The Impact Factors of Customer Satisfaction and Customer Loyalty on BNI London Branch

The purpose of this study was to analyze the factors that build customer satisfaction to increase BNI bank's customer loyalty at the London branch. the factors studied were service quality, product quality, and customer trust. the statistical method for analyzing data is the structural equation model (SEM) from the Smart-PLS 2.M3 statistical package. The results of the study indicate that directly the service quality, product quality has an effect, and customer trust has an effect on customer satisfaction. Direct service quality, product quality, and customer trust do not affect customer loyalty. whereas indirectly through customer satisfaction, product quality, and customer trust affect customer loyalty. Customer loyalty is formed from the trust that was created previously in the minds of customers. customer loyalty to a product, will not move to other banks to invest money so that both parties benefit. Customer loyalty is a key factor in banking success. Customer Trust Dominant factors that influence Customer Loyalty, increasing customer trust makes customers more loyal to BNI London branch by keeping promises that have been said, prioritizing customer interests, and updating knowledge of the products they have. By understanding various aspects related to the formation of trust under customer expectations and increasing customer confidence will increase customer loyalty in the future.