Impact of Service Quality and Customer Satisfaction towards Bank Customer Loyalty
Muhammad Dafid Hidayat1, Jajuk Suprijati2*
Abstract
The impact of service quality and customer satisfaction on customer loyalty at PT Bank Rakyat Indonesia (Persero) Tbk. East Kalibaru Unit is substantial, shaping the bank’s ability to retain and attract customers in a competitive market. The focus of this study was to analyze how the quality of service provided by PT Bank Rakyat Indonesia (Persero) Tbk. East Kalibaru Unit affects customer satisfaction, and how this satisfaction then affects customer loyalty. The design used was quantitative approach, with the help of survey mechanism to collect data. The population determined is PT Bank Rakyat Indonesia (Persero) Tbk. East Kalibaru Unit customers, with the number of samples selected being 100 respondents. The results of the study showed that: a) t-test on the Service Quality variable (X1) is 2.351; b) t-test value of Customer Satisfaction (X2) is 2.348; and F count is 4,089 with the probability of the F-statistic in this study being 0.030 or lower than the specified significance level. In other words, both simultaneously and partially, service quality and customer satisfaction have a significant influence on customer loyalty at PT Bank Rakyat Indonesia (Persero) Tbk. East Kalibaru Unit.