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

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.