Factors affecting UEH students' loyalty intention to OCB bank

Abstract

The study was carried out with the aim of determining the factors affecting the intention of loyalty to OCB bank of UEH students. Detecting the factors that have the most positive influence in the research scope above is a firm foundation for the author group in particular and UEH students in general in evaluating a bank. There are 4 factors identified: Customer Satisfaction with Service Quality (SWSQ), Customer Trust (CT), Brand Image (BI), Customer Satisfaction with Internet Banking (OMNI). After gathering 244 valid responses, the authors used Cronbach Alpha's coefficient test, EFA exploratory factor analysis, discriminant analysis, and regression analysis to assess the scale's reliability. With a sample size of 244, a binary analysis was performed using SPSS software. And the results show 3 statistically significant factors affecting UEH students' loyalty intention to OCB bank, including Customer Satisfaction with Service Quality (SWSQ), Customer Trust (CT), and Customer Satisfaction with Internet Banking (OMNI). The research findings provide the authors with a foundation for proposing relevant remedies to improve UEH students' experience with OCB Bank and the students' loyalty intention to OCB.