Factors Determining the Level of Service Quality on Satisfaction and Loyalty BRI Bank Customers in Indonesia

Kadek Adelia Nadya Kusuma, Indarini, Dudi Anandya

This research was conducted to determine the influence of the level of service quality dimensions consisting of reliability, responsiveness, visibility, employee commitment, access to service on customer loyalty and customer satisfaction at BRI Bank in Indonesia. The results of this research can be a reference for companies in improving and maintaining service quality at BRI Bank to satisfy customers and make these customers loyal to use BRI Bank services. This research method uses Structural Equation Modeling (SEM) SPSS 25 and AMOS 24 which aims to analyze the data. This research distributed questionnaires on the Google Form site to 250 respondents and only 244 respondents in Indonesia were used for this research. The results of this research show that visibility, employee commitment, access to service have a positive effect on customer satisfaction; customer satisfaction has a positive effect on customer loyalty; reliability and responsiveness have no effect on customer satisfaction.

2024/06/15

Customer loyalty, Customer satisfaction, Reliability, Responsiveness, Visibility, Employee Commitment, Access to service

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5

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

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