Abstract

The objective of this study is to examine the effect of service quality on customer satisfaction at PT Bank BJB Branch of Cirebon. This study employed a quantitative approach with primary data collected from 62 customers in the form of a questionnaire. The service quality was measured by five dimensions of reliability, responsiveness, assurance, empathy and tangibility. Customer responses were analyzed through descriptive analysis and simple linear regressions. The results indicate that customers expressed positive comments on the service of the bank, especially in terms of employee assistance, service speed, employee presence and customer convenience. However, the clarity of information provided by employees was still an area for improvement. The regression analysis shows that the service quality has a positive and significant effect on customer satisfaction with a regression coefficient of 0.588, a standardized coefficient of 0.605, and a t value of 5.881 at the significance level of 0.000. The coefficient of determination (r2) of 0.366 shows that service quality explains 36.6% of the variation in customer satisfaction and the remaining 63.4% is explained by other factors outside the model. Results demonstrate that the enhancement of service quality, especially in the domains of employee communication, responsiveness and customer support, can improve consumer satisfaction with banking services.