ANALYSIS OF THE EFFECT OF ENVIRONMENT, FRONTLINE PERSONNEL, MOMENTS OF TRUTH, PRODUCT OFFERINGS ON CUSTOMER LOYALTY THROUGH CUSTOMER EXPERIENCE QUALITY AND RELATIONSHIP QUALITY TO NOBU BANK CUSTOMERS IN SURABAYA

The world of manufacturing and services has developed very rapidly from year to year. In the increasingly fierce competition and many rivals in the service world, it encourages every service provider to innovate more. In the development of the service sector in Indonesia, there has been an increasingly tight competition in the banking sector. Banks are business entities that collect funds from the public in the form of savings and distribute them to the public in the form of credit and or other forms in order to improve the standard of living of the people at large (RI Law No.10 / 1998). Nobu Bank is a commercial bank that has been around since 1989 in Indonesia. Therefore, the presence of Nobu Bank was very influential in the development of the banking industry, especially in Surabaya. This study is aimed at analyzing the influence of the environment variables, frontline personnel, moments of truth, and product offerings on customer loyalty through customer experience quality and customer relationship quality of Nobu Bank customers in Surabaya. The sample used in this study is based on data from 125 male and female respondents, domiciled in Surabaya, with an age limit of 18-60 years. The questionnaire was given to respondents who had been Nobu Bank's customers for at least the past 8 years. For processing and analyzing data in this study using SPSS 22.0. Furthermore, to tabulate the results of the respondents' research, as well as to test the research model is to use the Structural Equation Model (SEM) data analysis technique.