This study aimed to analyze the effects of image and consumer product knowledge on customer satisfaction and its impact on customer loyalty. This study involved 3039 saving customers of Tamades PD BPR BKK Sayung – Demak, which was determined using purposive sampling. The results revealed that (1) bank image and consumer product knowledge have a significant effect on customer satisfaction; (2) bank image has no significant effect on customer loyalty; (3) consumer product knowledge and satisfaction have a significant effect on customer loyalty; (4) customer satisfaction mediates the effect of bank image on customer loyalty; and (5) customer satisfaction also mediates the effect of consumer product knowledge on customer loyalty.
image, consumer product knowledge, satisfaction, loyalty
Cite this paper
Euis Soliha, R. A. Marlien, Suzy Widyasari, Alimuddin Rizal Rivai, Nurul Khotimah. (2020) Image, Consumer Product Knowledge, Satisfaction, and Loyalty: Testing Their Relationships in the Rural Bank Sector. International Journal of Economics and Management Systems, 5, 92-100
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