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Abstract:
Competitive banking industry in Indonesia puts customer loyalty into important place. The use of memory about customer experiences information (eg.satisfaction, credibility, value, and image) towards to future behavior is different one to another customer. It is depended on need for cognition. This research is aimed to analyze moderating role of need for cognition on relationship between satisfaction, credibility, value, and image with Bank Mandiri Yogyakarta customer loyalty. Analysis model use two multiple regression models, which are model with high and low need for cognition respondents. Results show that satisfaction and image have effect on customer loyalty with high need for cognition. Value and credibility have effect on customer loyalty with low need for cognition. It indicates that need for cognition is factor that affect customer to assess service quality of Bank Mandiri Yogyakarta.
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