PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS NASABAH TABUNGAN DENGAN CITRA BANK DAN KOMITMEN NASABAH SEBAGAI VARIABEL MEDIASI (Studi Kasus PT. Bank Nagari Cabang Utama Padang)

THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER LOYALTY WITH BANK IMAGE AND CUSTOMER COMMITMENT AS MEDIATING VARIABLES
(Case Study: Bank Nagari Main Branch Padang)

ABSTRACT
This study aims to examine the influence of service quality on customer loyalty, as well as to analyze the mediating roles of brand image and customer commitment in this relationship at Bank Nagari Main Branch Padang. A quantitative approach was employed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The study involved 386 respondents, selected through purposive sampling. The results show that service quality has a positive and significant effect on customer loyalty, brand image, and customer commitment. Furthermore, brand image has a significant effect on customer loyalty, while customer commitment have a significant effect. The findings also reveal that customer commitment and brand image significantly mediates the relationship between service quality and customer loyalty. These results highlight the importance of enhancing service quality, customer commitment and brand image to foster customer loyalty in the banking sector.
Keywords: service quality, bank image, customer commitment, customer loyalty, Bank Nagari