The study, published in the International Journal of Management and Business Intelligence (IJBMI), Volume 4, Issue 3, 2026, focused on PT BPR Bumi Sediaguna Adiwerna in Tegal Regency, Indonesia, which has experienced a decline in its credit customer base over the past five years.
The findings provide valuable insights into the psychological factors that influence customers' decisions to remain loyal to a financial institution amid increasing competition in the banking sector.
Declining Credit Customer Numbers
Internal data from BPR Bumi Sediaguna revealed that the number of credit customers decreased from 525 customers in 2020 to 455 customers in 2024. During the same period, total loan disbursement also fell from approximately IDR 7.1 billion to IDR 4.16 billion.
Although the number of savings account holders increased in 2023, the total value of customer deposits declined compared to previous years.
This situation raised important questions regarding what truly drives customer loyalty. Is trust the primary factor, or are there other elements that play a more decisive role?
To answer this question, the researchers examined the relationships among customer commitment, customer trust, customer attitude, customer satisfaction, and customer loyalty.
Research Involving Active Credit Customers
The study employed a quantitative approach involving 102 active credit customers of BPR Bumi Sediaguna Adiwerna.
All respondents had been customers for at least one year and had conducted a minimum of three transactions within the previous six months. Data were collected through questionnaires distributed both directly and online and were analyzed using the Partial Least Squares (PLS) method.
This approach enabled the researchers to examine both direct and indirect relationships among the variables influencing customer loyalty.
Customer Satisfaction Emerges as the Key Driver of Loyalty
The findings demonstrate that customer satisfaction serves as the primary bridge between psychological factors and actual loyalty behavior.
The major findings include:
- Customer commitment positively and significantly influences customer satisfaction.
- Customer trust positively and significantly influences customer satisfaction.
- Customer attitude positively and significantly influences customer satisfaction.
- Customer commitment directly influences customer loyalty.
- Customer attitude directly influences customer loyalty.
- Customer satisfaction significantly influences customer loyalty.
- Customer satisfaction mediates the relationship between commitment and loyalty.
- Customer satisfaction also mediates the relationship between attitude and loyalty.
- Customer trust does not significantly influence customer loyalty, either directly or through customer satisfaction.
Among all variables examined, customer attitude emerged as one of the strongest predictors of loyalty.
Trust Alone Does Not Guarantee Loyalty
One of the most noteworthy findings of the study is that trust does not automatically translate into customer loyalty.
According to the researchers, this can occur when there is a gap between customer expectations and actual experiences. Customers may trust a bank and feel secure using its services, but if the institution fails to meet expectations, that trust may not evolve into long-term loyalty.
For example, customers may be assured that they can apply for additional loans after successfully meeting repayment obligations. However, when subsequent loan applications are rejected despite good repayment records, customers may feel that the bank has failed to fulfill its promises.
In such situations, trust may remain present, but loyalty weakens because customers perceive a mismatch between expectations and reality.
Tenang Pudjianto and his colleagues emphasized that trust is an essential foundation for long-term relationships, but customer satisfaction is the critical mechanism that transforms trust into lasting loyalty.
Implications for the Banking Industry
The study offers important lessons for the banking sector, particularly rural banks and microfinance institutions.
Bank management is encouraged to prioritize customer satisfaction by improving service quality, accelerating transaction processes, and enhancing responsiveness to customer concerns.
The researchers also recommend strengthening the institution’s reputation through community engagement programs, financial literacy initiatives, and transparent communication with customers.
The findings suggest that emotional connections with customers must be reinforced through consistent service delivery. Promises made to customers should be reflected in real experiences if banks wish to cultivate sustainable loyalty.
In an increasingly competitive financial market, customer satisfaction should be viewed not merely as an outcome but as a strategic tool for retaining customers over the long term.
Contribution to Academic Research and Business Practice
This study contributes to the growing body of knowledge on customer loyalty by integrating three important variables—commitment, trust, and attitude—within a single framework while positioning customer satisfaction as a mediating factor.
The research provides a deeper understanding of how customer perceptions and emotions are transformed into loyal behavior.
The findings also open opportunities for future studies to investigate additional determinants of loyalty, such as digital banking experiences, customer engagement, perceived value, and corporate image.
Author Profiles
Tenang Pudjianto is a researcher and academic affiliated with Pancasakti University Tegal, specializing in marketing management, consumer behavior, and customer loyalty in financial service industries.
This research was conducted in collaboration with:
- Dr. Ahmad Hanfan, Pancasakti University Tegal, specializing in Management and Business Studies.
- Abdulloh Mubarok, Pancasakti University Tegal, specializing in Management and Organizational Development.
Research Source
Article Title: The Influence of Customer Commitment, Customer Trust, and Customer Attitude on Customer Loyalty Through Customer Satisfaction as a Mediator (Study at BPR Bumi Sediaguna Adiwerna, Tegal Regency)
Authors: Tenang Pudjianto, Ahmad Hanfan, Abdulloh Mubarok
Affiliation: Pancasakti University Tegal, Indonesia
Journal: International Journal of Management and Business Intelligence (IJBMI)
Volume and Issue: Vol. 4 No. 3 (2026)
Pages: 427–448
DOI: 10.59890/ijmbi.v4i3.4
Journal Website: https://journalijmbi.my.id/index.php/ijmbi/article/view/4
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