The Influence of Service Quality on Customer Loyalty at the Head Office of PT. Bank SulutGo in Manado City

Abstract

Optimal service quality can be used as one of the company's strategies to increase and retain customers. The purpose of this study is to examine the influence of service quality on customer loyalty at the head office of PT. Bank SulutGo in Manado City. The type of research is quantitative research, and the research methods used are descriptive research methods, field research methods, and library research methods. Research that samples from a single population using a questionnaire in the form of a Google form as a data collection tool. The population taken is customers of the Head Office of PT. Bank SulutGo in Manado City, but the sample involved 50 respondents using the method of Hair et al. The analysis used is Descriptive Statistical Analysis, Total Score Simple Linear Regression. The results of the research analysis show a correlation coefficient value of r = 0.552, indicating that Service Quality has a very strong and significant relationship with increasing customer loyalty at the Head Office of PT. Bank SulutGo. The coefficient of determination value indicates that 55.2% of the increase in customer loyalty is influenced by Service Quality, while the remaining 44.8% is influenced by other factors outside this research. The analysis results show that Service Quality has a significant influence on increasing customer loyalty at the Head Office of PT. Bank SulutGo in Manado City. Therefore, Service Quality needs to be considered by management and the company by paying closer attention to internal and organizational factors related to Service Quality so that customer loyalty can be increased.