Analisis Pengaruh Kualitas Layanan Terhadap Kepuasan dan Loyalitas Nasabah di Bank BRI Cabang Metro

Abstract

Between one bank and another must be able to compete with their respective advantages. If not, a bank will lose competitiveness with other banks, resulting in setbacks and causing losses to the bank. This study aims (1) to analyze whether service quality has a significant effect on customer satisfaction at Bank BRI Metro Branch (2) to analyze whether service quality has a significant effect on customer loyalty at Bank BRI Metro Branch (3) to analyze whether customer satisfaction has an effect on customer loyalty Bank Bri Metro Branch (4) to analyze whether service quality has a significant indirect effect on loyalty through customer satisfaction at Bank Bri Metro Branch. The population of this research is the customers of Bank Bri Metro branch, totaling 735 customers. The sampling method uses nonprobability sampling with purposive sampling technique. Based on these criteria obtained a total sample of 88 respondents. Methods used in data collection: Questionnaire; is data collection by submitting a list of questions or statements to customers at Bank BRI Metro. The results of this study 1) Service quality has a direct and significant effect on customer satisfaction at BRI Metro Branch (2) Service quality has a direct and significant effect on customer loyalty at BRI Metro Branch (3) Satisfaction has a direct and significant effect on customer loyalty at BRI Metro Branch (4) Quality services have a significant indirect effect on loyalty through BRI Metro Branch customer satisfaction.

Keywords : Quality of service, satisfaction and loyalty