THE PATH TO LOYALTY: A CONCEPTUAL MODEL OF SERVICE QUALITY, BRAND IMAGE, AND THE MEDIATING ROLE OF SATISFACTION

Authors

  • Suharyanto Suharyanto Perbanas Institute
  • Muhammad Yusuf Perbanas Institute
  • Patria Laksamana Perbanas Institute
  • Saripudin Saripudin Perbanas Institute

Keywords:

brand image, customer loyalty, customer satisfaction, service quality

Abstract

This study aims to develop a conceptual model that examines the influence of service quality and brand image on customer loyalty, with customer satisfaction as a mediating variable, in the context of ULaMM at PT Permodalan Nasional Madani, Bogor Branch. This article presents a conceptual model framework that explains the relationships between these variables. Also discussed are the implications and directions for future research.

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Published

2025-08-09

Issue

Vol. 3 (2025): The 3rd Proceedings of the Perbanas International Seminar on Economics, Business, Management, Accounting and IT

Section

Articles