Strategi Meningkatkan Retensi Nasabah Melalui Kualitas Layanan dan Transaksi Digital (Studi Kasus Pada Pt Bank Central Asia, Tbk Cabang Depok)
DOI:
https://doi.org/10.62710/f2ra8b94Keywords:
service quality, digital transactions, customer satisfaction, customer retention, banking.Abstract
This study aims to examine the influence of service quality and digital transactions on customer satisfaction and customer retention at PT Bank Central Asia, Tbk Depok Branch. The rapid development of digital banking services and increasing competition in the banking industry require banks to continuously enhance service quality while maintaining long-term customer relationships. This research employs a mixed methods approach using a concurrent triangulation design to obtain a comprehensive understanding of the studied phenomena. Quantitative data were collected through questionnaires distributed to 200 customers, while qualitative data were obtained through interviews and documentation studies. The quantitative analysis was conducted using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method to examine the relationships among service quality, digital transactions, customer satisfaction, and customer retention. Research results show that the quality of service and digital transactions have a positive and significant effect on customer satisfaction. Customer satisfaction is proven to have a significant effect on customer retention. Service quality and digital transactions have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction is proven to have a significant influence on customer retention. The findings also reveal that service quality and digital transactions directly contribute to enhancing customer retention. These results emphasize the importance of improving service performance and optimizing digital transaction systems to strengthen customer loyalty. This study provides practical implications for banking management in formulating effective service improvement and digital transformation strategies. In addition, the findings are expected to contribute to the development of academic literature in the fields of service management and digital banking, as well as serve as a reference for future research.
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