THE INFLUENCE OF SELF-SERVICE TECHNOLOGY AND CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION

The purpose of this study is to explain the effect self-service technology and customer relationship marketing on loyalty mediated by satisfaction. This research quantitative with an explanatory approach. was conducted customers who have account at PT. Bank Central Asia, Tbk Tulungagung Branch, a minimum three years 82 respondents. Data collection uses questionnaires, documentation, interviews SmartPLS version 3.0 analysis tools. result shows that direct influence satisfaction has significant influence. And, results for indirect influence, namely through mediation relationship. next researcher needs re-analyze technology, as variable can increase in other companies show different characteristics subjects study. Besides, it be done government bank certain characteristics, so generalized, private or companies.