PENGARUH DIGITALISASI BANK DAN KUALITAS LAYANAN PRONTLINER TERHADAP LOYALITAS NASABAH MELALUI KEPUASAN NASABAH DI MASA PANDEMI COVID-19 PADA BANK BRI CABANG MAROS = The Influence of Bank Digitization and Prontliner Service Quality on Customer Loyalty through Customer Satisfaction in the Future Covid-19 pandemic at BRI Bank Maros Branch

ABSTRACT

The Influence of Bank Digitization and Prontliner Service Quality on Customer
Loyalty through Customer Satisfaction in the Future Covid-19 pandemic
at BRI Bank Maros Branch

Mujahid Amin
Abdul Rahman Kadir
Djumidah Maming

This study aims to analyze the effect of bank digitization and service quality on customer satisfaction and customer loyalty during the Covid-19 pandemic at Bank Rakyat Indonesia Maros Branch, to analyze the effect of customer satisfaction on customer loyalty and to analyze the effect of bank digitization and service quality on customer loyalty. through customer satisfaction during the Covid-19 pandemic at Bank Rakyat Indonesia Maros Branch. Data collection techniques through observation and questionnaires, with data analysis techniques using Amos SEM analysis.
The results of the study found that bank digitization had a significant effect on customer satisfaction. The quality of frontliner services can have an impact that can significantly increase customer satisfaction. Digitization has a real impact in increasing customer loyalty. Frontliner service quality can increase customer loyalty in the future. Customer satisfaction has a real influence in increasing customer loyalty. The results of the mediation test show that customer satisfaction can mediate the effect of bank digitization on customer loyalty. The results of the mediation test that customer satisfaction can mediate the effect of frontliner service quality on customer loyalty during the covid 19 pandemic PT. Bank Rakyat Indonesia Maros Branch, where the provision of quality services carried out by frontliners to customers will make customers feel satisfied so as to give customers loyalty.

Keywords: bank digitalization, service quality, customer satisfaction and customer loyal