THE EFFECT OF CSR, GREEN BANKING, SERVICE QUALITY, AND CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY AT BRI
Keywords:
Banking Industry, Corporate Social Responsibility, Customer Experience and Customer Loyalty, Green Banking, Service Quality, Loyalty Strategy, Sustainable Banking
Abstract
This research aims to determine the effect of corporate social responsibility, green banking, service quality, and customer experience on customer loyalty at PT. Bank Rakyat Indonesia (Persero), Tbk. This research is a quantitative study using primary data collected through the distribution of questionnaires with 100 BRI customer respondents. The analysis employed multiple linear regression methods and various statistical techniques, including the F-test, t-test, and determination coefficient test (Adjusted R²). The results of the research partially show that the variables of corporate social responsibility and customer experience have a significant effect on customer loyalty at PT. Bank Rakyat Indonesia (Persero), Tbk. However, green banking and service quality do not have a significant effect on customer loyalty to PT. Bank Rakyat Indonesia (Persero), Tbk.
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References
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Dewi, K., & Indudewi, Y. R. (2024). Green Banking Impact: Mediation of Green Image and Bank Trust on Bank Loyalty. Performa, 9(1), 1–19. https://doi.org/10.37715/jp.v9i1.4513
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Gitomer, J. H. (1998). Customer Satisfaction is Worthless, Customer Loyalty is Priceless: How to Make Customers Love You, Keep Them Coming Back and Tell Everyone They Know. In 1 (Revised, hal. 288). Bard Press. https://doi.org/9781885167309
Griffin, J. (2005). Customer loyality, menumbuhkan dan mempertahankan kesetiaan pelanggan. Erlangga.
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