This study aims to develop a model of investors’ investment behavior towards satisfaction and loyalty. Using a combination of qualitative and quantitative research with exploratory descriptive analysis, this study adopts the Structural Equation Model (SEM) in its data processing. The results have shown that the customer relationship management (CRM), portfolio performance and service quality have significant impact on investor’s loyalty, through trust and satisfaction as the intervening variables. The CRM has no direct significant effect on investor’s loyalty, but has a direct significant effect on investor’s trust and satisfaction. Meanwhile, the portfolio performance and service quality have a direct significant effect on investor’s trust, satisfaction and loyalty. The analysis further shows that the investor’s loyalty is significantly affected by the CRM, portfolio performance and service quality through the investor’s trust and satisfaction.
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