Analysis Of The Effect Of Service Quality And Perceived Value On Customer Satisfaction And Customer Loyalty At Bank BRI Gresik

Ade Yusuf Ferdiansyah, Basuki Rachmat

Abstract

The research aims to determine the effect of service quality and perceived value on cutomer satisfaction and customer loyaty at Bank BRI Gresik. This study used purposive sampling, with a sample size of 300 respondent, The population in the research to be carried out is BRI Bank customers in Gresik City with predetermined criteria. Data analysis techniques in the research to be carried out include  statistical analysis using Smart PLS for Windows software. The results of this study state that service quality has a significant effect on perceived value. Perceived value has a significant influence on customer satisfaction. Service quality has a significant influence on customer satisfaction. Customer satisfaction has a significant influence on customer loyalty. Service quality has a significant influence on customer loyalty. For further researchers, further researchers can develop or add research variables with company image variables and purchasing decisions, because it is considered that the company’s image can influence decisions to customers. For BRI Gresik bank management to improve in terms of service and problem solving experienced by customers, through open questions from the results of the questionnaire collected, there are respondents who complain that when there is a problem, BRI Gresik Bank employees do not handle the problem well enough.