Indonesia's banking industry has undergone rapid digital transformation over the past decade. Mobile banking, online transactions, and digital financial services have become increasingly common, making competition among banks more intense than ever. In this environment, customers no longer evaluate banks solely on financial products or interest rates. The quality of service they experience during every interaction has become a key factor influencing whether they stay loyal or switch to competitors.
According to Etta Mamang Sangadji, service quality can be measured through the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Together, these dimensions shape customers' perceptions of how well a bank fulfills their expectations and delivers a satisfying banking experience.
The study surveyed 100 BNI TAPLUS savings customers selected from a population of 1,725 customers at BNI Pasuruan Branch. Respondents were chosen using an accidental sampling technique, and data were collected through structured questionnaires. Multiple linear regression analysis was then employed to determine how each service quality dimension influenced customer loyalty.
The findings revealed that all five dimensions of service quality simultaneously and significantly influence customer loyalty. Statistical analysis produced an F-value of 25.385 with a significance level of 0.000, confirming that overall service quality has a strong positive relationship with customer loyalty.
The study also examined the contribution of each service quality dimension individually. Every dimension showed a statistically significant positive effect, although the strength of the influence varied.
The main findings include:
Empathy was the strongest contributor, with a beta coefficient of 0.377 and an effective contribution of 16.2%.
Responsiveness contributed 12.7%.
Tangibles accounted for 12.5%.
Reliability contributed 8.7%.
Assurance had the smallest contribution at 5.2%.
Overall, the five service quality dimensions explained 53.1% of the variation in customer loyalty, while the remaining 46.9% was influenced by other factors not examined in the study, such as pricing, product innovation, promotional activities, and individual customer preferences.
One of the study's most important findings is that empathy has a greater impact on customer loyalty than physical facilities or technology. Customers value employees who genuinely understand their needs, provide personal attention, offer clear information, and are willing to help resolve problems quickly and professionally.
The researcher argues that although digital banking services continue to expand, face-to-face interactions remain highly influential in shaping customers' perceptions. Friendly communication, sincere attention, and personalized assistance create positive emotional experiences that encourage customers to continue using the bank's services.
The tangibles dimension includes office cleanliness, comfortable waiting areas, employee appearance, ATM facilities, and modern banking equipment. These physical elements help create positive first impressions and strengthen customers' confidence in the bank.
Meanwhile, reliability refers to the bank's ability to provide accurate, consistent, and dependable services. Customers appreciate timely transactions, efficient problem-solving, and administrative processes that are simple and error-free.
The responsiveness dimension reflects how quickly employees respond to customer inquiries, complaints, and requests. Prompt service enhances customer satisfaction and reinforces trust in the institution.
The assurance dimension focuses on transaction security, employee competence, professionalism, and the bank's reputation. Customers are more likely to remain loyal when they feel their financial activities are secure and handled by knowledgeable staff.
The research supports previous studies showing that service quality remains one of the strongest determinants of customer loyalty in the banking industry. However, this study provides additional evidence that customer preferences may vary across regions, making local research essential for designing effective service improvement strategies.
For banking institutions, the findings offer valuable managerial insights. While investment in digital technology is necessary, strengthening employees' interpersonal skills should remain a strategic priority. Training programs that emphasize communication, customer care, empathy, and problem-solving can significantly enhance customer loyalty.
The researcher also recommends that BNI continue improving its service facilities by expanding ATM access, enhancing customer waiting areas, optimizing queue management systems, and providing more accessible channels for customer feedback and complaints.
Ultimately, the study demonstrates that customer loyalty is built not only through competitive banking products but also through meaningful service experiences. Even in an increasingly digital banking environment, human-centered service remains a competitive advantage that technology alone cannot replace.
Author Profile
Etta Mamang Sangadji is a researcher and academic at PGRI Wiranegara University (UNIWARA), Pasuruan, specializing in marketing management, service quality, consumer behavior, and banking management. Her research focuses on how service excellence can strengthen customer loyalty and improve organizational performance in the financial services sector.
Research Source
Title: Analysis of the Influence of Service Quality on Customer Loyalty: A Study at Bank BNI, Pasuruan Branch
Author: Etta Mamang Sangadji
Affiliation: PGRI Wiranegara University, Pasuruan, Indonesia
Journal: International Journal of Accounting, Science, and Research (IJASR)
Volume & Issue: Volume 4, Issue 7 (2026)
DOI: https://doi.org/10.59890/ijasr.v4i7.280
E-ISSN: 3025-7670
Journal Website: https://nvlmultitechpublisher.my.id/index.php/ijasr/index
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