PENGARUH KEPUASAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN BANK SYARIAH: STUDI TENTANG PERAN MEDIASI SWITCHING COSTS

Sari

This study aims to investigate the role of switching costs in mediating the influences of customer Satisfaction and Trust in The Sharia Bank Customer Loyalty in Yogyakarta City. 160 respondents were selected as samples using a purposive sampling method. Structural Equation Modeling (SEM) was used to test the hypothesis of this study. The results showed that customer satisfaction and trust had a positive effect on customer loyalty, but switching costs did not succeed in mediating satisfaction and trust in influencing customer loyalty. The results of this study are not in accordance with previous findings. This is evidenced by the direct influence of customer satisfaction and customer trust in customer loyalty.