The Influence of Service Quality and Customer Relationship Management on Customer Loyalty at Bank BSI KC Bengkulu S. Parman 2

Abstract

Bank Syariah Indonesia provides more complete services, wider reach, and has a better capital capacity. Supported by synergies with parent companies (Mandiri, BNI, BRI) and the government's commitment through the Ministry of SOEs, Bank Syariah Indonesia is encouraged to be able to compete at the global level. This study aims to determine how much influence service quality and customer relationship management have on customer loyalty. In this study, data were obtained through observation and distributing questionnaires that were distributed to 110 respondents, namely customers who saved at Bank BSI KC Bengkulu S. Parman 2. Then, data analysis was carried out using quantitative data. Quantitative analysis includes instrument testing, Classical Assumption Test, multiple linear regression analysis, coefficient of determination (R2) and hypothesis testing. The results of this study can be seen from the multiple linear regression test using the SPSS program, namely Y = Y = 4.388 + 0.158 (X1) + 0.357 (X2). The result of the coefficient of determination (R2) the value of R Square is 0,718 or 71,8%, where the coefficient of determination means that together the service quality and customer relationship management variables contribute to influencing customer loyalty at Bank BSI KC Bengkulu S. Parman 2 , while the remaining 0,282 or 28,2% is influenced by other variables outside the study that were not examined in this study. Hypothesis testing using t test and F test shows that service quality (X1) and customer relationship management (X2) variables have a significant effect on customer loyalty (Y), where the significance level is <0.05. This means that Ho is rejected, Ha is accepted.