Marketing and Branding Research

This study aimed to analyze the influence of service quality, corporate image, and customer relationship marketing on customer satisfaction and customer loyalty. The population consisted of 180 bank customers in Malang city. For the analysis of Structural Equation Model (SEM) came into use. The results showed  that service quality, corporate image, and customer relationship marketing influence on customer satisfaction, and service quality, corporate image, and customer relationship marketing influence on customer loyalty. Moreover, customer satisfaction effects on customer loyalty. Customer satisfaction mediated the effect of service quality, corporate image, and customer relationship marketing on customer loyalty.