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

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.