PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS MELALUI KEPUASAN DEBITUR BANK BRI KANTOR CABANG PEMBANTU GENTENG KALI SURABAYA

Abstract

The purpose of this study was to determine the effect of service quality on loyalty through debtor satisfaction. The research was done in the BRI Bank Surabaya Branch of Genteng Kali Surabaya. The method used in this research was quantitative. The variables in this study were classified into three, including service quality as an independent variable, loyalty as a dependent variable, and satisfaction as an intervening variable. Quality of service in this study was divided into five dimensions including tangibles, reliability, responsiveness, assurance, and empathy. The analytical method used was structural equation modeling (SEM) with the help of Smart-PLS software. The results found only two variables found to have a positive and significant effect between variables, including assurance of satisfaction and satisfaction with loyalty. This indicated that companies still need to improve service quality from all dimensions.