The main objective of this research is to
analysis the factors that influence customer loyalty. The
object of this research is Bank X. The research
problems are refer to the business phenomena in Bank
X and some research gap based on previous researches.
Therefore, the research problems are : “ How to
develop a customer loyalty, could be achieved complied
with the particular expectation”. The purpose of this
research is to investigated the path of customer loyalty.
Formulated models this research aim to give critical
understanding in concept and measurement of customer
loyalty. This research measure service quality, complain
management, and customer satisfaction as antecedents
and have consequence to customer loyalty. Besides the
theoretical model, the researcher subsequently had
compiled three hypothesis for this research. Purposive
method had been used to gain valuable data in this
study. Researcher used 300 respondents and all of them
are customer of Bank X. All data of this researched had
been analyzed by Structural Equation Model with
computer program Lisrel 8.80. The main findings of
this research showed that service quality has a positive
impact on customer satisfaction. Complain management
also has a positive impact on customer satisfaction
towards customer loyalty had a significant ( positive)
impact. The final conclusion of customer loyalty
research can be recommended as crucial implications
for management. Researcher believe that the approach
used in this study can help bank managers gain useful
insight regarding the relative contribution of each of
specific complain management dimension to the
customer satisfaction, and customer loyalty.
Keywords : Service Quality, Complain Management, Customer Satisfaction, and Customer Loyalty.