Please take a moment to complete this survey below
Library's collection Library's IT development CancelWith a lot of choices of bank in Indonesia, it is easy for the customers to
switch banks when they see better products and services out there, and customer
loyalty is in the risky situation. This research attempts to solve disloyalty issue of
the customers in banking industry by analyzing the impact of customer experience
on service marketing mix towards the customer loyalty, specifically in Bank Mega.
The samples are Bank Mega’s customers in Jabodetabek (Jakarta, Bogor,
Depok, Tangerang, and Bekasi) and Surabaya area. This research utilizes
quantitative analysis with hypothesis testing research method. The result shows
that customer experience in service marketing mix elements simultaneously affect
customer loyalty. However, customer experience in place, people, and physical
evidence individually do not affect customer loyalty significantly.