Service Quality and Customer Trust on Customer Engagement: The Mediating Role of Customer Satisfaction
DOI:
https://doi.org/10.54099/hbr.v6i2.1988Keywords:
service quality, customer trust, customer satisfaction, customer engagement.Abstract
This study aims to analyze the effects of service quality and customer trust on customer engagement, with customer satisfaction as an intervening variable at Bank Nagari in Padang City. The study employed a quantitative approach using a survey method. The sample consisted of 200 Bank Nagari customers selected through purposive sampling. Data were collected using a Likert-scale questionnaire. Data analysis was conducted using multiple linear regression and path analysis to examine the direct and indirect effects among the variables. The results show that service quality has a positive and significant effect on customer satisfaction. Customer trust also has a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction has a positive and significant effect on customer engagement. Service quality and customer trust also have positive and significant direct effects on customer engagement. The path analysis results indicate that customer satisfaction mediates the effects of service quality and customer trust on customer engagement. These findings suggest that improving service quality and strengthening customer trust simultaneously are essential for enhancing customer satisfaction and engagement. The study provides practical implications for Bank Nagari by emphasizing the importance of strengthening service interactions, transaction security, employee competence, and the fulfillment of customer needs as strategies for building long-term customer relationships.
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