Abstract:
The objective of the study is to analyze the relationship of service quality on customer
satisfaction, service quality on word-of-mouth, customer satisfaction on word-of-mouth,
service quality on brand loyalty, customer satisfaction on brand loyalty, and word-of-mouth
on brand loyalty in using banking services at BRI. Data for this research was analyzed
quantitatively. Quantitative data were collected through an online questionnaire. After that,
it answered by 100 respondents who have ever used Bank Rakyat Indonesia's banking
services. In the quantitative approach, a seven-point Likert scale is used as the measurement
instrument and analyzed by Smart-PLS’s software. This is the first study whereby the
researcher deals with service quality, customer satisfaction, word-of-mouth, and brand
loyalty toward Bank Rakyat Indonesia's banking services. Results confirm a positive
relationship between service quality and customer satisfaction, a positive relationship
between service quality and word-of-mouth, a positive relationship between customer
satisfaction and word-of-mouth, a positive relationship between service quality and brand
loyalty, a positive relationship between customer satisfaction and brand loyalty and a positive
relationship between word-of-mouth and brand loyalty. Theoretically, this research offers
insight into how to strategically manage customer relationships in a way that will bring
organic growth and competitive advantage in the banking industry. Practically, the research
focused on marketing campaigns, personalized customer experiencesin the banking industry.
