Customer Loyalty Measurement Using Burnout and Confidence with Organizational Citizenship Behavior as Antecedent Variables

This study uses latent variables of burnout, confidence, organizational citizenship behavior and customer loyalty. The data used are primary data and collected using an explanatory survey. The total population is 3,841 customers. Samples taken were 200 respondents. The instrument used is a Likert scale at the Bank Lampung Office. The instrument was tested using validity and reliability. Requirements for analysis using tests of normality, homogeneity, linearity, and significance of regression. Data analysis using Structural Equation Modeling (SEM). The results found that burnout had a direct negative effect on customer loyalty, confidence had a direct positive effect on customer loyalty, burnout had a direct negative effect on organizational citizenship behavior, and organizational citizenship behavior had a direct positive effect on customer loyalty.