ANALYSIS OF THE INFLUENCE OF CREDIT SERVICE QUALITY OF CREDIT CUSTOMER SATISFACTION AND ITS IMPACT ON LOYALTY (Case Study of Credit Customers at PT. Bank Mandiri (Persero) Tbk. Sentra in Bandung) Astrin Kusumawardani, Yoyo Sudaryo, Mohamad Iqbal Alamsyah, Tjipto Sajekti
Sekolah Tinggi Ilmu Ekonomi Indonesia Membangun (STIE INABA)
Abstract
Banks are the heart and pulse of trade and economic development of a country, therefore banks become one of the financial institutions that have an important role in driving the economy of a country, including Indonesia.
The management of government banks has not been able to fully improve the quality of service, satisfaction and loyalty of credit customers. This is indicated by the continued dissatisfaction of bank credit customers with the services provided by banks that cover the fulfillment of the needs and interests of credit customers, especially in credit applications. And the management of PT. Bank Mandiri (Persero) Tbk. has not been fully able to make credit customer satisfaction in the banking business activities it manages.
The research method used in this research is descriptive and verification research. The population of this study is the credit customers of PT. Bank Mandiri (Persero) Tbk. The sample technique housing proportional stratified random sampling that has been studied as many as 61 people with smooth credit and 79 bad credit customers. The instrument used by researchers Likert Scale or Likert Scale is a research scale used to measure attitudes and opinions.
The results showed that the quality of credit services PT. Bank Mandiri (Persero) Tbk. as a whole has been implemented well. Where Tangible has been implemented well, the reliability of officers is reliable, officers have responsiveness that is responsive enough, Assurance can be trusted, and empathy officers are expressed empathy. Credit customers are satisfied with the services provided, Loyalty of credit customers of PT. Bank Mandiri (Persero) Tbk. has achieved well. There is an influence on service quality, lending to customer loyalty at PT. Bank Mandiri (Persero) Tbk. There is also an influence between the quality of lending services on credit customer satisfaction implications on the credit loyalty of PT. Bank Mandiri (Persero) Tbk. both partially and simultaneously.
Keywords: Quality of Service, Providing Credit, Customer Satisfaction
