PERAN KUALITAS PELAYANAN DALAM MEBANGUN KEPERCAYAAN DAN LOYALITAS NASABAH BANK SYARIAH MANDIRI CABANG SIMPANG EMPAT

Banking business on full competition today, need the implementation of marketing management perfectly. One of the important things in bank marketing activities is how to increase customer loyalty. The important factor in improving customer loyalty is customer trust, while one of antesedent of customer trust and loyalty is service quality. This study to analyzes the influence of service quality to increase the customer trust and customer loyalty in Bank Syariah Mandiri Simpang Empat Branch. The results showed that the service quality influence the customer trust significantly and also customer loyalty. There are many the other factors that affected to increase the trust and customer loyalty. Trust proved to be an important factor to increase the customer loyalty. This variable also as a full intervening variable in effect of service quality toward customer loyalty. The implication of this study is that in improving the customer loyalty, the management of Bank Syariah Mandiri Simpang Empat Branch should pay attention and improving the customer trust. To increase the customer trust can be done by improving the service quality. Keywords: Customer loyalty, customer trust and service quality.