Customer satisfaction as a mediation between micro banking image, customer relationship and customer loyalty

Abstract

The purpose of this article is to build a consumer loyalty model by considering consumer satisfaction as a mediating variable between the image of micro banking and consumer relations with consumer loyalty. Design/methodology/approach of this article is a research on micro banking customers. The survey was conducted on 100 micro banking customers. The research shows that company image positively influences customer satisfaction and customer loyalty. Customer relationship positively influences micro banking company image, customer satisfac-tion and customer loyalty. In addition, customer satisfaction influences customer loyalty. Moreover, customer satisfaction cannot be used as a mediation variable between micro banking company image and relationship with customer. Practical implications of this research is that consumer loyalty could be enhanced by strengthening the image of micro banking companies, strengthening consumer relations and maintaining customer satisfaction. This research is important to identify the image of micro banking and consumer relations and their relationship with customer satisfaction and consumer loyalty, since the strength of micro-enterprises lies in the ability to build image and proximity to consumers. This is important be-cause of the limited ability of micro banking companies to advertise heavily on various adver-tising media.

Keywords

• micro banking image
• loyalty
• satisfaction
• consumer relations