The Role of Service Quality in Enhancing Customer Satisfaction: Empirical Study in Bank Sumsel Babel Branch Office of Belinyu

Abstract

This quantitative study investigates the influence of service quality dimensions on customer satisfaction at Bank Sumsel Babel, Belinyu Sub-Branch Office, addressing initial observations of customer complaints. Conducted from May to June 2025, the research utilized a positivist paradigm, surveying a sample of 100 active customers who used specific savings products and had interacted with customer service at least once in the past three months. Data were collected via direct questionnaires, with validity and reliability confirmed. Descriptive analysis revealed generally very positive customer perceptions across all service quality dimensions, with "Tangibles" scoring highest. Multiple regression analysis was employed to examine the direct relationships. The results indicate that Reliability, Assurance, and Empathy significantly and positively influence customer satisfaction, with Empathy demonstrating the strongest impact. Conversely, Tangibles and Responsiveness were found to have no statistically significant effect on customer satisfaction in this context. These findings corroborate existing literature on the importance of reliability, assurance, and empathy, but contrast with some studies that found significance for tangibles and responsiveness. The study underscores the critical role of human-centric and trustworthy service aspects in driving customer satisfaction at this particular banking branch.

Keywords: Service Quality, Customer Satisfaction, Banking Services, Regional Bank.