THE INFLUENCE OF SERVICE FAIRNESS, SERVICE QUALITY, RELATIONSHIP QUALITY ON CUSTOMER LOYALTY OF PT BPR LAMPUNG BINA SEJAHTERA

Abstract

This research aims to test and analyze the influence of service fairness, service quality, and relationship quality on customer loyalty. This research is quantitative research with descriptive analysis. The population in this study were customers who made transactions at Bank Sejahtera using random sampling techniques with a sample size of 83 respondents. The data analysis tool uses SPSS Version 28. Test data quality with validity and reliability tests, then carry out classical assumption tests, multiple linear regression analysis, t-tests, and F tests. The findings of this research show that service fairness, service quality, and relationship quality have an influence positive and significant on customer loyalty. Simultaneously test the hypothesis that the variables of service fairness, service quality, and relationship quality will have a positive effect together (simultaneously) on customer loyalty.