Pengalaman Pelanggan, Kualitas Layanan, dan Loyalitas Pelanggan: Peran Mediasi Kepuasan Pelanggan pada Bank Jatim Cabang Gresik.

Ardis Norma Febiyanti
Ronny Malavia Mardani
Nurhidayah

JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

Competition in Indonesian banking requires regional development banks to strengthen customer loyalty. This study examines the relationships of customer experience and service quality with customer loyalty and the mediating role of customer satisfaction at Bank Jatim Gresik Branch. Data from 201 active customers were analyzed using PLS-SEM. Customer experience and service quality were positively associated with satisfaction and loyalty, while satisfaction was positively associated with loyalty. Satisfaction partially mediated both relationships with loyalty. These findings imply that strengthening customer loyalty requires integrated improvements in customer experience, service quality, and satisfaction across branch and digital interactions. Keywords: Customer Experience; Service Quality; Customer Satisfaction; Customer Loyalty;  Mediation; Regional Development Bank; PLS-SEM.