THE EFFECT OF SERVICE QUALITY, CUSTOMER SATISFACTION, AND PERCEIVED VALUE ON CUSTOMER LOYALTY WITH COMMUNICATION QUALITY AS A MODERATING VARIABLE (A CASE STUDY OF BANK JATIM KCP MALANG CUSTOMERS)
Published:
2026-04-28Downloads
Abstract
This study aims to analyze the influence of service quality, customer satisfaction, and perceived value on consumer loyalty, with communication quality as a moderating variable. A case study was conducted with customers of Bank Jatim KCP Malang to gain a deeper understanding of the factors driving loyalty in the context of regional banking. Data were collected through a survey method using questionnaires filled out by 100 respondents. Data analysis was carried out using quantitative methods with Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The results show that service quality, customer satisfaction, and perceived value have a positive and significant effect on consumer loyalty. Additionally, communication quality has been proven to strengthen the relationship between these three independent variables and consumer loyalty. These findings support key theories such as SERVQUAL, the loyalty model, and Commitment-Trust Theory, enriching the related literature by confirming the role of communication quality in enhancing customer loyalty. This study emphasizes the importance for Bank Jatim and other regional banks to improve service quality, satisfaction, and perceived value, as well as to implement effective communication strategies to retain customer loyalty.
Keywords:
Service Quality Customer Satisfaction Perceived Value Consumer Loyalty Communication Quality Bank Jatim KCP Malang.References
Anwar, R. H., Zaki, S., Thurasamy, R., & Memon, N. (2021). Trait Emotional Intelligence and ESL Teacher Effectiveness: Assessing the Moderating Effect of Demographic Variables Using PLS-MGA. Journal of Legal, Ethical and Regulatory Issues, 24 Pt. 2, 1.
Bankuoru Egala, S., Boateng, D., & Aboagye Mensah, S. (2021). To leave or retain? An interplay between quality digital banking services and customer satisfaction. International Journal of Bank Marketing, 39(7), 1420–1445. https://doi.org/10.1108/IJBM-02-2021-0072
Braun, V., & Clarke, V. (2021). Thematic Analysis: A Practical Guide. 1–100.
Caruana, A., Money, A. H., & Berthon, P. R. (2000). Service quality and satisfaction – the moderating role of value. European Journal of Marketing, 34(11/12), 1338–1353. https://doi.org/10.1108/03090560010764432
Cheng, C., Wang, Z., & Chen, C. (2021). Enhancing customer loyalty through effective communication: Evidence from the banking sector.
Chin, W. W. (2018). The partial least squares approach to structural equation modeling. https://www.researchgate.net/file.PostFileLoader.html?id=563c97b86307d92af78b4591assetKey=AS%3A292763124944898%401446811576464
Cohen, J. (2013). Statistical Power Analysis for the Behavioral Sciences. (2nd ed.). Routledge.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches.
Dangaiso, P., Mukucha, P., Makudza, F., Towo, T., Jonasi, K., & Jaravaza, D. C. (2024). Examining the interplay of internet banking service quality, e-satisfaction, e-word of mouth and e-retention: A post pandemic customer perspective. Cogent Social Sciences, 10(1), 2296590. https://doi.org/10.1080/23311886.2023.2296590
Febriend, S. D., & Qastharin, A. R. (2024). The Impact of Service Quality and Electronic Service Quality on Customer Satisfaction and Customer Loyalty: A Study on The Customers of Bank Central Asia. Mandalika Journal of Business and Management Studies, 2(2), 167–188. https://doi.org/10.59613/mjbms.v3i1.135
Financial Services Authority. (2024). Indonesian banking statistics: Risk profile of BPD vs national banks. https://ojk.go.id/en/berita-dan-kegiatan/siaran-pers/Pages/The-Financial-Services-Sector-Stability-Remained-Resilient-Amidst-Global-Economic-Uncertainty.aspx
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Fornell, C. & Larcker, D. F. (2016). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 1(18), 39–50. https://doi.org/10.1177/002224378101800104
Franke, G. & Sarstedt, M. (2019). Heuristics versus statistics in discriminant validity testing: A comparison of four procedures. 3(29), 430–447. https://doi.org/10.1108/IntR-12-2017-0515
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.).
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (Third edition). SAGE Publications, Incorporated.
Han, H., & Hyun, S. (2015). Customer retention in the lodging industry: The role of perceived switching barriers.
Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford publications.
Heck, R. H., & Thomas, S. L. (2020). An Introduction to Multilevel Modeling Techniques: MLM and SEM Approaches (4th ed.). Routledge. https://doi.org/10.4324/9780429060274
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. J. Journal of the Academy of Marketing Science, 1(43), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: Toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377–401. https://doi.org/10.1007/s11747-015-0460-7
Ivankova, N. V., Creswell, J. W., & Stick, S. L. (2016). Using Mixed-Methods Sequential Explanatory Design: From Theory to Practice. Field Methods, 18(1), 3–20. https://doi.org/10.1177/1525822X05282260
Kim, J., & Lee, K. (2019). The role of communication in fostering customer loyalty in the service sector.
Kim, S. H., & Yang, Y. R. (2025). The Effect of Digital Quality on Customer Satisfaction and Brand Loyalty Under Environmental Uncertainty: Evidence from the Banking Industry. Sustainability, 17(8), 3500. https://doi.org/10.3390/su17083500
Kipkirui Langat, D., Bonuke, R., & Kibet, Y. (2021). Mobile Banking Service Quality and Customer Retention: A Moderated Mediation Model of Customer Perceived Value and Perceived Corporate Image. SEISENSE Journal of Management, 4(4), 47–61. https://doi.org/10.33215/sjom.v4i4.672
Kotler, P. & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Ladhari, R. (2009). Service quality, emotional satisfaction, and behavioural intentions: A study in the hotel industry. Managing Service Quality: An International Journal, 19(3), 308–331.
Lin, Y., Liu, X., & Li, W. (2020). Communication quality as a moderator of service quality and customer loyalty.
Mainardes, E. W., & Freitas, N. P. D. (2023). The effects of perceived value dimensions on customer satisfaction and loyalty: A comparison between traditional banks and fintechs. International Journal of Bank Marketing, 41(3), 641–662. https://doi.org/10.1108/IJBM-10-2022-0437
Menard, S. (2002). Longitudinal Research. SAGE Publications, Inc. https://doi.org/10.4135/9781412984867
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Mwiya, B., Katai, M., Bwalya, J., Kayekesi, M., Kaonga, S., Kasanda, E., Munyonzwe, C., Kaulungombe, B., Sakala, E., Muyenga, A., & Mwenya, D. (2022). Examining the effects of electronic service quality on online banking customer satisfaction: Evidence from Zambia. Cogent Business & Management, 9(1), 2143017. https://doi.org/10.1080/23311975.2022.2143017
Nunnally, J. C. & Bernstein, I. H. (2018). Psychometric Theory (3rd ed.). McGraw-Hill.
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
Parasuraman, A. P., Zeithaml, V. A., & Berry, L. L. (1998). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.
Patton, M. Q. (2014). Qualitative research & evaluation methods: Integrating theory and practice. Sage publications. https://www.google.com/books?hl=id&lr=&id=ovAkBQAAQBAJ&oi=fnd&pg=PP1&dq=Patton,+M.+Q.+(2015).+Qualitative+research+and+evaluation+methods+(4th+ed.).+SAGE+Publications.&ots=ZS_15vtID5&sig=28xQaSTrVMeikLc92K7vwWxm9ew
Raudenbush, S. W. (2002). Hierarchical linear models: Applications and data analysis methods. Advanced Quantitative Techniques in the Social Sciences Series/SAGE. https://books.google.com/books?hl=id&lr=&id=uyCV0CNGDLQC&oi=fnd&pg=PR17&dq=Raudenbush,+S.+W.,+%26+Bryk,+A.+S.+(2002).+Hierarchical+linear+models:+Applications+and+data+analysis+methods+(2nd+ed.).+SAGE+Publications.&ots=qD4NVtW1XK&sig=aWiGSuwzhn1271DUSyLhXw6wreM
Sampurna, P. A., & Miranti, T. (2022). The Effect of Service Quality, Banking Digitalization, and Customer Relationship Management (CRM) on Customer Loyalty. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(1), 303. https://doi.org/10.30588/jmp.v12i1.1138
Sekaran, U. (2016). Research methods for business: A skill building approach. John Wiley & Sons. https://books.google.com/books?hl=id&lr=&id=Ko6bCgAAQBAJ&oi=fnd&pg=PA19&dq=Sekaran,+U.+%26+Bougie,+R.+(2019).+Research+Methods+for+Business:+A+Skill-Building+Approach+(7+ed.).+Wiley.&ots=2D1UX5IXpS&sig=rbx7R9YBPX_IrPTk8BH4H-RUA8c
Sullivan, G. M. & Feinn, R. (2017). Using effect size-or why the P value is not enough. Journal of Graduate Medical Education, 3(4), 279–282. https://doi.org/10.4300/JGME-D-12-00156.1
Teeroovengadum, V. (2020). Service quality dimensions as predictors of customer satisfaction and loyalty in the banking industry: Moderating effects of gender. European Business Review, 34(1), 1–19. https://doi.org/10.1108/EBR-10-2019-0270
Tirtawati, N. P. A., & Gede, I. M. (2021). The effect of service quality on customer loyalty through customer satisfaction at BCA KCU Jakarta.
Uzir, Md. U. H., Jerin, I., Al Halbusi, H., Hamid, A. B. A., & Latiff, A. S. A. (2020). Does quality stimulate customer satisfaction where perceived value mediates and the usage of social media moderates? Heliyon, 6(12), e05710. https://doi.org/10.1016/j.heliyon.2020.e05710
Zeithaml, V. A., Wilson, A. M., Bitner, M. J., & Gremler, D. D. (2016). Services marketing: Integrating customer focus across the firm (Third European edition). McGraw-Hill Education.
License
Copyright (c) 2026 Jefry Wahyu Santoso, Arief Noviarakhman Zagladi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
