The Effect of Product, Service, and Customer Satisfaction on Word of Mouth Behavior

Abstract

Banks are financial intermediaries which are vital to support the economy. Banks are simply interpreted as financial institutions whose business activities save funds from the community and distribute the funds back to the community as well as provide other banking services. The development and improvement of service quality from this company are important to get public attention. It can be seen from the tight competition in terms of quality of services, products and marketing undertaken. In the tight competition, the top priorities of companies engaged in the "service" field are customer satisfaction, and excellent service quality in order to improve customer loyalty and word of mouth behavior. This research conducted to determine the effect of product (X1), service (X2) and Customer Satisfaction (X3) on Word of mouth behavior at PT Bank Windu Kentjana International Tbk, Pesanggrahan Branch of Jakarta. The model used in this research is descriptive and associative models, by using SPSS 19. This study used simple random sampling technique with total sample 80 people. The research instrument used as a measuring tool in this study is a questionnaire consisting of 40 statements. Research conducted Variable Product (X1), Service (X2) and Customer Satisfaction (X3) simultaneously affect Word of Mouth behavior (Y). It can be concluded that PT Bank Windu Kentjana International Tbk Jakarta should improve the quality of products and services to customers and prospective customers so that customers become loyal to the company and improve their Word of Mouth behavior.



Author Information
Setyani Dwi Lestari, Budi Luhur University, Indonesia
Mariah Mariah, Budi Luhur University, Indonesia

Paper Information
Conference: ACE2018
Stream: Educational Policy, Leadership, Management & Administration

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