PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN NASABAH PRODUK TABUNGAN BRITAMA PADA PT. BANK RAKYAT INDONESIA (PERSERO) TBK CABANG CIBINONG

Abstract

Every bank will always strive to provide the best service to its customers. Differences
in the assessment of receiving services will arise because of past experience of the service
received. For that customer satisfaction must be considered because most customers want to
make a simple transaction and does not require a long time. In an effort to minimize customer
dissatisfaction, the bank must find a strategy how banks how banks can provide the best service
for customers by focusing on the desire and satisfaction of customers.This study aims to
determine and analyze how much influence the quality of service to the level of satisfaction
perceived by customers who use the services of PT. BRI (Persero) Tbk Branch Cibinong. The
analysis method used is multiple linear regression method. The results showed that service
quality consisting of Realibility (X1), Assurance (X2), Empathy (X3), Tangible (X4), and
Responsiveness (X5) together had a positive influence, using F test seen that quality Service has
a significant influence on customer satisfaction as well as partially, all variables have a
significant effect on customer satisfaction.