An Examination of How Communication and Dedication Affect Savings Account Customers’ Perceptions of Banks (Case Study of Bank Lampung KCP Way Jepara)

Abstract

The goal of this study is to investigate how consumers who have savings at Bank Lampung KCP Way Jepara perceive the bank in relation to commitment and communication. In this study, a quantitative approach was used. Using the LISREL 8.8 program and the Structural Equation Modeling (SEM) approach, a sample of 250 respondents was chosen at random. The study’s findings demonstrate that communication significantly affects commitment and bank image, with route coefficient values surpassing the significance threshold. Additionally, commitment shows a strong and favorable impact on bank image, demonstrating its function as a mediating factor between communication and bank image. The results show that the bank’s dedication to offering creative and reliable service, coupled with affective communication that includes openness, constructive critism, and the distribution of clear information, all work together to create a favorable bank image. In the fiercely competitive banking sector, this study highlights the significance of an integrated communication strategy and Bank Lampung KCP Way Jepara’s continued dedication to enhancing client loyalty and strengthening its corporate image.