The influence of service quality and customer satisfaction of the BRImo application on customer loyalty

Agus Riyan Saputra; Zakaria Wahab; Muchsin Saggaf Shihab; Marlina Widiyanti

doi:10.21744/ijbem.v5n1.1817

Authors

Agus Riyan Saputra
agusriyansaputra19@gmail.com
Master of Management, Sriwijaya University, Palembang, Indonesia
Zakaria Wahab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Muchsin Saggaf Shihab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Marlina Widiyanti Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

application network, application service, customer loyalty, customer satisfaction, service quality

Abstract

This study was conducted to determine service quality and customer satisfaction on the BRImo application on customer loyalty at PT Bank Rakyat Indonesia (Persero), Tbk Sekayu branch office. The population in this study were all customers at PT. Bank Rakyat Indonesia (Persero), Tbk Sekayu Branch Office, as many as 850 customers in the K1 customer category, which focuses on BRImo users in 2020-2021. The sample used in this study was 123 respondents with purposive sampling techniques. The multiple linear regression analysis results show that service quality has a positive and significant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. The results of this study are expected. PT Bank Rakyat Indonesia (Persero), Tbk can improve the application network regularly and provide additional employees in the IT department so that customers can always use the BRImo application at any time. In addition, the increase in the appearance and needs of customers in the BRImo application service can be further improved so that customers can be more efficient in conducting transactions using only smartphones without the need to come directly to the BRI bank.

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