The Influence of WOM and Brand Image on Customer Trust and Satisfaction at BANK CENTRAL ASIA (BCA)
Purpose: The purpose of this study was to determine the satisfaction of BCA customers in Surabaya, through Word of Mouth (WOM), Brand Image, and Trust. Design/methodology/approach: The research method used is quantitative research, with 200 respondents, through the distribution of questionnaires...
Saved in:
| Summary: | Purpose: The purpose of this study was to determine the satisfaction of BCA customers in Surabaya, through Word of Mouth (WOM), Brand Image, and Trust.
Design/methodology/approach: The research method used is quantitative research, with 200 respondents, through the distribution of questionnaires to BCA Bank customers in Surabaya. The sampling technique used purposive sampling followed by snowball sampling technique. This study uses a 5 scale likert scale.
Findings: The results obtained state that word of mouth (WOM) and brand image have a significant effect on trust, as well as word of mouth (WOM), brand image and trust have a significant effect on BCA Bank customer satisfaction in Surabaya. Trust (T) is a partial mediation variable between BI and satisfaction and between WOM and satisfaction.
Research limitations/implications: This research has limitations, namely the distribution of data only in the city of Surabaya.
Practical implications: Data processing using Structural Equation Modeling (SEM) WarpPLS.
Originality/value: This paper is original
Paper type: Research paper
|
|---|---|
| ISSN: | 2597-4750 2597-4785 |