Quality of service, Satisfaction and How its Effect on Customer Loyality

Mahatir Mohamad

Mahatir Mohamad Universitas Muslim Indonesia

Keywords: Quality of Service, Satisfaction, Customer Loayality

Abstract

This study examines the quality and satisfaction of the service that affects customer loyalty at the Makassar City unit of Bank Rakyat Indonesia. Another aim of this research is to study and evaluate the variables that have a dominant effect on client loyalty. Clients who often make transactions at this bank unit are the population in this analysis. Considering that the community was very high in size, sampling was conducted to collect 59 customers. The use of multiple linear regression analysis techniques with the aid of the SPSS application analyzes the data used to test the research hypothesis. The findings showed that the quality of service impacts customer satisfaction, but it also influences customer loyalty, on the other hand. The value of r square shows 31.89 percent, so that it can be applied by using different variables to maximize the effect on consumer satisfaction for the next study. The intervening consumer satisfaction variable often shows actual results and is a supporting factor for customer loyalty.

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