Maintaining Sustainability Through Customer Trust and Loyalty
- Author Ida Ayu Oka Martini
- Co-Author I Wayan Gde Sarmawa, Desak Made Febri Purnama Sari
- DOI https://ww
- Country : Indonesia
- Subject : Economics and Business
Keywords : customer trust, customer loyalty, business sustainability, rural bank
Abstract
Every company always tries to maintain business sustainability. Various strategies are applied to achieve business sustainability goals. Always trying to maintain customer trust and loyalty is an effort to maintain the sustainability of the business. This study aims to analyze these two variables (customer trust and customer loyalty) in relation to business sustainability. The research was conducted at the Non-Sarbagita Rural Bank in Bali-Indonesia, amounting to 35 units spread across 5 districts. Respondents in the study were 10 customers in each bank, so the number of respondents in the study was 350 bank customers. Data collection was carried out by distributing questionnaires to customers who were respondents. Furthermore, the research data is processed with the SmartPLS 3.3.2 program. The results found that customer trust has no significant effect on business sustainability, while customer loyalty has a significant positive effect on business sustainability. The results also found that customer loyalty acts as a full mediation on the relationship between customer trust and business sustainability. Researchers recommend the importance of focusing more on efforts to increase customer loyalty in an effort to maintain the sustainability of rural banks.
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