Effect of Service Quality and Corporate Image On Customer delight and Loyalty Customer in BPD Bali, Gajah Mada Main Branch , Denpasar Bali

1Student of Management Master, Universitas Mahasaraswati Denpasar, Bali, Indonesia University of Mahasaraswati Denpasar Bali-Indonesia Abstract This paper reveals that service quality and corporate image are not important factors for customer delight and loyalty. This research is motivated by the desire to measure the importance of service quality and corporate image to customer delight and company loyalty. Insights on various literatures have provided an explanation, there is a tendency for service quality and corporate image to affect customer delight which in turn will affect loyalty. The important idea is to show the importance of service quality and corporate image to customer delight and customer loyalty, which means that the better the service quality and corporate image, the more customer delight will increase, which in turn will increase customer loyalty. This study uses customer data at one bank but they are also customers of other banks in Bali. A type of quantitative research, using a pre-existing measurement scale with a PLS-based SEM analysis tool. Customers do need quality service and a good corporate image. This finding is proven by the better the service quality and corporate image, the more customer delight will increase, the higher the, the higher customer delight the loyalty. Customer delight perfectly mediates the relationship between service quality and corporate image, which means that through the mediation of customer delight, service quality and corporate image affect customer loyalty. Service quality and corporate image in banking must be able to create customer delight so that customer loyalty increases.


INTRODUCTION
B anks are financial institutions whose main activity is to collect funds and channel them back to the community and provide other bank services (Kasmir, 2014: 14). With this very competitive condition, the quality of service to cus-tomers is very important, which can form a positive image so that customer delight increases, which in turn will lead to loyalty.
Service quality or service quality is centered on fulfilling the needs and wants as well as the accuracy of delivery to match the needs of customers. The quality of service is tested in every implementation of the services provided (Kotler and Keller, 2008: 50), so the level of satisfaction is a function of the difference between perceived performance and expectations (Kotler, 2015). However, further studies shed light on the concept of consumer behavior, which explains higher levels of satisfaction. This level will result in more loyalty to the company, which is called customer delight. CEOs who are engaged in the service sector emphasized that it is not enough to simply provide satisfaction for customers, and it is a priority to move customer satisfaction into customer delight. (Reichheld in Hariri and Anindita, 2009).
The Regional Development Bank (BPD) Bali Gajah Mada Main Branch, Denpasar is one of the banks in Bali whose ownership is mostly owned by the Bali Provincial Government and Regency / City Governments in Bali Province. Every business sector, especially businesses that provide services, especially services, will never be separated from service quality, it is known by comparing customer perceptions of the service actually received with the actual service expected. From the data obtained, although there has been an increase in the amount of third party funds, there is a limited time to save funds from customers, most of which are Regional Government Employees and other Government Employees who open BPD accounts at Gajah Mada Main Branch, Denpasar. The customer opens an account because the institutional policy is not the customer's personal desire so that the increase in the amount of third party funds is due to the payment of his salary. This condition will have an impact on increasing the number of customers due to an increase in the number of employees at each government institution. This condition does not guarantee loyalty or even though there is an increase in the number of customers, it does not guarantee loyalty.

Corporate Image
Corporate image is defined as the perception of a company which is reflected in the associations contained in the memory of consumers. (Keller, 1993). Nguyen and Lablanc (2001) state that corporate image is related to physical and company-related attributes such as name, building, product / service, to influence the quality communicated by everyone so that they are interested in the company, Gronroos and Keller (1995), corporate image is perceptions of an organization are recorded in the memory of consumers and work as filters that affect perceptions of the company.
Several factors influence image company (Mayer in Palupi, 2006). (a) Services, (b) Physical Facilities; as a support for the main building and the products being sold also have a strong influence on consumers.
(c) Quality of Products and Services; Quality is often considered as a relative measure of a product or service which consists of design quality which is a function of product specifications, while conformity quality is a measure of how far a product is able to meet predetermined requirements or quality specifications. There are three components that reflect the company's image (Macaulay and Sarah, 1996), namely: Quality of products and services produced, How to provide services, Interpersonal relationships formed through these services.

Customer delight
Customer delight is a form of expression of consumers' emotional response of consumers to the service. Delight occurs when created surprising levels of satisfaction or performance are, thus clarifying the difference between the context of satisfaction and delight, thereby clarifying the difference between the context of satisfaction and delight (Oliver, et al. 1997 in Anindita 2015). According to Kotler and Armstrong (2012: 14) states: "When it comes to customer satisfaction, make that customer delight" It means; When a customer is satisfied, the thing that must be done again is to make the customer feel happy.
According to Kotler (2001) in Anindita (2015),delightwas born because the company succeeded in fulfilling the needs and wants or expectations of consumers and even consumers felt satisfied. This is also a benchmark for company performance or an achievement for the company, because it understands its customers. Customer delight (customer pleasure) is the reaction of customers when they receive a service or product that provides value that exceeds their expectations (Mascerenhas, et, al in Indriani and Jeysseca, 2011). So in maintaining customers the concept of customer delight is very useful because it not only makes customers feel satisfied but also makes customers happy. Privileging customers with the concept is delight expected to increase customers to be more loyal. Dimensions of Customer delight according to Kwong, et al. (2002) in Anindita (2015) states, delight consists of five variables, namely justice, esteem, security, trust, and variety.

Customer Loyalty
According to Tjiptono (2007: 386), loyalty is a commitment to a company, brand or supplier based on a positive attitude which is reflected in the form of consistently repeated purchases. Customers who are truly loyal are not very potential word of month advertisers, but are likely to be loyal to the company's product and service portfolio over the years. Engel in Sugiharto (2007) states that loyalty is a repetitive buying behavior that has become a habit that has high linkages and involvement in its choice of certain objects, and is characterized by the absence of external information seeking and alternative evaluation, while Morais (2005) Engel (1995: 144), loyalty is also defined as a deep commitment to repurchase or repeat the preference pattern of a product or service in the future, which causes repeated purchases of the same brand or a set of the same brand, even though there are situational factors involved and marketing efforts that have the potential to lead to brand switching behavior. This concept includes the possibility of confusing the future service contract, the likelihood of the customer giving positive comments, or the likelihood of the customer giving their opinion. A customer may be loyal to a brand due to the high barriers to switching due to technical, economic or psychological factors. On the other hand, customers may be loyal to a brand because they are satisfied with the product or brand provider and want to continue a relationship with the product or service provider. Loyal customers are those who repurchase the same brand, only consider the same brand and are not looking for information at all. information about other brands.
According to Griffin (2005: 31) customer loyalty appears to be a more reliable measure to predict sales and financial growth. Different from satisfaction, which is an attitude, loyalty can be defined based on buying behavior. Loyal customers are people who make regular repeat purchases, buy between lines of products and services, refer to others, show immunity to the pull from competitors.

HYPOTHESES
The relationship between Service Quality and Customer delight is widely documented in the relationship marketing literature theoretically when the services provided are able to meet or exceed customer expectations or expectations, the customer is satis- Image as an impression, feeling, a picture of the public on the company an impression that is deliberately created from an object, person or organization. By forming a good image in the eyes of customers, this will increase Customer delight. The better the corporate image, the more Customer delight will increase. Service quality is a major factor affecting customer loyalty because customers who are satisfied with their personal values and experiencing a positive mood towards service will have high loyalty to the company. Customers are often disloyal due to poor service or lower quality of service than customers expect. Research conducted by Starini (2013) states that service quality certainly has a positive and significant effect on customer loyalty.
H3: Service quality has a positive and significant effect on loyalty customer Corporate image is an impression, feeling, a picture from the public towards a company, an impression that is intentionally created from an organization. By forming a good corporate image in the eyes of customers, this will increase customer loyalty to the company. The better the corporate image, the more loyalty the customer will get. Research conducted by itive attitude towards a brand, the customer will be satisfied. So that these customers try to attract and advise others to become new customers.
H5: Customer delight has a positive and significant effect on customer Loyalty.
Customer delight has a role in mediating effect of service quality on customer loyalty. If the quality of service increases, then customers will feel really happy so that they will remain loyal to the company while they are still trying to attract and advise others to become new customers.
H6: Customer delight plays a role in mediating effect of service quality on customer loyalty.
Customer delight has a role in mediating effect of corporate image on customer loyalty. If the Corporate image increases, then customer pleasure will increase and customer loyalty will also increase and in the end they will try to attract and advise others to become new customers.
H7: Customer delight plays a role in mediating effect of corporate image on customer loyalty.

RESEARCH METHODOLOGY
This study uses a quantitative method research design to test models and instruments that have been developed by previous researchers through inferential statistics, namely by using Structural Equation Modeling (SEM), with the Partial Least Square (PLS) approach.

Variables and measures
There are four variables involved in this study, namely the quality of ATM services, whose indicators were adapted from Narteh (2013), customer satisfaction, whose indicators were adapted from Selnes (1993), customer trust whose indicators were adapted from Moin et al.  Table 1. All items as research instruments use five point Likert scale ranging from "strongly disagree (1)" to "strongly agree (5).

Construct validity and reliability
The results of the validity test by involving 30 respondents showed a significant positive correlation and Cronbach Alpha each dimension and construct was above 0.70, according to the criteria (Ghozali, 2011). Table 1 shows all indicators are declared valid and constructs or dimensions are declared reliable.

Sampling
A total of 285 respondents were involved in this study as the sample size obtained based on the sample calculation, with the characteristics as shown in Table 2. Most of the respondents were female and the age characteristics were mostly dominated by ages 26-33 years. This type of age is the productive age and in general it is easier to understand the use of ATM services compared to those aged 50 years and over. Based on the type of work, more respondents work as private employees because the closest agencies are dominated by private offices.

Data Analysis
Measures how well the observation value is generated by the model. Q 2is based on a structural model evaluated with respect to Q 2 predictive relance model with the coefficient of determination of all dependent variables. Quantity Q 2 has a range value of 0 <Q 2 <1, the closer to the value 1, the better the model. In this structural model, there are two endogenous (dependent) variables, namely; customer delight (Y1) and loyalty (Y2). The coefficient of determination (R 2) of each dependent variables shown in Table 3 below: Based on the table 5.9 above, the results of the structural model evaluation prove that the value of Q 2 (0.921) is close to number 1. Thus, the results of this evaluation provide evidence that the structural model has a goodness of fit model. These results can be interpreted that the information contained in the data is 92.1% that can be explained by the model, while the remaining 7.9% is explained by errors or other variables that are not yet in the model.

Direct Effect Testing Result
The results of the coefficient validation test Path on each path for direct effect can be presented in Table 4 IJCRR 11 (11)

MANUSCRIPT CENTRAL
WATI, TEJA KUSUMA AND WIDNYANA below: Information from Table 4 above, it can be determined the results of hypothesis testing which are described in the following description: 1. The path parameter coefficient service quality variable with Customer delight of 0.540 with a T-statistic value of 5.784 (T-statistic > 1.96) Hypothesis 1 (H1) which states that quality as service has a positive and significant effect on customer delight can be accepted. This means that the better the quality of service, the more customer delight will be.
2. The path parameter coefficient obtained from the relationship between the corporate image variable and customer delight is 0.408 with a t-statistic value of 4.460 (t-statistic > 1.96) hypothesis 2 (H2) which states that corporate image has a positive and significant effect on customer delight, acceptable. That is, the better the corporate image, the more customer delight will increase.
3. The path parameter coefficient obtained from the relationship between the service quality variable and loyalty of 0.492 with a t-statistic value of 5.193 (t-statistic > 1.96) hypothesis 3 (H3) which states that service quality has a positive and significant effect on loyalty, acceptable. This means that the better the quality of service, the more loyalty customer will increase.
4. The path parameter coefficient obtained from the relationship between the variable corporate image and loyalty of 0.954 with a t-statistic value of 11.159 (t-statistic > 1.96) hypothesis 4 (H4) which states that corporate image has a positive and significant effect on loyalty, acceptable. This means that the better the corporate image, the loyalty customer will increase.
5. The path parameter coefficient obtained from the relationship between the variable Customer delight and Loyalty of 0.432 with a t-statistic value of 6.543 (T-statistic > 1.96), hypothesis 5 (H5) which states that Customer delight has a positive and significant effect on loyalty, acceptable. This means that the higher the customer delight, the higher the loyalty customer.

Indirect Effect Testing Result
In testing the following hypothesis, the mediating role of the variable will be analyzed Customer delight on the indirect effect of service quality and corporate image on customer loyalty. The indirect effect hypothesis testing in this study is presented in Table 5 below: Based on  Hypothesis testing results show, all pathways are obtained from the relationship between the variable service quality and customer delight, the relationship between the variable company image and customer delight, the relationship between the variable service quality and loyalty, the relationship between the variable company image and loyalty, the relationship between the variable customer delight and Loyalty has a positive and significant effect. Likewise, Customer delight perfectly mediates the relationship between service quality and customer loyalty. Customer delight perfectly mediates the relationship between company image and customer loyalty. The overall mediation of the Customer delight variable on the indirect effect of service quality on loyalty is greater when compared to the mediation of the Customer delight variable on the indirect effect of company image on loyalty.
The most prominent age group in transactions at this bank is the age group 42 to 49 years. The importance of service and company image is proven by Customer delight on the indirect effect of service quality on loyalty is greater when compared to the mediation variable Customer delight on the indirect effect of company image on loyalty.

CONCLUSION
The important conclusion of this research is that customer delight perfectly mediates service quality and company image to increase customer loyalty. Based on this, it is necessary to pay attention to service quality and company image without neglecting other factors.
This study uses a limited sample at a bank in Denpasar. It is highly recommended that future research be carried out in various organizations so that the results are able to represent generalizations of the truth.