Ethical Behaviour, Trust, and Commitment on Customer Loyalty in Banking Industry

Gede Suparna and I. Gede Riana

Purpose: This research was done to analyze the influence of ethical behavior, customer trust and commitment on costumer loyalty. Design/Methodology: This research was done using well-structured and comprehensive procedures to examine the relationship among variables in order to obtain valid answers for the research questions. An explanatory design in the form of survey was employed to describe and investigate the relevant phenomena and factual information. To examine the relationship, hypothesis testing had been done using WarpPLS. This research was conducted in banking industries in Denpasar city with 176 samples costumer were selected using a purposive sampling method. Findings: The results of the discussion presented in previous sections, the conclusions of this research are drawn as follows. Ethical behavior has a significant influence on trust, Ethical behavior has a insignificant influence on commitment, Ethical behavior has a insignificant influence on loyalty. The result also demonstrated that trust has a significant effect on customer commitment, trust has a significant influence on customer loyalty, and commitment has a significant influence on loyalty. Originality: The essential role of costumer trust and costumer commitment as mediating the effect of ethical behavior on costumer loyalty.

Volume 11 | 09-Special Issue

Pages: 910-920

DOI: 10.5373/JARDCS/V11/20192651