Abstract

Analysis the Quality, value and satisfaction on the consumer’s behavioral intention/Loyalty, at the Bank industry consumers in Ambon

The following study both synthesizes and builds on the efforts to conceptualize the effects of quality, satisfaction, and value on consumers’ behavioral intentions. Specifically, it reports an empirical assessment of a model of service encounters that simultaneously considers the direct effects of these variables on behavioral intentions. The actual phenomenon happened in Ambon is existence of development of banking industry that is fast enough with increasing of enthusiasm people to save, and existence of expansion or extension of business coverage area done by bank in Ambon and than the happening of emulation in the case of supply of banking service in bank industry in Ambon. The study builds on recent advances in services marketing theory and assesses the relationships between the identified constructs across bank service industries in Ambon City. Several competing theories are also considered and compared to the research model. The study is a quantitative research, and use structural equation model, with Amos.  A number of notable findings are reported including the empirical verification that service quality, service value, and satisfaction may all be directly related to behavioral intentions when all of these variables are considered collectively. The results further suggest that the indirect effects of the service quality and value constructs enhanced their impact on behavioral intentions.