The growth of the banking industri is increasing in Indonesia so that consumers
increasingly have more choices in using the services of banks available, even consumers
continue to demand for better services. For the Bank is a challenge where competition is
increasing and followed a good service requests from customers. Where is the best right
now is how the Bank win customer loyalty. This study aims to examine the role of service
quality, perceived value, and switching cost in the form of customer loyalty in customers
PT. Bank Central Asia Tbk.
This research is categorized as survey research with descriptive analysis method
by taking sample and using questionnaire as the main data. The model was tested using a
quota sample of 140 audiences and single cross sectional survey. The respondents are
chosen by using nonprobability sampling and convenience sampling technique.
The results of analysis in this research was tested using Structural Equation
Modeling (SEM). The results of this research indicate all of the hypotheses are supported
and have significant effects.
Keywords: service quality, perceived value, switching cost, csutomer satisfaction,
customer loyalty