THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION AT BANK NEGARA INDONESIA KCP SIMPANG LIMUN MEDAN BRANCH OFFICE PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH PADA BANK NEGARA INDONESIA KCP SIMPANG LIMUN KANTOR CABANG MEDAN Section Articles

Abstract

Banking is one of the business organizations engaged in the service business. Customer satisfaction is very important for the banking world. In the current era of globalization that quality, consumer service and marketing activities need to be carried out simultaneously. This study aims to determine the effect of service quality dimensions on customer satisfaction of Bank Negara Indonesia KCP Simpang Limun Medan Branch Office. In addition, this study also aims to determine which dimensions have a dominant effect on service quality at Bank Negara Indonesia KCP Simpang Limun Medan Branch Office. There is an influence between service quality consisting of variables of reliability, responsiveness, assurance, empathy and tangibles on a company in showing its existence to external parties. The appearance and ability of the company's physical facilities and infrastructure that customer satisfaction. The analysis of hypothesis testing obtained that reliability significantly affects customer satisfaction so that the hypothesis is partially accepted. Partially also the hypothesis that states responsiveness affects customer satisfaction is accepted. Likewise with other variables assurance, empathy and tangibles partially the alternative hypothesis is accepted because it significantly affects customer satisfaction.