The Role of Customer Satisfaction in The Effect of Complaint Handling and Service Excellence on Customer Loyalty (A Survey on Muamalat Digital Islamic Network Customers of PT Bank Muamalat Branch Office Palembang)

Abstract

Customer loyalty when utilizing a service can be used as input by banks in order to make improvements or optimize complaint handling and service excellence in mobile banking services. Customer satisfaction will be Met with complaint handling and service excellence. On customer loyalty; in this case, customer satisfaction is used as the intervening variable in PT. Bank Muamalat Palembang Sub-Branch Office. The method used in the study for data collection is a questionnaire using a Likert scale. The population used is 9.372 people.
Based on the characteristic of customers, the average mobile banking user uses mobile banking more than once a month. The sample consists of 100 samples that apply the sampling technique of purposive sampling. The use of path analysis shows that the analysis shows that the results of the complaint handling and service excellence has a positive and significant impact on consumer loyalty. Complaint handling and service excellence also have a positive and significant impact on customer satisfaction. Customer satisfaction mediates between the effects of complaint handling and service excellence on customer loyalty.