The Impact of Service Quality, Customer Satisfaction, and Trust on Customer Loyalty among BRILink Agents in North Sumatra

Fandi Firmansyah; Maria Sugiat; Irni Yunita

doi:10.46729/ijstm.v4i5.957

Fandi Firmansyah Telkom University
Maria Sugiat Telkom University
Irni Yunita Telkom University

DOI: https://doi.org/10.46729/ijstm.v4i5.957

Keywords: service quality, customer satisfaction, trust, customer loyalty

Abstract

Abstract.

The shift of business into the digital era demands the banking industry to innovate in serving customers. One of the innovations by PT. Bank Rakyat Indonesia is the e-channel service named Brilink, which is spread across all regions. Local entrepreneurs are appointed as Brilink agents with the aim of providing banking services to individuals who are not yet served by banks, both unbanked and unbankable as stipulated in Article 16 of POJK No. 19/POJK.03/2014. Public distrust towards Brilink agents is attributed to the quality of service provided by these agents, which does not align with BRI's service standards, particularly in utilizing the Brilink application. Therefore, this research aims to examine the influence of the service quality, customer satisfaction, and trust variables on customer loyalty at Brilink agents in North Sumatra, Indonesia. This study employs a quantitative approach with a sample size of 400 respondent customers of Brilink agents. The research offers insights into the role of Brilink agents in marketing products, thus facilitating their understanding and utilization by customers. Furthermore, it holds social benefits in enhancing financial literacy and inclusion among the population in North Sumatra, ultimately contributing to welfare improvement and economic growth.

Keywords: service quality, customer satisfaction, trust, customer loyalty.

Downloads

Download data is not yet available.

References

[1] M. A. Sugiat, “Pengembangan Sdm Unggul Berbasis Collaborative Strategic Management,” SULTANIST J. Manaj. dan Keuang., vol. 8, no. 1, pp. 1–9, 2020, doi: 10.37403/sultanist.v8i1.175.
[2] BRILink Departemen, “Report Kinerja BRILink RO Medan Periode 31 Desember 2022,” Medan, 2022.
[3] I. Rachmawati, “Service quality role on customer’s loyalty of Indonesia internet service provider during Covid-19,” J. Manaj. dan Pemasar. Jasa, vol. 13, no. 2, pp. 167–180, 2020, doi: 10.25105/jmpj.v13i2.7116.
[4] K. Boonlertvanich, “Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status,” Int. J. Bank Mark., vol. 37, no. 1, 2019, doi: 10.1108/IJBM-02-2018-0021.
[5] J. Carlos Fandos Roig, J. Sanchez Garcia, M. Angel Moliner Tena, and J. Llorens Monzonis, “Customer perceived value in banking services,” Int. J. Bank Mark., vol. 24, no. 5, 2006, doi: 10.1108/02652320610681729.
[6] A. Caruana, A. H. Money, and P. R. Berthon, “Service quality and satisfaction – the moderating role of value,” Eur. J. Mark., vol. 34, no. 11–12, 2000, doi: 10.1108/03090560010764432.
[7] C. Makanyeza and L. Chikazhe, “Mediators of the relationship between service quality and customer loyalty: Evidence from the banking sector in Zimbabwe,” Int. J. Bank Mark., vol. 35, no. 3, 2017, doi: 10.1108/IJBM-11-2016-0164.
[8] M. Mohsin Butt and M. Aftab, “Incorporating attitude towards Halal banking in an integrated service quality, satisfaction, trust and loyalty model in online Islamic banking context,” Int. J. Bank Mark., vol. 31, no. 1, pp. 6–23, 2013, doi: 10.1108/02652321311292029.
[9] V. A. Zeithaml, L. L. Berry, and A. Parasuraman, “The behavioral consequences of service quality,” J. Mark., vol. 60, no. 2, 1996, doi: 10.2307/1251929.
[10] Teguh Iman Santoso and Rahmat Taufik, “Pengaruh Kompetensi dan Loyalitas Karyawan terhadap Promosi Jabatan pada PT KEMET Electronics Indonesia Dengan Metode SEM-PLS,” J. Manag. Entrep. Coop., vol. 1, no. 1, pp. 1–9, 2022, doi: 10.56869/jmec.v1i1.310.
[11] J. F. Hair, H. G. T. M. Jr., C. M. Ringle, and M. Sarstedt, “A primer on partial least squares structural equations modeling (PLS-SEM). Sage Publications,” J. Tour. Res., vol. 6, no. 2, 2014.
[12] A. K. Albari, “The Influence Of Product Quality,Service Quality And Priceon Customer Satisfaction And Loyalty,” Asian J. Enterpreneursh. Fam. Bus., vol. 3, no. 1, pp. 49–64, 2019.
[13] A. Gani and A. N. Hillebrandes Oroh, “The Effect of Product Quality, Service Quality and Price on Customer Satisfaction at Loki Store,” KnE Soc. Sci., vol. 2021, pp. 116–128, 2021, doi: 10.18502/kss.v5i5.8803.
[14] dan R. F. H. Wild, John, K.R. Subramanyam, Analisis Laporan Keuangan. Edisi Sebelas, Buku Kesatu. 2017.
[15] S. Javed, M. S. Rashidin, M. Zhu, Z. Xu, W. Jian, and S. Zuo, “Combined Effects of Drivers and Impact of Customer Satisfaction on Brand Loyalty: The Contingent Effect of Social Trust,” SAGE Open, vol. 11, no. 1, 2021, doi: 10.1177/21582440211003566.
[16] S. A. Qalati, E. G. Vela, W. Li, S. A. Dakhan, T. T. Hong Thuy, and S. H. Merani, “Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping,” Cogent Bus. Manag., vol. 8, no. 1, 2021, doi: 10.1080/23311975.2020.1869363.
[17] A. G. Asmelash and S. Kumar, “Tourist satisfaction-loyalty Nexus in Tigrai, Ethiopia: Implication for sustainable tourism development,” Cogent Bus. Manag., vol. 7, no. 1, 2020, doi: 10.1080/23311975.2020.1836750.
[18] D. J. Petzer and M. Roberts-Lombard, “Delight and Commitment—Revisiting the Satisfaction-Loyalty Link,” J. Relatsh. Mark., vol. 20, no. 4, 2021, doi: 10.1080/15332667.2020.1855068.
[19] P. K. Kopalle, D. R. Lehmann, and J. U. Farley, “Consumer expectations and culture: The effect of belief in karma in India,” J. Consum. Res., vol. 37, no. 2, 2010, doi: 10.1086/651939