeking range that is found from more in-depth interviews with customers. Under these conditions, BCA must accommodate all customers' interests in order to be fulfilled with one bank. Given the role of human resource competence is very significant to customer loyalty then the competence should be periodically evaluated in order to remain able to follow the increasing demands of customers along with the influence of globalization.
LicenseAuthors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).