THE INFLUENCE OF SERVICE QUALITY, CUSTOMER VALUE, AND EMOTIONAL CLOSENESS ON CUSTOMER LOYALTY AT KERTAMULIA RURAL BANK

Dewi Indriani Jusuf

International Women University

Email: dewijusuf@iwu.ac.id

Abstract

This research aims to investigate the influence of service quality, customer value and emotional closeness on customer loyalty at Kertamulia Rural Bank (BPR). With a focus on the microcredit banking sector, this research uses a quantitative approach and a conceptual framework based on the concepts of service quality, customer value, emotional closeness and customer loyalty. The research method involves collecting primary data through questionnaires distributed to BPR Kertamulia customers. Data analysis uses multiple regression techniques to test hypotheses and measure the extent to which variables influence the dependent variable. The research results show that service quality has no significant effect on partial customer loyalty, customer value has a significant effect on partial customer loyalty, and emotional closeness has a significant effect on partial customer loyalty. Customer value, service quality and emotional closeness have a significant effect on customer loyalty simultaneously. The magnitude of the influence of variable X on variable Y is 34.3%

Keywords: Service Quality, Customer Value, Emotional Closeness, Customer Loyalty