The Effect of Service Quality and Customer Experience on Customer Loyalty: The Mediating Roles of Trust and Satisfaction at Bank Syariah Nasional (BSN) in Banda Aceh

This research explores the relationship between service quality and customer experience on loyalty in the context of Islamic banking, where trust and satisfaction serve as mediator variables. The research has been conducted among Bank Syariah Nasional (BSN) customers within the Banda Aceh City area. The population for this research includes all bank customers currently active, and the number of respondents is 330. This study places great importance on investigating interrelationships between variables to provide insight into the process of building customer loyalty in the field of Islamic banking. According to the results obtained, both service quality and customer experience significantly impact trust and satisfaction. Moreover, trust and satisfaction, alongside customer experience and service quality, also influence customer loyalty positively. More specifically, through further analysis, trust and satisfaction were found to be mediators in the formation of loyalty as a result of service quality and customer experience. All things considered, one can assume that, apart from improving the service offered by the bank, forming trust and satisfaction and building positive customer experiences also play an essential role in forming customer loyalty. Consequently, continuous improvement of service quality and ensuring a positive customer experience become critical measures towards customer loyalty.