The Effect of Customer Relationship Marketing (CRM) and Service Quality on Customer Satisfaction Mediated by the Brand image at Bank of BNCTL, Dili Branch, Timor-Leste

Abstract

This study aims to analyze the Effect of Customer Relationship Marketing (CRM) and Service Quality on Customer Satisfaction Mediated by the Brand image at Bank BNCTL, Dili-Timor Leste Branch. The sample in this study uses a purposive sample. The purpose of using this technique is to take a sample of certain people who meet the requirements. Researchers will distribute questionnaires to customers who have the saving at BNCTL bank for at least 1 year. The results of the analysis show that 1) Customer Relationships Marketing has a positive and significant effect on brand image. 2) Service quality has a positive and significant effect on brand image. 3) Brand image has a positive and significant effect on customer satisfaction. 4) Customer Relationships Marketing has a positive and significant effect on customer satisfaction. 5) Service quality has a positive and significant impact on customer satisfaction at the BNCTL Bank Dili Branch, Timor Leste.