Keyword

Perceived Service Quality, Attitudinal Loyalty, Corporate Social Responsibility, Repeat Patronage, Jakarta and Surabaya

Abstract

The objective of this research is to identify the role of Perceived Service Quality, Attitudinal Loyalty and Corporate Social Responsibility in influencing Repeat Patronage Intention in retail banking in two big cities in Indonesia - Jakarta and Surabaya. In addition, this paper also examines whether there are differences among the four variables above in demographic factors. Convenience sampling was used to conduct the survey. There were 150 respondents who took the survey in Jakarta and Surabaya, Indonesia. A 4 point Likert Scale was adopted and data analysis was performed using Regression analysis, ANOVA and an Independent T- test. There was a positive relationship between Attitudinal Loyalty towards Repeat Patronage Intention. However, Perceived Service Quality and Corporate Social Responsibility were not positively related with Repeat Patronage Intention. Furthermore, there was a different outcome in age group on Perceived Service Quality and Corporate Social Responsibility and a significance difference in perception of Corporate Social Responsibility within the education level group. The banking industry should have a strategic plan which includes the role of Corporate Social Responsibility and sincerely implement the plan as Corporate Social Responsibility is one of the variable that can enhance the Perceived Service Quality, Attitudinal Loyalty and Repeat Patronage Intention. Further study could expand to other service industries such as the hotel and tourism and c


Full Text : PDF